Experience Orchestration is at the heart of generating loyalty and increasing revenue. New technologies have emerged to enable this transformation, but only XO is positioned to solve them holistically. There are few key vendor categories that sound similar, but fall short of overcoming the challenge at enterprise scale.
Experience Management (XM) promised to help customer experience leaders understand how customers experience their company. It’s about giving customers a voice and then listening and responding to customers to deliver improved experiences.
As most customer experience (CX) leaders have come to realize, experience management (XM) is incapable of delivering the type of meaningful, uninterrupted, and contextual experiences customers have come to expect. Remember: they’re not just judging you by your industry’s best CX, they’re judging you against the best CX. Simply put, XM isn’t the pinnacle of CX. Rather, leading companies are adopting XO in order to take a more active role in shaping experience as opposed to measuring customer sentiment after the fact.
Single platform vendors like Salesforce and Adobe have expanded services for customer journeys through acquisition. Salesforce, for example, expanded SFMC (Salesforce Marketing Cloud) by acquiring and bolting on other technologies like ExactTarget, Evergage, and Pardot.
How does this type of strategy play out in reality? Many single platform vendors start as category leaders and cobble together other technologies, but in reality they don’t natively work well together and it locks customers into using technology that will inevitably lead to a subpar customer experience.
But most importantly, single platform vendors inhibit a businesses ability to adapt to current and future business needs. As emerging technology like data science, AI, and ML become center stage in improving customer journeys, single platform vendors that lock you in to their suite of technologies are going to fall short as best-of-breed solutions pull ahead in the fight to win on CX.
Experience Orchestration was born out of enterprise CX initiatives to move from measuring and mapping journeys to orchestrating them. But the value of XO doesn’t stop there -- XO is relevant to any line of business or function owner that wants to make customer experience a competitive differentiator.
The organizations that we see find the most value in XO include:
There are also some common characteristics that make an organization an ideal candidate for XO. We’ve found that organizations that are focused on optimizing the customer experience across the full lifecycle -- e.g. not just acquisition -- are best suited to realize the benefits. Additionally, business units that want to leverage customer journeys as a vehicle for delivering increased customer and business value are key.
XO is about maximizing customer and business outcomes. And in a post-COVID world, it is critical that businesses find ways to foster happier customer relationships while simultaneously driving revenue and reducing cost to serve.
The reality is, if you’re not monitoring customer journeys and improving them in real-time, your organization has very little control over the customer experience. And in a world where customers have more choice than ever, understanding the health and the quality of your CX ris imperative. Customers are going to vote with their wallet based on how happy they are, and this threat increases as optionality continues to explode.
The good news is, there is a direct relationship between the quality of customer journeys, customer loyalty, and business metrics. Customer journey performance is the leading indicator of your P&L, and if you are deploying XO effectively in your organization, you can quantify the impact of journey improvements on business metrics.
We have seen businesses leverage XO to drive immediate impact in three key business areas: