Home Customer Journey How Can Retailers Orchestrate the Customer Journey?

How Can Retailers Orchestrate the Customer Journey?

by Jenna Sindle
customer journey

Today’s customers expect a unique, memorable experience from retailers. With apps, social media, and online shopping, retailers have multiple touch-points where they can engage customers. These various platforms must be consistent in information, pricing, and experience to please today’s consumers. Orchestrating the customer journey allows retailers to provide the experience shoppers crave – resulting in increased brand value and sales.

To learn more about orchestrating the customer journey and the benefits it hold for retailers, our sister site, Modern Marketing Today, spoke with Alex Thompson, Product Director for Real-Time CX at Alterian. Here’s what he had to say:

With the smart application of real-time customer experience technologies, CX Professionals can orchestrate this customer journey and help their customers move from consideration to purchase without frustration and confusion. “The customer journey is the path that the customer finds themselves on trying to get to an end goal,” shared Thompson. “Whether they’re buying dinner or a house, they’re on a decision-making journey and the job of a marketer is to get them to their end goal with a positive experience. The idea of orchestrating that customer journey is simply the opportunity to improve the customer’s path to desired outcome.”

While the goal of journey orchestration might appear simple, it requires some adept actions by CX Professionals behind the scenes. “Customers expect immediacy and personalization from their interactions with brands these days,” said Thompson. “Not only do CX Professionals have to contend with that, but if the experience is less than satisfactory, they have to mitigate the impact of negative online reviews, loss of revenue, and customer churn. A customer who’s had an exceptional experience with a brand, on the other hand is an invaluable opportunity for a business to retain them and grow their lifetime value.”

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