Jan 23, 2018
By: Jason Smith
Nobody doubts the importance of delivering a strong customer experience across multiple channels. In fact, a Walker study found that by the year 2020, customer experience will overtake price and product as the key brand differentiator.
And yet, most marketers don’t feel like they’re in the driving seat when it comes to customer experience orchestration. Instead, the struggle to tweak and hone customer experiences is a task that — thanks to code-heavy DXPs (Digital Experience Platforms) — and usually needs the help of an IT specialist or two. And that just won’t do.
But before we get into that, let’s recap on the definition of customer experience orchestration.
Customer experience orchestration, also known as customer experience management, refers to the highly detailed brand experience that marketers seek to create across these different channels.
The term encompasses all the tasks that a brand carries out in order to, oversee, design and organize every interaction between a customer and the organization throughout the customer lifecycle.
The core goal of customer experience orchestration is to improve and perfect the customer experience in order to ultimately maximize conversions.
For example, your customer’s journey might look like this:
Your customer may first become aware of your company through a Facebook ad on their desktop. They then search for your company name via their phone and subscribe to your email list. Finally, they opt into a webinar you’re hosting that sends SMS alerts and targeted questions to gain user feedback.
All of the touchpoints above make up the customer experience and tweaking each one with personalization, great design and great messaging, is all part of the customer experience orchestration process.
With new devices and apps constantly changing the landscape, marketers need to craft brand experiences that are highly relevant, customized and engaging across a multitude of devices and channels, including everything from SMS marketing to IoT devices like Amazon Alexa. Oh, and every interaction also needs to be combined with real-time customer data, so your customer’s journey feels wholly unique to them.
And yet marketing departments seem to be operating in a slow and IT-dependent vacuum.
The modern consumer-brand interaction is akin to a journey spanning multiple touchpoints and devices. The consumer expects to be recognized and catered for at every turn — and marketers would love nothing more than to do exactly that.
But what good is orchestrating a stellar omnichannel customer experience if you can’t do it quickly?
As Salesforce’s CEO Marc Benioff says, “speed is the new currency of business.”
Any marketer worth their weight in salt already knows the value of speed, but even so, their tools just won’t allow them to meet their consumers on their latest gadget while the iron is hot. There’s just too much technicality, too much code and far too many calls to the IT department.
Today’s marketers need a fast and easy way to implement and manage these customer experiences, without the need to call on an IT team.
CMOs and their marketing teams need to be in the driver’s seat when it comes to customer experience orchestration. That means codeless interfaces built with marketers in mind.
By empowering the marketer, brands will keep their customer experiences agile, decreasing time to market on new devices while reducing costs in the process.
With your marketing team busy orchestrating customer experiences, your technology team can focus on driving innovation and developing the tools of tomorrow, instead of being stuck in the day-to-day.
But can it be done? We think so.
With customer experience orchestration, you have a ton of different moving pieces to manage and implement. In the past, there hasn’t been a method for marketers to do this efficiently, particularly not at the scale it needs to be done. But, with dotCMS, customer experience orchestration is finally marketer-friendly.
Sure, not every element of customer experience orchestration can be implemented without code, but dotCMS has come pretty close. (certainly closer than any DXP before us!).
With dotCMS you can take care of the largest elements of customer experience orchestration, leaving the finer details to be handled swiftly by your tech team.
The following customer experience orchestration tasks can be handled by anyone in dotCMS, even if they can’t read or write code:
As you can see, utilizing dotCMS can help to greatly speed up your marketing workflows, so you can publish content on demand to better meet evolving customer needs.
Traditionally, customer experience orchestration has been a relatively technical tango. But dotCMS’s marketer-friendly demeanor has what it takes to finally put the power in the hands of the everyday marketer.
Our upcoming #NoCode webinar will demonstrate how dotCMS enables marketers to perform the following customer experience orchestration tasks — without writing a single line of code, or making a single call to the IT department:
Sign up for the #NoCode dotCMS webinar on January 25th, 2018.
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