Delivering a personalized, omnichannel customer experience in real time
Marketers today know that consumers are demanding an omnichannel experience that is unique and engaging. We often talk about how we can engage customers and what their preferences are, but we haven't taken a deeper look into what goes into making a successful customer experience possible—specifically the real-time customer experience technology that drives real-time journey orchestration.
Journey orchestration is all about personalizing the experience of a customer to keep them engaged in real time across multiple channels. This can become very complex very quickly: the number of channels, options and types of customers result in a huge proliferation in the number of decisions that need to be optimized.
Chris Nolan, CTO at Alterian, puts it this way: "Machine learning manages a level of complexity that the human brain can't fathom. Plus, they can keep computing and analyzing 24/7."
Marketing and CX teams need speed and reliability
With marketing budgets shrinking and the responsibilities of customer experience teams growing, marketers are becoming more dependent on technology like real-time CX platforms, according to a recent Forrester study.
Customer experience teams are often a mix of marketing, sales and design specialists. With this responsibility crossing multiple business lines, journey orchestration technology can help the team deliver personalization that is consistent across multiple channels. According to the study, only 54% of those surveyed think they have executive backing, and 45% find cross-organizational cooperation the biggest barrier.
Chris Nolan, CTO at Alterian, advises: "To be successful in improving customer experience you want to start small and with a specific goal that can be measured. Being able to demonstrate ROI-driven success is the best way to overcome the obstacles that most organizations face; it's amazing how quickly a coalition can be built when there's clear evidence of a positive impact on the bottom line or on customer retention and lifetime value."
On average, these teams dedicate $100,000 to $500,000 a year to customer experience efforts, and 53% cited improved retention as the biggest benefit. As these teams grow, they said they are hoping to add members with backgrounds in data analytics, design thinking and customer experience measurement—but what if they didn't have to add more employees to get these skills?
The Real-Time CX Platform
With the right tools, like Alterian's real-time journey orchestration technology, customer experience teams can gain insights on their customers like never before. As Nolan puts it: "Alterian helps customer experience professionals create one brain. Being able to drop in a real-time customer experience platform without the need to rip out and replace entire systems or spend countless hours on integration helps an organization orchestrate the customer journey and achieve their business goals much more quickly."
This article was originally published on Modern Marketing Today.
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