What is Customer Journey Orchestration?

Helping customers achieve their goals so that you can too

Brilliant customer experiences can seem out-of-reach for most businesses, especially in today’s environment. That’s why today’s multidisciplinary leaders are approaching challenges differently and demanding solutions that help them understand and act. Customer Journey Management, which includes orchestration, makes this possible.

Customer Journey Management, as we’ve already noted, is the process of discovering and optimizing your customers’ journeys and customers’ interactions with your brand, to improve customer experiences and business outcomes. It’s ongoing rather than a once-off implementation, involving real-time interaction management. The approach consists of traditional journey mapping, Journey Analytics and Journey Orchestration, which we’ll be looking at in this post.

The traditional customer journey map is a good start to understanding the customer lifecycle, but, in isolation, lacks granularity and real-world actionability. Only data-driven, journey-based methods can expose real journeys. This is achieved through Journey Analytics, which is the science of exposing and understanding customers’ actual, real-time behavior across customer touchpoints, at scale.

Journey Analytics succeeds in answering these questions –

  • What does the customers’ real journey look like, a where are they getting stuck?
  • What do customers value and are we delivering it?
  • Are customers reaching their goals? If not, why not?

Journey Analytics provides unequalled insight into real-time customer behaviour. But now it’s time to take action through orchestration.

What is Customer Journey Orchestration?

Imagine that policy holders are failing to register on a portal that will allow them to manage their retirement investments. They currently have limited engagement with the insurer. Policy holders don’t see the importance and therefore go idle. The insurer launches digital engagements through mobile chat platforms to gather customers’ individual retirement goals, and then points them towards a calculator on the portal to confirm they’ll reach their goals! This drives engagement and registration. When customers are reaching their goals, you are too!

Journey Orchestration, the most powerful aspect of Customer Journey Management, is the crafting and guiding of customer experiences in real-time to ensure that customers reach their goals. How is this made possible?

Powered by insights into cross-channel customer behavior, sentiment and goal achievement, orchestration guides customers for success. Unsuccessful customer journeys are then optimized for success. Friction affecting progress is quickly addressed and this is achieved through hyper-personalized, real-time interventions and nudges. Sometimes customers just need a little more information during their application, or a reminder to provide some information, and these digital nudges can guide them forward. Your customer journey data is fully harnessed to improve customer experiences.

At inQuba we’ve seen journey orchestration achieve some fantastic results:

  • A 31% increase in portal registration (insurance)
  • A 34% increase in onboarding conversion (fintech)
  • A 200% increase in customer engagement (insurance & investment)
  • Significant improvements in customer satisfaction and NPS

Why is Journey Orchestration important?

Customers’ expect to be known. Customers’ expectations continue to rise, and they’re increasingly creative and empowered. They expect to be treated as individuals and for their personal context to be understood. The journey orchestration platform ensures that customers receive personal engagements around relevant experiences in the moment, through their preferred channels and touchpoints. This allows for the nurturing of the relationship between customer and brand, introducing a focus on lifetime value. When successful, this will ensure advocacy and future purchases.

It bridges the gaps between teams. Customers unknowingly touch all areas of the business when trying to achieve something – sales, marketing, support, etc. This can lead to inconsistencies in experiences as they deal with siloed operations. Journey orchestration solutions provide a view of the end-to-end customer journey, bringing all areas of the business together around the customers’ real journey. This allows for meaningful engagements throughout and the ability to manage customer expectations coherently. It’s a unified canvas that all business units can rely upon.

Types of journey orchestration

Sometimes customers need a little more information before moving forward. This can be achieved with a simple informational engagement, offering details on a next step or answers to common questions at that stage in the journey.

A value communication reminds idle customers of the value of the service, or the value that will be unlocked when they complete a process. This could be benefits offered by an insurer, for example.

A simple reminder, such as for outstanding documents, can nudge customers forward and guide them through completing an application.

Sometimes customers need personal assistance during a process and digital interventions can make a handover to a representative possible. The handover is initiated by a simple response in a text or chat dialogue which then leads to individual customer service.

Conversational commerce allows businesses to use personal, natural conversations (powered by Machine Learning) to achieve something. The conversation takes place through instant messaging platforms and is an effective way to serve customers, provide personalized recommendations, answer questions, share resources, and ultimately move customers forward.

While not strictly orchestration, personalized engagements are also used to measure the individual experience and collect customer information in order to augment their profiles and further fine-tune future personalization. Rich profile information also allows for segmentation.

engagement

Case study: building customer loyalty through brand-infused journeys

Sanlam Corporate identified the importance of engaging with employees at corporate clients during their retirement saving journey. Getting members are more involved in their investments would ensure they’re better prepared for retirement, and improves portal registration and ultimate loyalty.

There were some friction points. The employees didn’t fully understand the relationship between their employer and the business managing their retirement savings. Many were also disengaged on the subject of retirement, considering it a ‘problem for later’.

As part of the program, the following was defined:

  • How do we want members to feel at each stage of their journey (knowledgeable, assured, acknowledged, etc.)?
  • What do we want members to do? (read resources, access portal, use online tool, etc.)
  • What is the engagement toolbox is needed for each outcome, per segment?

Members were engaged at identified stall points with a series of communications that informed, educated and empowered members, moving them to register on the portal and engage with their investments. Customers engaged and some of the results were:

  • The actual customer journey and main points of friction were identified and visualized
  • A 46% increase in portal registration amongst members who responded to a nudge
  • A 31% improvement ion overall portal registration compared to the control group
  • A 200% increase in engagement levels

About inQuba Journey Management

Customer Journey Management is the laser technology of CX. Lasers offer targeting precision for specific use cases, and users have granular control. Similarly, managing customer journeys allows you to focus on the specific – cohorts, behaviors and use cases. Every systematic action is for someone, not everyone.

While CX results are flattening, inQuba Journey Management, which includes Journey Analytics and Journey Orchestration, is helping businesses to visualize actual journeys, understand their emotion, dynamically clear their paths, nudge them in the right direction and double customer conversion.

We’d love to understand your business challenges better, and discuss how Journey Management can transform your customers’ experiences and business growth.

Read the full series on Customer Journey Management now.

 

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    Bruce Eidsvik

    inQuba President, North America

    Bruce is a seasoned executive with over 25 years of experience in sales and marketing mainly within the customer experience space. Bruce has held senior executive roles at Genesys, a private equity backed cloud customer experience company and OpenText, a NASDAQ listed information management company, where he led their Global Growth Marketing and Sales Development organizations. Prior to these roles, Bruce was the Managing Director for the APAC region at Genesys, based out of Singapore. Bruce is also an entrepreneur and a co-founder of Insight Venture backed VoiceGenie Technologies Inc, which was successfully exited in 2006.

    This work has led Bruce to points around the globe, helping both Fortune 100 and SMBs alike. Bruce is a frequent keynote speaker at CX events worldwide, where he is more than happy to share his experiences and best practices to help others. Bruce is a team builder, has a passion for driving creativity, developing leaders and getting stuff done. Bruce strongly believes that fun is an important component of driving great results. Outside of work, Bruce is an avid skier, road and mountain biker, triathlete and in love with the mountains.

    Bruce holds a Bachelors of Science degree with Honors in engineering physics from Queen’s University. After 14 years abroad, Bruce and his family are back in Canada and living just outside Banff, Alberta.

    Liza Rogers-Nolte

    Head: Inside Sales SA and Marketing

    Liza joined inQuba shortly after inception in 2011. She has held various roles and responsibilities during the time and has been vital to the success of the business. Since 2016, Liza has headed up inQuba’s global Inside Sales function, responsible for identifying, qualifying and nurturing new business relationships. She also plays a fundamental role within inQuba’s marketing function, being jointly responsible for all key, global marketing events. Liza also manages the relationships of inQuba Partners, specifically the Microsoft Partner Relationship for which she is the MSFT Alliance Partner Manager.

    Prior to inQuba, Liza spent over 10 years in London (UK) gaining international experience in various industries. This included working closely with top executives in FTSE 250 and blue-chip companies in industries such as banking, private equity, investment property, executive search, and others.

    Prinay Panday

    Head: BI and DevOps

    Prinay is responsible for overseeing all IT operations, technical delivery and technical strategy for inQuba, ensuring alignment with the company’s business requirements and goals. Prinay is responsible for assisting other departments within inQuba, such as Product, Development and Professional Services, in utilising technology efficiently and profitably. He also spent several years in software development at inQuba which has provided him with deeper insight into effective technical delivery and operations of the inQuba platform. Prior to joining inQuba, Prinay worked in IT operations and software development across various industries including insurance, banking and retail. Prinay holds a Bachelor of Science in Information Technology from the University of Johannesburg.

    Dasha Naidoo

    Head: Product Experience

    Dasha joined inQuba in 2013 and has held various positions over the years. Dasha found her niche when she joined the core Product team in designing the inQuba CX platform. As the Head of Product Experience, she is ultimately responsible for the overall user experience and value delivery to inQuba’s customers. Dasha has been instrumental in the product’s success, providing insight into design, customer behaviours and practical solutions to complex customer challenges. Before joining the product team, she spent 2 years guiding customers through their Customer Experience programmes.

    With a professional career spanning 10+ years, Dasha has extensive experience across CX, Marketing, Campaign management and Data management and analysis. Dasha holds a Bachelor of Commerce (Information Systems Technology) degree from the University of KwaZulu Natal.

    Kobus Snyman

    Head: Service Operations

    Kobus is responsible for overseeing all technical operations including customer support and general operations activities ensuring the inQuba’s customer platform is optimal and stable. He has extensive Systems and Business Analysis experience gained from industries such as Banking, Information Technology and Mining. He has gained solid knowledge in Project Management, Disaster Recovery and Business Continuity management as he managed the Disaster Recovery site for one of South Africa’s Big Four Banks for a significant period. In 2016, Kobus joined inQuba as a Senior Analyst and has subsequently been promoted to Head: Service Operations, bringing with him the technical platform knowledge as well as customer management experience gained through the management of large, strategic inQuba clients. Kobus holds a Certificate in IT Service Management (ITIL) and SDIP. He also holds an ‘Essential skills for the Business analyst’ certification.

    Eben Odendaal

    Head: Professional Services

    Eben is responsible for the successful delivery of inQuba’s CX solution programmes to clients. He is an experienced Business Consultant and Project Manager and has delivered multiple Management Consulting, Digital Application and Software Development programmes, across multiple industries, throughout his career. Eben holds a Mechanical Engineering degree from the University of Pretoria, an MBA from the University of Stellenbosch and is a registered Project Management Professional.

    Allan Lee Son

    Senior Software Architect

    Allan is a Senior Architect in the core team working on the architecture and development of the inQuba CX platform for over six years. As a technical lead, product designer and software architect, he is a driving force in the inQuba Product Development team, providing insight into design and practical solutions to complex software challenges.

    Previous to joining inQuba, Allan’s five years at On-IT-1, developing software solutions for the Bosasa Group, have given him broad perspective on design, development and deployment of software applications across various industries, including aquaculture, youth rehabilitation, fleet management and device integrations for biometric and programmable logic controllers. Allan brings this valuable experience to bear on the challenges of developing a globally distributed SaaS platform.

    Allan completed his treatise in 2006 and holds a honours degree in Bachelor of Commerce (Computer Science and Information Systems) from the Nelson Mandela University.

    Warren Reed

    Senior Software Architect

    Warren is responsible for high-level software design choices and selecting the best tools, platforms, and technologies for developing and delivering inQuba’s CX software platform. He helped build the inQuba platform from the ground up, including products such as Engage, Case Management, and Journey Analytics. He implemented the continuous delivery pipeline that automatically deploys inQuba’s software solutions globally. Prior to inQuba, he spent five years at Bosasa architecting and developing systems for vehicle maintenance, youth development centres, access control security, and job recruitment. He also spent two years at Korbitec developing legal practice management software. Warren holds an honours degree in Computer Science and Information Systems from the Nelson Mandela University.

    Jon Salters

    Non-Executive Director

    Jon brings with him a wealth of experience in market research and technology enabled services in the insights domain.

    Prior to being strategic advisor to inQuba, Jon spent four years at Vision Critical, the world’s leader in Insight Community solutions where he launched Vision Critical’s presence in Africa, re-launched their partner program internationally and was also integrally involved in the team that executed the spin-off of Vision Critical’s Research and Consulting business unit which became a cornerstone of the newly formed Maru Group.

    Jon holds a GDE in Engineering Management and a B.Sc Mechanical Engineering (industrial Option) for the University of the Witwatersrand.

    Antony Adelaar

    Head: Product Marketing

    Antony joined the inQuba story early, towards the end of 2011. He is responsible for the planning, design, production, marketing and release of inQuba’s CX software solutions to customers on 4 continents. Prior to managing product, Antony oversaw the account management team who in turn oversee inQuba clients using the full range of inQuba CX solutions.

    Antony has ten years’ experience in market research across the African continent and across all major industries. Prior to inQuba, he headed up digital research at an agency, Yellowwood Future Architects, which specialises in strategy, research and design.

    Antony completed post-graduate Leadership Development studies at Gordon Institute of Business Science (GIBS), following a Bachelor’s degree (Industrial Psychology) at the University of South Africa.

    Trent Rossini

    Managing Director

    Trent is responsible for all operational delivery, professional services engagement, product conceptualisation and delivery of inQuba software. Prior to joining inQuba, Trent was the CIO for Discovery Health and in 2003, was appointed as COO of PruHealth, Discovery’s UK joint healthcare venture with Prudential. He also spent several years consulting on various systems integration projects for Deloitte and Accenture.Trent holds a B.Sc.(Mech) Engineering from the University of the Witwatersrand and a Graduate Diploma in Industrial Engineering.

    Micheal Renzon

    Group CEO

    Michael Renzon is an entrepreneur and visionary and the driving force behind highly successful internet, technology, content and Customer Experience companies. He is an Endeavor Entrepreneur, the leading high-impact entrepreneurship movement around the world, and was named the Most Promising Entrepreneur of Entrepreneur Organization (EO) in 2006.

    Michael’s thought leadership in Customer Experience and Customer Journey Management has been adopted by leading companies around the world who use inQuba’s analyst-rated Customer Journey SaaS Platform and Methodology to drive their customer experience transformation and customer journey optimization.

    Michael holds an MBA from the University of Cape Town, an Honours Degree in Computer Science and a Bachelor of Economic Science Degree, both from the University of the Witwatersrand.

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