Marketing

How Omnichannel Orchestration Can Revolutionize Your Customer Experience Strategy

Customers have come to expect a seamless and personalized experience when they interact with a brand. Anonymity is no longer acceptable from an experiential standpoint—but this level of customer service does require digital infrastructure upgrades. To make every interaction bespoke, your brand needs to prioritize omnichannel orchestration, which refers to coordinating multiple communication touchpoints to synchronize interactions across channels.

Put simply, an omnichannel experience allows a customer to begin engaging with your brand through one channel—such as browsing products on a website—and then switch to another—like reaching out for support through a mobile app—without losing any of the information interchanges from the first touchpoint.

The convenience of omnichannel orchestration is a practical necessity at this point, but this might leave you wondering how to create the complex technological framework required to simplify the customer journey. Luckily, with the right customer experience strategy, it may not be as challenging to implement as you might think.

Leveraging AI for Omnichannel Orchestration: Benefits and Opportunities

Upgrading your omnichannel experience opens the opportunity to integrate AI into various processes. First and foremost, you can add an AI chatbot that manages simple customer support to your website. This reduces your overhead costs and frees up your agents’ time to provide better service for more complex issues. Plus, your customers are granted immediate attention, which can help you speed up your funnel, garner more repeat purchases, and reduce abandoned cart rates.

Through omnichannel orchestration, your AI can provide personalized experiences by accessing historical data on individual customers. This allows customers to pick up where they left off regardless of which touchpoint they’re accessing.

More advanced AI integrations can also go one step further to leverage customer data for personalized recommendations in real time. The technology can actually orchestrate customized customer journeys by analyzing individual behaviors, situational factors, and interests to create actionable predictive models. This personalizes the entire journey as each action or message is customized to the individual.

omnichannel orchestration
Source: Shutterstock

Understanding the Challenges of an AI-Powered Omnichannel Experience

The concept of a completely interconnected experience is relatively new, meaning many systems aren’t equipped with the level of integration necessary to handle omnichannel journeys. For instance, individual departments may be operating in data silos. Their systems don’t interact or share information with other digital functions, making AI personalization difficult, as there’s no central database to pull comprehensive data sets on an individual. As a result, incomplete customer information can reduce customized service quality.

Also, without a complete pool of information to pull from, AI may struggle to effectively route customers to the ideal next touchpoint along their journey. So to effectively implement omnichannel orchestration, you will need to restructure your system to connect these siloed data sets. This may require an internal review of what data is relevant to your customer journey.

Of course, data privacy is always a significant concern when storing information on customers. To maintain regulatory compliance, protect your brand’s reputation, and safeguard your customers’ trust, it’s imperative that you prioritize system security to avoid potential leaks.

Overcoming Barriers to Adoption: Strategies for Successful Implementation

A strategic approach to implementing omnichannel orchestration can help you overcome the common challenges of upgrading your system. The goal is to create a customer engagement system that offers enough customization to cut through all the advertising clutter and become the brand audiences actually interact with.

The most fundamental strategic step is making the necessary infrastructure updates to support ongoing digital transformation initiatives. This way, you’ll be able to stay at the forefront of your competitors in terms of digital marketing strategies in the future. Plus, you can leverage integrated data to create targeted ads at scale.

Centralizing your siloed information also allows for more data-driven marketing campaign decisions. This lets you prioritize streamlining the customer journey through predictive routing. You’ll also need to integrate your digital customer touchpoints—like apps, ads, chatbots, social media, and websites—to provide personalized customer experiences.

The Future of AI-Powered Omnichannel Orchestration

The rapid pace of technological improvement necessitates paying close attention to emerging trends. You want to be the first to adopt the latest advancements to remain ahead of your competitors. Plus, digital advancements often require compatibility with existing infrastructure, meaning that the upgrades you make now can set you up for further easy upgrades down the line.

Here are a few of the most important omnichannel advancements to look into:

  • Headless content management systems (CMS) separate your back-end data repository from the front-end of your website. This allows back-end information and functionality to be delivered across devices via APIs.
  • Natural language processing (NLP) and natural language understanding (NLU) form the engine that allows you to automate customer service interactions.
  • Artificial intelligence, more broadly, is quickly emerging as a leading trend in digital transformation across technologies, and omnichannel orchestration is no exception. It’s the only way to scale personalization. Its superhuman processing can customize interactions and outreach and predict individuals’ future behavior.
omnichannel orchestration
Source: Shutterstock

Embracing the Power of AI for Omnichannel Orchestration

At this point, AI isn’t just the future of marketing—it’s also shaping the present advertising landscape. Keeping up with the attention economy requires more than it used to. Engaging copy, glossy ads, and influencer campaigns are oversaturated—so you need an extra edge to stand out.

Personalized customer journeys, services, and offerings are the best way to capture the interests of people who see hundreds of ads daily. Although to actually leverage your existing customer data, you need the right technology to back your campaign.

Omnichannel orchestration powered by AI can offer easy and resource-efficient personalization at scale—and as the leading provider of automated creative campaigns, that’s where Omneky comes in. Our revolutionary technology operates across channels for a seamless experience that can boost sales without straining your resources.

So if you’re ready to transform your marketing strategy, reach out to schedule a demo today.

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