Users interact with companies and organizations through many channels, including the web, mobile applications, email, online chat, in person and over the phone. Interacting with an organization through a specific channel is often just one part of a largercustomer journeyin service of a goal. And individual customer journeys add up to create customers’ overall relationship with a company.

For this reason, UX practitioners should focus not only on designing specificchannel interactionsbut also on how all possible touchpoints work together and on the quality of all these longitudinal interactions.

Our user research on omnichannel customer journeys identified 5 key attributes of a high-quality experience:

This article discusses why管弦乐集omnichannel经验是很重要的。

客户旅程编排是什么?

当然,我们希望通过为客户设计无缝方式来支持客户旅程中的一个互动,为客户拿起他们离开的地方。然而,除了这种易化的转换之外,设计应该是用户领先的一步 - 预测他们接下来会做的事情,并在他们甚至制定它们之前满足他们的具体个人需求。

Orchestrating the customer journey is the surreptitious planning or coordination of the journey to minimize user effort for future actions。In other words, intelligently offering something useful and relevant (a piece of content or an interaction) to your customer as a next step because you understand that customer and your user base well enough to predict a potential need or action based on the current situation.

Three Levels of Orchestration

Contextual and real-time orchestration requires a highly integrated, mature data model, along with artificial intelligence (AI) capabilities, but this should not keep aspiring organizations from achieving some level of orchestration in their客户体验。开始设计策划体验的方法不太复杂。我们描述了三个级别的编排。

三级策划:一般旅程,大段,颗粒段
这个数字突出了三级旅程编排之间的关键差异。
levels of orchestration: general-journey, large-segment, granular-segment
这个数字突出了三级旅程编排之间的关键差异。

等级:为一般用户旅程量身定制的管弦郎

不准备投资于开展数据驱动的管弦乐州所需技术承诺的组织可以通过简单的自动化旅程开始。确定遵循相对线性路径的普通客户旅程,寻找机会,以消除在旅程中下一步的努力。

A moving service called Bellhops effectively orchestrated a predictable and linear customer journey. The movers used a dedicated mobile app to check in and out of their moving jobs. These actions generated notifications and interactions for customers. The arrival notification prepared the customer to answer the door. The customer already knew whom to expect because the company had preemptively sent an email with photos of the movers, along with their names. On completion, the movers checked out and the customer instantly received a text message with a link to review the job. This prompt was still in the moment: the customer’s attention was focused on the move, so it was natural to click the link and review the job while it was still relevant and fresh. The invitation to review would have felt like a chore, had it been delivered even hours later, when the customer was focused on unpacking boxes.

Bellhops移动工作流程
Bellhops移动公司发送了上下文相应的短信,以帮助客户转换到旅程中的下一步。
Bellhops移动工作流程
Bellhops移动公司发送了上下文相应的短信,以帮助客户转换到旅程中的下一步。

Bellhops移动公司发送了上下文相应的短信,以帮助客户转换到旅程中的下一步。

虽然这一客户的旅程不是个性化的,但它仍然非常精心策划。该公司在相关背景下的正确时刻自动将用户转变为旅程的下一步。这不是客户寻求下一步。文本留言交付是有道理的,因为客户没有坐在这些时刻的计算机检查电子邮件 - 她正在包装和打开包装。整个旅程都是如此联系,轻松的,精心设计的,顾客走开了这种经验。

这种类型的编音可以轻松地与其他线性客户旅程一起使用,例如去电影或医生预约。要实现它,组织应该确定哪些渠道用户通常可以在每个接触点处访问优化通道之间的过渡,以及该设备或通道的下一个交互。这种优化通常涉及每个通道的特殊功能。例如,为医生预约做准备的患者可能会从诊所的患者门户网站上收到文本通知,通知患者几乎是时候离开预约时间。也许消息可以包括用于驱动方向的地址的链接。当患者到达时,患者门户网站应用程序可能会使用地理化技术,让她在进入建筑物时检查,然后指示她在候诊室座位。

这些类型的线性旅程不需要客户数据来协调。所有必需的都是体贴的服务设计

Level Two: Orchestration Tailored to Large Segments of Users

The second level of orchestration involves using specific pieces of data to facilitate the next interactions in a customer journey. Organizations that have a clear understanding of a typical customer journey should look for places where they can inject specific personalized interactions based on customer data. A customer-journey mapcan help identify these opportunities

The journey map below shows the steps that the persona Emotional Eric goes through in the process of shopping for a new car using a website and mobile app designed to help people search for cars of interest in their area.

人造旅程地图
在他提出购买决定之前,情绪埃里克通过选择,比较和测试驾驶车辆选择,比较和测试驾驶车辆

在他提出购买决定之前,情绪埃里克通过选择,比较和测试驾驶车辆选择,比较和测试驾驶车辆。

By understanding common behaviors and customer needs throughout this journey, the company could orchestrate the car-buying experience in a variety of ways.

  • 发送比较 - 帮助电子邮件。The company could use Eric’s history to determine the types of cars he is interested in, then send him an automated email with 2–3 pieces of quality web-content about each vehicle type he is interested in. Because this company knows that their customers often spend time on other sites researching and comparing candidate cars, this personalized and highly contextual interaction would add value to his experience with the organization.
  • 生成测试驱动图。同样,知道他对少数特定车辆感兴趣,网站可以生成一个移动友好的地图,其中包含销售埃里克兴趣的所有经销商,以帮助他计划他的测试驱动驾驶访问。
  • 发送经销商地理工程通知。If Eric has shown interest in a car, the mobile application could use geofencing to notify him when he nears a dealership with a car of interest. He may want to drive through the lot to take a quick look.
  • 使经销商能够把车带给他。该网站还可以通知Eric对特定车辆感兴趣的有关经销商,并为他提供对其位置的利益的汽车进行测试。

具有分段的编排,体验设计人员确定了目标机会,其中他们可以将特定的策划相互作用添加到满足某些要求的用户组。该公司可能已经有数据来确定这些添加是否适当或可能需要开始收集此类数据。这些个性化交互中的一些可以通过后端批处理启动,该过程识别有资格和生成它们的下一步的人。大段编排的缺点是这些交互可能并不总是在客户旅程的正确时刻交付。然而,它是实现的,策划的接触点被识别并以手动和静态方式构建,这是级别2和下一个级别之间的主要区别 - 以粒度用户段为动态自动化的实时编排。

Level Three: Orchestration Tailored to Granular User Segments Powered by Specialized Tools

最成熟和复杂程度的omnichannel journey orchestration is powered by a journey-orchestration engine that uses customer-data to determine what, when, and how to deliver an interaction to a customer.

This is done through software that supports journey analytics and enables organizations to orchestrate journeys by taking action to adjust touchpoints for segments of customers based on any type of insights known about a customer. The most sophisticated tools use AI to suggest actions. The goal is to deliver personalized customer journeys based on users’ context, interests, goals, and behaviors. These tools help businesses create a web of action-related touchpoints, where each customer may experience a unique pathway toward his goals, as the software predicts future interactions and executes the delivery of the most relevant communications and interactions.

I took an Uber home from a birthday party a while back. When I got home, I got two emails from Uber. One was my receipt, but several minutes later I also received an email from Uber Eats (a meal-delivery app owned by Uber) with the subjectMidnight Munchies? Now, I don’t know exactly how and why Uber generated this email, but it very well could have been through a journey-orchestration tool. Let’s see how this tool would work.

超级了解我

  • 我从我所在城市的娱乐区回家。
  • It was around midnight, 12:16 AM to be exact.
  • 我不是一个优步吃用户。

什么优步知道像我这样的人

  • People who leave an entertainment district late at night often order food for delivery when they return home.

Based on this customer insight and the identification of my behavior and context, Uber sent me a message at the exact moment in time when it might be relevant. Yes, it was a cross-sell. Yes, I suppose some could consider itcreepy。然而,这也是一个非常相关的和周到的建议,意味着改善我的客户体验与优步作为品牌。

(如果您尝试这样的想法,请监控您的analytics检查conversion ratefor the new speculative-nudge touchpoint. If very few customers accept your suggestion, it wasn’t helpful and should be discontinued.)

Uber收据和关于优步吃的电子邮件
来自优步骑行的电子邮件收据于今年12:16乘坐, followed by an orchestrated email prompt for late-night food delivery.
Uber Receipt
来自优步骑行的电子邮件收据于今年12:16乘坐
An orchestrated email prompt from Uber for late-night food delivery.
An orchestrated email prompt from Uber for late-night food delivery.

There are many types of software platforms on the market that have some or all the capabilities required to enable dynamically automated real-time orchestration. Those capabilities are as follows:

  • Customer-data storage and management引用to the organization’s ability to understand individual customers’ journeys across its entire ecosystem of channels and interactions, from sales to support. Platforms that specialize in this capability are called customer-data platforms (CDPs); they create a single view (SVP) or a 360-degree view of the customer — essentially a data view of an individual’s interactions with the organization that would typically live across many various backend systems such as customer-record management systems and support-center systems.
  • Journey analytics and/or visioningenable companies to analyze customer behavior and motivations as they unfold over time and across various channels and devices. Customer-journey analytics platforms, also known as customer-journey visioning platforms, listen to activity across all touchpoints and channels, then create visualizations of the customer-journey data to help businesses understand customer journeys through their ecosystem. These visualizations allow organizations to form a customer-journey strategy.
  • 旅程编排software enables organizations to manage and automate journeys by identifying events or user states and allowing organizations to build actions to occur based on those events. The most sophisticated tools will use AI to suggest actions. The goal is to deliver personalized customer journeys based on users’ interests, goals, and behaviors. These tools help businesses create a web of action-related touchpoints, where each customer may experience a unique pathway toward his goals, as the software predicts future interactions and executes the most relevant communications.

sorchstrated:4个中的4个推荐的Omnichannel组件

最好的,最令人愉快的经历是基于个人独特需求的高度个性化和动态展开。随着公司和组织设计的更大的用户体验,他们应该努力提供策划的旅程。

In addition to being orchestrated, omnichannel channel experiences must be持续的,针对上下文进行了优化,seamless和协作。

我们的全天课程Omnichannel旅程和客户体验covers all these recommended components.