Social media is changing everything. It gives you more exposure and wider reach. But to leverage this reach work is required.
With so many channels such as websites, email, Instagram, Facebook, Twitter, etc, it is becoming challenging for businesses to keep track of every interaction on each channel for better customer experience – especially when the number of touchpoints required are as many as in B2B SaaS (seven, on average).
However, marketers today are leveraging data and technology like AI for experience orchestration to make conversations at every touchpoint more meaningful – and driven towards a funnel action.
What is experience orchestration?
Customer journey orchestration refers to the strategic process of designing, managing, and optimizing the various touchpoints and interactions a customer experiences with a brand throughout their entire journey. It involves coordinating and aligning all channels, departments, and technologies to ensure a seamless and personalized experience for the customer across different stages of their journey.
This includes mapping out the customer journey, integrating data from various sources, personalizing interactions, coordinating across channels, automating processes, and continuously optimizing the customer experience to drive satisfaction, loyalty, and business growth.
What are the benefits of B2B SaaS experience orchestration?
Experience orchestration is the strategic process of managing and coordinating every aspect of the customer journey across various touchpoints and channels. Here are some of the reasons why every business needs it:
1. Enhance customer engagement with personalized messaging
Experience orchestration helps in the data collection, analysis, segmentation, and using it to create targeted messaging. This personalization approach creates positive experiences for customers and allows them to trust the engagement and enhance it. For example, if a customer has shown interest in a particular product, you can send them targeted messages or offers related to that product, increasing the chances of conversion.
2. Pinpoint and act on opportunities to cross-sell and upsell
Experience orchestration gets you a holistic view of all interactions from various touchpoints. This further enables businesses to identify opportunities where they can suggest additional products or services that complement what the customer is already interested in or has purchased.
For instance, if a customer buys a camera, you can use data analysis to suggest compatible accessories like lenses or camera bags. This helps in increasing sales and customer satisfaction.
3. Share insights across teams to improve customer engagement
Businesses can create a data vault with experience orchestration and share it with different departments such as sales, marketing, customer service, etc. This shared knowledge will help in creating targeted campaigns, and delivering a cohesive experience across all touchpoints, improving customer engagement
4. Agents can proactively identify prospect and customer needs
With experience orchestration tools, customer service agents can access real-time data and insights about customers, enabling them to anticipate and address customer needs proactively. For instance, if a customer contacts support with a question about a product, the agent can quickly access the customer’s purchase history, preferences, and any previous interactions to provide personalized and efficient assistance, enhancing the overall customer experience.
5. Boost marketing efficiency
Experience orchestration helps in pinpointing the accurate methods that are proving successful with customers. Businesses can later capitalize on these methods with personalized marketing campaigns to get more conversions.
6. Drive leads and sales
Experience orchestration helps you understand customer behaviors and patterns, providing deeper insights into their preferences and pain points. This allows you to create and tailor marketing and sales approaches for better conversion.
7. Enable proactive outreach based on high-risk behavior
If a customer is constantly dropping off complaints, with dissatisfactory reviews, experience orchestrations identify these patterns. This information enables your businesses to provide relevant help and services to deal with the negative perception.
8. Improve customer acquisition efforts
Experience orchestration helps in personalizing the experience across all touchpoints. This seamless experience helps in increasing customer acquisition. Experience orchestration also helps to attract new site visitors by collecting their data and tailoring their conversion path.
9. Enhance customer service
Experience orchestration provides a holistic view of each customer’s journey for creating efficient customer experience strategies. This information helps you understand what your customer’s pain points are. Since you know the history of your customers with their purchases and reviews, it helps you offer personalized and relevant assistance to your customers when needed.
10. More effective engagement and outreach
Overall, when you know everything about your customer’s pain points, preferences, and patterns, you tend to engage in relevant interactions with them at every given point. This helps in creating more effective customer engagement strategies.
11. Foster long-term customer relationships
When businesses send personalized recommendations based on customers’ historical data, customers feel valued and understood. This is one such instance of many instances where businesses can perform relevant interactions with customers because of experience orchestration. This understanding establishes a positive perception of your brand fostering a long-term customer relationship.
12. Lower the cost to serve and improve return on ad spend
When businesses identify customer needs proactively and deliver targeted interaction, it leads to a reduction in the cost per interaction. It also helps in smarter allocation of advertising budgets by targeting high-value segments and optimizing ad campaigns based on real-time data and customer insights.
13. Drive revenue
Through these personalized recommendations, businesses can cross-sell, and upsell which leads to more revenue-earning opportunities. Also, experience orchestration enhances customer experience. This leads to satisfied and loyal customers. These customers are likely to make repeat purchases, refer others to the brand, and contribute to revenue growth over time.
How can AI help with B2B SaaS experience orchestration?
AI-driven experience orchestration helps in several ways including:
1. Helps you recognize the right platforms
AI processes vast amounts of data effortlessly. It helps you identify which channels your customers are most active. Once you have identified the right platforms, businesses can perform targeted marketing in the future for AI-driven experience orchestration creating a larger impact.
For example, you can interact with a customer on social media with product updates and on email with detailed offers and discounted products.
2. Helps understand their conversations
AI helps you understand the underlying emotions under the reviews of the customers. AI customer journey studies all the reviews across all the platforms in real-time giving a more comprehensive understanding of each customer.
This understanding of customer sentiment helps businesses to create personalization with AI that resonates with customers’ emotions. For example, AI-driven experience orchestration can detect negative word-of-mouth triggering proactive AI customer engagement to deal with the situations.
3. Helps measure impact
Tracking customer journeys is a difficult task as it involves multiple channels and touchpoints. But with AI, it all becomes a matter of a few seconds. AI helps businesses track key performance indicators (KPIs), such as conversion rates, customer retention, and revenue generated from different channels and interactions.
AI-driven experience orchestration also provides you with a centralized database that helps you understand each customer’s data seamlessly. This data-driven approach enables businesses to optimize customer journeys for maximum impact and ROI.
Struggling to drive conversions from your marketing campaigns? It’s time to focus on experience orchestration to shorten your B2B SaaS sales cycles.
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