Free Omnichannel Strategy Guide

Make Your CX Efforts Sing with Channel Orchestration

A focus on cross channel orchestration that aligns the best channels to the right interactions enables successful digital transformation. In this strategy guide, learn 4 keys to successfully integrating traditional and digital channels for CX and operational excellence.

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Real time channel orchestration helps create exceptional customer journeys

Organizations are investing in digital transformation initiatives that improve customer experience across all channels. However, a successful digital transformation also requires a strong omnichannel strategy. No two customers are the same, and providing the best customer service experiences for all your customers is complicated. Often times, customers want the ease of digital channels and the tangible experience of a brick-and-mortar service. From email, mobile apps, and social media, to chat, messaging, and voice, organizations are realizing that to create exceptional, relevant experiences for customers, they need to provide the right kind of support across all service and marketing channels.

Channel orchestration is about creating a seamless experience that effectively integrates multiple channels, both traditional and digital, to balance customer expectations and business needs. It leverages the customer preferences for these different channels while driving down costs and improving the overall quality of the experience. Adding AI, machine learning, and operational efficiencies can optimize processes and improve employee experience to increase savings further. Just as an orchestra is composed of various instruments coming together harmoniously, channel orchestration is about bringing different interaction channels together to perform harmoniously for the customer.


To get your channel orchestration started, there are 4 keys to success

  • Partnership: Collaboration and open dialogue between various stakeholders across channels and lines of business is important for developing initiatives in which everyone feels ownership. Appointing a dedicated change management team or point person to provide focus and keep track of the initiative’s progress is also important.
  • Contact center operational expertise: Associates are at the heart of any changes made to the customer experience. A deep understanding of associate workflow, tools, and challenges is essential to ensure initiatives fit into the associate’s daily flow and has a minimal impact on average handle time or call resolution.
  • Rigorous test-and-learn design: By addressing a measurement plan at the beginning of the process and designing a solid test-and-learn methodology, brands will be able to gain valuable insights during the pilot period and deep drilldowns at the end of the initiative to inform future efforts.
  • Detailed rollout plan: Providing a data-driven prioritization of future efforts and a fact-based business case based on quantitative insights helps gain senior leadership buy-in. The goal is to have all necessary parties ready, willing, and able to go live with the initiative and begin realizing the benefits as quickly as possible.

We are channel orchestration experts

Harmonious support hinges on understanding the channels your customers use. Successful channel orchestration requires the complete collaboration and synchronization of strategy, technology, and customer care.


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Make Your CX Efforts Sing with Channel Orchestration