Journey Orchestration

Improving your customers’ journey drives superior customer experience and is a key step to your organization becoming more in tune with your customers’ expectations and market needs.

“Journey orchestration platforms enable real-time journey adjustments. In addition to analyzing customer behaviors across touchpoints, these platforms adjust to customer behavior in near real time using existing predictive and rules-based delivery models to make decisions that improve the journey flow and drive desirable outcomes.” (Forrester)

End-to-end Customer Journeys

Journey Orchestration is a key enabler in joining up disconnected customer touchpoints to deliver superior customer experience. Consumers experience brands through end-to-end journeys, not just touchpoints.

There are tangible business and consumer benefits to adopting journey orchestration as a practice in your organization, including:


Maximizing satisfaction with customer journeys has the potential to not only increase customer satisfaction by 20%, but to also lift revenue by up to 15%, while lowering the cost of serving customers by as much as 20%. (McKinsey & Company)​

Positive Experience

Nearly 80% of American consumers say that speed, convenience, knowledgeable help and friendly service are the most important elements of a positive customer experience. (PwC)​

Getting It Right

The reward for getting it right: The price premium for quality CX among consumers worldwide is up to 16% for products and services. (PwC)​

Service is #1

​The dangers of ignoring CX issues: A customer is 4x more likely to buy from a competitor if the problem is service-related, versus price or product-related (Bain & Company)

Steps to Effective Journey Orchestration

​Improving customer experience with journey orchestration is an iterative process that is most effective when there is a balanced focus on customer and execution, facilitated by practices and technology in:

  1. Visualizing customer behavior for better understanding of customers and their journeys
  2. Connecting disconnected customer touchpoints and data in real-time
  3. Measuring business impact
  4. Continually optimizing for increased customer experience

Adopting an iterative approach enables your organization to benefit from shorter time-to-value as you develop a deeper knowledge into what makes a great experience for each customer.

Success and Competitive Advantage

Alterian’s unique capability of customer analytics and orchestration technology gives organizations a competitive advantage by enhancing customer value and experience.


​180% increase in digital channel usage to self-serve by anticipating the consumers’ service needs and intent in real-time.


​The ability to personalize product and service recommendations at contract renewal reduced churn by 40%.


​Positive social sentiment scores for the specific use case of resolving issues with transactions improved by 5-10 percentage points.


By understanding customers better across channels, one client has seen a decline in repeat contacts to resolve account issues, specifically identifying a 10% decrease in the number of call center interactions within 48 hours of a customer’s initial outreach​.

Bain & Company [Online]
Available at:
Forrester, Now Tech: Journey Management, Q4 2018, s.l.: s.n.
McKinsey & Company [Online]
Available at:
PwC [Online]
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