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Medallia © Copyright 2024. Confidential. | 1
Medallia © Copyright 2024. Confidential. | 2
Medallia © Copyright 2024. Confidential. | 3
Medallia © Copyright 2024. Confidential. | 4
Medallia © Copyright 2024. Confidential. | 5
Better CX through
Orchestration
February 22, 2024
Leveraging customer journeys effectively
Medallia © Copyright 2024. Confidential. | 6
Defining Orchestration
or·ches·tra·tion
noun
The planning or coordination of the elements of
a situation to produce a desired effect,
especially when done in a way that attempts to
avoid notice or attention.
Medallia © Copyright 2024. Confidential. | 7
Effective orchestration of customer
experiences requires a foundation of
personalized interactions.
Medallia © Copyright 2024. Confidential. | 8
A NEW ERA
Personalize Each Experience
Observed
Experiences
Behavioral Patterns
Automated Metrics
Conversational AI
Experience Heatmaps
Journeys and Funnels Mapping
Connected
Experiences
Total Customer Experience (TX)
Bidirectional Integration
with CRM, Customer Data
Platform (CDP)
CX Economics
Personalized
Experiences
Real Time Decisions
Next Best Action / Next Best Offer
Journey Intelligence
Enterprise Level Integrations
Medallia © Copyright 2024. Confidential. | 9
Brands have a long way to go to personalized experiences
Level of Personalization in most recent
company interaction
Sentiments on the current state of
personalization
“Companies could do more to make interactions with
customers feel more personal”
“I have experience a company asking me for information
about myself multiple times and then never doing
anything useful with it”
“I have had a past experience where a brand has said
they will provide a highly personal experience but then
failed to deliver on it”
Medallia © Copyright 2024. Confidential. | 10
There is a significant market developing for orchestrated
experiences - both on the revenue and cost side
72%
66%
49%
5.6%
10.0%
14.9%
of consumers say they only engage with
personalized messaging
of consumers say encountering content that
isn’t personalized would stop them from
making a purchase or renewing a service
of consumers say they would likely become
repeat buyers if offered a personalized
experience by a retail brand
Increase in company revenue
Decrease in company operational cost
Increase in customer experience scores and
engagement effectiveness
Consumer Company
Deloitte Orchestration Research
Medallia © Copyright 2024. Confidential. | 11
Customer
Journey
Orchestration
Components of Orchestration
Individualization
AI Machine Learning
Customer Journey
Next Best Experience/
Conversation
Customer Data
Platform/Repository
Real-time Interaction
Management
Customer Experience
Management
Medallia © Copyright 2024. Confidential. | 12
Automation
Identity
Resolution
Decisioning
Analytics
Customer
Experience
Sales &
Marketing
Service &
Support
Orchestration
Engagement
Scores
Interaction
Management
Journeys
Security &
Encryption
Data
Governance
Integrations
AI / ML Feedback
Personalized campaigns &
promotions to acquire &
deepen relationships
Optimized coaching, customer
engagement, & issue resolution
Individualized & relevant
cross-channel experiences
for customers
Enterprise-Grade
Platform
Connected Experience Platform
Medallia © Copyright 2024. Confidential. | 13
An example of how Medallia can
orchestrate an experience
Medallia © Copyright 2024. Confidential. | 14
Medallia © Copyright 2024. | 14
ALEX
Long-time Mobilli customer
Mobilli never
sends me
relevant
offers!
Do they
value my
loyalty?
Am I getting as
much value as
I should?
Should I start
considering
other
providers?
SARA
CX Leader at Mobilli
We must
connect with
customers and
deliver on the
brand promise.
We need to
reduce our
costs
We are
losing too
many
customers
! !
Medallia © Copyright 2024. Confidential. | 15
Medallia © Copyright 2024. Confidential. | 16
Medallia © Copyright 2024. Confidential. | 17
Medallia © Copyright 2024. Confidential. | 18
ALEX
is a long-time
Mobilli customer
and are looking
for a new
Samsung
phone.
Mobilli
knows me!
I love that
they
anticipated
my needs.
Mobilli is my
mobile phone
service for life.
Alex has been on Mobilli.com
drooling over the new Samsung
and checking out all the different
features. He was also in the store
looking at the new phone.
KNOW HOW
CUSTOMERS BEHAVE
Alex receives a timely trade-in
offer at a price he is happy with
along with a free phone case
incentive.
PRECISION EMPATHY
Alex accepts the offer and its
lifetime value is optimized.
SATISFIED CUSTOMER
● Systematically act in the
moment to delight
customers
● Optimize cost of service
and revenue
RESULT WIN-WIN
Medallia © Copyright 2024. Confidential. | 19
SARA
gained board
acceptance and
is seeing
reductions in
customer
churn....
Content is
consistent
They are all
working
towards a
common goal.
Teams are
aligned with
customer
intent.
Employee
morale at an
all-time high
Sarah now has a complete view
of how different audience
segments and customers like
Alex progress through the
buyer's journey.
KNOW HOW
CUSTOMERS BEHAVE
Mobilli can provide the next
best action or offer to Alex
by understanding where he
is in his journey and what
motivates him.
PRECISION EMPATHY
Increased customer loyalty and
lifetime value through the design of
orchestrated experiences,
personalized content and offers at
the right time, in the customer's
channel of choice.
BUSINESS RESULTS
Medallia © Copyright 2024. Confidential. | 20
Use Cases & Benefits
Medallia © Copyright 2024. Confidential. | 21
MXO is listening to Julia’s browsing
activity and intent in real time
Julia clicks on a promotional email
for a new luxury vehicle. Her
Salesforce Subscriber Key is
captured in MXO from the URL
(SFMC_ID is captured as an
attribute).
The previous week, Julia had been
browsing anonymously. Her historic
(unrecognized) data is now tied to
her profile in MXO
MXO checks CRM for Account,
Asset and contract data to enrich
her onsite and outbound
communication experience
Julia completes the
configurator for her
new vehicle
B: MXO captures Julia’s
configuration URL and
after 30 minutes if there
is no secondary HVB,
triggers a push to SFMC
journey builder
Journey Builder adds Julia
to the relevant journey for
‘completed configurator’
Julia receives personalized
communications prompting
her to visit her local dealer for
a test drive
A: Julia’s High Value
Behavior (HVB) triggers
an opportunity (lead)
creation direct to
dealers, if her contract
data meets the criteria.
MXO - Medallia Experience Orchestration
HVB - High Value Behavior
SFMC - Salesforce Marketing Cloud
Connection Online to Offline
Medallia © Copyright 2024. Confidential. | 22
James uses the energy
savings calculator to see
what recommendations
are provided
James searches and clicks into
his energy/utility company
website to understand ways in
which to lower his family’s
energy bills
He explores saving tips
provided, sees a prompt that
existing customers can login for
additional savings opportunities
Customer intent leading to ‘Next Best Action’
Customer unknown
but profile created
Behavior / intent
analyzed by MXO
Customer identified and
profile stitched to
journey with intent
James may decide to
leave and explore this at
another time.
Personalized email/messaging
based on intent and most
appropriate solutions and services
Schedules a call back or
hand-off to SMS/Webchat to
explore savings with agent
After logging in, sees affordable
personalized pricing options with
targeted savings through services:
● Replacement
● HVAC Servicing
● Smart Home
● Net Zero
Eligibility rules and intent along
with existing customer profile
(energy usage, anomalies) steer
to next best actions
Switches to more suitable billing
plan and sources appropriate
solutions and services to optimize
his energy savings
Medallia © Copyright 2024. Confidential. | 23
Benefits of orchestration
Improved customer query
and issue resolution
46%
Arming sales and
support staff with
better information
37% More relevant and tailored
service, communication,
and offers
35%
Improved products
and services
39%
Reacting quicker to
moments of customer
attrition risk
36% Enabling differentiated
and more accurate pricing
27%
Medallia © Copyright 2024. Confidential. | 24
How can I activate orchestration in
my business?
Medallia © Copyright 2024. Confidential. | 25
Leaders in experience orchestration likely have adopted some
of these key technologies.
Leading Orchestrators Low-Maturity Organizations
CRM Digital experience
analytics tool
Customer Data
Platform (CDP)
Customer journey
analytics tool
Journey orchestration
platform / engine
to integrate
delivery systems
AI / ML-driven
customer profiles
Deloitte Orchestration Research
Medallia © Copyright 2024. Confidential. | 26
Consistent & Connected Experiences
According to Deloitte there
are key strategies, teams,
technologies and process across
every function of the enterprise to
activate and deliver individualized
experiences at scale
Coordinated Organizations
Customer-facing teams collaborate
effectively, coordinating their efforts
to grasp customer intent, ultimately
leading to valuable and relevant
interactions
Integrated Data & Insights
A comprehensive, real-time
comprehension of customer intent
and emotional needs, derived from
a collection of CX signals
Integrated Ecosystem
Systems collaborate seamlessly across
customer lifecycle, simplifying process,
reducing effort, and boosting overall
customer satisfaction
Omni-Channel Empathy
Channel experience are
thoughtfully designed to enable
customers to fulfill their desired
experiences with empathy and
effortlessly transition from one
channel to another
Medallia © Copyright 2024. Confidential. | 27
Start your
orchestration
strategy by
understanding
customer
journeys
Buy
Delivery
DELAYED
2 items
left in cart
“Product pictures
weren’t clear”
Coupon used
25OFF
Use
Use
Upgrade status:
FAILED
“Amazing
functionality for
the price”
“Let’s highlight
the new features
after setup.”
Get
Help
“Thanks for
diagnosing the
problem so quickly!”
Wait time:
9 mins 38 secs
Chatbot
ABANDONED
Buy
Again
Rating
9/10
GOLD
member
Total spend
up 10%
Medallia © Copyright 2024. Confidential. | 28
Medallia © Copyright 2024. Confidential. | 29
Thank you

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Your Expert Guide to CX Orchestration & Enhancing Customer Journeys

  • 1. Medallia © Copyright 2024. Confidential. | 1
  • 2. Medallia © Copyright 2024. Confidential. | 2
  • 3. Medallia © Copyright 2024. Confidential. | 3
  • 4. Medallia © Copyright 2024. Confidential. | 4
  • 5. Medallia © Copyright 2024. Confidential. | 5 Better CX through Orchestration February 22, 2024 Leveraging customer journeys effectively
  • 6. Medallia © Copyright 2024. Confidential. | 6 Defining Orchestration or·ches·tra·tion noun The planning or coordination of the elements of a situation to produce a desired effect, especially when done in a way that attempts to avoid notice or attention.
  • 7. Medallia © Copyright 2024. Confidential. | 7 Effective orchestration of customer experiences requires a foundation of personalized interactions.
  • 8. Medallia © Copyright 2024. Confidential. | 8 A NEW ERA Personalize Each Experience Observed Experiences Behavioral Patterns Automated Metrics Conversational AI Experience Heatmaps Journeys and Funnels Mapping Connected Experiences Total Customer Experience (TX) Bidirectional Integration with CRM, Customer Data Platform (CDP) CX Economics Personalized Experiences Real Time Decisions Next Best Action / Next Best Offer Journey Intelligence Enterprise Level Integrations
  • 9. Medallia © Copyright 2024. Confidential. | 9 Brands have a long way to go to personalized experiences Level of Personalization in most recent company interaction Sentiments on the current state of personalization “Companies could do more to make interactions with customers feel more personal” “I have experience a company asking me for information about myself multiple times and then never doing anything useful with it” “I have had a past experience where a brand has said they will provide a highly personal experience but then failed to deliver on it”
  • 10. Medallia © Copyright 2024. Confidential. | 10 There is a significant market developing for orchestrated experiences - both on the revenue and cost side 72% 66% 49% 5.6% 10.0% 14.9% of consumers say they only engage with personalized messaging of consumers say encountering content that isn’t personalized would stop them from making a purchase or renewing a service of consumers say they would likely become repeat buyers if offered a personalized experience by a retail brand Increase in company revenue Decrease in company operational cost Increase in customer experience scores and engagement effectiveness Consumer Company Deloitte Orchestration Research
  • 11. Medallia © Copyright 2024. Confidential. | 11 Customer Journey Orchestration Components of Orchestration Individualization AI Machine Learning Customer Journey Next Best Experience/ Conversation Customer Data Platform/Repository Real-time Interaction Management Customer Experience Management
  • 12. Medallia © Copyright 2024. Confidential. | 12 Automation Identity Resolution Decisioning Analytics Customer Experience Sales & Marketing Service & Support Orchestration Engagement Scores Interaction Management Journeys Security & Encryption Data Governance Integrations AI / ML Feedback Personalized campaigns & promotions to acquire & deepen relationships Optimized coaching, customer engagement, & issue resolution Individualized & relevant cross-channel experiences for customers Enterprise-Grade Platform Connected Experience Platform
  • 13. Medallia © Copyright 2024. Confidential. | 13 An example of how Medallia can orchestrate an experience
  • 14. Medallia © Copyright 2024. Confidential. | 14 Medallia © Copyright 2024. | 14 ALEX Long-time Mobilli customer Mobilli never sends me relevant offers! Do they value my loyalty? Am I getting as much value as I should? Should I start considering other providers? SARA CX Leader at Mobilli We must connect with customers and deliver on the brand promise. We need to reduce our costs We are losing too many customers ! !
  • 15. Medallia © Copyright 2024. Confidential. | 15
  • 16. Medallia © Copyright 2024. Confidential. | 16
  • 17. Medallia © Copyright 2024. Confidential. | 17
  • 18. Medallia © Copyright 2024. Confidential. | 18 ALEX is a long-time Mobilli customer and are looking for a new Samsung phone. Mobilli knows me! I love that they anticipated my needs. Mobilli is my mobile phone service for life. Alex has been on Mobilli.com drooling over the new Samsung and checking out all the different features. He was also in the store looking at the new phone. KNOW HOW CUSTOMERS BEHAVE Alex receives a timely trade-in offer at a price he is happy with along with a free phone case incentive. PRECISION EMPATHY Alex accepts the offer and its lifetime value is optimized. SATISFIED CUSTOMER ● Systematically act in the moment to delight customers ● Optimize cost of service and revenue RESULT WIN-WIN
  • 19. Medallia © Copyright 2024. Confidential. | 19 SARA gained board acceptance and is seeing reductions in customer churn.... Content is consistent They are all working towards a common goal. Teams are aligned with customer intent. Employee morale at an all-time high Sarah now has a complete view of how different audience segments and customers like Alex progress through the buyer's journey. KNOW HOW CUSTOMERS BEHAVE Mobilli can provide the next best action or offer to Alex by understanding where he is in his journey and what motivates him. PRECISION EMPATHY Increased customer loyalty and lifetime value through the design of orchestrated experiences, personalized content and offers at the right time, in the customer's channel of choice. BUSINESS RESULTS
  • 20. Medallia © Copyright 2024. Confidential. | 20 Use Cases & Benefits
  • 21. Medallia © Copyright 2024. Confidential. | 21 MXO is listening to Julia’s browsing activity and intent in real time Julia clicks on a promotional email for a new luxury vehicle. Her Salesforce Subscriber Key is captured in MXO from the URL (SFMC_ID is captured as an attribute). The previous week, Julia had been browsing anonymously. Her historic (unrecognized) data is now tied to her profile in MXO MXO checks CRM for Account, Asset and contract data to enrich her onsite and outbound communication experience Julia completes the configurator for her new vehicle B: MXO captures Julia’s configuration URL and after 30 minutes if there is no secondary HVB, triggers a push to SFMC journey builder Journey Builder adds Julia to the relevant journey for ‘completed configurator’ Julia receives personalized communications prompting her to visit her local dealer for a test drive A: Julia’s High Value Behavior (HVB) triggers an opportunity (lead) creation direct to dealers, if her contract data meets the criteria. MXO - Medallia Experience Orchestration HVB - High Value Behavior SFMC - Salesforce Marketing Cloud Connection Online to Offline
  • 22. Medallia © Copyright 2024. Confidential. | 22 James uses the energy savings calculator to see what recommendations are provided James searches and clicks into his energy/utility company website to understand ways in which to lower his family’s energy bills He explores saving tips provided, sees a prompt that existing customers can login for additional savings opportunities Customer intent leading to ‘Next Best Action’ Customer unknown but profile created Behavior / intent analyzed by MXO Customer identified and profile stitched to journey with intent James may decide to leave and explore this at another time. Personalized email/messaging based on intent and most appropriate solutions and services Schedules a call back or hand-off to SMS/Webchat to explore savings with agent After logging in, sees affordable personalized pricing options with targeted savings through services: ● Replacement ● HVAC Servicing ● Smart Home ● Net Zero Eligibility rules and intent along with existing customer profile (energy usage, anomalies) steer to next best actions Switches to more suitable billing plan and sources appropriate solutions and services to optimize his energy savings
  • 23. Medallia © Copyright 2024. Confidential. | 23 Benefits of orchestration Improved customer query and issue resolution 46% Arming sales and support staff with better information 37% More relevant and tailored service, communication, and offers 35% Improved products and services 39% Reacting quicker to moments of customer attrition risk 36% Enabling differentiated and more accurate pricing 27%
  • 24. Medallia © Copyright 2024. Confidential. | 24 How can I activate orchestration in my business?
  • 25. Medallia © Copyright 2024. Confidential. | 25 Leaders in experience orchestration likely have adopted some of these key technologies. Leading Orchestrators Low-Maturity Organizations CRM Digital experience analytics tool Customer Data Platform (CDP) Customer journey analytics tool Journey orchestration platform / engine to integrate delivery systems AI / ML-driven customer profiles Deloitte Orchestration Research
  • 26. Medallia © Copyright 2024. Confidential. | 26 Consistent & Connected Experiences According to Deloitte there are key strategies, teams, technologies and process across every function of the enterprise to activate and deliver individualized experiences at scale Coordinated Organizations Customer-facing teams collaborate effectively, coordinating their efforts to grasp customer intent, ultimately leading to valuable and relevant interactions Integrated Data & Insights A comprehensive, real-time comprehension of customer intent and emotional needs, derived from a collection of CX signals Integrated Ecosystem Systems collaborate seamlessly across customer lifecycle, simplifying process, reducing effort, and boosting overall customer satisfaction Omni-Channel Empathy Channel experience are thoughtfully designed to enable customers to fulfill their desired experiences with empathy and effortlessly transition from one channel to another
  • 27. Medallia © Copyright 2024. Confidential. | 27 Start your orchestration strategy by understanding customer journeys Buy Delivery DELAYED 2 items left in cart “Product pictures weren’t clear” Coupon used 25OFF Use Use Upgrade status: FAILED “Amazing functionality for the price” “Let’s highlight the new features after setup.” Get Help “Thanks for diagnosing the problem so quickly!” Wait time: 9 mins 38 secs Chatbot ABANDONED Buy Again Rating 9/10 GOLD member Total spend up 10%
  • 28. Medallia © Copyright 2024. Confidential. | 28
  • 29. Medallia © Copyright 2024. Confidential. | 29 Thank you