by twieberneit | Apr 30, 2021 | Blog, CRMKonvos |
Customer Journey Orchestration is one of the hottest topics in the CRM/CEM/CX area right now. And it is a bigger one than you might think. It involves thinking about ecosystems, actors, outcomes, interactions, jobs-to-be-done and much more. To get into the thick of it, we wanted to talk with someone who really knows this topic from the inside out, and is independent at the same time. This person is Dr. Graham Hill, who has advised numerous companies across the globe for over 30 years now. As said, Graham knows his stuff and is a recognized thought leader in customer experience, interaction optimization and journey orchestration. So, let us hear what he has to say! Spoiler alert: You will not regret it! Join us in the discussion with Dr. Graham Hill, who has a keen eye on this topic from a services dominant logic point of view. Attend, participate, engage. You will not regret it....
by twieberneit | Apr 13, 2021 | Blog |
It is time to talk about customer journeys and customer journey orchestration. Again. The theme of two of my recent articles has been about customer data. First, in my article Why you don’t want a 360-degree on the customer I rubbed the coveted 360-degree view on the customer, which is utterly meaningless as a contextually relevant view on the customer is required to take any decision or action. Then I followed up with the view that a customer data platform (CDP) is not an end in itself but a means to an end. Actually, two ends. They are engagement and experience. Back in the day when no one talked about CDPs I wrote in a guest post There is no customer experience without customer engagement to Paul Greenberg’s ZDNet column that a well-orchestrated CRM system sets the foundation “for every meaningful and relevant engagement, proactive (company initiated) as well as reactive (customer initiated), which covers all communication/engagement channels, and an increasing number of possible touch points. The CRM system, at its core, is channel- and touch point agnostic. But it supports and serves all of them, every single one – including those that we do not yet know of. The customer engagement, as an ongoing process, itself happens via any number of interactions, the touch points chosen by the customer, but offered by the company”. This is, of course, based on Paul’s definition that “customer engagement is the ongoing interaction between company and customer, offered by the company and chosen by the customer”. Nowadays one could replace the term CRM with CDP, but how we call it doesn’t really...
