Accounting for every client interaction with customer journey orchestration

by Admin Admin

The advent of the digital age has greatly influenced customer behavior. As new technologies emerge, consumers expect brands to keep up with the times. As a result, consumers have adopted new behaviors. As a result, a decision was made that had an impact on consumer behavior in a digital environment.

New trends

Let's understand what it means to strive for brands to meet the needs of the consumer. Shoppers today are actively exploring new items and love trying something new by making trial purchases. This means that consumers are striving to have the right to choose, to expand opportunities. One interesting fact is that consumers perceive material life and digital experience as complementary. Thus, companies are forced to adopt digital technologies.

Qualities of the modern consumer:

  • Open to experiments
  • Information awareness
  • Active digital life
  • Self-efficacy

Pandemic effect

To attract buyers is not enough to impress them with something special, as it was before. Shoppers are becoming more discerning, and this has become typical since the pandemic. Customers expect brands to understand their needs and be personalized. If a brand is aimed at staying ahead of competitors, then it is necessary to change tactics:

This is how clients are behaving now.

  • Worry more about their spending, save and spend less
  • Behaving demanding and distrustful
  • More active in the digital environment

Client-centric model

For brands, the change in behavior caused by the pandemic is quite a problem. To continue to receive profit, brands must focus on meeting customer needs and creating a new operating model. A customer-centric enterprise operates in a completely different way. The strategy and budget are customer focused. To stay afloat, a brand needs to be responsive, customer-focused, and connected to meaningful data.

To do this, you need to start with the ecosystem:

Recognition: identifying individual needs and characteristics

Context: history combined with contextual analysis

Experience: Analytical Determination of Behavior

Orchestration: Delivery Management and Communication Through Points of Interaction

Optimization: awareness of current touchpoints and strategic planning

What about the future?

As digital trends and consumer behavior change, it is especially important for brands to keep up with them. For organizations to be competitive, it is necessary to create an end-to-end journey for each customer that adds value to every interaction and stimulates intent through seamless interactions in both the physical and digital world. To this end, companies are leveraging artificial intelligence tools and analytics from Microsoft Dynamics 365 Customer Insights, path orchestration into Microsoft Dynamics 365 Marketing.

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