Report: Marketing drives the majority of customer journey orchestration efforts

Enterprise, consumer brands remain at the forefront of customer journey orchestration adoption and journey innovation according to a new study

Enterprise, consumer brands remain at the forefront of customer journey orchestration adoption and journey innovation according to a new study.

Kitewheel released its annual State of the Customer Journey report based on data from 7.8 billion customer journey interactions in 2019 and over 19 billion customer interactions since 2014. The report reveals 91 per cent of all tracked interactions in 2019 involved enterprise companies and more than half (62 per cent) involved B2C companies. Interactions for enterprise and B2C companies increased 71 per cent and 120 per cent respectively in the last year. 

The report also found marketing initiates the majority of customer journey orchestration efforts and in 2019, marketing interactions increased over 50 per cent from the previous year, hitting 5.2 billion customer journey interactions. What's more, true innovators are seeing the value of connecting marketing to their CX teams.

Across every use case, Web and email are the most heavily used channels, with 38 per cent and 14 per cent shares of all interactions, respectively. Down-funnel use cases - engagement and customer service in particular - tend to stitch together more channels, nearly three on average. Further up the funnel, projects to implement personalisation or acquire leads, fewer channels are being tapped on average - 2.6 and 2.1, respectively. An exception is the  journey discovery use case, which uses 3.7 channels on average. 

Personalisation as a standalone initiative is on the decline. Personalisation projects focused on maximising sales made up 30 per cent of all recorded interactions back in 2015 and has dropped to only 9 per cent.

Journey discovery initiatives, which enable marketing and CX teams to assess the state of customer engagement with brands across channels as is, doubled in 2019 compared to 2018, from 156 million in 2018 to 326 million in 2019. 

“Large global brands are setting new standards for delivering great customer experiences. By gaining deep insights about the state of customer engagement and carefully orchestrating highly personalised interactions across every touchpoint, they win new customers and retain and grow their existing ones,” Kitewheel president, Mark Smith, said. “We expect to see these data-driven approaches expanding and taking hold in 2020.”

The report stated the growth in journey discovery activity reflects a general shift in the market toward customer-centric, rather than company-centric, journey management.

Recommendations for marketers moving forward include: Use discovery to improve orchestration, explore new orchestration opportunities in different channels and funnel stages, and weave personalisation into all interactions.

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