Customer journeys are no longer linear — and they rarely happen in one channel. COVID-19 is accelerating the shift to digital-first interactions, forcing brands to deliver connected, consistent experiences across every touchpoint. Omnichannel experience orchestration brings together personalization, automation, and real-time data to ensure that every interaction — from email to curbside pickup — feels seamless, relevant, and human. Brands that embrace this now are setting the foundation for customer relationships that will endure well beyond the current disruptions.
From Multichannel to Orchestrated Journeys
Many brands already operate in multiple channels, but without orchestration, those channels act in silos. The goal today is to integrate every touchpoint so that customer actions in one channel instantly shape the experience in all others. If a customer engages with a brand’s mobile app, the website, social ads, and email campaigns should immediately reflect that behavior. This approach requires aligning technology, data, and teams around a unified, real-time view of the customer — a capability that will soon be the baseline for competitive brands.
B2B vs. B2C Perspectives
In B2B, orchestration means syncing marketing automation, CRM systems, and sales outreach so that prospects receive coordinated, context-aware messaging at each stage of the buying journey. In B2C, it’s about blending online and offline experiences — aligning social media promotions with in-store or curbside offers, and ensuring that customer service chats have visibility into recent purchase activity. Both models are moving toward eliminating friction entirely, creating experiences so consistent that customers will soon expect them as the norm.
Factics
What the data says: Salesforce (2019) reports that 70% of customers expect connected processes, and 59% say tailored engagement based on past interactions is very important to winning their business. Adobe’s 2020 Digital Trends survey finds that companies with strong omnichannel strategies retain 89% of their customers on average, compared to 33% for those without. McKinsey (2020) observes that during the pandemic, customer loyalty is shifting quickly toward brands that provide consistent cross-channel experiences. How we can apply it: Create a unified customer profile that integrates data from all touchpoints. Use automation to trigger contextually relevant content across channels. Align KPIs across teams so that every department is working toward the same experience goals. The brands making these investments now are likely to define customer expectations in the years ahead.
Platform Playbook
- LinkedIn: Coordinate sponsored content, InMail campaigns, and retargeting ads with CRM activity to keep messaging consistent.
- Instagram: Sync Stories, product tags, and shoppable posts with email campaigns and website promotions.
- Facebook: Use Custom Audiences to align ads with customer lifecycle stages and recent interactions in other channels.
- Twitter: Mirror messaging from other active campaigns and respond in real time to customer engagement signals.
- Email: Integrate with web and app analytics to adjust offers and messaging based on cross-channel behavior.
Best Practice Spotlight
Starbucks’ Rewards App showcases omnichannel orchestration at its best. A customer who orders through the app sees personalized suggestions based on past purchases, receives targeted email offers, and earns rewards that can be redeemed in-store or online. Starbucks integrates real-time store status updates and curbside pickup options into the app, ensuring a consistent and safe experience across all channels. This level of orchestration is becoming the standard, and those who master it now may lead the market as customer expectations continue to evolve.
Strategic Insight
What’s your story? You’re the brand that creates continuity and connection in every interaction.
What do you solve? Fragmented customer experiences that cause frustration and erode loyalty.
How do you do it? By integrating data, technology, and teams to deliver seamless, context-aware journeys.
Why do they care? Because customers value brands that remember their history, respect their time, and adapt to their needs across channels.
Fictional Ideas
A B2B SaaS company integrates webinar engagement data with CRM and marketing automation platforms, so that attendees immediately receive relevant case studies and follow-up calls from sales reps familiar with their interests. A fashion retailer synchronizes its Instagram promotions with website pop-ups and SMS alerts, ensuring customers see consistent offers regardless of where they engage. As orchestration becomes more sophisticated, these connections will feel instant and natural to customers.
References
Salesforce. (2019). State of the Connected Customer. https://www.salesforce.com
Adobe. (2020). Digital Trends Report. https://www.adobe.com
McKinsey & Company. (2020). The great consumer shift: Ten charts that show how US shopping behavior is changing. https://www.mckinsey.com
Forrester. (2019). Omnichannel Customer Experience Trends. https://go.forrester.com
Gartner. (2019). How to Build a Unified Customer Profile. https://www.gartner.com
Accenture. (2019). Customer 2020: Are You Future-Ready? https://www.accenture.com
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