Connecting the dots of the 2021 Aspire CCM Leaderboard: Omnichannel Orchestration and Customer Journey Mapping

Quadient has been recognized as an overall leader in the 2021 Aspire Leaderboard for CCM for the fourth year running. Aspire’s Leaderboard is the most in-depth vendor comparison in the market, full of data and insights. In addition to overall leadership, Quadient CXM solutions earned 12 market-leading scores in critical categories.

CCM is critical to your customer experience strategy. In our “Connecting the Dots” series we’re exploring how scoring criteria, key scores and their connection to data elements, and weightings can be engineered for optimal business impact.

Today we’re exploring how Omnichannel Orchestration and Customer Journey Mapping combine to align departments on important moments within their experience inventory.

What Omnichannel Orchestration scores mean for your success

Omnichannel Orchestration measures how well a CCM vendor coordinates the design, composition, and delivery of a message across a growing array of channels. This is challenging work, compounded by a trend of communications breaking up into smaller messages, integrating multichannel confirmations, and adding automated reminders. With channel options that range from WhatsApp to email to push notifications, you must coordinate multiple messages for multiple channels to ensure your customers' act. It’s critical to understand how each transaction’s journey fits into your larger experience inventory. An omnichannel customer experience is a powerful tool to provide excellent CX to your customers.

The power of Journey Visualization aka customer journey mapping

That is where Journey Visualization – or customer journey mapping –  comes in. It’s a high-level view of the communications a customer will potentially receive in the order in which they will likely be experienced. When done well, this is a plan that aligns the various stakeholders in your organization including product experts, compliance, marketing, sales, support and IT to the entire universe of potential customer communications in an easy and accessible cloud-based map. This is further integrated into your business with social comments to share insights and JIRA integration to ensure task assignment. Displaying analytical data on the map helps the full range of collaborating team members the impact of their work, letting top management know who earns the performance award for the month!  

Omnichannel orchestration lives below the customer journey map, making it easier to deliver and coordinate communications across touchpoints on a variety of channels while representing the same point on a journey map. In many solutions, these tasks are not coordinated. This increases the likelihood of misalignment between individual channel versions of the same message as well as deviations from the designed experience. The connection between omnichannel orchestration and journey visualization is a way to achieve experience-based leadership as you compete in your market. 

Here are five omnichannel orchestration and customer journey mapping questions to include in your RFP as you evaluate vendors.

Connecting the dots of the 2021 Aspire CCM Leaderboard

So, the key takeaway from connecting Quadient’s leading dots on omnichannel orchestration and customer journey mapping scoring is that our industry-leading solution spurs the transformation of customer communications at every critical moment and touchpoint in the customer journey.

Thank you for engaging with me on this topic. Our solutions are configurable to your unique CCM and CXM needs, and we focus on the interactions between a variety of forces within business that impact the communications that drive your customer experiences. We look at the market through the lens of our customers, because connections matter.