Everything You Need to Know About Orchestration in Omnichannel Experience



Guest Writer

⏱ Reading Time: 13 minutes

Reaching out to a business was fairly straightforward before the age of the internet. 

If you saw a TV commercial or heard a radio ad, you would simply pick up the phone and make a call. If the store was nearby, you could even check it out in person.

Things are different now. 

If you want to reach a company to make a purchase or get help, you can use channels like email, social media, SMS, or even live chat

🚀Read Chatbot: What Is It and How to Build One 🚀

This is great from a consumer perspective. It means you can use your preferred channel and device to engage with a company.

But creating a consistent experience across all channels is challenging for many companies. A lack of integration can lead to things slipping through the cracks, or worse, customers switching to an alternative due to poor customer service.

That’s why orchestration in omnichannel is more important than ever. 

We’ll take a look at what orchestration in omnichannel is, why it matters more than ever, and how to get started.

What is Orchestration in Omnichannel?

Orchestration in omnichannel is the process of creating a personalized customer journey across different channels. It allows companies to provide a seamless experience for customers.

Omnichannel is more than having a website and profiles on social media. It requires an understanding of how customers interact with your brand through different touchpoints. You then use that information to personalize their experience.

A good example of a company that knows how to use orchestration and deliver an omnichannel customer experience is Disney. 

With the Walt Disney World app, also known as My Disney Experience, visitors can purchase theme park tickets and even navigate the parks with turn-by-turn directions.

Park visitors can use this platform to manage their Disney Resort reservations, shop for Disney merchandise, and even see where their favorite Disney characters are using the live map.

Omnichannel experience Disney

The application offers a fully immersive experience for guests every step of the way. Visitors can also wear the MagicBand wristband to enter the park, buy food, and much more. 

Most businesses already use multiple channels to reach their customers. For example, a retailer might have a brick-and-mortar store and a website. But those channels are often isolated from each other. This means individual teams aren’t getting the full picture of a customer. 

In contrast, orchestration in omnichannel aims to integrate data from different touchpoints to enhance the shopping experience. 

Customers can use the channel or device they prefer. In essence, orchestration in omnichannel brings together different channels into one integrated piece.

Read 6 Ways To Provide Personalized Customer Service

Omnichannel Shopping Example

Let’s look at an example of an omnichannel shopping experience. 

You’re searching for a product and you land on a company’s website. You’re still not quite ready to make a purchase, though. 

As you browse through your social media, you see ads in your feed with a discount for the very product that you were browsing. You click through the ad to take advantage of the sale and decide to make an in-store purchase.

When you visit the store, an employee already has your order ready for pickup. Then, when you get home, you receive a personalized email that thanks you for your purchase and directs you to the company’s website for product assistance.

Here’s a graphic that illustrates the key differences between single channel, multichannel, and omnichannel experiences:

Benefits of orchestration and omnichannel marketing

Ultimately, orchestrating the customer journey by taking an omnichannel approach allows you to provide a better experience for your customers. 

A report from Adobe found that one of the top priorities for organizations is customer journey management (36% for large organizations and 26% for small organizations).

Digital trends in 2020

Companies that streamline the customer experience stand to gain a major competitive advantage. Before we get into specifics, let’s look at why an omnichannel strategy needs to be more of a priority for your business if it isn’t already.

Why Orchestration in Omnichannel is Important

Orchestrating the omnichannel experience is by no means easy. But the long-term payoff can be significant for your business.

Here are the benefits of orchestrating the omnichannel customer experience.

Deliver Consistent Experiences Across All Touchpoints

Think about a recent purchase you made. Chances are you did some research online and landed on a site. You might have even checked out that company’s Facebook or YouTube page to get more product information. 

While browsing the web, you might have then seen an ad with a discount, which finally compelled you to make a purchase.

The example above is increasingly common, as the customer journey consists of many touchpoints. Shoppers today use an average of 7.6 touchpoints to communicate with their favorite bands.

Customers expect seamless interactions regardless of the devices or channels they use. It’s therefore critical for companies to take an omnichannel approach to provide a consistent experience across all platforms.

Read Customer Experience Guide: How to Put your Customers First?

Streamlines Customer Support

Customer expectations are on the rise. Fail to meet those expectations and you risk leaving customers with a negative impression of your brand. 

In 2020, 36.4% of customers grew more frustrated because they weren’t able to get answers to simple questions. That figure represents a 9% increase from the previous year.


Orchestrating the customer journey lets you better understand and meet the needs of your audience.

For example, let’s say you reach out to a company’s support line about an issue you’re having with one of their products. A few days later, you follow up using their live chat. 

If that company used a multichannel approach, you would have to repeat the issue you’re having, which can be incredibly frustrating.

But, with an omnichannel approach, the live chat agent can see where the phone support agent left off and continue the conversation. This allows the company to provide more efficient product support, so you don’t have to keep repeating yourself.

Orchestrating your omnichannel user experience will always bring you deeper insights into how you can offer a better service to your existing customers. 

For example, if surveys reveal that customers have a hard time finding answers to simple questions, that can lead you to develop a knowledge base that customers can access anytime.

Reduces Overhead Costs

The importance of customer service can’t be stressed enough — it improves your brand image and increases customer retention. 

If customers experience poor service, they’re likely to look for other alternatives and even share their negative experiences online.

But providing quality customer service isn’t exactly cheap. You have to hire and train customer support agents to handle incoming queries. Those costs can rise even more if you offer 24/7 support.

Another benefit of orchestrating the customer journey is that it can reduce overhead costs. 

Visitors on your site can interact with a chatbot to get help with frequently asked questions. A chatbot can provide helpful resources to your visitors and even make product recommendations 24/7 without having to be paid, take breaks, or worry about overtime.

This is a popular option for a lot of businesses. Chatbots are expected to save businesses an estimated $8 billion by 2022.

Read How to Design a Conversational Chatbot

Chatbot conversations in orchestration

That’s not to say you can replace your existing support agents. Instead, you’re able to direct them to issues that require their attention. That means support agents won’t have to answer the same simple questions over and over again and customers will be able to get help faster.

Increases Your Bottom Line

Finally, let’s talk about one more reason why orchestrating the omnichannel experience is so critical, especially in today’s competitive landscape. 


Omnichannel orchestration is critical in the current age of information overload. Your customers are bombarded with content every day from 500 million tweets on Twitter, 576K hours of YouTube video content, and over 62,000,000 monthly podcast downloads.

It’s likely your customers will get lost in all that content. Without a compelling reason to shop with your brand, consumers can and will choose another alternative. 

It also costs more to attract new customers than it does to retain existing ones. Going the extra mile is a must to entice customers to come back and make repeat purchases.

In fact, 93% of customers are more likely to make repeat purchases from companies that deliver quality customer service. 

But that’s not the only reason. 

A further 77% of consumers shared positive experiences that they had with a company through social media platforms or review sites.

When customers write positive reviews about your products or services, that’s essentially free marketing for your business. 

It acts as a form of social proof. 

Because those reviews are coming from a third party, visitors are more likely to view them favorably.

Now, let’s take a look at how you can orchestrate the customer journey and create a more positive experience for your customers across all channels.

How to Get Started With Orchestration in Omnichannel

Implementing an omnichannel strategy can give you a huge competitive advantage and compel visitors to choose your business over other alternatives. 

Here are some tips that you can follow to create a more unified experience.

#1. Choose Your Channels Carefully 

It’s important to note that you don’t necessarily need a presence on every channel. In fact, trying to do so may not be the best use of your available resources. 

Fax machines may have been a necessity prior to the internet, but most modern consumers aren’t faxing their orders. It wouldn’t be the end of the world if you didn’t have this channel available.

The first step to building an omnichannel strategy is to choose which channels to include. 

Start by getting to know your customers. Gather demographic data about your audience by looking through Google Analytics. This information will be especially valuable as you determine what channels to focus on. 

Once you have a better idea of who your audience is, the next step is to determine where your audience is online. 

For example, LinkedIn tends to attract working professionals, while platforms  like Twitter and Instagram appeal more to younger audiences.

The logical starting point for an omnichannel strategy is to focus on the channels that your audience is already using. 

If most of your users are on Facebook, then it makes sense to focus more of your efforts on that platform.

#2. Integrate Technology

Ensuring seamless communication between each channel and orchestration is key to providing omnichannel support. It allows customers to engage with your brand whether they’re calling from their smartphone or sending an email from their computer.

But attempting to manage communications manually just isn’t practical. Choose a support platform that lets you manage customer interactions in one place. 

For example, Paldesk is an omnichannel communication platform that brings together communications from different channels into one accessible platform. This allows you to quickly connect with your customers and address their needs.

Here’s an example of how Paldesk streamlines customer support:

paldesk orchestration example

Picture 6. Paldesk

Streamlining communications not only benefits your customers, but also your support agents. It enables them to quickly answer customer queries. 

You can also track and measure the performance of your agents in real time. 

Another way to integrate technology to increase operational efficiency is to use small business workflow software. For example, your business likely depends on different processes to procure goods and onboard employees. Automating these processes allows your team to focus on more productive work.

Read 5 Interesting Facts about the Technology behind Online Chat

#3. Invest in an SDR Process

Omnichannel marketing was initially implemented mainly in B2C industries. However, even B2B companies are now starting to take notice. To achieve seamless omnichannel orchestration in a B2B setting, it’s essential to build your SDR processes around your omnichannel strategy. 

SDR or Sales Development Representatives are representatives in your company who are focused on sales prospecting. These individuals reach out to new leads and guide them down the sales funnel.

As you scale your business, investing in a SDR process allows you to create a repeatable system that helps you close more deals. It also ensures that quality leads aren’t falling through the cracks because you missed a step in the process.

From the start, it’s important to have a clear understanding of who your target market is and what problems your products or services solve. 

Then build frameworks for outreach that your sales team can use to engage potential clients. Once you have a proven process in place, you can train new hires and bring them up to speed even faster.

#4. Automate What You Can

Automation plays a key role in orchestrating the omnichannel customer experience. It allows you to increase efficiency and enable your support team to focus on more important issues.

One way to utilize automation is with chatbots. Instead of having to answer the same questions over and over again, a chatbot can step in and help.

Here’s an example of how an assistant chatbot can be used to automate customer support:

assistant chatbot as an example of orchestration

Chatbots don’t get tired, so they can provide customer support around the clock.

Marketing campaigns are another area that you can automate. A well-orchestrated campaign can systematically follow your leads through their interaction channels, while adjusting and personalizing messages. 

This maintains a seamless customer journey from product awareness all the way through to conversion. One way to achieve this is to link your product video production strategy to the specific stage of the buying process that your customer would be at when watching. 

Let’s say that a customer has connected with your business for the first time and is likely still early in the sales process. After orchestration, you could direct them to a page where they can watch a video about the value of your products or services.

Read Small Business Marketing Automation Platforms

#5. Be Available

Orchestrating your customer journey goes through personalizing its experience on your website and outside of it. You need to be available at every step of the customer journey. Otherwise, customers will feel that your company isn’t responsive to their needs.

For example, visitors of JoyOrganics can interact with their chatbot and click through resources on their site to get more product information.

joyorganics orchestration example

Picture 8. JoyOrganics

They’re also available on social media platforms like Facebook and Instagram to answer any questions potential customers might have. 

Similarly, be sure that you’re available on the channels that your audience might use to engage with your brand.

#6. Test Your Omnichannel Strategy

Orchestrating an omnichannel strategy isn’t that straightforward. It requires time and effort to create a unified experience. 

The last thing you want is to implement a half-baked solution. Customers will feel frustrated if they have to repeat themselves to get help or if they’re repeatedly shown ads that aren’t relevant to their interests. 

Once you build and implement a system that orchestrates the customer journey, run through it yourself to ensure that everything is working. This will help you iron out and address any kinks in the system.

Your omnichannel marketing strategy will also improve overtime. The information you gather can be used to further improve the customer experience. Be sure to test different messages and headlines, and get feedback from your visitors. 

Read 7 Ways to Use Customer Feedback to Improve Your Brand and CX


Consumers today are more savvy than ever. They rely on multiple channels to not only research purchasing decisions, but also to get help with customer support. 

The challenge that companies face today comes from unifying those channels.

One way you can orchestrate the customer journey and create a more seamless experience is with software from Paldesk. Our solution lets you connect and engage with customers in one place, no matter what channel they’re using.

Bethany is a former HR Officer who later found her specialty in digital marketing. With a keen interest in content optimization and market behavior, she’s become a walking database for industry news.

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Everything You Need to Know About Orchestration in Omnichannel Experience was last modified: February 3rd, 2021 by Martina Pranjic
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