Journey orchestration

#Acting while it still helps

The best analysis is of little use if the insight arrives only in the monthly report. Orchestration acts while the journey is still under way.

It notices that someone is opening the notice-period page for the third time and offers a callback before the cancellation email arrives.

The principle is simple: a trigger, a decision, an action. The art lies in approving the right actions and avoiding the wrong ones.

Next best action

#Trigger, decision, action

Triggers are events or patterns: an abandoned application, a repeated search, a missed payment, an outage in the customer’s area. They come from journey analytics or straight from your business systems.

Decisions are made by rules, optionally supported by models. They pick the fitting action among those approved and take into account what has already happened in recent days.

Actions run on any channel of the platform: a chat offer through proactive engagement, a callback, a message through Univerx Outbound or a hint on the desktop of the person who is on the call.

#Limits that apply to every action

Once you have many actions, you need rules above them. Univerx keeps contact rules in one place: how often a person may be contacted in a period, at which times not, and when not at all, for instance during an open complaint.

#Measuring impact, not counting actions

That an action fired often says nothing about its value. Univerx therefore compares journeys with the action against a control group without it. Only the difference shows whether the callback really prevented a drop-out.

Our guide Journey orchestration: a playbook describes how to build triggers, actions and measurement in a sensible order. The term is explained in the glossary under next best action.