Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

Figure 5: Overview of Campaign Orchestration with Key Components Required Case Study: Let us look at a case study to understand how a mortgage provider improved customer experience using journey orchestration. • Challenge : A leading mortgage provider noticed increased mortgage journey costs while a low self- service percentage. • Solution : the CX team analyzed the journeys and identified issues within the refinancing journey. They noticed that first call resolution (CFR) had fallen from 65% to 30%, and call volume had increased significantly. Root cause analysis indicated that most of the calls were while someone was uploading documents using the iOS mobile app. The CX team worked with IT to fix the app and with marketing to create audiences of segments who are facing the issue and are in the refinance journey to send automated notifications with a workaround and update on the resolution. • Impact : As a result, the company increased the mobile refinancing journey completion rate and reduced the call center volume. c) Measure Customer Experience Effectiveness Across Touchpoints Organizations have understood that customer experience is essential in engaging customers and driving loyalty. However, research has shown a direct correlation between customer experience and business growth. As organizations focus on improving customer experience and move on the maturity curve, they will start seeing revenue growth and a significant improvement on other metrics. Typically, organizations look at increasing revenue as they advance (go further to the right) on the customer experience maturity. As a result, measuring the performance is extremely critical because: • Companies usually start small, and realizing value keeps the team motivated • Measuring success helps with the business case and getting buy-in or securing budget • Drives adoption across the organization © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 51 The Three Most Critical Aspects for Implementing Holistic Customer Experience at Scale