How Channel Orchestration Can Boost Customer Engagement

Channel orchestration is the backbone of an effective MarTech strategy. Coordinating and synchronizing your communication channels is essential for engaging your audience and nurturing customer relationships. By embracing channel orchestration, you can deliver a compelling and unified brand experience, keeping your audience engaged and loyal.


What is Channel Orchestration?

Customers today use multiple devices and engage through various channels.  To effectively reach your audience, you must ensure a consistent brand experience across all these devices and touchpoints. 

Channel orchestration is a process of coordinating and managing multiple marketing channels to deliver a seamless and consistent customer experience. This means using technology to automate the delivery of messages and experiences across different channels, regardless of how they interact with a brand.

The success of Channel Orchestration relies on your ability to collect customer history from your MarTech stack and make the right decisions at the right time. If you can seamlessly integrate real-time data into your central data source, you’ll be able to quickly adjust your strategy. It’s not practical to send a newsletter to someone who has recently unsubscribed from the email channel.


Benefits of Channel Orchestration

In Switzerland, traditional offline channels like paper-based email campaigns remain highly favored. However, many businesses have embarked on a transition toward digital pathways spanning various channels. They now appreciate the advantages of delivering transactional and promotional campaigns through email and mobile notifications.

The shift toward complete digital communication and orchestration does require initial resource allocation. Nevertheless, these setup costs are swiftly offset by the savings achieved in terms of both time and resources.


Customer experience

By delivering a seamless and consistent customer experience across different channels. It improves customer satisfaction and loyalty.


Increased engagement

By delivering relevant messages and experiences at the right time and on the right channel.


Conversion rates

By delivering personalized messages and experiences that are tailored to each customer’s individual needs and interests.



By delivering a uniform message across various channels, you reinforce your brand identity and build trust with your audience.

Orchestrate inspiring journeys with the following channels

Email alert
Direct Sales
Social Media
Push notifications
Paper mail

Use Insights and AI for Orchestration

In the age of data-driven marketing, leveraging insights and artificial intelligence (AI) is crucial for effective channel orchestration. By utilizing AI, you can optimize various orchestration parameters, such as sending times and content recommendations.

AI can analyze vast amounts of data to determine when your audience is most active on different channels. It can also suggest content that is likely to resonate with specific customer segments. These insights help you refine your orchestration strategy for maximum impact.


Focus on Customer Preferences

In channel orchestration, one cardinal rule is to align your efforts with customer expectations. Failure to do so can lead to customers opting out of your communication channels or, worse, disengaging from your brand altogether.

Your marketing strategy should consider factors such as:

  • Preferred Communication Channels: Find out how your customers prefer to receive information, whether it’s through email, SMS, social media, or other means.
  • Content Relevance: Ensure that your content is valuable and relevant to your audience’s interests and needs.
  • Frequency: Do not inundate your customers with excessive notifications. Respect their privacy and communication preferences.
  • Respect of customers’ consent: if your messages are can’t be described as “transactional” content, you have to respect their preferences (Double Opt-in and preference center, based on GDPR or nFADP regulations).
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