Journey orchestration can help CSPs to become more customer-centric

Communications service providers’ (CSPs’) customers’ behaviour and expectations have changed in recent years, and the COVID-19 pandemic helped to accelerate the shift towards digital channels. Indeed, customers now expect personalised interactions and have started to place far more trust in a wide range of digital channels, partly because physical touchpoints were inaccessible during the pandemic. Customers whose journeys with CSPs are generic are more likely to churn than those that experience personalised interactions because the former lead to low engagement. As such, CSPs must continue to evolve their customer engagement channels to meet the changing expectations.