## The levels of experience orchestration Every organization’s path to remarkable customer and employee experiences is unique—but the destination is the same: seamless, intelligent, and elevated interactions at every touchpoint. In today’s fast-moving digital landscape, conversational, predictive, and generative AI have emerged as the most powerful levers for automating, augmenting, personalizing, and continuously optimizing those experiences. Experience orchestration is a maturity journey. It doesn’t happen overnight, and no two companies move at the same pace. What matters most is understanding where you stand today—and charting a clear path forward. From “Zero Orchestration,” where every customer interaction relies on a human agent, through to “Universal Orchestration,” where AI delivers perfectly personalized experiences across all channels. Along the way, you’ll learn: - **Why basic menu-based navigation and predefined dialog automation are often just the first steps** on the road to true intelligence - **How system-generated conversations** powered by large language models unlock dynamic, context-aware support - **Why empathetic orchestration**—where AI senses customer history, context, and emotional state—represents a quantum leap in service quality - **The hallmarks of universal orchestration**, including cross-channel consistency, deep personalization, and measurable reductions in churn Whether you’re just evaluating interactive voice response (IVR) tools or already piloting generative-AI bots, this maturity model will help you assess your current capabilities and prioritize the next set of innovations that will move your business toward truly seamless, intelligent experiences. | Level | Name | Description | | ----- | ----------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------- | | 0 | Zero orchestration | All customer interactions are handled by human agents, leading to inconsistent, inefficient service and higher customer & employee attrition. | | 1 | Menu-based navigation | IVR systems and call-routing offer basic self-service options, though many interactions still require live assistance. | | 2 | Predefined dialog automation | Natural-language automation across channels allows bots to handle tasks like order management and scheduling, freeing agents for complex queries. | | 3 | System-generated conversations | LLMs and generative AI power dynamic conversations, enabling virtual agents to manage complex interactions and suggest next-best actions. | | 4 | Empathetic experience orchestration | AI interprets customer history, context, and emotional state so virtual agents can handle most inquiries, even complex cases like claims management. | | 5 | Universal orchestration | Delivers seamless, personalized experiences across all touchpoints, reducing attrition and fostering deep customer & employee loyalty. | | Industry | Orchestration Actions & Benefits | | --------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **Banking** | Integrate departmental silos and unify communications across all channels; leverage analytics for predictive engagement; trigger personalized offers based on past actions. | | **Healthcare** | Send automated appointment reminders; schedule follow-ups and notify patients of prescription refills; reduce manual workload and guide patients smoothly through their journey. | | **Hospitality** | Deliver real-time, personalized guest recommendations and offers; identify and engage key influencers for campaigns; monitor social feedback and automate digital marketing. | | **Retail** | Enhance campaign impact through proactive automation; trigger personalized interactions via email, chat or text based on customer behavior; optimize engagement with data-driven insights. | | **Technology** | Automate repetitive or predictive tasks to free agents for high-value requests; use virtual agents for password resets or billing updates; accelerate resolution of complex issues. |