How to orchestrate channels without silos and preserve the customer context at every stage of their journey?

Expectations are clear: 73% of customers use multiple channels during their purchase journey, 64% expect personalised experiences tailored to their specific needs, and 75%  demand a consistent experience regardless of the channel.

Companies with a mature omnichannel strategy on average retain 89% more customers than those operating in silos, creating a compelling case for intelligent orchestration. These figures illustrate the urgency of omnichannel orchestration that maintains the thread of each journey, whatever the interactions.

Worldline CX Suite meets this challenge with a unified architecture that eliminates silos and preserves the customer context across all touchpoints. To go further, we introduce CX Pulse, our AI Agent-enabled orchestrator integrated into the Worldline CX Suite ecosystem. CX Pulse real-time determines the optimal customer path and the associated actions, transforming every interaction into an opportunity for excellence.

Merely having channels available is no longer enough. 84% of consumers expect seamless continuity across channels. Firms that deliver this integrated experience retain a majority of their customers, with loyalty rates often exceeding 80%.

Omnichannel orchestration goes beyond technical connectivity. It entails an organisational redesign that places the customer at the centre, transforming siloed departments into collaborative, journey-centric teams. According to McKinsey, organisations that succeed with omnichannel transformation see a 10–15% improvement in customer satisfaction and a 20–30% reduction in service costs within 18 months of implementation.

The complexity grows with the diversification of customer relationship entry points: mobile apps, IoT devices, voice assistants, augmented reality, and more. Gartner predicts that in 2025, 40% of customer service interactions will involve multiple channels, making orchestration not optional but vital.

Pillar 1: 360° real-time customer view

At the heart of the Worldline CX Suite approach lies the concept of a real-time 360° customer view. This goes beyond the history: it incorporates preferences, the context of past interactions, and available sentiment cues (negative, neutral, positive) to enable a fine-grained understanding of the customer journey. CX Pulse consumes and contextualises CX Suite data alongside customer data (CRM, ERP, business applications) to feed this real-time view, consolidating context throughout the orchestration and then presenting it to agents for handling, without the customer having to repeat information.

Pillar 2: AI-driven intelligent routing

Intelligent routing is the second pillar of this orchestration. Powered by artificial intelligence, CX Pulse acts as an AI-agentised orchestration engine: at every interaction it analyses the request, customer context, agent skills and availability, system load, and business objectives. Based on these inputs, CX Pulse determines the next best action and the optimal journey in real time, coordinating the channel, the interlocutor, and the associated actions according to the context.

Another sector example in health and insurance: a European broker leader uses Worldline CX Suite to route requests by typology to the most appropriate advisers, ensuring prioritisation and efficient handling at the first interaction to meet SLAs and avoid rework or transfers. AI orchestration has significantly improved routing accuracy versus traditional systems, enabling all multilingual, 24/7 claims interactions to be centralised in a single case file accessible to all involved.

Pillar 3: Event-driven architecture

Worldline CX Suite’s event-driven architecture guarantees the responsiveness required for smooth orchestration. Each interaction triggers events that activate routing rules, AI actions, and workflows.

Pillar 4: Native integration with ecosystems

Native integration with existing ecosystems prevents tech fragmentation. Worldline CX Suite interworks with leading CRMs, major ERP systems, telephony solutions, and messaging platforms, ensuring data and process continuity without breaks. CX Pulse integrates with these ecosystems to orchestrate omnichannel, multi-team journeys while complying with governance and security requirements.

In the retail and e-commerce sector, a French online commerce leader uses Worldline CX Suite to manage customer requests and supplier relationships. Native integration with business CRM systems and centralised resources within the same solution enable seamless handling of order tracking, cancellations, ordering, and payments, with no break in the customer experience.

Challenges and key success factors: anticipating obstacles to maximize impact

Challenge 1: Data governance and GDPR compliance

Centralising interactions generates large volumes of sensitive personal data that must be handled in line with GDPR. Worldline CX Suite natively embeds compliance without sacrificing performance: automated consent management by channel, native pseudonymisation for analytics, complete audit of all access, and privacy by design integrated from the outset to enable customers to exercise their GDPR rights autonomously.

Key success factor: Involve the DPO (Data Protection Officer) from the design phase, not only at final validation..

Challenge 2: Quality and governance of the customer reference data

Incomplete, obsolete, or inconsistent customer information directly undermines routing relevance and personalisation. Worldline CX Suite turns this into an opportunity through automatic profile enrichment, real-time address validation, intelligent deduplication, and collaborative updates where all channels enrich the single repository.

Virtuous circle: The more the orchestration is used, the more data is enriched, the better the orchestration becomes.

Future developments: towards intelligent and predictive orchestration

Future developments: towards intelligent and predictive orchestration

The future of omnichannel orchestration is moving towards predictive intelligence and advanced automation. Real-time behavioural analytics will anticipate customer needs and proactively offer the most appropriate channels based on context. This evolution will transform reactive orchestration into predictive guidance, further enhancing the customer experience and reducing friction.

The integration of emerging technologies will broaden orchestration possibilities. Conversational assistants, augmented reality, and IoT devices will create new touchpoints that must integrate naturally into the omnichannel ecosystem. Worldline CX Suite is anticipating these developments by offering an open, scalable architecture, illustrated by ongoing work around IA-driven agentics.

Conclusion: omnichannel orchestration as a durable competitive advantage

Channel orchestration transcends purely technological issues to become a genuine differentiator. By removing silos, preserving the customer context, and optimising every interaction, it delivers a superior experience that builds loyalty and boosts operational efficiency. With Worldline CX Suite and CX Pulse, orchestration is no longer an aspiration but a real-time, AI-driven capability that guides each journey toward excellence.