When discussing process orchestration and automation, we often think about streamlined workflows and enhanced operational efficiency. Its impact on customer experience might come as an afterthought. Yet, in our report, State of Process Orchestration and Automation 2025, respondents across all industries identified improved customer service and experience as the number one benefit of process orchestration.
Taking a closer look, you can see how much process orchestration is intertwined with improved customer experience. Exceptional customer service relies on well-orchestrated processes; without them, any success is often due to luck and requires considerable effort to sustain or repeat.
A study by Forrester, The Total Economic Impact of Camunda, highlighted that adopting a process orchestration solution like Camunda could significantly help organizations deliver value to customers faster. Organizations that can scale to handle more customer interactions can improve long-term customer experience.
According to the head of IT at one insurance company that implemented Camunda:
“The customer experience increased dramatically. You cannot measure that in euros or dollars, but it has an impact that management sees.”
Why is outstanding customer service so important?
Let’s explore a bit more as to why organizations need to invest in providing exceptional customer experiences. We’ll also take a look at how process orchestration improves CX through streamlined workflows, integrated systems, real-time data, reduced bottlenecks, and increased flexibility.
Customers expect more than ever from companies.
Today’s customers demand quick, flawless services without delays or mistakes that could cause frustration. Additionally, there is a growing expectation for highly personalized experiences.
According to a Zendesk report about CX trends:
- 72% of customers want immediate service.
- 60% of consumers have purchased something from one brand over another based on the service they expect to receive.
- 64% of customers will spend more if a business resolves their issues where they already are.
Investment in CX is critical to bottom-line growth
Forbes states that acquiring a new customer can cost five to seven times more than retaining an existing one. This significant cost difference underscores the importance of customer retention for sustainable growth. Retaining existing customers not only saves money but also leverages the established relationship and trust, leading to higher lifetime value.
Yet, despite investments in the latest technologies, many organizations still offer broken or inefficient customer experiences, driving away even the most loyal customers after just two negative interactions. This highlights the critical need for businesses to ensure seamless and efficient customer journeys.
Rapid services and problem resolution not only improve customer satisfaction but also strengthen trust and loyalty. When customers feel heard and valued, they are more likely to continue their relationship with the brand. Quick and effective problem-solving approaches can turn potentially negative experiences into positive ones, further solidifying customer loyalty and contributing to long-term business success.
Growing competition from digital natives
The rise of digital-first startups and other disruptors has intensified competition across all industries. Companies now face immense pressure to attract and retain customers, making it essential to adopt an omnichannel approach, new technologies, and embrace digital transformation.
To keep up with the competition, they need to integrate customer journeys and transform fragmented business processes into cohesive, seamless experiences. Without such investments, companies risk falling behind and losing their customer base to more agile competitors.
How process orchestration contributes to improved customer experience
Process orchestration integrates various automated and manual tasks, and can connect multiple workflows to create a seamless end-to-end process.
Three ways process orchestration improves customer service
This approach contributes to a significantly better customer experience in three important ways:
- It enhances visibility into customer journeys, revealing new optimization opportunities and fostering collaboration between business and IT teams. This eliminates siloed, error-prone automation by introducing a unified model.
- It ensures consistent execution of customer processes at scale, reducing errors, preventing bottlenecks, and maintaining high-quality experiences across all channels.
- It offers flexibility by allowing companies to quickly adapt to changing requirements without disrupting the entire process. This flexibility supports the use of preferred technologies and tools, avoiding vendor lock-in.
Moreover, the reusability of modeled processes lowers the total cost of ownership and speeds up time to market for both customer experiences and other business processes within the organization.
Let’s break down what this looks like in practice. What can be achieved with process orchestration and how does it impact the customer experience?
Streamlined workflows lead to faster and more reliable services
By ensuring tasks are completed in the correct sequence, process orchestration significantly boosts efficiency and accuracy across the entire organization. Automated task assignments direct work to the right team members based on their skills and availability, leading to faster and more reliable customer service.
Companies can also use automation via flexible business rules, such as Decision Model and Notation (DMN), to reduce human bottlenecks in decision-making. With DMN, they can define rules in a clear and structured way, so processes can move forward without needing manual approval or input at every step. This enables them to react faster to customer needs, further enhancing service efficiency.
With the help of Camunda, the US Department of Veterans Affairs has been able to expedite services for veterans and their families during critical times of need.
Read our case study with the US Department of Veterans Affairs.
Integrated systems enable data-driven decisions and personalized offers
Integrating different software systems allows for seamless data flow and reduces the need for manual data entry. This ensures that all departments have access to accurate, up-to-date information, and a unified view of customer data. This integration enhances decision-making and enables more personalized customer interactions.
Amdocs and DigitalONE have transformed the customer experience by utilizing Camunda’s process automation solutions to automate customer care and ordering workflows across all engagement types and channels.
Read our case study with Amdocs.
Standardized procedures help minimize delays
Establishing and following standard operating procedures reduces variability in task performance, which translates to a more consistent customer experience. Clear approval paths minimize confusion and delays, streamlining the process and improving overall efficiency.
Vodafone has successfully automated and optimized the entire customer lifecycle, including sales, service, and retention with Camunda. This has resulted in significant time savings in customer service and allows staff to focus on customers and value-added activities.
Read our case study with Vodafone.
Real-time insights and predictive analytics reveal bottlenecks, facilitating process improvements
Process orchestration provides end-to-end visibility into a process that is difficult to get otherwise. It then leverages advanced data analytics to predict and address potential bottlenecks, allowing for proactive adjustments that maintain smooth operations. Enhanced reporting provides detailed insights into process performance, facilitating continuous improvement and better decision-making.
With the implementation of Camunda, T-Systems Austria has significantly enhanced data quality, boosted customer satisfaction, and unlocked new business opportunities.
Read our case study with T-Systems.
Improved collaboration and communication help align business and development goals
Using an open and easily understood process modeling system like BPMN ensures that all team members from both the business and IT sides are informed and aligned, reducing the risk of miscommunication. Clearly defined roles and responsibilities help each team member understand their tasks and contributions, fostering a collaborative environment that ultimately enhances the customer experience.
Babylon Health has provided more control to patients thanks to automating workflows, ensuring a better flow of information and more secure and consistent services.
Read our case study with Babylon Health.
Process orchestration provides the flexibility needed to adapt swiftly to market changes and customer demands
Another key benefit of process orchestration is its scalability and flexibility, both of which have a direct and positive impact on the customer experience. With end-to-end orchestration and a composable architecture, businesses can easily adapt to growing demands, maintaining a consistent and high-quality customer experience even as they scale.
This adaptability means that as the volume of customer interactions increases, the system can handle the load without compromising on service quality.
Additionally, the agility provided by process orchestration allows businesses to quickly respond to changing customer needs and market conditions. This responsiveness ensures that customer interactions remain personalized and effective, meeting the evolving expectations of customers and providing a superior overall experience.
Connected systems provide better experiences for customers
As our report, State of Process Orchestration and Automation 2025, highlighted, organizations that have successfully implemented process orchestration experience significant improvements in customer service. This success stems from the ability to coordinate various tasks and streamline workflows, ensuring more consistent and reliable interactions with customers.
By orchestrating processes effectively, businesses can integrate customer data into automated workflows, enabling tailored and timely interactions. This enhances personalization and ensures that all systems are connected and optimized. As a result, they can deliver faster and more accurate services, allowing them to focus on personalizing customer interactions.
From the customer’s perspective, this translates to quicker response times and a smoother, more frictionless experience, leading to higher satisfaction and fostering loyalty. Ultimately, well-orchestrated processes create a more consistent and personalized customer experience, building trust and loyalty over time.
Discover how Camunda’s process orchestration solutions can transform your customer experience. Start a free trial today!
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