Experience orchestration is the process of identifying and crafting the ideal end-to-end journey for each individual customer, improving their experience and your business outcomes alike. It enables a business to coordinate technology, interactions and touchpoints based on customer intent to build the experiences that you want customers to have across all channels of engagement. It works by using automation to uncover real-time insight about customer interactions as they happen. You can use this information for proactive decision-making, taking action when it will be most impactful and appropriate.