Stop Calling It Orchestration If the Customer Has to Start Over

If context dies at the handoff and ownership is fuzzy, you didn’t design a journey—you designed a workflow that shifts the real work to your customer.

A lot of companies think they’re orchestrating journeys when they’re really just sequencing messages.

The email is timed well. The offer is personalized. The next step is triggered.

But the customer is still repeating the problem. Still switching channels. Still trying to figure out who owns the issue. Still holding the experience together when the compan…