Orchestrating the Journey

Customer expectations continue to rise as digital and physical experiences become increasingly interconnected. Organizations that deliver consistent, personalized experiences across every touchpoint, from initial awareness to long-term advocacy, are better positioned to earn customer trust, increase loyalty, and differentiate themselves in competitive markets. 

Yet orchestrating a seamless customer journey remains a significant challenge. Disconnected systems, siloed teams, inconsistent messaging, and limited visibility across channels can create friction that impacts both the customer experience and business outcomes, making it difficult to understand customer needs and deliver the right experience at the right time. 

This session will bring together UWEBC members to explore practical approaches for connecting customer touchpoints into a more unified journey. Through peer discussion and shared experiences, you'll discover strategies for improving cross-functional collaboration, leveraging customer insights, and designing experiences that strengthen engagement from first interaction through long-term advocacy. 

Featured Contributors

Hear three distinct perspectives on what it takes to connect the customer journey, from strategy and technology to communication and execution.

Crystal Collier

Customer Experience Executive, PTP

Crystal Collier brings more than 25 years of experience helping organizations improve customer and employee experiences through strategy, technology, operations, and organizational transformation. Her current work focuses on translating AI ambition into practical business results, including the thoughtful use of conversational AI, AI agents, self-service automation, and human-plus-AI collaboration. Drawing on leadership roles spanning consulting, customer service, marketing, and global experience strategy, Crystal will offer a pragmatic perspective on using technology to reduce friction and improve customer outcomes, while preserving trust, accountability, and the essential role of people.

Alex Paez Gerstenhaber

Global Vice President of Client Experience, Hy Cite

Alex will bring the perspective of a senior client experience leader working across a global organization. She’ll share insights into aligning teams around the customer, creating greater consistency across interactions, and turning a broad customer experience vision into coordinated action.

Bill Blank

Director of Global Marketing Communications, Badger Meter

Bill will offer a marketing communications perspective on connecting customer touchpoints across channels and markets. He’ll explore the role that clear, consistent communication plays in guiding customers through their journey and creating experiences that reinforce trust, engagement, and long-term relationships.

Three Perspectives. One Connected Journey.

Together, Crystal, Alex, and Bill will explore how organizations can break through internal silos, connect insights across teams, and create more cohesive experiences from initial awareness through long-term advocacy.

Join fellow UWEBC members for a candid, practical conversation filled with real-world perspectives and ideas you can bring back to your organization.