Starting your journey with Journey Builder
Now more than ever, customers are looking for personalised one-to-one experiences with brands. Plus, they’re expecting interactions across different channels to be connected to ensure a seamless customer experience across every touchpoint. The Salesforce State of the Connect Customer report stated that 66% of consumers expect companies to understand their unique needs and expectations, and more than half of consumers say they’re likely to switch brands if a company doesn’t anticipate their needs.
So, how as marketers can we create these seamless pathways for our customers? Enter, Journey Builder, a powerful Salesforce Marketing Cloud solution enabling you to build long lasting relationships with your customers at scale.
Journey Builder allows you to create countless engaging experiences for customer interactions through an easy to use drag and drop interface. You’ll have the power to:
Increase customer satisfaction by delivering relevant, personalised content at a time and on a channel that best suits your customers.
Activate journeys based on real-time events or interactions with your brand, and adjust or adapt paths based on changing customer preferences and behaviour.
Connect interactions from all of your departments and channels, from sales and marketing to customer service and operations, to ensure a seamless experience.
Utilise artificial intelligence, through Marketing Cloud’s AI tool, Einstein, to set customers on a path they are most likely to engage with.
We get it, all of this potential can be a little overwhelming and it can be challenging to know where to make a start.
With such a powerful tool at your disposal, we understand the urge to dive head first into creating complex journeys, however the best place to start is often the trusty whiteboard. Ask yourself the following questions:
THE WHAT: What parts of the customer experience can we improve?
Start small, remember that the journeys you create in Journey Builder should represent smaller paths that make up your entire customer journey. Think about the different stages of your customer lifecycle and where guided interactions can take place. Here are a few ideas to get you started:
Welcome new customers to your brand with a simple welcome journey
Surprise and delight your customers on their birthday with a discount or offer
Remind customers who abandoned their shopping carts of the items they left behind
Win back customers who are unengaged
HOT TIP: Marketing Cloud offers templates for these commonly used journeys to make the journey building process even easier.
THE WHY: Why are we creating this journey?
Determine what success looks like for each journey and what final interaction you are wanting the customer to take. Do you want them to complete their profile? Make a purchase? Forward the email to a friend? Redeem a coupon? Goal completion could happen at any time during the journey, so ensure you configure your journeys exit criteria to remove any contacts once they complete the goal.
THE WHO: Who are our journeys relevant for? Who should we exclude from our journeys?
For a given journey, what audience are you trying to reach, who might you need to exclude. An obvious example is a journey that welcomes new customers to your brand would only include those who have recently signed up.
However, you might need to get more tactical with a win-back campaign, identifying those who are unengaged with your brand, and excluding anyone who might be at risk, i.e. a customer who currently has a complaint case open.
HOT TIP: You can enable Einstein Engagement Scoring to assign one of four personas to your subscribers based on how likely they are to open and click a link in your emails:
Loyalists: Subscribers with high open and click rates
Window Shoppers: Subscribers with high rates open but low click rates
Selective Subscribers: Subscribers with low open rates but high click rates
Win back/Dormant: Subscribers with low open and click rates
THE HOW & WHERE: How can we use content to achieve our goals? Where should we be communicating with our audience?
Content is king. We can already hear you screaming back at us from the other side of your screen “Yes, we know!”. As stale as the saying might be, it still rings true. Great journeys do require great content.
Undertake a thorough recce of your content and map it out based on the following questions:
What do we already have?
Who is each piece of content relevant for?
What are we missing?
What can we reuse and give a second life? You don’t always have to reinvent the wheel when it comes to content creation!
What channels should we be using and when? Email, SMS, Social and Push content can all be utilised within Journey Builder.
Keep in mind that we are aiming to create personalised 1:1 content experiences to keep our audiences satisfied. Luckily Journey Builder and Marketing Cloud have some pretty nifty tools to make this happen, including AMPscript - Marketing Cloud’s proprietary scripting language used to create dynamic content and dynamic content blocks, which provide a point and click solution if you’re not familiar with coding AMPscript.
Bringing it all together
Once you’ve identified the what, why, who, where and how of your journeys, the last step is to bring it all together in a customer journey map. Your map will outline the different interactions in your customer journey, and ways to improve the journey or create efficiencies. The possibilities are endless! However, if you’re just starting out, we recommend keeping it simple to begin with. Flow chart tools such as LucidChart, SmartDraw and Creately are useful during your initial stages to map out various journey possibilities, or opt for the trusty whiteboard!
At Be Intelligent, our team of marketing automation specialists have built countless journeys for a range of clients across the private and public sector. Our process is centered around putting customers and users at the heart of everything we do. We are experts in building highly personalised and customised journeys that are consistent with reaching your KPIs, whether you’re trying to reduce churn, improve retention or increase customer satisfaction rates. Better yet we will set your team up for continuous success, with training, tools and the know-how to ensure you get the most out of Journey Builder and the rest of the Marketing Cloud platform. Ready to start your journey with us? Go on, reach out and say hello.