What is a Costumer Journey?
A Customer Journey is the complete experience a customer has with your brand or business. When creating a successful customer campaign, you can reduce costs, increase revenue, and establish and nurture customer loyalty towards your company or brand.
Think of a Customer Journey as a campaign where the customer is taken on a journey. The journey typically starts with an email and ends with a subscriber, a webinar attendee, a new lead, a sales opportunity, or even a regular sale.
By using Customer Journey in Dynamics 365 Marketing, the marketing insights service records all information about interactions from each contact. And this data can be used for further journeys for new Customers.
You can use Customer Journey in Dynamics 365 Marketing to create a model that helps guide members of a chosen marketing segment through this journey using emails, activities, surveys, and more.
By Dennis Rasmussen, Office365/Dynamics365 consultant, Micropartner
An example of a Customer Journey. Customer Journeys can be designed with complex triggers, if/then relationships, and multiple paths through the journey. If the email is opened, the contact will receive another email with a targeted offer, and a lead is created in the system. If they do not open the email within five days, a follow-up email will be sent with additional options, depending on whether it is opened or not.
Targeted Customer Journeys with Segments.
The Costumer Journey recipients are defined by segments that you build yourself in Dynamics 365 Marketing. Segments are based, among other things, on interaction data from the marketing insights service, where data is generated from the actions that contacts take; opening an email, clicking on a link, responding to a survey, registering for a webinar, and so on.
You can mix several segments and combine them with different logical operators (unite, include, exclude) to create compound segments. This way, you can mix several simple segments to create advanced selection logic.
In the above image, you can see an example of how a segment is built. The contact is subscribed to the Marketing List “Norican Newsletter – China”. Additionally, the contact has clicked on the email in a Customer Journey called “English Customer Journey”. Segments can be simple like this or have much greater complexity, including incorporating other segments as a “sub-segment”.
Customer Journeys fully integrate with Customer Voice.
Customer Voice is fully integrated into the Customer Journey design. This makes it possible to automate Customer Journey actions based on data collected through Customer Voice. For example, you can create a Customer Journey where the customer is directed to a product they have shown interest in via an integrated survey.
When designing a Customer Journey, you can automate actions by using responses from a survey in Customer Voice. It is possible to set up “if/then” options based on survey results or individual survey questions and answers.
This allows for customized and personalized journeys for your audience.
Example of a Customer Journey based on the interactions a contact makes in a Customer Voice survey.
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