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Using customer journeys to influence next-best-actions

Customer journeys are a sum of the experiences that your customers go through when interacting with your organization. Rather than looking at just part of an experience or transaction, the customer journey documents the full spectrum of the customer experience.

Customer journeys give marketers a familiar mental model to manage and work with their creative content. You can create customer journeys directly in Next-Best-Action Designer and map actions to all of the different journey stages. Each stage represents an experience that a customer goes through when interacting with your organization. By using customer journeys, you can see all of your actions and treatments for a particular journey laid out visually, so you can easily spot any gaps or white spaces in your engagement strategies.

As a marketer responsible for customer acquisition for credit cards, you define a journey, with the appropriate stages, that a customer goes through when signing up for a new card. Customers first become aware of your card offering through an email, website, or paid channel. Then the acquisition process continues as they learn more about your specific offering and ultimately decide to submit an application. So the journey will likely consist of the following stages: Awareness, Consideration, Submit application, and Approval.

In addition to this mental model, customer journeys also influence the AI and the next-best-action decisions. The next-best-action strategy framework and analytical models take the previous stages and other journey metadata, and provide this as additional context to the analytics to help you make better decisions. Your next-best-action decisions are still going to make use of the arbitration formula (Propensity * Context * Value * Levers), but using customer journeys enhances the P (propensity) score with contextual customer journey data.

Customer journeys in Next-Best-Action Designer
View of customer journeys in Next-best-Action Designer

To start building customer journeys, go to Creating a customer journey.

To learn more about how customer journeys influence NBA, see Understanding how customer journeys influence Next-Best-Actions.

  • Creating a customer journey

    Customer journeys provide a way to organize your creative content around a specific outcome and to influence next-best-action decisions to determine the best action across multiple customer journeys.

  • Specifying entry criteria for customer journey stages

    The entry criteria for each stage of your customer journey will determine whether an individual is eligible for a particular stage.

  • Associating actions with customer journey stages

    After you specify the structure of a customer journey, and identify the entry criteria for each stage, you can associate actions with each stage of your journey.

  • Visualizing your customer journeys

    Journey Visualizer illustrates the paths your customers are taking through the journey, what channels, actions and treatments are working and where customers are getting stuck, indicating that more attention is needed in this area. It shows you what customers are currently doing in your customer journey.

  • Understanding how customer journeys influence Next-Best-Actions

    In addition to customer journeys providing a good mental model for managing content, they influence the next-best-action decisions made for your customers. You can configure the parametrized predictors in the adaptive models that affect the next-best-action decisions. You can also indicate which actions should be filtered out when the customer is in a specific journey stage.

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