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Understanding how customers engage with your brand with customer journeys

Customer journeys are a feature of Pega Marketing that provide insights into how your customers are interacting with selected aspects of your organization. You can configure a journey by identifying key customer interaction points, which are then divided into stages and steps. Each stage or step is associated with a combination of filter conditions and related content that specify the conditions in which customers move between them. For example, customers may become aware that they need or want a new mobile phone. They consider different phones, compare features and pricing, and make a decision to purchase the product that best meets their needs. To capture this process, you can define a customer journey with phases such as Awareness, Consideration, Decision, and Purchase. Once activated, the customer journey automatically processes each incoming interaction and assesses whether that interaction should trigger an update to the customer's position in the journey.

Although it has stages and steps, the customer journey is not a case. There is no journey flow, no associated work object, and no functionality to move users between steps. As currently implemented, it has no concept of an individual customer's path through the journey. It is a representation of aggregated data with supporting structure to sort that data.

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