The importance of orchestrating your own customer journeys
Traditional customer journey management capabilities from vendors have focused on helping marketers design a manual, outbound pathway to drive conversions
Sound familiar? Journey orchestration solutions from older, more monolithic marketing clouds are often disconnected from the core ability to execute and operationalize marketing programs. Journey mapping and whiteboarding has become a creative best practice, but how can brands scale this process and react to changing consumer needs? How can brands determine if a consumer has already been through a journey? What happens with customer fatigue or channel conflict? What if things change in the customer lifecycle? What if they make a purchase or change their path? Marketers need to find ways to become more agile and reactive in their approaches to managing and delivering on the customer experience.
Cheetah defines Journeys as: A series of orchestrated touchpoints between a brand and a consumer. Journeys can be simple in nature (triggered), specific use cases (standard library), or fully customized. Journeys personalize all interactions across channels, unifying personalization rules and logic, synchronizing all channels to work together, and sequencing customer interactions through time.
At Cheetah we’re committed to investing in tools and solutions that help marketers create engaging omni-channel campaigns and experiences that drive results. As part of that investment, we are excited to share the latest release of Self-Service Journeys.
What are self-service journeys?
Self-Service Journeys help you kick-off all manner of conversations with a consumer, and then keep them going. By combining listening, decisioning and execution, you can orchestrate multi-step marketing experiences that reflect your brand’s unique character and guide customers through their own personal adventures that react to their action, inaction and other events. Our user-friendly, drag-and-drop journey designer puts this power directly in the hands of marketers along with real-time metrics and insights that help them understand the impact they’re having.
Self-Service Journeys help you save time by offering a marketer-friendly interface to create unique audience experiences such as personalized customer on-boarding; nudges and reminders about upcoming events or benefits that are about to expire; abandoned browse, form or cart handling; contextual profiling based on declared interests; and many other experiences that help them gain value from their relationship with you and help them navigate through your customer lifecycle.
You can design and draw sophisticated cross-channel journeys, with conditions to route users to the most appropriate next action and different tracks to react to customer-related activities, all without writing a single line of code. If the Cheetah EDP is aware of an activity, it can be used in your journey. Activities can be pretty diverse: from e-commerce activities like adding to cart, making a purchase, shipping an order or delivering a package; sports and fitness activities like booking your first class, swiping your pass at the gym or reaching your fitness goal; to travel activities like boarding a plane, being delayed on the tarmac or checking out of your hotel.
With Self-Service Journeys, it’s easy to visualize the workflow you’ve designed, track performance and readily respond to changing business requirements.
Benefits of self-service journeys
Key benefits of Self-Service Journeys include engaging customer experiences, improved business outcomes, reduced time-to-market, ease-of-use and the agility to respond rapidly to changing business needs. This gives marketers more control over “always-on” marketing and will help them reduce their dependence on technical resources.
With Self-Service Journeys, you are set free from the constraints of templates and from “black box” coded alternatives. All of your journeys can be visualized, simulated and evaluated in a consistent way and all of them can be tweaked to meet your unique needs.
To learn more about how Cheetah Digital can transform your marketing download our latest report: Top RFP questions to ask your Martech vendor