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Using customer journeys to influence next-best-actions

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Updated on March 25, 2022

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.

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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.

For example: 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.

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