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Creating and activating customer journeys

Suggest edit Updated on September 20, 2021
Note: This content is valid until Pega Marketing or Pega Customer Decision Hub version 8.5. For the latest version of this article, see  Using customer journeys to influence next-best-actions.

To better understand how your customers engage with your brand and which actions are the most effective, define customer journeys with stages and steps that describe your customers' engagement. You can define new customer journeys manually, or use predefined templates.

Note: To create a customer journey, Pega Marketing rulesets must be part of your application stack.
  1. Log in as an operator who can access either the Pega Marketing portal, or the Pega Customer Decision Hub portal.
  2. In the Pega Marketing or Pega Customer Decision Hub portal, click Next-Best-Action > Customer Journey.
  3. Click Create.
  4. In the Journey details section, enter the following information:
    • Name and description
    • Issue and group - Specify an issue or group if you want the customer journey to only display the results for actions related to a specific area of your organization.
    • Maximum journey length - Specify the expected number of days it takes the customer to complete this journey. After this time, the customer will no longer be eligible for this journey.
    • Journey rank - Specify the priority of this journey, relative to other journeys in your application.
  5. In the Entry Criteria section, click the gear icon to define the proposition filters that define which determine how the journey reacts to incoming events.
  6. In the Select how you want to configure your journey section, select if you want to create the journey by using a predefined template, or define all stages and steps manually.
    • To create the journey from a template, click Start with a template, and then select a predefined template from the list. Templates configure settings such as the name and number of stages and steps, but not their entry criteria or content.
      Pega Marketing and Pega Customer Decision Hub contain a number of predefined customer journey templates. You can also save any journey that you create as a template and reuse it later. For more information, see step 11 below.
    • To manually add journey stages, click Create new.
  7. Define the stages that make up the customer journey. For example, a sales journey can consist of Awareness, Consideration and Decision, after which the journey is considered complete. The Complete stage indicates that a customer has finished their journey, for example, by purchasing a good or service. The Complete stage is mandatory for every customer journey.
    • To add a new journey stage, click Add Stage.
    • To remove a stage, click the down arrow by the name of the stage, and then click Delete stage.
  8. Define the entrance criteria for each stage in the customer journey. This helps ensure that the customer's progress from stage to stage is tracked.
    1. Click the name of the stage.
    2. Click the gear icon in the ENTRY CRITERIA section.
  9. Define the steps which make up the journey stages. A step represents a narrower aspect of the stage with which it is associated. Each journey stage can have any number of steps.
    1. To add a step to a stage, click Add Step.
      "Adding a step to a customer journey stage"
      Adding a step to a customer journey stage
    2. For each step, you can specify the entry criteria to define when a customer is eligible for this step. Click the name of the step, then click the gear icon in the ENTRY CRITERIA section.
    3. Optional: You can also link selected steps with actions that should be extended to a customer at this step of the journey. To associate a step with one or more actions, click the name of the step, then click the gear icon in the CONTENT section.
  10. Click Save.
  11. Optional: To save the customer journey as a template for future reuse, click Actions > Save template. Note: Since templates cannot contain entry criteria or content settings, only the number and names of stages and steps are saved in the template.
  12. Once the journey is ready, click Activate to activate it. The system ignores inactive journeys when processing customer interactions.
  13. Optional: If you must make changes to a journey, deactivate it, and then do steps 4 to 12 again, as required.
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