Customer Journey Automation

At a very high level, customer journey automation is…the artful application of technology to optimize and elevate every single touchpoint a customer has with a brand from discovery to advocacy. Using advanced software and data analytics, companies can provide targeted experiences at scale without the need for ongoing manual intervention. This journey starts with data integration, where customer information from disparate systems – social media, e-mail interactions, purchase history and more – is aggregated to develop a unified single view of the customer.

Once this foundation is in place, your automation engines apply pre-defined triggers and frameworks to send the most relevant message via the best channel at an appropriate point. For example, a prospect that leaves an online shopping cart may automatically get sent a personalized discount code through SMS, and a returning customer might receive a loyalty reward email on the anniversary of their membership. This way, the brand is always there and informative - no matter how long it takes for the customer to make a purchase decision, carrying leads through each stage of their journey.

And beyond just being efficient, automated journey mapping can be dynamic and react to real-time user activity. If a customer’s tastes change, the automated workflow will reflect that - to avoid unnecessary spammy communication that may result in brand fatigue. At the end of the day, with customer journey automation, marketing shifts from one-size-fits-all blasts to ongoing and relevant conversations. It enables businesses to boost conversion rates, enhance customer loyalty and free up human talent to concentrate on high-level strategic thinking and creative problem-solving without compromising the smooth experience that contemporary customers demand.