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Are you still building customer journeys?

Marketing Automation is no longer about squeezing customers into customers journeys. Today, it is the consumer who is in the driver’s seat: he is on his individual customer journey and you as a marketeer should aim to build a maximum of touchpoints with the consumer on this journey.

Joz Van Acker -

Marketing Automation is no longer about squeezing customers into customers journeys. Today, it is the consumer who is in the driver’s seat: he is on his individual customer journey and you as a marketeer should aim to build a maximum of touchpoints with the consumer on this journey.

An explorer of nature

Journey builder in different tools

Most platforms have a graphic journey builder in their solution and although they look alike, there are a lot of differences between the usability of these builders.

The first type allows you to connect a series of building blocks you already prepared by you. This kind of journey builder is very complex to use as this requires a lot of planning. If a marketeer wants to build additional functionality in a flow, he has to interrupt flow building and configure the block in another module. This applies even to simple things such as the content of emails.

The second type allows you to concentrate on creating your flow. As a marketeer you can either parametrise the building blocks as you go or first build your flow and then parametrise the blocks. This is a much more convenient way to build flows. Do not worry about dead ends, you will not be able to launch the flow if something is not configured.

The difference between journey builders in e-mail marketing and Marketing Automation

The evident difference is that Email marketing tools focus mostly on e-mail and that Marketing Automation uses all channels: Website, e-mail, Social posting and messengers, advertising, etc.
Another difference that is less known but equally important, is that Customer journey builders in e-mail stay within one campaign and that Marketing Automation can orchestrate all consumer experiences during a customer journey.

The different types of flows

Every company is unique but the basic flows everyone should have are:

  • Lead generation
  • Lead nurturing
  • Welcome programme
  • Loyalty programme
  • Churn programme
  • Up & Cross Selling
  • Abandoned shopping cart

Once these basic flows have been built, marketeers can build links between them to allow consumers to jump from one flow to another and back, thus allowing consumers to create their own customer journey.

The next step is to build additional flows that help consumers have an awesome experience with your brand.

The future of customer journey building

AI and machine learning will replace flow builders in the foreseeable future. AI components will show the right content at the right time using the right channel.

The holy grail of marketing and something marketeers have been wanting for years, AI implementation will be rolled out in the coming years.

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Joz Van Acker
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DMI Belgium