Journey Orchestration allows you to build stickier relationships and take immediate action based on consumer behavior by navigating your customers through their own personal journey with email and direct mail communications. From onboarding and birthdays to account openings and everything in between, Journeys let you reach your customer with the right message at the right time.
This article provides a demonstration of building a Journey from beginning to end using a use case scenario based on a 21-day Onboarding Journey that includes a series of 5 integrated Digital Communication Platform (DCP) emails to new customers/members.
Note that while this article focuses on integrated DCP triggered email actions, there are currently three possible action options available within the tool:
- Integrated DCP triggered emails
- 3rd party email export
- Direct mail export
Let's begin!
1 - Build the Emails
1.1 Log into the Digital Communication platform
1.2 For each leg of your Journey, create a new Triggered email
1.3 During Step 1 The Basics of building the triggered emails, it is necessary to flag the ExecuTrax Initiated checkbox, enter a unique Marketing Code which you will create, and flag the Use default fields checkbox
1.4 Once the emails have received all needed approvals and are ready to be sent, Publish each of them.
Note: For more details on creating and publishing Triggered emails in the Digital Communication platform, please refer to the applicable article:
View Interactive Microlearning
Click the image below to launch an interactive tutorial on how to create and publish triggered emails in the Digital Communication platform.
2 - Define the Journey Settings
2.1 Once each triggered email needed for the Journey has been published, log into the MDP
2.2 From the main menu click Automate, then click Automations from the drop-down menu
2.3 Click the BUILD A JOURNEY button
2.4 Click Untitled Journey in the top left-hand corner
2.5 Give the Journey a detailed, yet concise NAME
2.6 Optionally, type a DESCRIPTION of the Journey
2.7 Click the OK button
2.8 Click Journey Level in the top center of the screen.
2.9 Select the desired data level you wish to use when building the Journey:
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- Account
- Member/Customer
- Household
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2.10 Select the desired Qualifying Status:
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- Active
- Closed
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2.11 Select the desired Qualifying Grouping:
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- 1 per Customer/Member
- 1 per Household
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2.12 Define how often the same record can qualify for this Journey
2.13 Click the OK button
View Interactive Microlearning
Click the image below to launch an interactive tutorial on how to define the settings for your Journey.
3 - Build the Journey
Note: As building a Journey can be a lengthy process, it is recommended that you regularly click the button in the upper right-hand corner throughout the process.
3.1 Click Add a filter in the center of the screen
3.2 Click the Add A New Filter button -or- use the search function below to use a filter that was previously saved under Discovery>Research
Note: If you know under which filter group the filter was saved, click the arrow to the left of the filter group which will expand the group and show all the saved filters. Click the desired filter.
3.3 Click the ADD SELECTED FILTER button
Note: Once the filter is applied, the system will display how many records meet the filter criteria.
3.4 Hover over the icon below the filter
3.5 Select the desired step you would like to take with this data:
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- Actions - send an email or direct mail piece, or generate a data file
- Conditions - add additional filters to split the Journey into different legs based on conditions you define
- Delay - define a certain number of days to wait before taking the next step
- End Journey
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Note: Since in this example we are building an onboarding Journey, the filter used isolates all customers/members who opened a relationship in the last 24 hours and who are at least 18 years-old. We will begin by delaying one day before sending the welcome email.
3.6 Click Delay
3.7 Enter the number of days you wish to delay until the next step is taken
3.8 Click the ADD button
3.9 Hover over the icon below the Delay
After creating a delay of 1 day, we are ready to email the new customers/members.
3.10 Select Actions
3.11 Under Select an Action in the top left, select User Managed
3.12 In the menu below, select Send an Email
3.13 Type an ACTION NAME, in this case the name of the email
3.14 From the VERSION CODE drop-down menu, select the triggered email you previously published in the Digital Communications platform which corresponds with this leg of the Journey
3.15 Optionally, choose to Use Branch Manager's Name in Signature.
Note: If not flagged and you are using a merge field to bring this data into the email, the signature of default manager as assigned in ExecuTrax will appear in the email.
3.16 Optionally, using the toggle switch choose whether you wish to create a Campaign to track the opening of new Products, and/or Account Types, and/or Services
3.16(a) Enter an estimated Cost Per Email
3.16(b) Enter the Number of days to track the Campaign
3.16(c) Optionally, for users of the Marquis CRM only, upload a .jpg or .pdf CRM Proof so the frontline staff can see this email whenever they interact with any customers/members who have received it
3.16(d) From the Select Accounts to Track drop-down menu, flag as many Products, and/or Account Types, and/or Services you wish to track
3.17 Click the ADD button
3.18 Hover over the icon below the Email
3.19 After sending this email, it is best practice to delay before taking the next step. Repeat Steps 3.6 - 3.8
3.20 Hover over the icon below the Delay
The next leg of the Journey will be to email a checking account offer; however, it is best practice to first add a condition that will help to ensure this offer is not sent to those who already have a checking account.
3.21 Select Conditions
Note: In this scenario, the needed filter will be "Number of Checking Equal to 0."
3.22 Repeat Steps 3.2 - 3.3
3.23 Hover over the icon below the green YES under the filter condition
Now, we are ready to send the checking account offer email to those customers/member who do not yet have a checking account.
3.24 Repeat Steps 3.10 - 3.17
Now, we need to add each leg of the Journey in the same way.
3.25 Repeat Steps 3.18 - 3.24 until all legs of the Journey are built and all offers are set to be emailed after the desired amount of delay
3.26 Hover over the icon below the final leg of the Journey
3.27 Select End Journey
Once all the legs of the Journey have been built, you will have a linear Journey. At this stage, we assigned the desired steps for each condition only in the situation for customers/members who met the filter condition. Now, for each condition we must assign the next steps for the customers/members who did not meet the filter condition.
3.28 Hover over the icon to the right of the first red NO
3.29 Select Skip
3.30 Select the next condition in your Journey
3.31 Click the SKIP button
Now, the customers/members who did not meet the filter condition will skip to the next condition in the Journey without a delay of additional days because we skipped the the offer for which they did not qualify, and the delay that followed it.
3.32 Repeat Steps 42-45 for each remaining red NO
3.33 Skip logic cannot be used for the final red NO. Hover over the icon to the right of the final red NO
3.34 Select End Journey
View Interactive Microlearning
Click the image below to launch an interactive tutorial on how to build your Journey.
4 - Test and Activate Journey
By default, this Journey is in Draft status.
4.1 Once you are done building and are happy with the logic, click the Set Status button in the top right-hand corner
4.2 Select Testing
4.3 Each day the system will save a test file which will list all customers/members who qualify for each leg of the Journey. Review these files daily and validate them against your core data until you feel comfortable activating the Journey.
4.4 Once you are comfortable and ready to activate your Journey, click the Set Status button in the top right-hand corner
4.5 Select Active
Note: Once a Journey is Active, it will begin sending emails. Active Journeys cannot be switched back to Testing status. They can only be set to Inactive or Paused.
View Interactive Microlearning
Click the image below to launch an interactive tutorial on how to test and activate your Journey.