Caught in the Web: Stories of a Broken Journey
You know them all too well, from being both a customer and a marketer. But that doesn't mean broken journeys are a fact of life. They can be eradicated
As a marketer, I recognize the aspiration to deliver the perfect customer journey, where you address all your customers in a personalized manner, with content that is both relevant and timely.
In digital marketing, it starts with creating automated journeys for every segment we can think of. But it doesn’t end there.
Next, you have to try to predict every action, reaction, or decision a customer may have – and create automated journeys for those, as well.
Pretty quickly, this becomes an unscalable task. Soon, we end up with journeys that look something like this:
At Optimove, we like to call this “automation from hell.” We think the name speaks for itself.
To make matters worse, while the marketer invested many resources trying to create all these journeys, they usually can not predict every customer activity. The main, bad result of that inability is inadvertently ending up creating broken journeys.
Sounds familiar, we know.
Broken journeys are those a marketer envisioned, which end up being unsuitable for the customer. Whether it’s because they became eligible for multiple journeys simultaneously or because the marketer planned journeys don’t accommodate the customer’s individual path and needs.
This short video perfectly encapsulates what a broken journey feels like for a customer:
A broken journey typically occurs in one of the following instances:
- A customer falls into an automated journey, such as a post-purchase. Then, before the journey has completed, the customer no longer qualifies for it. However, because customers are locked into the journey, they continue to receive automated messages. This could happen if, for example, the purchase was canceled or returned.
- A customer, who is on one automated journey, becomes eligible for another customer journey and begins receiving messages from the two journeys (or more).
- A marketer failed to anticipate every customer’s behavior. Which is a totally human thing to do. Then, the campaigns along the customer journey no longer reflect the customer’s current wants and needs.
And we think there might also be combinations of any or all 3 instances above.
I’m sure you’ve all experienced one of these scenarios before with one of the brands you interact with. Still, one of the best examples I can think of that highlights just how frustrating these broken journeys can be, is a recent experience my colleague had.
Before Covid-19 began, she had planned out an entire trip and reserved her stay in various hotels throughout Thailand using Booking.com.
Although she ended up having to cancel her entire trip and hotel stays, she was already placed in the automated journey, pointlessly awaiting her upcoming trip.
You can probably imagine how frustrating it must have been to keep getting reminders of the canceled vacation she had been waiting for. While quarantined, none the less.
One of Optimove’s strongest suits is orchestrating multichannel marketing campaigns to avoid these scenarios and empower you to create customer-led journeys.
To do so, Optimove’s smart orchestration engine allows you to manually prioritize your campaigns and exclude customers from receiving other campaigns that have a lower priority. Additionally, you can let Optimove’s Self-Optimizing Journey. This A.I. algorithm autonomously prioritizes campaigns for each customer by identifying what campaign will have the highest impact on each customer – at every step of the way.
Read here to learn more about how to maximize your campaign orchestration capabilities.
By prioritizing and excluding customers, you can promise not only to avoid broken journeys or campaign crossfire in the future but also to deliver the best possible, customer-led journey.
Suppose the pandemic in the past few months has taught us anything. In that case, it’s that life is unexpected, customer’s behavior is always in flux. And you can’t be expected to predict every customer’s decision throughout the customer lifecycle on your own.
To learn more about Optimove and how to avoid broken journeys in the future, contact us.
- And if you’ve ever experienced a #brokenjourney, you can join the conversation on our LinkedIn page – where people are sharing their #brokenjourney experiences.