When CRM Journeys Crossfire (and how to solve it)
If you are still mapping your journeys manually and enforcing them automatically – you can assume it will happen to you, too. Well, to your customers
Customer journeys in the world of CRM – you know, the ones relationship marketers are building and drawing, creating and crafting – are the brick-and-mortar of it all. Without these marketer-made drips and paths, streams of campaigns, and creativity, there is no relationship marketing.
But, just like in any case of bricks and mortar structures – it’s not enough, and one of the main differences between a shack and a complex of high-rise constructions lies in planning.
For any marketer who is in the business of turning first-time customers into repeat buyers, insufficient planning is where things start to break down. For example, when a customer who returned a product is still getting emails on how to make the most of that same product they no longer own. We call that a broken journey.
But it’s just one way CRM journeys can break. Another way is when they crossfire. You know, when the same customer is about to receive their new-customer messages, birthday promotions, holiday announcements, and flash sale campaigns. All at the same time!
Of course, no smart marketer wants to do that to their customers – bombard them with way too many communications, cause over-exposure, bring upon attribution issues, and overall create a bad customer experience. In simpler words: you don’t want to annoy the heck out of your customers.
But while no marketer in their right mind would want this to happen, it does not mean all marketers have the tools to avoid it. If you are still mapping your journeys manually and enforcing them automatically – you can assume it will happen to you. Well, to your customers.
And even if you use a more dynamic approach such as setting campaign prioritization and customer exclusion rules – two things can still happen: 1) you can still miss something. We are all human. We all want to create the most personalized experiences for our customers. And so, as we create more and more journeys, and segments, it’s safe to assume customers will find themselves on the receiving end of crossfiring journeys.
And 2) you can still end up sending messages that are not ideal. Sure, suppose you somehow managed to set your prioritization and exclusion mechanisms in a way that would cover 100% of your customers 100% of the time. In that case, it still does not guarantee that those rigid prioritizations and exclusions will always send the best possible message to the right customer.
In other words, if both customers A and B are eligible today for Birthday journeys and New Customer journeys – it may well be that customer A will respond better to the Birthday one, and customer B will react more favorably to the New Customer sequence.
If you pre-decided that the Birthday journey should rule all others, you lost the potential to generate customer B’s best possible experience.
The only way to make sure no customer falls between the cracks and that each and every one of them is always receiving the optimal message at each and every touchpoint is to let AI help with that. Help with what we call “orchestration.”
Because automation without orchestration is chaos, and no human marketer can make the best choice for every customer, every time. By letting AI help with that part, you can focus on creating the best, most thoughtful, and unique segments, creative, campaigns, and journeys. And advanced technology will assure each customer gets the optimal, most effective marketing treatment, every time. SIt must sound like something your customers would love, right?
To learn more about how to avoid CRM journeys crossfire in the future, contact us.