Overview- Journey Builder

Overview of Journey Builder and pre-requisites to create a Journey.

Journey Builder is a remarkable feature offered by Lemnisk that helps any marketeer to streamline their engagement with the targeted user based on their behaviour, interest, and preferred channel. Journey Builder allows marketers to create and manage customer journeys across multiple channels and touchpoints. It enables marketers to design, visualize, and execute personalized experiences for their customers by defining the steps and actions that will occur in a customer's journey, such as sending emails, SMS messages, and push notifications. The goal of Journey Builder is to help marketers create a seamless, consistent, and engaging customer experience that drives desired business outcomes.

For any business, analyzing the user's behaviour and keeping them engaged is very important to improve their sales and it is a daunting task too. With the advanced capabilities and simplified tools offered by Lemnisk, as a marketeer, you can analyze the user behaviour in each event and tailor your engagement strategy across multiple channels based on the interest and behaviour of the user and guide them to reach the end goal as you determined.

Colloquially, we present the most advanced feature to simplify your engagement strategy with a logically configured tool that unifies all your channels to target the users precisely and award a convenient experience throughout the journey.

Use cases

• Journey Builder helps you in guiding the users through various stages of the lifecycle by engaging with the relevant content at the right time through their preferred channel.

• Create a consistent brand experience for users with personalized communication at regular intervals and based on their interests.

• Automatically send targeted communications like sending invitations, reminders, and follow-up communications for events and webinars based on their behaviour, interests, and profile data.

• Retarget lost customers with targeted and personalized communications, aimed at winning them back as customers.

• Target existing and inactive customers with relevant special offers based on their purchase history and behaviours.

This Journey Builder works on a conditional basis which enables the system to analyze every condition and take actions according to the relevant conditions that satisfy the test case

Prerequisites:

To Build a Journey it's better to follow the below-mentioned prerequisites to analyze the requirements and build the journey to achieve the determined goals.

Step 1: Identify the problem statement.

The problem statements can be,

• Trying to bridge the communication gap

• Trying to get users to take actions

• Trying to drive platform engagement

• Trying to retain the users

Step 2: Identify the End goal.

The goals can be,

• Enhancing your brand's cross-channel experience.

• Driving platform revenue.

• Meeting your conversion goals.

• Driving platform engagement.

• Driving user retention.

• Building a seamless O2O experience.

Step 3: Identify the target audience.

Identifying your target audiences is essential to streamline your communication according to the users as per their behavior and interest.

Your targets can be,

• New/ existing users

• Inactive/ active users

• Active users who haven't converted as yet

• Churned users

• Loyal users

• Subscribers/ Premium members

• Users located in a specific country/ region

• Users with specific technological preferences

Step 4: Create a plan.

Let's say you want to introduce a great offer to specific users, plan for the right time to communicate to the users with the offer that drives them to take actions that meets your determined goal.

You can communicate the offers on potential moments like,

• While users enter/exit a geofence.

• While users update or change their preferences

• While users don't perform a specific action

Step 5: Build a strategy.

By analyzing all the above-mentioned steps create the right strategy to engage your customers using the Journey Builder and communicate with the users with the relevant information in their preferred channel.

Some result-driven strategies are,

• Communicate with special offers appealing to the user's emotions

• Incentivize the user's actions by offering a discount

• Reinforce the value proposition of your brand by showcasing how it has benefited other users.

• Engage users in the context of their behavioural history and preferences to achieve your goals

• Streamlining your communications to the users through different channels based on their preferences

A detailed walkthrough about how a Journey Builder works :

Use case

Let's say in a banking platform, A user signs up and enters the platform, he/she explores the products.

As a marketeer, you can drive them to purchase those products by sending a joining offer and first-time benefits by communicating with them personally through email or SMS insisting on special offers for the products viewed, and driving them to purchase those items. the Journey builder supports you to track the new users and their behaviours and manage personalized communication based on their interest in any channel as per their preference.

Also with Journey Builder, you can automate communication in timely intervals via different channels in regular intervals to drive the users to purchase the items through different channels which will also avoid exhausting the user with repeated communication in the same channel.

To achieve the Goal ( purchase) in this use case, a marketeer can do the following.

Step 1: Identifying the problem statement.

Products viewed

Step 2: End Goal

Make Purchase

Step 3: Target Audience

All users who viewed the product but not purchased any.

Step 4: Plan

Provide joining benefits and special offers for the customers who viewed this product

Step 5: Strategy

Engage non-purchasing customers with the offers for the next two days.

First, communicate with the users about their offer via Email.

Define a wait time and check if the user has purchased or not. If not,

Engage the user via communicating via SMS with additional cashback rewards and wait for the user to purchase, then cease the communication.