ExactTarget Marketing Cloud from salesforce.com has launched the next generation of Journey Builder, a comprehensive customer journey management platform to plan, personalize and optimize one-to-one customer interactions across channels and devices.
According to the company, McKinsey reports that more than 50 percent of customer interactions happen during a multi-event, multichannel journey, and journey-led transformations deliver impact across customer satisfaction and revenue growth. However, marketers face challenges with the customer journey, as 66 percent of companies say they lack an in-depth understanding of their customers. In order to stay ahead of the competition and be there to welcome customers to the future, marketers need to shift from the campaign to the customer journey.
With the next generation of Journey Builder, marketers will be able to map customer journeys to digital marketing interactions across email, mobile, social, Web, connected products and more, to power personalized customer journeys that are dynamically optimized based on customer engagement.
With next generation Journey Builder, marketers will be able to:
- Plan the Customer Journey with Journey Maps - When it comes time to develop a new customer journey, Journey Builder delivers a drag-and-drop interface that makes it easy to map the exact path customers will experience with a brand across lifecycle stages and channels. With Journey Maps, marketers now have an easy to use canvas - an intuitive visual process - to map customer journeys across email, mobile, social, Web and connected devices, measure performance, optimize for best results and create a holistic view of how customers experience the brand.
- Personalize the Customer Journey with Journey Triggers - Predict and automatically deliver the right message, channel, and timing for each customer experience by setting up predictive intelligence triggers. With new Journey Triggers, marketers will be able to automatically trigger content and offers based on customer behaviors such as abandoned shopping cart, abandoned Web browser, product purchase or affinity changes.
- Optimize the Customer Journey with Journey Metrics - New visual analytics empower marketers to test and monitor the effectiveness of every interaction, and visualize which channels, messages and times are performing best beyond just clicks and Web conversions. Now marketers will be able to track and test every part of the journey in real time against goals using behavioral data such as purchases, downloads, loyalty achievements and app usage.
“The future of marketing is the customer journey. Marketers need to understand the complete journey people have with their brand, and how to measure and optimize its impact on their business,” said Scott McCorkle, CEO, Salesforce ExactTarget Marketing Cloud, in a statement. “With Journey Builder, marketers now have the ability to get a more complete view of their customers, identify where they are in the journey with their brand, optimize every point of interaction on that journey, and measure the impact of all customer communications.”
Global marketing firms such as Microsoft, Sony PlayStation and SkyMall use Journey Builder to move from campaigns to customer journeys and deliver amazing customer experiences across sales, service and marketing. ExactTarget Marketing Cloud Journey Builder is generally available now for customers. Journey Maps, Journey Triggers and Journey Metrics are scheduled to be generally available in the third quarter, fiscal year 2015. Pricing starts at $5,000 per month for a subscription license, along with tiered pricing based on the number of messages sent.