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Creating the Future of Customer Journeys

Acquia Product Strategist Dave Ingram, right, and Chief Products Officer Chris Stone talk about Acquia Journey at the company’s 2017 Engage conference in Boston.

“Journeys” are becoming the primary lens through which digital marketers think about planning and building customer experiences. Until recently, journey maps were drawn on whiteboards to visualize the customer journey. But now, Acquia has created Acquia Journey, a solution that empowers organizations to create impactful customer experiences — no pens, paper or whiteboards needed.

Through his past work with Drupal and Acquia Lift, Dave Ingram, product strategist at Acquia, enjoys dreaming up how to create outstanding customer experiences. Ingram led Acquia Engage attendees through a high-level, strategic exploration of how organizations can orchestrate cohesive customer journeys that deliver on the promise of omnichannel.

The Challenge

The customer journey, or conversion funnel, has a number of stages — attention, interest, research, purchase, retention, and advocacy. Today, most organizations have a marketing tech stack with tools that reach customers in only a certain stage of the journey, or only in a certain touchpoint, such as social or email. There are many vendors in marketing technology, yet few ways to integrate all of the data together to holistically understand individual customers. Getting the customer journey right is challenging.

What is Acquia Journey?

Acquia Journey combines a flowchart-style journey mapping tool with unified customer profiles and an automated decision engine to deliver the best-next action for engaging customers. Think of the solution as three layers; on the top, Acquia Journey connects the customer touchpoints. The middle is where the magic happens — a drag-and-drop journey mapper allows business and tech teams to collaborate to create strategic customer experiences.

An engine runs underneath the user tools to orchestrate all the customer touchpoints. Below Acquia Journey, data sources such as DMP and CRM supply information that helps the decision engine select the next piece of content based on customer data. Ultimately, with Acquia Journey you will know what content a user is looking for the moment they arrive at your site.

Building the Journey

Unfortunately, in most organizations, various roles work in disconnected silos. For example, one team works on the website, another runs social media channels, yet another manages advertising, and so on. To create individualized experiences, organizations need to bring all of these individual roles to the table. Stakeholders from marketing and tech teams should meet as a group to make decisions on how to design and configure the customer journey.

While the strategy work is generally separate from someone doing the technical implementation, internal alignment, communication and teamwork support the ultimate goal of creating the best customer experience.

Watch the full presentation, “Customer Journeys: Building and Managing the Future of Digital Experiences,” here:

 

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