While personalization offers businesses the ability to tailor the experience of a particular page, delivering an ideal journey often requires designing a sequence of experiences based around customer data and behavior. Although this has traditionally been handled by campaign software, it is not limited to marketing use cases. Touchpoints from public facing websites to customer portals have a need for modeling experience related scenarios. We see an opportunity to provide a tool that enables business users to design journeys by creating workflows that tie multiple experiences together. We can provide a solution to design and orchestrate workflows that work directly with the content creation and delivery platform, allowing teams to plan and manage multi-step journeys that can kick off internal workflows or direct content and personalization. Analytics Cloud’s intelligence can also be leveraged in creating one-to-one tailored journeys.

Experience Orchestration

Use case

A company wants to improve its customer on-boarding experience. When a user becomes a customer, they want to send out a series of automated emails and send notifications in the Customer portal as well as changing the dashboard to highlight onboarding content. They then want to segment users who have not viewed or logged into the portal within a week of purchase and send follow up emails. For users who have engaged, depending on the content they spent the most time with, the company wants to recommend further content based around their use-case.

The experience workflow should allow business users to design this process with a point and click interface. The various personalizations and emails should be manageable within the context of the workflow editor. The workflow has to manage omnichannel experiences.

Features

Referring to the current workflow as internal workflows

Research

https://www.nngroup.com/articles/service-blueprints-definition/

https://www.adobe.com/marketing/campaign.html

https://www.salesforce.com/products/marketing-cloud/journey-management/

https://docs.losant.com/workflows/experience-workflows/

If there are scalability issues, we can leverage Analytics Cloud

Reference

Workflow Backend Evaluation