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Marketing App: Customer Journey overview

Overview

This is an OOTB overview of customer journeys in the Dynamics 365 Marketing App.  

In Dynamics 365

In Dynamics 365 Marketing, a Customer Journey is an automated marketing campaign intended for a specific target audience. Like email marketing, customer journeys use a drag-and-drop journey designer that allows marketers create customised path of steps to send different types of marketing campaigns. Some being triggering automation processes to create records or follow up activities for the sales team, personalised messages, execution of campaign activities or marketing for an upcoming event.  

The start of the customer journey always start with a segment (the target audience). Once the target audience is identified, each individual contact within the segment will follow a personalised path depending on their interactions to make their own customer journey. During this process the system can record their reactions and interactions giving the marketing users the ability to see how effective their marketing initiatives are.  

Customer Journeys are build from ‘Tiles’. Tiles represent the steps within a customer journey. The below image depicts all the types of tiles available to use. 

  1. Send an email – This is where the user can choose which email is being sent in a particular step in a customer journey.  
  1. If/then branches – This tile holds contact until they meet a particular set of conditions, or reach an expired time rule. Contact who meet the condition requirements in time will follow the happy path (or yes path), and contacts who do not meet the condition will follow the negative path (or no path).  
  1. Wait/Delay tiles – Using the wait tile creates a delay before sending a contact specific marketing initiatives. The wait timer can filter off from Months, Weeks, Days and een Hours. Specifically filtering on days, users can decide which specific days can be used. Similarily, with hours users can specify particular time periods marketing initiatives can be sent.  
  1. Custom tiles – Custom channel tiles provide similar capabilities to the standard tiles described earlier (such as sending communication, tracking customer interactions, and adding triggers) but are created by partners and third-party developers to extend the marketing capabilities in Dynamics 365 Marketing. 
  1. Legacy Tiles – Like the title describes legacy tiles will be phased out and removed at a future date. The date has yet to be announced by Microsoft.  
  • Event Tiles – Event tiles are typically referenced in email tiles, where they represent a link to an event website that is included in the message’s content. Once depreciated, the same outcome can be achieved by adding an event as a dependency to an email (in the properties of the email tile). 
  • Marketing Form Tile – The marketing form tile represents an embedded or captured form hosted on an external website. Once depreciated, the same outcome can be achieved by adding a Marketing form entity as a dependency to an email (in the properties of the email tile). 
  • Marketing Page Tile –The marketing page tile represents a native marketing page designed in Dynamics 365 Marketing and running on a Power Apps portal. Once depreciated, the same outcome can be achieved by adding a Marketing page entity as a dependency to an email (in the properties of the email tile). 
  1. Action Tiles –  
  • Create lead: The create-lead tile creates a new lead for each contact or account that enters the tile. It is important to note that when a lead is created the system does not  try to match any existing leads, so it always creates a new one. Each lead created will be linked either to the contact who entered the tile, or to the account that contact belongs to. 
  • Run workflow: Use a Run workflow tile to invoke a custom workflow at any point in the customer journey. Examples of this could be to create alerts, create follow up activities, etc.  Workflows are highly customizable.  
  • LinkedIn campaign: The LinkedIn campaign tile links each contact who passes through it to a specific LinkedIn campaign.  
  1. Sales Activities – These tiles allow sales activities to become more streamlined with Marketing initiatives.  These tiles are records of planned or completed real-world activities that relate to some other record in Dynamics 365.
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Example

The following example outlines a simple Customer Journey where a Dynamics segment is chosen (target audience) and all members (contacts in the segment) start their journey by receiving an email. If a link within the email was clicked within 5 days, those contacts will move through the ‘happy path’ to have a lead created in the system. If a contact did not interact with the email, a Sales activity is created for a sales team member to follow up the contact with a phone call. Each contact will follow their own personalised journey.