Customer Journeys in Dynamics 365 Marketing

In Dynamics 365 Marketing, a Customer Journey is an automated marketing campaign intended for a specific target audience. With a drag-and-drop journey designer, marketers create a customized pipeline or path consisting of steps to send personalized email messages, schedule follow up activities for sales team members, trigger workflows, and execute campaign-related activities. As each member of the target segment progresses down the path, their reactions and interactions are tracked in the system, providing insight into the true reach and effectiveness of the marketing initiative.

Thanks to a new Customer Journey design experience and some new journey elements introduced in the Dynamics 365 Marketing 2020 Wave 2 release, creating Customer Journeys just got easier.

Focused Canvas Experience

Dynamics 365 Marketing users can now build out their entire journey and all related elements without leaving the journey Designer canvas.

Screenshot 1: New Marketing emails can be created without leaving the Customer Journey canvas.

In previous versions, users had to jump between different areas of the App to setup related records like Marketing Emails and Events. This new enhancement provides a more intuitive and streamlined setup experience.

Change Layout Format

As marketers build out complex journeys, they can now change the layout format of the journey path diagram from horizontal to vertical orientation, according to their preference.

Screenshot 2: Customer Journey – Horizontal Layout with new Layout Format button

Screenshot 3: Customer Journey – Vertical Layout example

Depending on the complexity of the journey, and the number of branches in it, changing the layout can often make the diagram easier to read.

New Tiles

Tiles represent the steps of the Customer Journey. To support time-based journey actions, new Wait For and Wait Until tiles are available. These replace the older Scheduler tile. Wait For creates a delay for a specific time duration before sending the contact on to the next step in the journey. Duration can be defined by the number of Hours, Days, Weeks, or Months. Additionally, for Days durations, users can choose whether only weekdays, weekends, or all days should be counted. In Hours scenarios, users can specify a time period in which contacts are permitted to advance to the next step in the journey.

Screenshot 4: Wait For tile

As its name suggests, Wait Until creates a delay with a specified end date and time.

Screenshot 5: Wait Until tile

A new If/then tile splits the Customer Journey path into two branches, holding contacts until they meet a defined condition, or until a defined amount of time expires. Contacts who fulfill the conditions in time will follow the true (yes) path. Contacts who do not meet the conditions when the time expires will follow the false (no) path.

Screenshot 6: If/then tile

Engaging Customers Through Multi-Touch Campaigns

 These new features, combined with the system’s existing, prebuilt customer journey templates give marketers solid starting points to engage customers in a variety multi-touch, multi-channel campaigns for lead nurturing, event management, new customer onboarding and more.

 To stay up to date on new features and enhancements coming soon for Dynamics 365 Marketing, bookmark this Microsoft site: What’s new in Dynamics 365 Marketing.

To learn more about Dynamics 365 Marketing and how best to plan your implementation, contact us here at Encore.

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