salesforce customer journey mapping

About 10 mins

Learning Objectives

Four main pillars for the perfect journey, define your audience, identify and collect data needs, craft your content and channels, map your journey.

• Challenge +100 points

Execute Your Journey Strategy

After completing this unit, you’ll be able to:

• Set a goal.
• Define your audience.
• Identify and collect data needs.
• Craft your content and channels.
• Map your journey.

You first need a high-level goal. Think of this like a New Year’s resolution: It may have good intentions, but is often vague. It sets you on the right path mentally, but it’s not until you make it more specific that it becomes something you can really accomplish.

That high-level goal helps you focus your efforts and can be continually refined as you learn more and nail down your strategy. Here are some examples.

• Acquire new account holders.
• Increase the number of scheduled appointments.
• Improve on-time payments and reimbursements.
• Improve the completion rate of a patient health profile.
• Reduce service calls.

When you know who you want to create a journey for, it’s time to do your research and work to really understand the experience of your customers today. This requires that you be brutally honest and truly objective. If you personally are too close to the work, find someone else to do this part: a new team member, an intern, or outside consultant. The point is this: If your customer experience is less than perfect, you need to know it and acknowledge it. 

First, know your customer’s lifecycle. If you don’t have a defined lifecycle, start with this template and adjust it to what makes sense for your organization.

Next, audit today’s customer experience. Here’s a quick checklist to help you become your own customer.

• Document everything.
• Google your brand and market.
• Become a customer of your competition.
• Scour social media.

Finally, identify the moments that matter in your customers’ experience. There are a lot of decision points and key milestones in the customer journey that happen before they ever put an item in a cart, request information, or enroll in your program. You need to know what those are.

Big decisions start with small moments. Be there across all stages of the customer journey, not just when someone is ready to buy, sign up, or donate. Consider four key moment types that represent the full range of user needs. Think about how you can be there for your customer in each moment.

• I-Want-to-Know Moments : Someone is exploring or researching, but not yet in signup mode. They want useful information to help them with their decision. The hard sell is wrong here.
• I-Want-to-Go Moments : People are looking for or are considering a local option. Being there means getting your options in their consideration set in that moment.
• I-Want-to-Do Moments : These may come before or after the purchase. Either way, these are “how to” moments when people want help getting things done or trying something new. Being there with the right content is key.
• I-Want-to-Buy Moments : Someone is ready to buy and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.

Where do you start? Small. Don’t be discouraged if you have only a small amount of data on your customers—a name and email address alone are a starting place.

1. You can start a journey using whatever data you have at your disposal today. Check your data’s quality, accessibility, and completeness. Ask yourself:

• Where does this data come from?
• What is the source?
• Where does it live?
• How complete is it?
• How easy is it to access and use?

2. After that, list what data you need, whether for this first version of the journey or in the near future. Define the data you’re missing. Ask yourself:

• Does it exist, but is inaccessible?
• Do you need to start collecting it?

3. Finally, create a wish list of what data you want. This will enable you to start collecting it or working with the team who’ll hook you up. Dare to dream about the hard-to-access data points.

So what’s next? It’s time to work on your content and channels.

The channel is directly tied to the audience you identified. Channel conversations should center around demographic information, situational factors (on the go vs. not), life stages, and urgency of the message.

• Email : One bad campaign is often not enough to drive an unsubscribe, as evidenced by low unsubscribe rates. The main concern is “emotional unsubscribe,” where someone just stops opening any email communications.
• SMS : One bad SMS, coupled with the knowledge of an associated data cost, is enough to drive the opt-out.
• Push : One bad push is enough to drive the opt-out, or worse, an app delete.
• Direct : The additional steps it requires to be removed from a physical mailing list compared to digital communications makes it likely that customers will stick around. The concern is capturing recipients’ attention enough to make the higher cost to conversion worthwhile.

Consider a prominent Salesforce customer’s approach.

There are two types of content:

• In-Journey Content : Content is the delivered message itself, that can be consumed without leaving the inbox or screen.
• Outside-Journey Content : Resources the customer navigates to with a click or tap, such as web content.

So, now you’ve done all the hard work to build what goes into your journey. Now it’s time to map out your journey before putting it into action with a customer journey map.

In the simplest terms, a customer journey map is a diagram of the touchpoints a customer has with your company. The map helps you understand how your customer interacts with your brand at every stage of the customer lifecycle—and how you might improve those interactions and make them more efficient. Here’s an example to get you thinking.

Now it’s your turn!

Where do you start? Small. (Sounds familiar, doesn’t it?) The most important step is to start with what you have and build on it.

• l Have: What content do you already have that will be good to use for this audience and journey?
• l Need: What will you need to create?
• l Want: What kind of content would delight the recipient and assist them during their journey?
• External Link : Customer Journey Worksheet Set
• External Link : Trail Guide for Mapping the Customer Journey
• External Link : How Salesforce Accelerates New Customer Onboarding
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How to Create a Customer Journey Map

A customer journey map is a visual representation of the process someone goes through to accomplish a goal with your product or service, as well as what they do and how they feel at each stage of that process. 

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A customer journey map is a visual representation of the process someone goes through to accomplish a goal with your product or service, as well as what they do and how they feel at each stage of that process. 

You’ll visualise the story of your customer so that you can include a lot of information succinctly. You’ll also be able to create a shared vision among the marketing organisation and between marketing and other stakeholders. 

In creating the customer journey map, you’ll be able to see how your customer relates to your brand through interaction points. You’ll develop a deep understanding of how a customer engages with your product or service, see your brand from a customer perspective, and define the qualitative factors that shape their ability or willingness to engage.

Common types of customer journey maps

Current state : Based on the experiences you provide right now, this type identifies current pain points so that you can incrementally improve.

Future state : Based on the experiences you will provide in the future, this type helps communicate a vision and drive a defined change.

Day in the life : Current state, with a broader view of the customer, examining everything they do along the journey whether it involves your company or not. This is where marketers can uncover unmet needs and drive innovation that is not yet defined. 

Service blueprint : A simplified current or future state journey map, with people, processes, policies and technologies that deliver that experience layered on, this type’s primary purpose is assigning ownership for specific experiences and interactions.

And there are many ways to present each type. At its simplest, a customer journey map is a table, with steps through time on the horizontal axis and themes for analysis on the vertical axis.

When to create a customer journey map

We create journey maps any time we need to understand our customers and their relationships with our company, particularly if we need to:

Drive customer-centricity, shifting perspective from inside-out to outside-in

Break down silos to create one shared, organisation-wide vision

Assign ownership of customer touchpoints and interactions 

Target and speak to specific customers

Structure of a customer journey map

Keep it simple – you’ll have a header section that contains who the customer is and what their goal is. From there down, it’s a big grid. Moving left to right is simply the passage of time, usually broken into phases – think of each stage for your customers as they move from awareness to advocacy.

From top to bottom, there are commonly three more sections:

Their chronological journey with your brand

Their tasks, thoughts and emotions as they interact

Your opportunities to remove friction and improve experiences (a s well as, if applicable, responsibility for the touchpoint)

How to create a customer journey map

Start out by understanding that the point of creating a customer journey map is not actually ending up with the map. It’s also the discoveries along the way. You’re gathering data, deriving insights from it, and identifying actions to take based on those insights. 

Put more nicely, you’re getting to know customers, their needs and how those needs are met, or not, through interactions with your brand. You’ll uncover insights, and form and test hypotheses. Those insights, brought together with your company goals, will provide moments of inspiration that springboard into your greatest creative campaigns, or form the basis for ongoing and cumulative improvement.

The first step, then, is discovery – conduct your research. The methods of enquiry will depend on your product or service, but should include at least quantitative research with customers and the public (within your target demographic), and qualitative research with internal stakeholders. You may also observe users interacting with your product if that’s relevant for your brand. 

Using that research, you’ll identify your persona, the scenario in which they interact with your brand, the touchpoints, and insights from your research about their actions and emotions at each touchpoint. 

This actual mapping should be conducted in collaboration with other stakeholders from all levels and functions of the organisation who can offer varying insights and expertise. In a three-hour workshop, for example, you might offer a recap of your research, propose a persona for discussion, refine it, and map the journey collaboratively. 

After the workshop, design the customer journey map, with a focus on succinctly presenting the story. Distribute it to all stakeholders, and – very importantly – never let it gather dust. Use it, iterate, use it more.

How to use your customer journey map

You’ll want to create personalised omnichannel customer experiences for each of your personas, based on everything you found – and for that you’ll need Pardot. 

It’s powerful marketing automation software, built on the world’s #1 CRM – when you’re ready, a demo’s waiting for you . 

More than 7,000 marketing leaders told us the challenges, priorities, metrics and more for 2020. Check out the State of Marketing report to find out more .

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Why You Need a Customer Journey Map

in Customer Experience

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On the surface, customer journeys may seem simple – you offer a product and someone buys it. But look more closely and it’s easy to see that the customer journey is becoming increasingly complex.

Customers use messaging apps, email, phone calls, websites, and various other channels to communicate with businesses. All these touchpoints create increasingly complex customer journeys, making it more difficult to always ensure a great customer experience. But customer experience is more important than ever. According to 2020 global research from Salesforce,

• 80% of customers now consider their experience with a company to be as important as its products.
• 69% of Gen X customers prioritise convenience over brand loyalty
• 91% of customers agree that a positive customer experience makes them more likely to purchase again

Customer expectations are undoubtedly undergoing a major transformation . How can brands meet these expectations and ensure every customer journey is smooth?

One excellent way to understand and optimise the customer experience is a process called customer journey mapping .

Your customer’s journey – in pictures

A customer journey map is a visual picture of the customer or user journey. It helps you tell the story of your customers’ experiences with your brand across social media, email, livechat, and any other channels they might use. 

Mapping the customer journey ensures that you are not missing out on the chance to interact with your customer at any stage.This process also helps business leaders gain insights into common customer pain points. With these insights, businesses can deliver more optimised and personalised customer experiences.

Creating a customer journey map

Customer journey mapping (also called user journey mapping) is the process of creating a customer journey map. Doing this helps businesses see things from the customer’s perspective and where they can improve. First, all the possible customer touchpoints are mapped out. Touchpoints include websites, social channels, or interactions with the marketing and sales teams.

User journeys are then created across these various touchpoints for each buyer persona. For example, a millennial buyer persona may typically become aware of a product on social media, research it on the mobile version of your site, and finally make a purchase on a laptop.

The customer experience at each touchpoint should be included in your customer journey map. This can include what action the customer needs to take and how your brand responds.

Why customer journey mapping matters

Customer journey mapping is important, because it is a strategic approach to better understand customer expectations. It is also crucial for optimising the customer experience. 

Customer journey mapping is just as important for small and medium-sized businesses (SMBs) as it is for larger companies. Customer expectations are changing for all businesses, regardless of size. Customers demand an omni-channel approach to customer service, marketing, and sales.

One of the most important aspects of the customer experience is personalisation. Recent research found that 52% expect their offers to always be personalised . Customer journey mapping allows SMBs to create personalised experiences across all touchpoints – for every individual, across all channels.

Mapping the customer journey has a host of benefits such as:

• Allowing you to optimise the customer onboarding process
• Checking customer expectations against the experience they actually receive
• Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel
• Creating a logical order to your buyer journey

However, the biggest benefit of customer journey mapping is simply understanding your customers more. The better you understand their expectations, the more you can tailor the customer experience to their needs.

The power of an omni-channel approach

Today’s consumers want a highly personalised experience and this includes your marketing and customer service efforts. This interconnected approach is called omni-channel marketing and omni-channel customer service.

In terms of marketing, customer journey mapping can target one prospect across multiple touchpoints. For example, a customer who browses a product on a website can be retargeted with a social media ad later on.

To offer the best possible customer experience, omni-channel marketing is often backed up by omni-channel customer service . This is where the customer can receive customer support across any channel, such as on social media, messenger apps , or live chat. Again, customer journey mapping can allow your customer service team to better understand the customer experience and improve their ability to resolve issues.

Success through optimisation

Mapping out many different customer journeys across many different buyer personas can be quite time-consuming. Once you have mapped them out, you still need a way to offer a personalised omni-channel customer experience.

If you’re serious about customer journey mapping, you need to invest in software that can help. Customer journey mapping tools are typically part of marketing automation software like Pardot . These allow you to easily create customised journeys and automate marketing actions. This takes your marketing automation efforts to the next level.

Check out a demo of Pardot’s powerful marketing automation software built on the world’s #1 CRM .

This post originally appeared in the U.K.-version of the Salesforce blog .

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Salesforce Customer Journey Builder 101: How To Build Winning Journeys

Marketing automation is now a must-have for companies that aim to reach their audience through a multichannel approach. Salesforce has simplified the complexities of automation by developing Marketing Cloud’s Journey Builder . This user-friendly tool has captivated marketers around the globe.

So, what’s it about Marketing Cloud’s Journey Builder that makes it so special?

Let’s start by defining what the tool is and what it can do. In this article, you’ll learn:

What is Salesforce Journey Builder?

• How Marketers Benefit from Salesforce Journey Builder
• How to Use the Salesforce Journey Builder tool
• How to Start a Journey map in Salesforce Journey Builder in 4 Steps
• Key Tips  for Using Salesforce Journey Builder

Start Your Customer Journey Map with Salesforce Marketing Cloud

Journey Builder is an easy-to-use Marketing Cloud feature that allows you to customize and define multichannel interactions with your potential customers. Journey Builder’s drag and drop functionality helps marketers customize their buyer’s journey without getting bogged down in complex automation software.

Journey Builder enables you to personalize your customer experience by incorporating real-time customer data into your journeys. In other words, all of your potential customers will get tailored content according to their preferences and previous interactions with your company.

Additionally, this customer journey tool lets marketers reach their audience through several channels: SMS, push notifications, email marketing, and retargeting through paid advertising platforms (Google Ads, Facebook, and LinkedIn, among others).

What does Salesforce Journey Builder look like in action? Take a look at this Salesforce demo , where you’ll be able to see how to build customer journeys seamlessly.

How Marketers Benefit from Salesforce Journey Builder?

Besides being a user-friendly tool, Marketing Cloud´s Journey Builder is full of interesting features that excite marketing professionals. Let’s talk about some of the key functionalities marketers love about Journey Builder and Salesforce.

Never Miss Customer Journey Touchpoints

Journey Builder adapts to your company’s data structure. This responsiveness ensures that you’ll never miss any relevant touchpoint with your customers: birthdays, product preferences, renewal dates, anniversaries, and much more! Journey Builder integrates with Data Designer , where you can customize your customer data model and incorporate the data that matters the most in your campaigns.

Here’s a quick example of how to use customer data as an entry point for a new journey:

After your entry event has been set-up, the rest is up to your creativity. You can drag and drop different elements and activities depending on how you want your brand to get the message across.

Connects Your Data

Journey Builder is much more than an email drip campaign tool. By combining your multiple assets into one platform, you can ensure your brand gets to your customers with one sole voice . This means you’ll be able to integrate your app notifications, paid advertising campaigns, email marketing efforts, and SMS ventures in Customer Journey Builder.

You can visualize your entire strategy through journey mapping. Then, your marketing team can brainstorm and plan your ideal journey before deployment.

Salesforce Marketing Cloud empowers your whole organization. You can connect your sales and service teams with the user Journey Builder through sales and service custom activities:

In other words, you’re able to create customer service cases, update opportunities and convert leads, straight from Journey Builder. So, as a result, your marketing department will be connected to your customers and internal organization simultaneously on the same platform.

Adapt With Each Customer Journey

It’s no secret that media consumption habits are constantly evolving and changing the way we interact with customers and prospects.

The CustomerJourney Builder tool responds to change via real-time customer data and predictive intelligence. Interaction Studio and the Einstein suite ensure that you get up-to-date data and AI predictive suggestions that help you predict changes in customer behavior. Use Decision and/or Engagement Splits to customize your customer journey depending on actions taken by your prospects.

As your customer database grows, Journey Builder adapts as well. Your customer journeys can scale up from simple short sends to complex flows with millions of records. You don’t need to worry about the size of your audience or the steps in your journey. Journey Builder is designed to process large databases and smoothly deliver personalized experiences to each customer.

Measure ROI and leverage analytics by implementing Journey Goals . Define your KPIs and measure results by checking how many prospects met your goal after or during a journey. If you choose to do so, you can take prospects out of a journey after they meet the goal at any given point in time.

Discover Distributed Marketing

Take the action outside of your marketing department. Allow collaborators from different departments to use authorized marketing assets and trigger journeys effortlessly. With distributed marketing, your branding will remain consistent and sharp across the sales and service departments, among others.

Use Customer Journey analytics to measure your efforts and readjust your journeys by making informed decisions. Share and automate reports across your organization to make sure that key stakeholders are informed and accountable for journey performance. Automatic reports can be scheduled and sent directly to your inbox.

After analyzing in-depth data, you’ll be able to create new versions of your journey and optimize them for new entries.

Increase Lifetime Value And Conversion Rates

Salesforce Journey Builder is not just a customer journey mapping tool for new customer acquisition . You can also configure Marketing Cloud to store data from your current customers. Website visits, past purchases, abandoned cart events, and customer preferences can all be tracked and used in journeys.

For example, you could trigger a promotional journey for a particular product or service right after your current customer has abandoned a purchase attempt. Having that second chance with real-time data is a great way to increase LTV and conversion rates.

How to Use The Salesforce Journey Builder Tool?

When it comes to mapping customer journeys, creativity plays a major role. There’s no unique or right way of implementing marketing automation. However, knowing the capabilities of the marketing tool you’re using is crucial. To get the most out of Journey Builder, you need to measure your results and test different functionalities .

Measuring your results through Journey Goals and analytics helps you understand what’s working and what needs improvement. In addition, Marketing Cloud allows you to create multiple versions of a single journey. So you can create as many versions as needed and run as many tests as possible to ensure that your client journey finally reaches that sweet spot.

On the other hand, get to know the available activities and channels. If your company runs an app, go ahead and connect it with Marketing Cloud. Or, if SMS is your strength, make sure to enable Mobile Studio functionality.

Try different channels to ace customer engagement and reach the right customer — through the right channel — at the right time.

Can Journey Builder Be Used In B2C & B2B?

Journey Builder functionality is highly popular among B2C companies. This is because reaching a large number of customers with a user-friendly tool is very appealing for the B2C business model.

Nevertheless, B2B entities can also use Marketing Cloud to leverage sales and understand engagement rates.

For example, email marketing is a prevalent practice in the B2B world. But what happens if open rates and clicks are not working for you so far? Journey Builder gives you the chance to add those prospects directly to LinkedIn retargeting campaigns and show them content that matters to them.

How to Start a Customer Journey Map in Salesforce Journey Builder in 4 Steps

Before getting started, make sure you have a clear strategic approach of what your journey is going to be.

Step #1: Plan Your Journey

Sketching out your journey on a whiteboard and brainstorming with your team is always a great idea. Here are a few questions you can ask your team to get things started:

• What is the main objective of your journey?
• What is the target audience you’re aiming to reach within your database?
• What channels seem to be the most appropriate for this journey?
• How often should you measure results and optimize the journey?
• What elements (i.e., copywriting, channels used, etc.) would you use for A/B testing?

Step #2: Create Your Content in Content Builder

Content Builder is Marketing Cloud´s content management system where you’ll design all of your creatives before adding them to a journey. Content Builder also offers drag and drop functionality, so no coding experience is required.

Make sure to try out the Dynamic content feature, where you can personalize content depending on your customer data.

Step #3: Use a Template to Build a Journey

Journey templates are the first thing you’ll see on Marketing Cloud’s homepage. They allow you to easily configure and launch several predefined journeys depending on your business needs (abandon cart, event follow-ups, and welcome journeys, among others). You can use the templates as they are or edit them as much as you want.

Step #4: Segment, Test, and Launch

Use contact data to segment your audience properly. Define what information about your contacts is most relevant for the users journey. For example: Are you targeting prospects in one specific country or region? Are you perhaps aiming for contacts that recently purchased one of your products or services?

If you properly segment your customer data in Contact Builder , you should be able to filter the contacts you’re aiming for without any coding experience needed.

Try out Path Optimizer activities throughout your journey. Path Optimizer is a testing tool in Journey Builder that allows you to perform A/B and multivariate tests in your customer journey to find the path that adjusts to your customer’s needs and preferences. Path Optimizer activities will allow you to test copywriting and design assets in order to assess what works best. You can add different versions of an email, and Path Optimizer will do the rest for you.

When you choose a “winning criteria,” this activity will start sending both versions of your content to your prospects. After a set amount of time, a version will be chosen according to your winning criteria. Then, the best version will be sent to the newcomers of your journey.

Once your customer journey map looks ready, and you’re happy with your current flow, prepare for deployment. First, double-check your filtering criteria for entering the journey and review all of the activities involved. Once everything has been validated, you’ll see an Activate button on the top right corner of your screen. After clicking on Activate, you’ll be asked for confirmation. Once you confirm, your customer journey map is live!

Key Tips for Using Salesforce Journey Builder

Even if there is no one-size-fits-all way of using Journey Builder, there are a few things you should keep in mind to have a great experience with the tool.

There Isn’t an Autosave Feature

Journey Builder doesn’t have autosave settings configured. So be sure to always hit that Save button when you make important changes. Building and mapping user journeys is a process that could take your team a couple of days or even weeks.

Allowing yourself that time to create the best journey for your customers is always a great idea. Aim to avoid surprises by always saving your progress so that all your hard work translates quickly into a working journey.

Use Only One Data Extension Per Journey

Marketing Cloud will always warn you if one of your Data Extensions (or data tables) is being used as an entry source for another journey. There are 2 main reasons for not wanting to use the same data extension in 2 separate journeys:

• The same data will be processed separately for each journey. This may overwhelm the system’s processing capabilities by increasing its record processing time as the journeys may compete with each other’s activities.
• You may not want to bombard the same prospects or customers with several communications at the same time (unless it is something you really relevant). Too many emails or excessive SMS on your prospects’ inboxes can result in high unsubscribe rates.

In an environment where marketing automation is fundamental for business success, tools like Journey Builder turn out to be more relevant than ever. Marketers are looking for efficient and easy-to-use features that can allow them to reach customers the right way. Supported by Salesforce, Marketing Cloud’s Journey Builder has the tools you need to make your online efforts thrive.

Schedule a demo today if you’re an advertiser who is considering marketing automation or is seeking to get more from your investment in Salesforce Marketing Cloud. One of our experts will be happy to confer with you.

Michael Clark

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Salesforce and Customer Journey Mapping: Enhancing Customer Experience

In today's highly competitive digital landscape, businesses understand that providing exceptional customer experiences is key to gaining a competitive edge and fostering customer loyalty. With the advent of advanced technologies and the rise of customer-centricity, organizations are increasingly turning to Salesforce and customer journey mapping as powerful tools to optimize their customer experiences and drive business growth.

Salesforce Development Company , a leading customer relationship management (CRM) platform, empowers businesses to effectively manage customer interactions, capture valuable data, and derive actionable insights. It serves as a centralized hub for customer information, enabling organizations to track customer interactions, automate processes, and deliver personalized experiences tailored to individual preferences.

Customer Journey Mapping: Unveiling the Pathways

Customer journey mapping is a strategic process that visualizes the end-to-end experience of customers as they engage with a brand. It involves mapping out the various touchpoints, emotions, and pain points customers encounter throughout their journey, from initial awareness to post-purchase interactions.

This comprehensive view allows organizations to gain a deep understanding of customer needs, preferences, and expectations at each stage.

Salesforce CRM Solutions: The Powerhouse of Customer Engagement

Salesforce CRM services offers a suite of tools and features designed to enhance customer engagement and drive business growth. It provides a centralized repository for customer data, allowing organizations to capture, analyze, and leverage valuable insights.

With Salesforce CRM, businesses can track customer interactions, automate processes, and deliver personalized experiences tailored to individual preferences.

Enhancing Customer Experience Through Integration

By integrating customer journey mapping with Salesforce Integration Services , organizations can supercharge their customer experience initiatives. The insights derived from customer journey mapping can be directly applied within Salesforce, enabling businesses to tailor their interactions and communications based on individual customer preferences, behaviors, and expectations.

This integration empowers organizations to deliver timely, relevant, and personalized experiences, creating a strong emotional connection with customers.

Key Benefits of Salesforce CRM Services and Customer Journey Mapping Integration

# seamless customer experience.

By aligning customer touchpoints and experiences across channels, businesses can provide a consistent and cohesive journey for customers, eliminating disjointed interactions and ensuring a seamless experience. This includes integrating Salesforce with various customer engagement platforms and systems to create a unified view of the customer

It enables businesses to deliver personalized interactions, relevant content, and consistent messaging across channels such as websites, mobile apps, social media, and customer service interactions. This seamless experience builds trust and loyalty, as customers can effortlessly transition between channels without losing context or encountering repetitive information.

# Personalization at Scale

Leveraging customer journey insights within Salesforce allows organizations to segment their customer base and deliver personalized messaging, offers, and recommendations at scale, fostering stronger customer relationships. By capturing and analyzing customer data throughout the journey, businesses can identify individual preferences, behaviors, and needs. This data can then be used to create targeted marketing campaigns, personalized product recommendations, and tailored communications. With Salesforce's automation capabilities, businesses can efficiently deliver these personalized experiences to a large customer base, driving engagement and increasing customer satisfaction.

# Proactive Engagement

With a holistic view of the customer journey, organizations can anticipate customer needs and proactively engage at crucial touchpoints, addressing pain points and delivering exceptional service in real time. By leveraging Salesforce's data and analytics capabilities, businesses can identify key milestones, triggers, or potential issues in the customer journey.

This allows them to reach out to customers with proactive support, personalized recommendations, or relevant offers. Proactive engagement demonstrates a deep understanding of customer needs and can turn potential challenges into opportunities to delight customers and strengthen their loyalty.

# Data-Driven Decision Making

By leveraging customer data captured within Salesforce, organizations can make informed decisions about marketing strategies, product development, and service improvements, based on deep customer insights. Salesforce's reporting and analytics capabilities enable businesses to derive meaningful insights from customer interactions, preferences, and behaviors.

These insights can inform strategic decision-making processes, such as identifying market trends, optimizing marketing campaigns, refining product offerings, and improving service quality. Data-driven decision-making ensures that businesses stay agile, relevant, and responsive to evolving customer expectations, leading to enhanced customer experiences and long-term success.

# Enhanced Customer Retention

Through the integration of Salesforce and customer journey mapping, organizations can identify and address pain points in the customer journey, leading to improved customer satisfaction and higher retention rates. By mapping the customer journey, businesses can gain a comprehensive understanding of the various touchpoints and moments of truth that influence customer satisfaction

Salesforce enables businesses to capture and analyze customer feedback, sentiment, and satisfaction scores, allowing them to identify areas for improvement. By proactively addressing these pain points and continuously enhancing the customer experience, organizations can build stronger customer relationships, increase loyalty, and reduce customer churn.

# Streamlined Processes

Salesforce's automation capabilities combined with customer journey mapping insights allow organizations to streamline their internal processes. By identifying bottlenecks or areas of improvement in the customer journey, businesses can optimize their operations, reduce friction, and deliver a more efficient and streamlined experience for customers.

For example, by automating manual tasks, streamlining lead management processes, and integrating customer data across systems, businesses can provide a faster and more seamless experience. This not only improves the customer experience but also enhances the productivity and effectiveness of internal teams, resulting in cost savings and improved operational efficiency.

# Omnichannel Consistency

With Salesforce as a central hub for customer data and interactions, organizations can ensure consistency across multiple channels and touchpoints. Whether customers engage through email, social media, phone calls, or in-person interactions, the integration of Salesforce and customer journey mapping enables businesses to deliver a unified experience that aligns with their brand promise. This consistency enhances the customer's perception of the brand and fosters a sense of trust and reliability

Salesforce and customer journey mapping are vital components in enhancing the customer experience for businesses. By leveraging the capabilities of Salesforce , organizations can create a seamless and personalized journey for their customers, foster proactive engagement, make data-driven decisions, and deliver a consistent experience across multiple channels.

At AllianceTek, we understand the importance of Salesforce in revolutionizing customer experience management. As a leading provider of Salesforce solutions , we specialize in helping businesses leverage the power of Salesforce to optimize their customer journeys and drive meaningful results. Our team of experts combines technical expertise with industry knowledge to design and implement Salesforce solutions tailored to the unique needs of our clients.

Hire Salesforce Developers at AllianceTek for Salesforce solutions and unlock the true potential of Salesforce to elevate their customer experience, drive customer loyalty, and achieve sustainable growth. Contact us today to discover how our Salesforce expertise can transform your business and create exceptional customer experiences that set you apart from the competition.

Call us at 484-892-5713 or Contact Us today to know more details about Salesforce and Customer journey mapping: enhancing customer experience.

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Product Area

Feature impact.

• Email Client Privacy and Non-Subscriber Activity in Marketing Cloud...
• Run an Automation from the Overview Page
• Delete an Automation from the Overview Page
• Configure a Scheduled Automation
• Configure a File Drop Automation
• Configure a Trigger Automation
• FTP and File Drop Automation Example
• Filename Patterns Reference
• Advanced Run Once
• Run a Subset of Activities
• Automation Duration
• Use An Automation's Tabs
• Start an Automation Studio Activity
• Edit an Inline Email Activity
• Edit Emails in a Running Automation
• Build a SQL Query Activity
• Optimizing a SQL Query Activity
• Use Intermediate Tables to Optimize a Query
• Data View: Automation Instance
• Data View: Automation Activity Instance
• Data View: Bounce
• Data View: BusinessUnitUnsubscribes
• Data View: Click
• Data View: Complaint
• Data View: Coupon
• Data View: EnterpriseAttribute
• Data View: FTAF
• Data View: GroupConnect Contact Subscriptions
• Data View: GroupConnect MobileLineOrphanContactView
• Data View: Job
• Data View: Journey
• Data View: Journey Activity
• Data View: ListSubscribers
• Data View: Open
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• Data View: SMSMessageTracking
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• Data View: Social Network Tracking
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• Data View: SMSSubscriptionLog
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• Query: Bounce History
• Query: Journey Builder Bounced Email Messages
• Query: Journey Builder Sends by Email Across Versions
• Query: Journey Builder Sends in Last 24 Hours
• Query: Opens in Last 30 Days
• Query: Subscriber Status
• Query: Subscribers by Date or Time Frame
• Query: Subscribers in a Publication or Suppression List
• Query: Subscribers with No Opens or Clicks
• Query: Top Bounces for a Job
• SQL Reference
• Restart a Suspended SQL Query Activity
• Update a List or Data Extension with an External File
• Create a File Transfer Activity in Automation Studio
• Manage a File with the File Transfer Activity in Automation Studio
• Move a File with the File Transfer Activity in Automation Studio
• Substitution Strings Example
• Create a Script Activity
• Create a Filter Activity
• Create a Data Extract File
• Configure a Tracking Extract
• Convert XML
• Data Extension Extract in Automation Studio
• GlobalUnsubImport
• Configure the Marketing Cloud for Microsoft Dynamics CRM Tracking...
• Import the Marketing Cloud for Microsoft Dynamics CRM Tracking Data...
• Tracking Extract Configuration
• API Data Extract Options
• ClickImpression
• Conversions
• ListMembershipChanges
• SendImpression
• SendJobImpression
• Spam Complaints
• StatusChanges
• Subscribers
• Contacts Without Channel Addresses
• Extract Outputs Reference
• Security Action Audit Log
• Audit Trail Access Log
• Verification Activity Example
• Verify Automation Data
• Mapping Contacts to Business Unit
• Automation Studio Activities Reference
• Add a Wait Activity
• Einstein Send Time Optimization in Automation Studio
• Einstein Engagement Frequency in Automation Studio
• Pause an Automation
• Skip an Automation
• Stop a Running Automation
• Copy an Automation
• Delete an Automation
• Automatically Deactivated Automations
• Automation Studio Statuses
• Get Automation Studio Notifications
• Find Activity Configuration and Error Details
• Data Extension Storage Usage
• Automation History and Health
• Journey Builder Prerequisites
• Permissions for Journey Builder
• Review Content Used to Benchmark Messaging Performance
• Monitor Journeys in Slack
• Journey Builder System Optimization Dashboard
• Journey Builder Configuration Recommendations
• All Journeys Dashboard View
• Scheduled Single Sends Dashboard View
• Recent Single Sends Dashboard View
• Transactional Send Dashboard View
• Create a Single Send Journey
• Welcome Campaigns
• Retail Campaigns
• Anniversary Campaigns
• Create a Transactional Send Journey
• Clear a Transactional Send Journey Queue
• Update an Email Activity in a Transactional Send Journey
• Create a Journey from a Template
• Share a Template
• Edit a Shared Template
• Delete a Shared Template
• Pause and Resume a Multi-Step Journey
• Pause and Resume a Transactional Send Journey
• Choose a Contact Entry Mode
• Enable or Disable Google Analytics
• Journey Builder High-Throughput Sending Considerations
• Entry Source Administration
• Edit an Entry Source
• Configure a Mobile App Event Entry Source
• Configure a MobilePush Message Engagement Entry Source
• Configure an In-App Engagement Entry Source
• Data Extension Entry Source Use Cases
• Selecting a Data Extension for Entry
• Configure the Data Extension Entry Source
• Schedule a Data Extension Entry Source
• Choose How to Process Entry Source Data
• Configure the Data Extension Entry Source with Data Cloud
• Create an Audience from Contacts
• Schedule an Audience
• Use Data Cloud in Journey Builder
• Configure the Inbound Chat Entry Source
• Select a Reusable Entry Source
• Create a Journey-Specific Event
• Create a Date-Based Event Entry
• Create a Shared Entry Event
• Events and Data Extensions
• Entry Results
• Test an Entry Event
• Prioritization Example: Update Entry Event
• View Rejected Contacts
• Create a Journey
• Define the Automation
• Run the Automation
• Confirm Journey Entry
• API Event Entry Source Use Case
• Audience Studio Use Case
• Honor Opt-Out Requests for Personalized Ads
• GA360 Use Case
• Configure the Salesforce Data Event
• Create a Salesforce Campaign Event
• Salesforce Experience Cloud
• Configure Events for Person Accounts
• Configure Events for Business Accounts
• Configure Events for Person Account Related Objects
• Get Started with Mobile App Events
• Define Your Mobile App Event Schema
• Upload Mobile App Events in Journey Builder
• Update Existing Mobile App Event Schemas
• Use Mobile App Events in Journey Builder
• View Your Contact and Journey Data
• Create a Filter
• Journey and Contact Data
• Linked Data Extensions in Journey Builder
• Specify an Explicit Attribute Path
• Attribute to Attribute Comparison
• Personalization in the Journey Builder Email Activity
• Email Personalization Use Case
• Journey and Contact Data in Decision Splits
• Resolve Excess Salesforce Data Events in Journey Builder
• Set a Goal in Journey Builder
• Exit Criteria
• Define Exit Criteria
• Activity Types
• Activity IDs in Journey Builder
• Configure the Email Activity
• Managing Contacts in a Journey Builder Email Activity
• Update an Email Activity in a Journey
• Things to Know About Journey Builder Triggered Send
• Marketing Cloud Journey Email Activity Tracking
• View Email Activity Statistics
• View Google Analytics 360 Email Activity Metrics
• LINE Carousel Activity
• Content Builder LINE Carousel Activity
• In-App Push Activity
• Content Builder In-App Activity
• Inbox Push Activity
• LINE Multi-Content Activity
• Content Builder LINE Multi-Content Activity
• Push Notification Activity
• Content Builder Push Notification Activity
• SMS Activity
• Content Builder SMS Activity
• WhatsApp Message Types and Use Cases
• Get Started with WhatsApp-First Business Messaging (Meta)
• Get Started with WhatsApp Chat Messaging (Sinch)
• Create a WhatsApp Business Account and Channels (Meta)
• Create Your WhatsApp Business Account (Sinch)
• Create Your WhatsApp Channels (Sinch)
• Create Your WhatsApp Audiences
• Create a WhatsApp Template Message (Meta)
• Create a WhatsApp Template Message (Sinch)
• WhatsApp Template Message Elements
• WhatsApp Template Message Approval
• Personalize Your WhatsApp Template Messages
• Send WhatsApp Template Messages in Journey Builder
• Edit a WhatsApp Template Message
• Create a Default WhatsApp Session Message (Meta)
• Create a Default WhatsApp Session Message (Sinch)
• Personalize Your WhatsApp Session Messages
• Send WhatsApp Session Messages in Journey Builder
• Create a WhatsApp Session Transfer Activity
• WhatsApp Media Attachments
• Locales for WhatsApp Data Extension Sends
• WhatsApp Chat Message Analytics
• WhatsApp Analytics and Reporting
• Create a Chat Messaging Data Extract
• Add a Phone Number to an Existing WhatsApp Business Account
• Delete a Phone Number from Your WhatsApp Business Account
• Transfer a WhatsApp Phone Number Between Business Units (Meta)
• WhatsApp Status Errors
• WhatsApp-First Business Account Statuses
• Using WhatsApp Data in Data Cloud
• SMS Analytics
• Google Analytics SMS Metrics
• Mobile Activity Tracking
• Activity Type Reference
• Undo or Redo a Canvas Action
• Reuse a Journey Builder Activity
• Configure a Path Optimizer Test Activity
• Configure a Wait by Duration Activity
• Configure a Wait Until Date Activity
• Configure a Wait by Attribute Activity
• Configure a Wait Until Chat Response Activity
• Configure a Wait Until API Event Activity
• Configure a Wait Until Push Event Activity
• Configure a Wait Until In-App Engagement Activity
• Configure an Engagement Split
• Prioritization Example: Update the Abandoned Cart Journey
• Prioritization Example: Update the Reengagement Journey
• Use Restricted Values
• Copy a Decision Split Path
• Reorder Decision Split Paths
• Configure a Random Split
• Configure Einstein Scoring Splits
• Configure a Join Activity
• View Frequency Split Analytics
• Einstein Send Time Optimization Use Cases
• Use the Einstein Send Time Optimization Activity
• Create a Control Path with Random Send
• View Einstein STO Activity Analytics
• Use the Ad Audience Activity
• Advertising Campaign Activity
• Update Contact Activity Use Cases
• Configure the Sitecore Connect for SFMC Activity
• Create an Account Activity in Journey Builder
• Update an Account Activity in Journey Builder
• Create a Campaign Member Activity in Journey Builder
• Create a Contact Activity in Journey Builder
• Update a Contact Activity in Journey Builder
• Create a Convert Lead Activity
• Create an Object Record
• Update an Object Activity
• Create a Task Activity in Journey Builder
• Create a Choose Object Activity
• Add Contacts to a Campaign
• Update the Campaign Member Activity in Journey Builder
• Contact Activity
• Create a Case
• Opportunity
• Create or Update an Account
• Update Person Accounts
• Update Business Accounts
• Associate Cases and Tasks to Person Accounts
• Best Practices for Integration Activity Fields
• Sales and Service Cloud Activity Field Validation and Error Handling
• Journey Builder Sales and Service Cloud Best Practices
• Configure a Journey Test with a Data Extension
• Manage Journey Folders
• Copy a Marketing Cloud Engagement Journey
• Delete a Marketing Cloud Journey
• Create a Tag
• Tag a Journey
• Show and Hide Journey Builder Tips
• Validate a Journey in Journey Builder
• Create a Journey Version
• Stop a Journey
• Bulk Actions in Journey Builder
• Delete Drafts and Inactive Journeys
• Journey Analytics Dashboard
• Use the Journey Analytics Dashboard
• Journey Health
• View Journey Health Data
• The Versions Dashboard
• Status Key Reference
• View a Contact Path in a Journey
• View a Contact Path on the Journey History Dashboard
• View a Contact's Journey History in a Journey
• View a Contact’s History on the Journey History Dashboard
• View Recent Contacts by Activity
• Error Message Troubleshooting
• Prerequisites
• Create a Behavioral Trigger
• Edit a Behavioral Trigger
• Pause a Behavioral Trigger
• Resume a Behavioral Trigger
• Set Behavioral Trigger Session Timeout Limit
• Create a Behavior Trigger Email
• Behavioral Triggers Optional Features

Journey Templates

Journey Templates are pre-defined journeys created by Salesforce or other users. Use a template as-is, or modify it to meet your use case.

Find a template in Journey Builder via one of these methods.

• Select a template from the gallery on the homepage after you log in to Marketing Cloud.
• In Journey Builder, click the Templates tab.
• In Journey Builder, click Create New Journey , and then click journey template .

Salesforce Templates

Each pre-designed Salesforce Template includes best practice guidance. Click outside the guide on the canvas, or click X to turn off best practice guidance.

Choose a template from these available options.

• Abandoned Cart - Everyday Purchase
• Abandoned Cart - Significant Purchase
• Anniversary Send
• Birthday Journey with Coupon
• Event Follow-up
• Welcome Journey
• Welcome Journey with Engagement
• Behavioral Targeting with Audience Studio
• Re-engagement

Shared Templates

Shared templates help you efficiently replicate journeys that address common use cases across your business unit. Users with the Journey Builder Create/Edit permission for the business unit where the template was created can edit and delete shared templates.

• Create a Journey from a Template To create a journey using a journey template, select a template from the Marketing Cloud home page or in Journey Builder. Alternately, select a template from the template gallery, which includes both, Salesforce and shared templates. Users with the Journey Builder Create/Edit permission in the business unit where the template was created can edit and delete shared templates.
• Create a Shared Template Create a shared template from a journey that you created in Marketing Cloud Engagement Journey Builder.

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