Creating CX Journeys and Milestones

CX Journeys allow you to map out the stages your customers experience while interacting with your company at every touchpoint, providing deeper insight into their overall experience.

SAP Customer Data Platform empowers you to design end-to-end customer experience journeys using CX Journeys, which offer a holistic framework for mapping customer progress through key phases of engagement. These phases, known as Milestones, reflect pivotal points in the customer lifecycle, such as moving from initial awareness to active consideration, making a purchase, and ultimately building loyalty through retention.

Each milestone is driven by entry conditions that define when a customer qualifies to enter that stage. These conditions not only partition the journey but also act as triggers that advance the customer from one milestone to the next. To encourage progression, each milestone can be connected to one or more CX Flows—automated interactions designed to guide customers forward in the funnel. Entry Conditions are configured using a range of data sources and attributes, which may be numerical, textual, or boolean in nature. Examples include:

• Segments, such as customers who have placed 5 orders in the last month.
• Activity Indicators, like the sum of orders being greater than 500 dollars.
• Profile attributes, such as women (gender) or living in Chicago (city).

In simple terms, each CX Journey represents the full end-to-end experience of a customer interacting with your brands, services, and products. A CX Journey contains one or more Milestones. Each Milestone represents a stage of that engagement as your customer moves forward throughout the CX Journey. Milestones are sequenced to reflect the evolution of those phases and group the CX Flows that participate in them. CX Journeys and Milestones are not required to use CX Flows, which may be configured and run in a standalone manner.

Let’s explore a simulated scenario for a retail use case that goes from a marketing offer email received by a customer that leads to an in-store purchase, followed by a customer service interaction regarding warranty questions. Unfortunately, the product delivery ends up being delayed, but SAP Customer Data Platform intercepts that incident and starts a new customer service interaction to apologize and offer a free extended warranty. Finally, SAP CDP activates a post-purchase survey and includes the customer in a segmentation for new offers related to the purchased product.

Retail Use Case – Zoom in on CX Journey

In this lesson, you have learned to design and implement CX Journeys and Milestones using the SAP Customer Data Platform to illustrate individual customer journeys tailored to various business scenarios. CX Journeys provide a comprehensive framework that maps customer progress across key engagement phases, known as Milestones, like moving from awareness to purchase and loyalty. By setting entry conditions for each Milestone, you can effectively trigger CX Flows, guiding customers seamlessly through their journey using automated, data-driven interactions based on attributes such as segments, activity indicators, and profile attributes.

Through a practical example, you explored the creation of a "Customer Engagement" CX Journey, comprising Milestones like Prospect Customers, Registered Customers, and more. Each Milestone's entry conditions define the criteria for customer progression, with CX Flows enhancing each stage’s interactivity. This design allows you to manage customer experiences dynamically, adapting to real-time changes and ensuring customers receive relevant engagement tailored to their lifecycle stage. With these tools, you enable personalized and efficient customer interactions that align with business objectives and enhance overall satisfaction.