Creating customer journeys

Any Journey Designer user can create a customer journey on a storyboard canvas.

About this task

Use the Journey Designer storyboard canvas to design your customer journey. Drag and drop different touchpoints from the palette to the canvas. You can move the touchpoints on the canvas to put them in the order that reflects your marketing efforts and goals. Use the canvas tools (stages, arrows, and notes) to organize and label the touchpoints throughout the journey. The storyboard is saved automatically as you create and edit it.

For example, to design a customer journey to advertise a sale for preferred customers, you might want to start by sending email and direct mail to those preferred customers. In this case, drag the Email and Direct mail icons from the palette to the canvas so that they are positioned next to each other. Drag a stage to the canvas and position it over those two touchpoints. You can change the stage size and color and move it to the back, so it doesn't cover up the touchpoints. Then, drag a note to the canvas above the stage and type a description for that phase of the customer journey, such as "Initial contact".

For a more detailed example, see Scenario: Product launch.

As you're designing your customer journey, keep in mind the following rules and limitations:

  • You can't drag a touchpoint onto another touchpoint.
  • You can't delete a market segment that is used in any storyboard.
  • You can't delete a goal that is used in any storyboard.
  • You can't delete a custom touchpoint type that is used in any storyboard.

Procedure

  1. From the storyboards list or card view page, click New.
  2. Provide the following information about the customer journey. The values that you provide are for information only; they are not connected to any processing:
    1. Type a descriptive name for the storyboard.
    2. Select or add a Segment.
    3. Select or add a Goal.
    4. Enter a value for the Budget.
  3. Drag touchpoints from the palette and drop them on the storyboard canvas. Use the smart lines to align your touchpoints.
  4. Define your touchpoints with names, descriptions, and in-market and due dates. To define the details of the touchpoints, complete the following steps:
    1. Click the touchpoint and select Details from the menu.
    2. On the General tab, select the due date and in-market date.
    3. Specify the frequency for the touchpoint:
      • Select One time for touchpoints such as in-store sales events or webinars.
      • Select Always on for touchpoints such as website landing pages and Facebook ads. Select an end date.
      • Select Repeating for touchpoints such as emails and direct mail. Select the repeat schedule, enter a duration, and select an end date.
    4. Type a name for the touchpoint.
    5. Type a description.
    6. Browse to select a file to attach to the touchpoint, such as a graphic.
    7. Click Save.
  5. Optional: Organize the touchpoints by dragging them on the storyboard to create stages of the customer journey.
  6. Optional: Use the canvas tools on the Storyboard palette to do any of the following actions:
    • Add stages around touchpoints to highlight the stages. Resize the stages. Select different colors. Move the stages to the back, behind the touchpoints.
    • Add arrows to the storyboard to show the flow between touchpoints or stages. Resize and move the arrows. Select different colors.
    • Add a note to the storyboard. Select different colors or change the font size.

Results

You now have a customer journey with a series of touchpoints that define your marketing efforts and goals. You can start chatting with your team members to continue to refine the customer journey and to create the marketing materials.