Prepare customer journeys


A customer journey is a path a customer takes while interacting with your organization's marketing process. The goal of a journey is that when it is complete, we will turn it into revenue.

For example, a simple customer journey might look like this:

Graphic illustrating a typical customer journey

  • A potential customer opens a marketing email they received from your organization.
  • In the email, there are multiple links that the customer can click on to learn more about individual products you are selling.
  • Based on the link they select; they are directed to a marketing page related to that product.
  • In the marketing page, they indicate they would like some additional information.
  • Based on the request, not only are they sent additional marketing materials, but a task is created and assigned to a sales associate to follow up with them a day or two later to attempt to convert them into revenue.

Dynamics 365 Marketing lets you create powerful customer journeys that are tailored to the products you're marketing and the objectives of your campaign. You can easily visualize and automate the journey customers take while interacting with your sales and marketing processes. From emails and task assignments to business workflows, decision points, and internal action items, journeys can be customized based on customer needs and preferences.

With customer journeys, you can:

  • Attract the right prospects: Create campaigns that target specific customer segments across multiple channels including email marketing, web landing pages, events, telemarketing, SMS integration, LinkedIn integration, and other customized channels.
  • Create customer reusable campaign assets quickly: Automation features such as configurable templates, reusable content blocks, and design tools make it easy to create a vast library of marketing content that can be easily leveraged across different customer journeys. Tools like Power Automate can help streamline content approvals and easily integrate with third-party content management systems.
  • Personalize customer journeys: By leveraging buyer preferences and their past interactions, you can create personalized customer journeys as well as automatically sync and nurture LinkedIn leads with the Dynamics 365 Connector for LinkedIn Lead Gen Forms app.
  • Run business unit level marketing: Reusable shared campaign content let you define which audiences are targeted.

To get started, a basic customer journey needs at least two pieces of information:

  • Customers to target: You should have a segment containing the contacts you will send your email to.
  • Marketing activity: You should include a marketing email that is both valid and live.

Based on how complex you want to get, and the specific end results you are looking for, a customer journey can have many different elements added and defined to help guide the customers in their engagement. These are represented in the journey’s visual designer as tiles.

Screenshot of a customer journey in the Journey Designer

The different tiles that can be used include:

  • Audience: Specifies who the people are that this journey is targeting. A customer journey’s audience can be any of the following:

    • Segment: A segment is a collection of contacts grouped according to a common attribute or explicit assignment.
    • Form submitted: All new or existing contacts who submit the form will be sent along the customer journey.
    • Record updated: Use the record-updated tile to monitor all records belonging to a specific table, and then find the contact associated with any of those records that gets created, deleted, or updated while the journey is running.
  • Messages: The content that your customer journey delivers to contacts as they traverse the pipeline.

  • Branches: Provides different directions that a customer can be led to on their journey based on how they interact with the different elements.
    ‎Branches include the following:

    • If/then: This tile has replaced the Trigger tile. The If/then tile holds contacts either until a defined condition is true or until a defined amount of time expires. The If/then tile splits the path. Contacts who fulfill the conditions in time will follow the true path. Contacts who haven't met the conditions when the time expires will follow the false path.
    • Split: This tile has replaced the Splitter and Splitter-branch tiles. The Split tile adds a fork to the customer journey pipeline, sending a random selection of contacts along each available path.
  • Wait/delay: Specifies how long to wait until performing the next step in the journey. It can be set to one of the following:

    • Wait for: The Wait for tile holds contacts for an amount of time before sending them to the next tile in the journey. You could use this to insert a delay of about a week between sending an initial marketing email message and then sending a reminder.
    • Wait until: The Wait until tile holds contacts until a certain date is reached. For example, you could set the tile to wait until December 31 before sending the contacts to the next tile in the journey.
  • Actions: Specifies what to do in response to a condition or wait item being met. Options include:

    • Create lead: The create-lead tile creates a new lead for each contact or account that enters the tile.
    • Run workflow: Use a Run workflow tile to invoke a custom workflow at any point in the customer journey. You can use this tile to advance a process stage, create alerts, and more. Workflows are highly customized.
    • LinkedIn campaign: The LinkedIn campaign tile links each contact who passes through it to a specific LinkedIn campaign.
    • Sales activities: Defines the sales activity such as Appointment, Phone call, and Task that should be initiated.

Demo click-through: Create a simple Customer Journey

In this click-through demonstration, you will be guided through the process of creating a Customer Journey in Dynamics 365 Customer Marketing.

Create a simple Customer Journey

As you saw in the demonstration, Customer Journeys are a key component in Dynamics 365 Marketing. You will create customer journeys as a basis for any marketing effort to guide the path a customer takes while interacting with your organization's marketing process. The goal of the journey, when it is complete, is to turn them into revenue.