The building available to create a journey is classified into 3 sections:

1. Engagements
2. Flow control
3. Actions

Adding a building block to the journey canvas

To add any building block to the canvas, drag and drop the desired block to the journey canvas.

A/B testing block

A/B testing, also known as split testing, is a method in customer Journeys that helps to compare different content and engagement methods for specific segments of customers over a defined period. This allows you to gather valuable insights about which configurations perform better with the audience. Based on the results obtained, you can make informed decisions about which configuration to adopt for the remainder of the customer journey.

For information on configuring the A/B testing block, refer to the detailed documentation on the A/B testing block.

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Note

The A/B testing block is a replacement for the engagement block. If you are running an A/B test, you don’t need to include another engagement block.

Engagement building block

The engagement block contains different types of channels that can be used to engage with your customers. A marketer can add an engagement block (of a particular channel) and configure the content in that block (specific to that channel) to reach out to users.

The various engagement blocks available are:

1. SMS
2. Email
3. M-push
4. WhatsApp
5. Zalo

Use Case

A brand wants to include customers whose transactional value is greater than $10,000 in the Journey and communicate the discounts that can be availed by these customers via SMS.

Adding engagement block

To add an engagement block,

1. Click on the engagement block.
2. In the Engagement name text box, enter a name for the engagement block.
3. Click Add creative.
4. Select an existing template or create a new template. For information on creating templates, see SMS Template, Email Template, M-Push Template, WhatsApp template, and ZALO template.
5. Add the information as required.
6. Click Done.
7. To add incentives along with the engagement message, click +Add incentives and add desired incentives. Currently offers, points and Loyalty type cart promotions are the Incentives supported in Journeys. For more information on how to add incentives, see Add incentives .
8. To remove or change incentives, click the three dots adjacent to the offers/points and click Remove/Change .
9. To preview or remove the template added, click the three dots inside the template and click Preview/Remove.
10. In the Delivery settings, enter the delivery settings details. See Delivery settings.

Incentives in engagement message

You can add incentives such as offer, points and cart promotion details along with the engagement messages. To add, perform the following:

1. Click on the engagement block.
2. Click Add incentives.
3. Select the desired option.

4. Click Select/Done/Claim.

5. Click Done.

The selected incentive is added to the engagement message. For information on creating any type of incentive, see Incentive management .

Flow control building block

Flow control helps you control the flow of the journey by applying conditions to user events or user preferences.

Marketers can define different conditions in a customer journey to guide users through different flows based on specific criteria such as time or event-based preferences. These conditions serve as additional decision points that determine whether the user will continue on the same path or be directed to a different flow.

The various flow control blocks available are:

1. Time-based wait
2. Event-based wait
3. Join
4. Decision split

Time-based wait

The time-based wait is used by brands to engage customers at a particular time/date or after a specified period. This is preferred after analyzing user behaviour and targeting users at a crucial time to improve engagement.

This feature allows brands to target their customers at the right time to increase engagement and can avoid spamming the customer. This can increase click-through rates and would motivate the target customer to perform a desired behaviour.

Use Cases

• A brand has analyzed that their customers have high activity rates mostly on the weekends and they want to send out communication messages during that period.
• Certain countries have rules that engagements with customers should go out on particular days of the week/date of the month and rates for some days of the week are lower than the other. This would allow brands to comply with government rules and also save engagement costs

Configuring time-based wait

1. Drag and drop the Wait block on the journey canvas.
2. On the journey canvas, click Time based wait.
3. In the Block name, enter a name for the wait block.
4. Define the wait duration. Note: At present only, Wait for a duration is supported.
   1. Wait for - Enter the wait time in hours/ day/week/month/year.
   2. Then proceed from this block Immediately - From the drop-down, select when the customer should proceed to the next block. The available options are:
      1. Immediately
      2. On a specific time - Select the desired time
      3. On the nearest day - Select the desired day and time
      4. On the nearest date - Select the desired date and time

5. Once the wait block is added to the canvas, click on the delete icon to remove the block or click on the setting icon to edit the block.

Event-based wait

This feature allows brands to configure user journeys based on the behaviour of the customer. Brands can configure separate paths for customers based on an event-based wait time. The wait can be configured in two ways - wait since event and wait till event.

This allows brands to personalize journeys for users who perform a desired action and for new users that are yet to act. This also reduces the redundancy of messages and eliminates sending irrelevant messages to users.

Use Cases

• The brand wants to give the customers a 10% off coupon if they make a purchase of 5000 within 30 days and if they do not make a purchase, the brand wants to share an upcoming offer message.
• The brand wants to give customers a 10% off coupon after they have completed 90 days since the last purchase date.

Configuring event-based wait block

1. Drag and drop the Event based wait to the Journey canvas.

2. Click Event based wait in the canvas.

3. In the Block name text box, enter a name for the block.

4. From How you want to specify the wait time?, select the desired option.

   1. Wait till event
   2. Wait since event

5. Choose how to specify the wait time

   1. Wait till event

      1. From the drop-down, select the type of event and define conditions to define the customer group. Click +Add condition to add conditions. You can click +Add condition to add further conditions and combine them with the AND operator. Click Add group to add conditions and combine them with the OR operator.
         
      2. Choose a timeframe for the customer to perform the action mentioned in the conditions. Time frames can include hours, days, weeks, months or years. If the customer doesn’t perform the desired action, they will move on to the next block after the time frame is over.
         

   2. Wait since event - Add a time frame since the user acted. Time frames can include hours, days, weeks, months or years. Include actions such as - Registration date, Last purchase date and First purchase date to proceed from the block. The KPIs are directly calculated based on the user action specified.
      

Join

This feature is used to connect multiple paths within a journey onto a single common path. It reduces the time and effort of the brand to configure similar paths within a single journey. This feature saves the time of the marketer by disabling the hassle of creating multiple journeys/paths to send customers on a common path. It also maintains continuity and familiarity of engagements sent to customers

Use Cases

Brands want to nudge their customers to purchase their seasonal collections. They share an SMS as well as a coupon code with the customer. They want to wait for 10 days for the user to act and if not performed, they want to re-send the message to customers.

Configuring a join block

1. Drag and drop the Join block on the journey canvas. Whenever a user reaches this block, they will be redirected to a common path as configured.
2. Click on the Join block in the canvas.
3. In the Block name text box, enter a name for the block.
4. From the Join the end before drop-down, select the block the customer should join. A list of block names previously configured within the journey is displayed in the drop-down as either engagement or flow control depending on the components included. You can use the search button to search the block names.

5. Click Done to finish configuring the block. Post configuration, you can view where the join block merges the journey.

6. Once the wait block is added to the canvas, click on the delete icon to remove the block or click on the setting icon to edit the block

Decision Split

This feature helps brands to define different paths for multiple kinds of users. Brands can define multiple criteria and the customers will move in a path as per the criteria they fit in. This enables brands to target customers based on their past purchases and behavioural patterns which leads to extremely personalized journeys for users. It allows brands to create multiple paths for customers matching various criteria and to send out relevant engagement messages and nudges

Use Cases

1. Incentive customers based on their previous behaviour which will result in an increase in coupon redemption and increase transaction frequency. Brands will be able to send relevant messages to users based on their behavioural patterns and can increase personalisation.
2. Incentivise customers on special days such as birthdays/anniversaries to make them feel special and increase loyalty towards the brand.
3. Send customers wishes and offers based on the festivals celebrated in their respective regions. This will increase personalisation.

Configuring a decision split block

1. Drag and drop the Decision Split block on the journey canvas. Whenever a user reaches this block, they will be directed on the path according to which condition they match

2. Click on the Decision split block in the canvas.

3. In the Block name text box, enter a name for the block.

4. Configure the loyalty status and add filter conditions.

   1. Within loyalty status, choose the category of customers you want to select.
      
   2. Click +Add condition to add conditions and further refine the customer group. You can click +Add condition to add further conditions and combine them with the AND operator. Click Add group to add conditions and combine them with the OR operator.
      
   3. Along with multiple conditions, brands can also define multiple paths within the same block.
   4. Once a filter is selected within a condition, further define which group of customers will be included in the condition. This is populated based on the filter chosen.
      

5. Once the conditions have been configured, click Done. The journey will get divided into two paths- for customers who satisfy the condition within the decision split block and for customers who do not.

6. Further blocks can be added within the separate paths of the decision blocks. Once the wait block is added to the canvas, click on the delete icon to remove the block or click on the setting icon to edit the block.

Action building block

Jump

The jump functionality allows brands to connect multiple journeys. Some of the salient features of JUmp block are:

• Allows marketing team to simplify their journey-designing process
• Eliminates the redundancy of creating the same flows within multiple journeys by allowing users to jump from one journey to another if they meet certain conditions.
• Through personalized journeys, you can ensure customer retention and satisfaction.
• Avoids the complications of creating a complex journey in a single flow and thus simplifies creating hyper-personalized journeys.
• Avoids monotony creating similar flows within each journey separately and saves time.

Use Cases

Assume that a brand wants to give customers who spend more than 1000 rs in their store 500 bonus points and certain other incentives. If a customer spends more than 5000$ in Journey A, they will jump to Journey B (elite customers) which includes customers that have a free membership + incentives. The brand can include a Jump activity within their journey A that caters to the value of a transaction.

Configuring a jump block

1. Drag and drop the Jump block to end of the path on the journey canvas. Whenever a user reaches this block, they will be directed to a different journey as per the configuration in the Jump block.
2. Click on the Jump block in the canvas.
3. In the Block name text box, enter a name for the block.
4. From the drop-down, select the desired existing journey. You can also use the search box and search for a particular journey. You can click on the info icon and view the summary of the selected journey
5. Click Done

6. To view a summary of the added journey, click on the info icon below the Jump block. The summary block displays the entry trigger and duration of the journey.

7. Once the wait block is added to the canvas, click on the delete icon to remove the block or click on the setting icon to edit the block.