Overview

Building blocks of a journey are the core components that helps you to design and manage customer journeys. Each block serves a specific purpose whether it’s sending communications, controlling flow, or triggering actions to help you create dynamic and personalized engagement experiences.

Engagement Building Blocks

Block Name	Purpose	When to Use	Example / Use Case
Engagement (SMS, Email, M-Push, WhatsApp, Zalo, Line, Viber)	To communicate offers, updates, or promotions using various channels within a journey.	When you want to engage customers through a preferred communication channel and optionally include incentives.	A brand includes customers with a transaction value above $10,000 and sends an SMS highlighting special discounts.
A/B Testing	To identify which version of a message (creative, incentive, or channel) performs best based on KPIs.	When you want to experiment with up to three message variants and optimize engagement performance.	A brand tests two email subject lines (“Save Big Today!” vs. “Limited-Time Offer Inside!”) for a holiday campaign to find which one drives higher click-through rates.

Flow Control Building Blocks

Block Name	Purpose	When to Use	Example / Use Case
Time-based Wait	To control when the next step of a journey is executed, ensuring timely engagement and compliance.	When you want to delay communication to reach customers during peak activity or on specific days.	A brand sends communications only on weekends when engagement is highest, or on specific weekdays to comply with regulations.
Event-based Wait	To personalize the journey based on customer actions or behaviours.	When subsequent steps depend on customer activity, such as purchases or clicks.	Wait for 30 days for a ₹5000 purchase; if completed, issue a coupon, else send a follow-up offer.
Join	To simplify journey design and maintain continuity after different paths.	When multiple paths need to converge to a common follow-up action or engagement.	A brand sends SMS and coupon via separate paths, waits for 10 days, then joins paths to re-engage inactive users.
Decision Split	To create personalized journeys based on loyalty status, behaviour, or other attributes.	When you need to send relevant messages to different customer segments.	Send birthday offers to eligible customers or festival offers based on regional celebrations.
Random Split	To test different strategies, incentives, or content on random groups.	When you want to compare performance of different offers or engagement methods.	Path A offers a discount coupon; Path B offers loyalty points. The brand later compares redemption and engagement metrics.

Action Building Blocks

Block Name	Purpose	When to Use	Example / Use Case
Jump	To reuse existing journeys and simplify complex flows.	When a customer meeting specific criteria should continue to another journey.	A customer who spends more than $500 in Journey A jumps to Journey B for elite membership and rewards.
Issue Incentive	To reward customers silently without message clutter.	When you want to grant incentives without triggering notifications.	A brand automatically issues loyalty points or a badge after a milestone is met.
Webhook	To send or receive real-time data from third-party applications.	When an external system must be updated or triggered as part of the journey.	Trigger external coupon vendor to issue codes post-purchase.