The year is coming to an end, but the Contactlab news keeps on coming! Today, we present two new Flow features, which will enable you to design and execute Customer Journeys that are even closer to your needs, and your customers’ expectations.

1. The CHECK step now extends to all Hub events

Why only automate customer journeys based on whether they open an email or click a link? With Flow, you can now use any Hub-based event to trigger the next step, as soon as it is added to a contact’s individual profile. It may result in sending an email or a text message, or perhaps activating a webhook to start, for instance, a push notification, or to communicate with an external app.

You can decide, for example, to send an email to a customer who has visited a page on your web site, or someone who added a product to their cart, but did not complete the order. You can even send a request to your warehouse to process the order, as soon as the purchase is concluded.

But that is not all that is new…

2. Create MULTIPATH journeys

When a particular event takes place, Flow now enables you to differentiate the paths a contact can follow, and the subsequent communications they will receive, based on pre-set conditions. 

But just what does that mean in practice? Imagine that customers who have been included in a journey because they satisfy the entry condition, now complete purchases on your e-commerce site. You can, for instance, decide to split the communication channels and the message content you send them, according to the product they purchased. For example, you can send a special offer e-mail when contacts buy product A, a reminder SMS for product B, and a push notification – by activating a webhook – for product C, and so on. And of course, you can still send a completely different message to contacts who do not complete a purchase at all.

After your contacts carry out defined activities, decide if, how and when to respond to them, with the most appropriate communications. Create diverse channels and messages within the same journey, while being confident that from today, you can define more than just two paths… enough, in fact, to effectively create differentiated journeys and truly personalized experiences.