Forum Discussion
Communications journey mapping
Hi everyone!
I'm starting to work on a communications journey mapping gathering all the different automatic communications sent to our users.
Have any of you already done this work? As it's the first time I'm working on this, I'm looking for inspirations, especially on the way to visually present it to have a clear and detailed view. So far, I've found examples of customer journeys, but they weren't specific to the communications sent to the different segments.
I would be also very interested to know more about your feedbacks on this type of projects (like do's and don'ts, how you update it after...).
Thank you!
Maybe if we start little by little we can get something - the documents Braze sends help a lot (Such as Braze Inspiration Guide but yes sometimes they are missing client-related journeys that are a bit more specific.
we can use the Activation, Monetization, and Retention way to review.
Activation Campaigns:
Free Trial, App Ratings, Welcome, Message and Data Opt-In, Preferences, Paid Social, Onboarding, Abandoned Onboarding, Account Creation, App Download, Referrals, and from there we can add others
Monetization Campaigns:
Discount & Sales, Alternative Payment Options, Cart Abandonment, Upsell, Seasonal Promotions, Flash Sales / Limited Time Offers, Free to Paid Subscription, Subscription Renewal, Cross-Sell, Back in Stock / Price Drop and we can add from there.
Retention Campaigns:
New Products, Brand Values, General Education, App Update, Newsletter, Rewards & Perks, Continue-Your-Streak, Order Tracker / Fulfillment, Event Attendance, Loyalty Enrollment, Product Feedback / Net Promoter Score (NPS), Product Adoption, Urgent Communications, Milestones/Aniversary Campaigns, Lapsing User, Loyalty, Win-Back, Community Buildings, Content Recommendations, Gamification, Abandoned Intent, Social Activity Messaging, Year-In-Review, Value Demonstration Campaign and from there add on.
From there we can take the structure that "CanvasFlow_Activity_CanvasEssentials.pdf" has and work from there.
There was a tool recommended for journey mapping on 'old bonfire' - but I completely forget what it was and apparently didn't bookmark/note it anywhere either.
Shockingly unhelpful, sorry.
Will have a dig around and see if I can remember what was suggested.
I do think though that there's probably a balance between the documentation for yourself/team which will need all the details and soooo many screenshots - and what you then share more widely, which I'd suggest doesn't need to have the same level of detailThanks for your reply bob ! I take note on having different versions with different level of details depending on the person who reads the map.
For the tools, some people recommended Whimsical, Mural or Miro. I think I will go with one of those three. There are also Figma, Gitmind and Draw.io.
