SAS for Customer Journey Building and Design

[#1]

A customer journey in its purest form represents a series of brand-orchestrated connected experiences addressing customer desires and needs — whether that be completing a desired task or traversing the end-to-end journey from prospect to customer to loyal advocate. When you reflect on this, the customer experience is the totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.

SAS is frequently requested by our customers/prospects and challenged by the analyst community to showcase how we help marketers design and manage journeys. This tends to involve:

• Audience segmentation.
• Creation, management and planning of the timing/sequencing of a diverse set of channels/touchpoints.
• Accommodating both new and in-progress campaigns.

Image 1: Personalization Strategies

Objectively, SAS strives to enable marketers to provide a mutual value exchange on digital channels across the full customer journey by optimizing orchestration capabilities and using customer-directed engagement models to guide personalization strategies. The intent is to provide increasing customer lifetime value (LTV), progressive returns on engagement, more personalized interactions, and sophisticated orchestration across the customer's end-to-end journey. It is well recognized every brand is striving to prove the value of martech in a volatile business environment, connecting marketing and customer outcomes, implemented through increased usage of journey orchestration technologies. 

With that said, let's keep the reading to a minimum, and introduce the demo video below. Here is a quick preview:

• SAS Customer Intelligence 360 will be used to demonstrate customer journey design capabilities, showcasing support for multiple customer-directed engagement strategies.
• The exemplified journey incorporates a variety of channels/touchpoints, including email, web, mobile, social and external CRM systems.
• Key features which will be showcased include libraries of trigger-based journeys, node controls, content and offers, testing/experimentation, and journey versioning.

We look forward to what the future brings in our development process – as we enable marketing technology users to access all of the most recent SAS customer data management and analytical developments. Learn more about how SAS can be applied for customer analytics, journey personalization and integrated marketing here.