Salesforce Journey Builder allows you to build journeys that include all the interactions customers have with your company in real-time based on triggered actions. These journeys can address specific actions taken by the customer to accomplish a goal. More importantly, mapping out customer journeys allows you to proactively adjust course for current and predicted behaviours as customers go through the decision process. By understanding how and why individual customers interact with your website, app, social media or email, you can readily identify customers’ pain points, and opportunities – affording you the opportunity to actively address them. This understanding and adaptability will allow companies, like financial institutions, to prioritize customer needs as they change while managing cross-functional interactions.

Let’s visit an example for insurance claims. In this scenario, a customer’s house is flooded and the damage is severe. The client calls the insurer’s claims line, and the insurer puts them up in temporary lodgings while the damage to their home is addressed.  Without customer journeys in place, the insurer may continue to contact that customer with cross-sell or up-sell marketing messages – which makes the insurer appear unempathetic to the client’s current circumstances. With a properly implemented claims journey built in Salesforce Journey Builder, as soon as the customer calls the insurer’s claims line, they’re automatically moved into a claims journey, and all other marketing communications are put on hold, until that claims journey is complete.