Salesforce.com has released Journey Builder for Apps, a solution that enables personalized customer journeys directly from mobile apps, connecting the company’s CRM platform to the customer journey across sales, service, marketing and communities.
Journey Builder for Apps connects customer journeys to apps, products and locations—from driving downloads with personalized emails, mobile messages or ads to building new customer relationships by communicating 1:1 in-app or through a connected device. Companies can now map out customer journeys with simple, intuitive Journey Maps, and then activate those journeys inside mobile apps and across any digital channel with a single click. Journeys can be triggered by any interaction with the app and users will receive personalized communications based on choices they make and actions they take in apps, on Web sites, or through any other digital interaction with a brand.
In a separate announcement Salesforce.com has released a new tool set for its cloud-based developer platform, Heroku---Heroku Button, Heroku Dashboard + Metrics and Heroku Postgres DbX.
Journey Builder for Apps has features that:
- Drive app downloads and engagement—Marketers can drive multichannel marketing across channels like email and social advertising to drive app downloads, create mobile notifications to drive app adoption and publish targeted in-app content to drive deeper app engagement.
- Build journeys fast with Journey Templates—Pre-built journeys help companies boost app downloads, on-board new app users with a great first experience, increase app engagement with personalized content and optimize customer engagement with analytics.
- Connect apps to any customer interaction—Automated triggers can publish new content based upon the context of the customer, including updated loyalty program data or recent app usage. In addition, companies can set up wait times, decision splits and custom triggers that leverage real-time data across sales, marketing, service and communities.
- Connect locations and products to the journey—Customer journeys can also be triggered based on data from geo-fencing, beacons and wearable devices. The Journey Builder for Apps SDK and Salesforce1 Platform service Heroku offers easy ways for companies to integrate connected spaces and products into their apps.
- Build, scale and deploy engaging, transformational apps—Heroku DX provides companies and their developers with a single end-to-end platform for building engaging apps that utilize Journey Builder for Apps. Heroku DX's new Dashboard + Metrics, database analytics and Heroku Button allow developers to create the next wave of engaging mobile apps faster and easier.
Service agents can now engage with customers based on real-time triggers from an app to deliver personalized 1:1 customer service and guide the customer to the next step of their the journey. For example, when a customer support case is closed in the Service Cloud, it can trigger a request for the customer to rate the service experience. If the consumer rates the customer experience above a certain score, it can prompt them to leave a review on the company's Web site or on Yelp.
Sales promotions and offers can also be shared with customers based on triggers such as an abandoned shopping cart, achieving a milestone or viewing specific content. If a customer views the same sweater on an app multiple times, a trigger can initiate a message with a targeted discount to encourage the purchase.
Communities can also now become part of a customer journey. For example, when a runner achieves a goal, a trigger within Journey Builder can be initiated directly from a wearable device, inviting the customer to join new competitive running groups. Separately, Salesforce.com announced new Community Templates for marketers today. With Community Templates, business users can quickly launch new community pages that personalize content for each user while delivering a mobile-optimized experience.