Customer-led Journeys Just Became a Reality

Customer-led Journeys Just Became a Reality

Brands that try to manually automate customer journeys have long been proven to fall behind

Self-Optimising Journeys are the only way to ensure future-proof individualised journeys. Learn more, and see how you can get it, too.

Earlier today, we announced the general availability of Optimove’s Self-Optimising Journeys—a promise that began over a year ago, and today is finally a reality.

Self-Optimising Journeys are the first-ever AI-powered solution that autonomously determines the next-best-communication for each individual customer, at any given time, based on what will create the greatest impact on their customer lifetime value.

Also read: Tech-Driven Consumer Appetite for Digital is Reshaping Retail’s Next Normal

With Self-Optimising Journeys, marketers no longer need to face the burdensome task of determining which communications to prioritise over which, or which sequence of communications might comprise the optimal customer journey.

Self-Optimising Journeys identify all the campaigns each customer is eligible for, at a given point in time, evaluate all journey possibilities, response probabilities, and potential impact on customer lifetime value – to determine, and serve, the next-best-action for each customer, always.

Why is this news?

For all the CRM marketers out there (or anyone else obsessed with the customer journey and experience optimisation), this is refreshing news.

Brands that try to manually automate and blueprint customer journeys have long been proven to fall behind, both in direct results and in customer experience. Most vendors try to solve this challenge by creating algorithms that sanctify engagement or other short-term goals, such as a conversion.

However, these approaches fall short in helping brands create long-term, adaptive programs that ensure viability over time.

Self-Optimising Journeys are the only way to ensure future-proof individualised journeys, that autonomously adapt based on each customer’s characteristics and behaviours, effectively allowing customers to ‘plot their own journey’ and optimise their experience, resulting in customer lifetime value maximisation.

Does this actually work?

With the understanding that to reach widespread adoption of such capability, some proof is needed, we went ahead and put things to the test.

Since late 2019, our Self-Optimising Journeys have been deployed and tested, under the radar, as part of a quiet Beta launch. They were used (and pushed to the max) by more than 80 brands. And now we are able to proudly say to the world that “the proof is in the pudding.”

Here are selected results from the Self-Optimising Journeys’ Beta:

  • 37.4x (not a typo) higher uplift per customer, compared to manually prioritised campaigns
  • 46% (in words, forty-six) increase in total uplift when compared to manually prioritised campaigns
  • 55% of brands in the Beta program showed high adoption rates while orchestrating 30% or more of their campaigns with Self-Optimising Journeys
  • 450K autonomous campaign allocations were made on an average week during the Beta phase

Also read: Alteryx Acquires Machine Learning Startup, Feature Labs

But why take our word for it?

VP Customer Engagement at Deezer, Yoav Banai, said it best in our official announcement this morning: “Optimove’s Self-Optimising Journeys help us make sure that our users always receive relevant and engaging campaigns.” 

“Since implementing [Self-Optimizing Journeys], we’ve seen higher engagement levels and better overall performance for our campaigns. Additionally, our team has been able to save time on campaign execution.”

Where can I learn more?

If you’re an Optimove user, you already have it! Read all you need to know in this Optimove Academy article.

If you are one of them CRM marketers that still aren’t using Optimove and are struggling with creating customer-led journeys, a good first step would be to learn about Self-Optimizing Journeys—go ahead and download this 4-pager. Or skip that and just set up a call with one of our experts.