Journey request process - Lisa Caroselli (Director of Enterprise CRM at Johnson & Wales University)

 Journey request process

Seeking advice on an enhanced process. We manage email requests with a formstack form to help elicit what the users want. We’d like to transition to talking and collecting marketing cloud journey requests; I feel like that is a growing need and more complicated to support. we are trying to encourage user areas to come up with a strategy for their customer journeys, but often we just receive peace mail requests. This often causes a lot of rework and doesn’t really allow us to leverage the marketing cloud the way it is intended. Would love to hear from folks in this channel on what they recommend for not only partnering with user areas on creating a robust customer journey but what types of documents are created to communicate and support the build-out?


Mateusz Dąbrowski

The key would be to understand why they often go for the current option, as it will help you understand what you should focus on to improve the tool's usage.

1. If it is because they don't know the other options - you could prepare a playbook showcasing possible popular customer journeys with the use cases they cover and benefits so that they can pick and choose like in a menu from a restaurant.

2. If it is because they don't have time to prepare more detailed requests - you could prepare recommended content or showcase how easily they can reuse content. Testing generative AI for the initial content that a human can then polish might also be a valid approach. 

3. If it is because they don't believe that all this effort is worth added work over spray-and-pray - showcasing data from the market and recommending a/b tests might help bring a bit of science to the decisions. 

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