Journey Playbook Screen with Personas
- Ben Clark
The Journey Playbook screen allows you to see and edit your Journey Playbooks.
Journey Playbook Example
Playbook Details
When you first enter a Journey Playbook a panel slides in that highlights:
Journey Playbook name: Your Journey Playbook name, what the Journey symbolises – this can be changed at any time.
Classification
Description
The automatic slide in can be turned on or off through the Auto-Open Page function in on the setting section in the ribbon bar.
This panel can be opened at any time by clicking on the information icon in the ribbon bar.
Journey Playbook Ribbon Bar
A Journey Playbook is a collection of milestones and steps linked to a journey name:
Add Milestone: Adds a new milestone to the far-right hand side of the Journey Playbook canvas. Milestones can be inserted at other locations using the add button within the existing milsteones on journey playbook canvas
Delete: Allows the Journey Playbook to be deleted. the user can choose to delete all the steps or have them transfered to a different Milestone.
Saving: The Journey Playbook screen will automatically save as you work. Where multiple changes take place in succession it will wait for a suitable pause and then save at that point. The saving icon shows when it is saving and confirms a successful save.
Redo / Undo: Your changes to the Journey Playbook can be undone or redone.
Personas - See below.
Personas
Personas enable you to selectively filter the steps in the Journey Playbook based on one or more personas. When the chosen personas align with the personas specified in the steps, the border of the associated steps will expand and darken, indicating that they are included in the filter. This enables you ata glance to see which steps specifically affect a given persona whilst still understanding the full flow of the journey.
Milestones
Milestones represent the broad stages your customers will go through that mark a significant stage of progress as part of their Journey. Examples includes Awareness, Research, Purchase, Follow-up, Support, Meeting or Test Drive.
It is expected that the milestones are created in order with the first milestones on the far left and the final milestones placed on the right. The journey therefore flows from the left to the right.
It is likely, but not mandated that your customers will go through each milestone before moving unto the next milestone. For example, your customers need to be aware of who you are before they can purchase from you.
Adding and Deleting Milestones
Adding Milestones
The initial view for a new Journey Playbook has a single untitled milestone containing a single placeholder step.
New milestones can be added to the far-right hand side of the Journey Playbook by clicking on the “Add milestone” icon on the ribbon bar.
Milestones can also be inserted at other locations in the journey using the add button on the milestone.
Each milestone has a name at the top that can be changed at any time.
Where the number of milestones increases beyond the width of the screen a scroll bar allows you to scroll to the right to see later milestones.
Milestones are moveable. If it’s not in the correct location you can drag it to the right place. Click and hold the multi-dot tab at the top of the milestone and drag to the new location in the journey.
Deleting Milestones
Clicking on the delete button at the top of the milestone pops up a dialogue asking if you would like to delete the milestone and transfer the steps within it or to delete the milestone including the steps.
If you choose to move the steps and delete, a popup dialogue will show the current milestones. Select a milestone for the steps. Once selected it will transfer the steps and delete the original milestone.
If the milestone contains no steps it will delete immediately.
Adding Steps and Placeholders
A step (journey step) is an action or activity a customer may do in the journey, or an action of activity you are doing (or plan to do) to influence the journey.
Let’s split these into Customer Actions and Internal Actions.
A Customer Action may be to:
“View a TV advert”.
“Read Direct mail”
“Enter Store”
“Read Email”
“Click through to personalised offers through email”
“Try on clothes”
“Renew”
An Internal Action may be to:
“Send Renewal email”
“Call through outbound call centre”
“Adverts on Channel 4”
“POS email collection”
etc
It’s important to note that the journey steps include customer actions where it is not possible to track or influence them using Alterian CX. The Journey Playbook is the only place these steps are highlighted as part of the bigger picture.
The combination of customer actions and the internal actions make up the journey.
Not every customer or prospect will go through each step, some will, and therefore you need to plan how this step is met by the Internal actions and whether the customer action could be positively influenced by the Internal actions.
The add icon at the top of the milestone allows you to add placeholders and steps into the milestone.
Step Configuration
When you add a step to a milestone it will automatically appear below any existing steps and placeholders. A step details slide in panel appears.
Each step contains the following items:
Name: This highlights the customer or internal action this step represents and will identify itself within the milestone.
Step Type: Internal (Brand initiated task or action step) or customer
State: What state this step is currently in.
If the step action does not yet exist but you think it should be added, select “Proposed” indicating a step you think should be included in the journey.
If the step action has been agreed to be added, select “to do” indicating a step ready to be included in the journey.
Once the step is live change the state to live indicating this step is not in production.
The state details show on the journey playbook home page providing a clear way to indicate “tasks” that can be picked up by the CX team.
Satisfaction: Where on the satisfaction scale for a user this step sits ranging from terrible to brilliant. For customer action steps this indicates the how well you as a brand are facilitating that action. For internal actions it indicates how well you perceive you are meeting the CX requirement.
Personas: Shows the Personas mapped to this step. If no personas are shown clicking on this option will open a selection box that shows the available personas allowing one or more to be selected. The Persona icons selected and therefore associated with the step show on the step itself.
Description: More detail on what action this step is highlighting. It may talk about the feelings of the person at this step in the journey or highlight which email is being sent out. Anything really that adds useful depth to the purpose of the step.
Icon: Used to visually indicate the action occurring within this step.
The chosen Icon shows on the step.
The colour chosen for the Icon background will also show on the step background. This allows the user to group like steps togather. For example light blue for email campaigns.
Linked Resources
Steps often provide a specific action or require a specific Rule or integration to work. Here you can link resources to the step to highlight what you have created to answer the steps requirements.
You can link Templates, Rules, Dashboards or Journey Analytics. You can link only one type or add a mixture if required.
Linked Steps
Certain steps naturally sit together. Use linked steps to nest these together within a single step. Click on any step and the “Add Step” dialogue will pop-up allowing you to create a linked step.
These linked steps sit nested within a single step, but they're editable in the same manner as a standard step.
Placeholders
The journey flows from the left to the right. You may want to visually align steps following the same path or channel.
Placeholders can be used to pad out the columns moving steps up or down allowing them to be aligned.
Clicking on placeholder allows you to convert it into a step add linked step or delete it.