The Flutter Customer Journeys
In this hands-on workshop session, we will be building a customized journey using the Adobe Experience Platform and it's native applications. The journey is designed to reflect the customer experience for Flutters Active Players, integrating key customer data and personalized touchpoints throughout the process.
Journey 1: Bet Placed
When a Player places a bet, we want to send further communication to them that's tailored to the outcome of their bet or the sports they are betting on. We will:
- Trigger a Journey that will wait 1 day, then check the status of the bet that a Player placed to check if the bet has settled, and whether they won or lost.
- After 24 hours the Player receives communication tailored to the status of their bet.
- If the player lost, or the bet hasn't yet settled, we will check the balance of the player.
- If the their balance is 0, we will send them a follow up email to deposit funds.
Key Journey Steps:
- Event: To trigger the player entry into the Journey when the place a bet.
- Wait Period: Includes a waiting period to allow event to take place before further actions are taken.
- Custom Action (Get Bet Details): Fetches the status of the bet to create personalized communications depending on the result.
- Conditional Check: To check the status of the bet they placed (win, lose, not-settled), and another to check the balance of the player.
- Email Notification: Sends an email to the selected customers, highlighting the bet result or the reminder to deposit funds.
Journey 2: Horse Racing Player Re-engagement
In our Horse Racing re-engagement Journey, we want to target customers identified as regular horse racing bettors who have not yet placed a bet for the upcoming races. The objective is to encourage these customers to engage by providing them with relevant race information and personalized offers through multiple touchpoints.
Key Journey Steps:
- Audience Selection: Identifies customers who are regular horse racing bettors but have not placed any bets for upcoming races.
- Conditional Check: Excludes customers who have already placed a bet, ensuring only potential bettors are targeted.
- Custom Action (Get Upcoming Races): Fetches the latest horse racing details to create personalized communications.
- Email Notification: Sends an email to the selected customers, highlighting the upcoming races and available offers.
- Web Personalization: Displays a personalized homepage banner for racing enthusiasts, enhancing the web experience.
- Wait Period: Includes a waiting period to allow customers time to engage before further actions are taken.
Journey 3: Boost Go-Live
In our Boost Go-live Journey, we want to:
- Send personalised communication to all Players that have a bet placed on a specific boosted event.
- We want to send the communication with the Boost goes live.
- This communication will be personalised with the details of the boosted event.
- If the Player does not engage with the communication about the boost event, we want to re-target them with an offer to incentivise them to bet on the next events. This communication will be delivered via their preferred channel.
Key Steps for Building the Journey:
- Audience Creation: We will define the target audience using data from customer profiles, to ensure the journey reaches the right individuals; in the workshop example this is all Players with an active bet.
- Event/Action Configuration: We will set up key triggers and actions within the customer journey, such as the Trigger for the boost event, email opens, or actions to notify CPP of the relevant promotion/offer to be credited.
- Offer Creation: We will develop tailored offers for users based on their interactions, preferences, and value tier in the journey.
- Content Creation: We will compose Email and Push messages with relevant content for the customers, some of which will be generated using AI.
- Journey Testing: After building out the core elements, we will test the customer journey to ensure seamless orchestration, allowing you to fine-tune the experience before launch.