Coordinate messages, timing, and decisions across a customer journey, using observed actions to branch experiences while maintaining clear entry criteria, exit rules, and communication limits.
Coordinate communication around a shared journey objective.
Purposeful Entry
Define audience eligibility and entry triggers so each journey starts from an explicit customer action or business context.
Start with the customer action or business condition that makes a journey useful. Choose an appropriate scheduled, event-based or API-triggered entry and verify the target audience at that point. Document reentry behavior so repeated activity does not create unintended parallel experiences, and test customers who qualify near the edge of an eligibility rule.
Responsive Paths
Branch journeys using observed actions and evaluation windows, allowing customer behavior to influence which message comes next.
Route people according to relevant actions or current audience conditions, using an evaluation window that matches the decision. Decide what happens when several actions qualify and where people go when none does. An action-based path can react to behavior during its window; an attribute-based audience path answers a different question.
Controlled Timing
Use deliberate delays, reentry rules, and communication limits to coordinate contact without overwhelming people across competing journeys.
Coordinate delays, quiet hours and frequency limits across the journeys a person could receive. Define which rules suppress a message and which postpone it, then check the supported channels and exclusions. A local journey schedule is only one part of contact pressure; review competing programs before treating its timing as appropriate.
Journey orchestration connects eligibility, timing, branches and exits around a defined objective. Each step should have a reason to exist, a rule for deciding who advances and a clear response when customer circumstances change.
