[Update] Analyze and Optimize your Customer Journeys with Flows Visualization and Versioning

  • UPDATED: 20 July 2023
  • 6 min read
Reading Time: 6 minutes

Today’s consumers expect great personalization from the brands they interact with. MoEngage’s Personalization Pulse Check report found that over 12% of consumers switch brands when they receive irrelevant communication.

To keep communication relevant and create better experiences, marketers and product managers need to stay in touch with customer journeys. MoEngage Flows, our customer journey orchestration platform, enables you to build journeys that cover every aspect of the lifecycle and deliver personalized experiences to each customer. Flows simplifies campaign creation and management via automated customer journeys and gives you clear insights about what works and what doesn’t.

We’re excited to share two new additions to MoEnage Flows: Visualization and Versioning. These features will help you analyze and optimize your customer journeys more granularly than ever before. Let’s take a deeper look!

What’s New

The new Flows Visualization and Versioning will help you optimize your Flows to create better experiences for your customers.

You can step into any customer’s metaphorical shoes to understand the journey from their point of view. You can also experiment with different Flow setups and analyze the performance of each one. This will increase your efficiency and help you make the most out of your MoEngage setup.

Flows Visualization

What is Flows Visualization?

This is a gif showing how Flows Visualization works

With Flows Visualization, you can pick any customer and visualize the path they have taken in your planned customer journey. This will help you understand any gaps they’re facing, or figure out why they’re receiving campaigns in a particular order.

By viewing real-time information about how each customer engages with your campaign, you can validate your campaign ideas and perform root-cause analysis for any problematic or underperforming Flows.

This feature helps you answer questions such as:

  • Why did some customers not qualify for a Flow?
  • Why did a customer receive a Flow campaign when they shouldn’t have?

You can shadow customer journeys, i.e., follow the path taken by any individual to see first-hand the reasons for churn rather than making assumptions about what they could be. You can check whether Flow settings such as entry criteria, triggers, and scheduling work as expected.

Flows visualization gives you a real-time view of individual customer behavior. You don’t have to rely on any assumptions about the performance of a Flow, and you can quickly understand what changes need to be made. You can also confidently create multi-channel customer journeys, a strategy often avoided because of the associated complexity.

How Does it Help?

This is an image of the benefits of Flows Visualization

When you’re analyzing your published campaigns, the macro-data of the customer journey can help you understand the campaign’s performance and trends to one extent. But for more thorough analyses, you’ll need to look at individual customers’ data to figure out how they reacted to campaigns and the next steps they’ve taken.

By stepping into the customer’s metaphorical shoes, you can gain a whole new perspective on the campaign from the customer’s point of view. This helps you identify patterns that cause churn and find its root cause.

Suppose you know that there is a particular customer who isn’t receiving campaigns or a group of customers who are receiving irrelevant campaigns. In that case, you can analyze the reason using Flows Visualization. Based on these analyses, you can figure out whether a campaign is performing as it is meant to, and whether your intended audience is receiving your campaigns.

Benefits for Your Brand

With the new Flows Visualization, you can:

  1. Unlock crystal-clear clarity
    Get a view of any Flow under the hood, and better understand how customers engage with your campaigns and Flows.
  2. Debug on the go
    Identify the gaps in a published Flow through an in-depth and real-time view of customer behavior.
  3. Say goodbye to assumptions
    When a Flow doesn’t perform as expected, you can leverage Flows Visualization to understand the reason rather than relying on assumptions about customer behavior.
  4. Improve operational efficiency
    Troubleshoot your customer journeys as and when any issues crop up without relying on customer support teams. This decreased resolution time directly translates into improved operational efficiency.

Once you’ve identified issues and areas of improvement for a particular Flow, you can leverage our next new capability — Versioning — to deploy it and improve your campaigns.

Flows Versioning

What is Flows Versioning?

This is an image describing what Flows Versioning means

You no longer need to create a new Flow or duplicate an existing one to make changes to a published Flow. With Flows Versioning, you can edit published Flows by adding/removing/changing elements, parameters, and configurations and publish these as a new “version” of the Flow.

This increases your efficiency when experimenting with multiple customer journeys and declutters the whole process.

It also gives you clear insights into the performance of each version, allowing you to choose the best version.

How Does it Help?

Edit and experiment with your Flows
Flows Versioning lets you edit and experiment with customer journeys by quickly modifying customer paths and studying the reactions to each change.

Consolidated Flow Analytics
You can view the performance of multiple versions of your Flows from one place for a consolidated view.This is an image of Flows visualization and versioning clutter free analytics


Audit logs for more clarity on changes made
It’s very difficult to keep track of duplicated Flows owned by different teammates. With this new capability, you can see audit logs to see who has edited a particular Flow in the past, and also find out the exact changes each one has made.This is an image of Flows Visualization and Versioning audit logs

Benefits for Your Brand

With Flows Versioning, you can react much faster to your customer’s behavior. Your analysis of customer paths can lead to instant edits and improve the overall experience. It creates a positive impact on the number of customers who go through the Flow. Chances of drop-off are reduced with each improvement you make. You can also:

  1. Rapidly experiment, iterate, and improve
    You can run more experiments for each Flow and optimize every customer journey to deliver the best possible experience.
  2. Edit and optimize Flows with ease
    With Flows Versioning, you can make changes to any published Flows without duplicating or creating new Flows from scratch. These new versions can be published immediately or saved for later use.
  3. View clutter-free analytics
    This update gives you improved analytics and data on each Flow’s performance. This will help you make better decisions to improve and optimize your customer journeys.

How to Leverage Visualization and Versioning

Use Cases for Retail

Let’s say that a marketer at a retail brand is running an abandoned cart campaign, but conversions are very low. To understand why the campaign isn’t performing as expected, the marketer can use Flows Visualization to get a view under the hood and see how customers are engaging with and navigating the published Flow.

Based on the insights gained from this analysis, the marketer can decide what changes to make to the Flow to improve conversion rates. Assuming this is a campaign that relies only on one channel, the marketer decides to introduce multiple other channels to increase variety.

Using Flows Versioning, the marketer can create a new, optimized version of the Flow with a multi-channel approach. They can also add an A/B test to experiment and understand which channel performs better.

Once the new version is published, the marketer can understand customer behavior using Flows Visualization, and if any changes are required, make them via a third version. In this manner, marketers can continuously iterate, experiment, and optimize customer journeys.

Use Cases for Banking

Imagine a Fintech brand running an onboarding campaign, where the marketer realizes that many customers are dropping off without completing the Flow. This is directly hampering all related metrics, such as the acquisition rate. The marketer can then leverage Flows Visualization to put themselves in the customer’s shoes to understand how customers are engaging with the onboarding Flow. This will help them figure out why the onboarding Flow is leading to drop-offs.

Using Flow Visualization, the marketer is able to identify that drop-offs are occurring due to a personalization issue and low campaign delivery rates. They can now make changes to the onboarding Flow using Versioning. This updated version of the onboarding Flow will have better acquisition rates.

Towards Better Engagement

Flow Visualization and Versioning help you deliver a comfortable experience to maximize engagement and conversions. With the insights you get from individual customer paths using Flow Visualization, you can immediately implement changes to the customer journey using Flows Versioning.

This helps you deliver a personalized, hassle-free customer experience that goes a long way toward building loyalty.

Reach out to your CSM to get this enabled for you, or click here for a quick demo !