Steps: The Building Blocks of a Journey

Steps define the flow of every Journey. Each step represents a key action or decision point that moves a customer forward, whether it's entering the Journey, receiving a message, waiting based on timing or behavior, or exiting after completion.

By combining different types of steps, you can create personalized Journeys that respond in real time or follow a scheduled sequence. Each step is independently configurable, giving you the flexibility to fine-tune the experience. For example, a Wait Step might be used multiple times within the same Journey, each with different time intervals, to control the pacing of customer communications.

This article covers the core step types you'll use in Journey design:

• Start: Entry point that determines how a customer enters the Journey.

• Decision: Branches the Journey based on customer behavior or data.

• Countdown: Sends a message based on a target date or time.

• Wait: Delays the next step based on a time interval or event.

• Wait Until: Pauses the Journey until a specific time, date, or condition is met.

• A/B Split: Lets you divide your audience across multiple paths to test different experiences or strategies.

• Send: Triggers a message, such as an email, push notification, or SMS.

• Update Journey: Listens to customer behavior and moves the customer to a new path

• Update Profile: Modifies a field or updates customer data when they are through a Journey, to enrich the customer record

• Send to List: Sends any customer specific data obtained during the execution of the Journey to Cheetah Digital database tables

• Exit: Removes a customer from the Journey when the goal is complete.

Use steps to organize and control the customer experience ensuring every Journey is intentional, relevant, and results-driven.