Customer engagement platform provider Braze has released Canvas Flow, a new journey orchestration tool that enables brands to build personalised experiences across a variety of channels.
Being part of Braze’s no-code visual development platform Canvas, the new release brings an updated intuitive interface, along with real-time personalisation features, and versioning capabilities to keep tabs on journey adjustments.
Kevin Wang, SVP Product at Braze, said: “We believe the state-of-the-art for creating meaningful experiences has evolved. Braze Canvas Flow empowers marketers to create more creative customer journeys with a simple, easy-to-use tool.
“Canvas Flow helps brands get started faster, and build sophistication while expanding to a cross-channel strategy—allowing them to deliver the cohesive and personalized experiences that customers have come to expect.”
Catering to changing customer behaviours, the tool includes features such as Action Paths, Audience Paths, and Decision Split, enabling organisations to craft experiences based on criteria like contextual preferences, behaviours, and cross-channel interactions.
The new User Update Component lets brands streamline data capture by using data history to inform future segmentation, personalisation, and messaging.
To keep customer engagement consistent across all touchpoints, Canvas Flow unites cross-channel interactions to ensure relevant customer communications on their preferred channel, whether that is SMS, email, mobile, or web.
Before implementing changes into campaigns, brands can use Experiment Paths to test elements like the most effective channels or the frequency of messages.
Finally, marketers can use the tool to test, iterate, and optimise each customer journey to figure out what works and improve future campaign results.
CX Today has recently published a rundown of the Forrester Wave for Journey Orchestration Platforms for 2022.
