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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to technology partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/technology-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to front" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/technology-partners/front">Front</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/technology-partners"},{"@type":"ListItem","position":2,"name":"Front","item":"https://www.braze.com/partners/technology-partners/front"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Front" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd317a705d03e738ef1f9d63e06c8e44700e544b2-551x180.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd317a705d03e738ef1f9d63e06c8e44700e544b2-551x180.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd317a705d03e738ef1f9d63e06c8e44700e544b2-551x180.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Front</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full 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We’ve reimagined the help desk for real-time team collaboration across every customer communication channel, then powered it up with AI and automation to resolve issues and help teams work faster. Customers get exceptional service whether they’re looking for a simple, instant answer, or personalized help on their most complex issues — and you get the analytics and insights your business needs to optimize your customer experience.</p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p><strong>Front + Braze: Unified Customer Journeys, Boosted Engagement</strong></p><p>Front and Braze integrate to streamline your customer interactions across channels (email, chat, SMS), so you can delight your customers at every touchpoint.</p><p>With Braze, you can personalize customer journeys with targeted SMS campaigns and streamline workflows with automated communication based on customer actions. In Front’s omnichannel customer service platform, agents can reply first, quote fast, and win more thanks to powerful AI productivity features.</p><p>With Front and Braze, companies get seamless lead handoffs, proactive customer engagement, and data-driven insights that minimize churn and boost conversions.</p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 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aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="What Black Friday and Cyber Monday 2024 tell us about how brands are evolving" href="/resources/articles/black-friday-cyber-monday-trends-2024"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="What Black Friday and Cyber Monday 2024 tell us about how brands are evolving" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">7<!-- --> min read</span></div><h4 class="text-display-xs font-bold">What Black Friday and Cyber Monday 2024 tell us about how brands are evolving</h4><span class="text-sm font-bold text-gray-500">December 05, 2024</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Broken vs. Brilliant: Transforming the Digital Customer Experience" href="/resources/articles/broken-brilliant-digital-customer-experiences"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Broken vs. Brilliant: Transforming the Digital Customer Experience" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5804d410eb733bc16bcd80ae0ca29876a262d50e-2400x1600.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5804d410eb733bc16bcd80ae0ca29876a262d50e-2400x1600.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5804d410eb733bc16bcd80ae0ca29876a262d50e-2400x1600.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">16<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Broken vs. Brilliant: Transforming the Digital Customer Experience</h4><span class="text-sm font-bold text-gray-500">September 27, 2024</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3]" href="/get-started">Get Started</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze Works</a></div></div></div></div></section><!--/$--></main><footer class="bg-gradient-to-b from-transparent to-rgba"><div class="container flex flex-col items-start gap-10 px-8 py-24 md:px-24"><div class="flex flex-col items-start gap-6"><div class="text-[24px] font-extrabold leading-[110%] tracking-[-0.96px] text-gray-900 sm:text-[48px]"><p>Braze.<br/>Be Absolutely<br/>Engaging.™</p></div><div class="flex flex-row items-end gap-6"><a href="https://www.instagram.com/braze/"><img alt="Discord" loading="lazy" width="24" height="24" decoding="async" data-nimg="1" 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While many welcome saving money on gifts, for others, it makes the holiday period feel like a marathon of spending and commercialisation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5df15910d298\",\"_type\":\"block\",\"children\":[{\"_key\":\"4398f1017a9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"So what can brands do to be sensitive to these diverse viewpoints, stay front of mind, and create genuine customer connections this holiday season and beyond?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7547e6b3cefd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7391317cd31e\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Braze users, the good news is that you’re already equipped to make and maintain more meaningful connections. For everyone else, these evergreen customer engagement tactics offer a head start on the next holiday season. 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When 21% of people feel frustrated by excessive messaging, there’s a risk of disengagement and unsubscribes. 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Acknowledging this can strengthen trust by showing emotional intelligence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e01daa4654c\",\"_type\":\"block\",\"children\":[{\"_key\":\"53869d905246\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use empathy to recognise the challenges of the season\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a7a64c91de8\",\"_type\":\"block\",\"children\":[{\"_key\":\"84470f2df5b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Acknowledge that joy comes in different shapes and sizes\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf2918835eb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9821d0dedb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Encourage social connection within the community\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d210963e89d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd204e33690f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts: engage EVERY customer this holiday season\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d9dcf35bdca\",\"_type\":\"block\",\"children\":[{\"_key\":\"0be312cfc3ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"For many, the UK holiday season is a slog, not a season; marked by financial pressure and emotional strain as much as joy and cheer. 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See how we did it and maintained a 100% uptime. \"},{\"_key\":\"d80ac021ade6\",\"_type\":\"span\",\"marks\":[\"5059b0fb24d8\"],\"text\":\"Read the blog today\"},{\"_key\":\"b6ba07071273\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"5059b0fb24d8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-trends-2025\"}],\"style\":\"normal\"},{\"_key\":\"30ca63aad5f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"56185e43ae93\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2cef3d7b2f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba6b3ae1ca8c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df192dd35be4\",\"_type\":\"block\",\"children\":[{\"_key\":\"58a1fa87f0a5\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/9b5bf3c51392993e95182cfc5f5eb9d1c6186b9a-3840x2160.png\",\"publishedDate\":\"2025-12-05T18:09:00.000Z\",\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-66acfedd2982d2dda88cb06fd4908971c1baf0ba-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Against a backdrop of rising costs and relentless campaigning, one-note holiday messaging can feel out of touch. Here’s why—and how—to personalize your messaging for genuine connection this holiday season, from Black Friday to the January sales.\",\"pageTitle\":\"How to overcome messaging fatigue this holiday season | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"uk-holiday-message-fatigue\"}},\"title\":\"How to overcome messaging fatigue this holiday season \"},{\"_id\":\"1bd0359f-9885-4b57-8907-fc0e2edc4b32\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"6c66d74fcd69\",\"_type\":\"block\",\"children\":[{\"_key\":\"77d965145756\",\"_type\":\"span\",\"marks\":[\"64256f43c975\"],\"text\":\"AI decisioning\"},{\"_key\":\"07115f6f443e\",\"_type\":\"span\",\"marks\":[],\"text\":\" enables companies to create personalized marketing that’s dynamic and responsive to each individual customer’s activity, preferences, interests, and behavior, in the moment. Leading brands are using the Braze AI decisioning solution, \"},{\"_key\":\"72aa766cb986\",\"_type\":\"span\",\"marks\":[\"147aa8b3e4d3\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"9b3aa2dfe2fd\",\"_type\":\"span\",\"marks\":[],\"text\":\", to personalize experiences, presenting the best information, offers, and recommendations based on consumers’ unique behaviors and interests.\"}],\"markDefs\":[{\"_key\":\"64256f43c975\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning\"},{\"_key\":\"147aa8b3e4d3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"171fd0eb57d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c3390d19671\",\"_type\":\"span\",\"marks\":[],\"text\":\"Companies that successfully implement our AI decisioning capabilities can deliver more impactful campaigns, reach the right customers with the right messages at the right time, and achieve sizable gains in their most important business KPIs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a45a960e1a0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"52003f0110ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"One global leader that’s been an early adopter of AI decisioning is Yum! Brands. It’s the world’s largest restaurant company with over 62,000 locations globally, whose iconic brands include KFC, Taco Bell, Pizza Hut and Habit Burger \u0026 Grill. This year alone, Yum! Brands has used AI decisioning across 200 million interactions and eight different marketing use cases, and the results speak for themselves: The company has seen up to a 2.6X uplift in incremental impact in transactions per customer since implementing BrazeAI Decisioning Studio.™\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c686923dfbc3\",\"_type\":\"block\",\"children\":[{\"_key\":\"78a88eb94a59\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ll show you the crawl-walk-run approach that’s helping Yum! Brands and other organizations unlock success with AI decisioning. But first, let’s get a quick overview on how AI decisioning is reshaping marketing and how to prepare to use AI decisioning in your marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2d43a5381c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"af837510bfc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understanding AI decisioning\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f6009bc8832c\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc569b2a9042\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning uses a type of machine learning known as \"},{\"_key\":\"71493c329a45\",\"_type\":\"span\",\"marks\":[\"204a623657d1\"],\"text\":\"reinforcement learning\"},{\"_key\":\"13b50f591fe6\",\"_type\":\"span\",\"marks\":[],\"text\":\" to take the work out of personalization for marketers, improve the overall experience for customers at the 1:1 level, and deliver better results—specifically for the metrics you want to maximize.\"}],\"markDefs\":[{\"_key\":\"204a623657d1\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/reinforcement-learning-fundamentals\"}],\"style\":\"normal\"},{\"_key\":\"3f0d115dc0be\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7f8e0314fcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"It pulls data from your systems (e.g. data warehouses and CDPs) and uses these insights to automate the process of selecting the right marketing campaign variables for each individual recipient. For instance, the exact offer, image, copy, channel, send day, and send time that are most likely to influence a desired outcome, such as becoming a member, subscriber, or donor.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7069d9724fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"c76e361ac1e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preparing for AI decisioning\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"19c4d486e856\",\"_type\":\"block\",\"children\":[{\"_key\":\"19eb48b3de46\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are a few important steps brands need to take to be ready to use AI decisioning. Interested in digging a little deeper? Here are some tips for getting started from \"},{\"_key\":\"2d20ea737575\",\"_type\":\"span\",\"marks\":[\"80781666a183\"],\"text\":\"George Khachatryan\"},{\"_key\":\"9552a5a1da1d\",\"_type\":\"span\",\"marks\":[],\"text\":\", VP, Head of AI Decisioning at Braze; \"},{\"_key\":\"81a01570a02a\",\"_type\":\"span\",\"marks\":[\"d64e84875223\"],\"text\":\"Cameron Davies\"},{\"_key\":\"faff124fd89d\",\"_type\":\"span\",\"marks\":[],\"text\":\", Chief Data Officer at Yum! Brands; and \"},{\"_key\":\"8f44abd95dab\",\"_type\":\"span\",\"marks\":[\"60f57ab3edd9\"],\"text\":\"Nathaniel Rounds\"},{\"_key\":\"778d499a0af6\",\"_type\":\"span\",\"marks\":[],\"text\":\", Lead Product Marketing Manager, AI Suite, at Braze:\"}],\"markDefs\":[{\"_key\":\"80781666a183\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/george-khachatryan/\"},{\"_key\":\"d64e84875223\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/cameron-davies-9505a14/\"},{\"_key\":\"60f57ab3edd9\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/nrounds/\"}],\"style\":\"normal\"},{\"_key\":\"7227c02990ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"432f52892525\",\"_type\":\"span\",\"marks\":[],\"text\":\"Find the right platform, one that includes expert support\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7d617ae86191\",\"_type\":\"block\",\"children\":[{\"_key\":\"e81e7430d372\",\"_type\":\"span\",\"marks\":[],\"text\":\"An out-of-the-box solution isn’t likely to help, explains Khachatryan. That’s because AI decisioning requires a high level of customization to meet companies’ unique needs. Models need to be fine-tuned to deliver results in line with a brand’s given goals and business operations—allowing them to learn, for example, how to \"},{\"_key\":\"4f395a5cdc9f\",\"_type\":\"span\",\"marks\":[\"af21ca543246\"],\"text\":\"personalize QSR marketing campaigns\"},{\"_key\":\"c9c2a9fd317c\",\"_type\":\"span\",\"marks\":[],\"text\":\" based on what customers order and how to support financial services brands’ efforts based on the way consumers spend their money.\"}],\"markDefs\":[{\"_key\":\"af21ca543246\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/ai-decisioning-qsr-experience\"}],\"style\":\"normal\"},{\"_key\":\"a4beba47824c\",\"_type\":\"block\",\"children\":[{\"_key\":\"23a1d954aed6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not only that, specialized expertise is necessary to get reinforcement learning to work as intended. \"},{\"_key\":\"acae37ab8ffb\",\"_type\":\"span\",\"marks\":[\"1b3094a9f493\"],\"text\":\"A lot can go wrong when marketers use self-serve AI decisioning systems\"},{\"_key\":\"cb37a2dcde72\",\"_type\":\"span\",\"marks\":[],\"text\":\". Without expert support and the proper guardrails in place, AI systems may do whatever it takes to help a company achieve a stated goal, even at the risk of eroding the brand’s profit margins.\"}],\"markDefs\":[{\"_key\":\"1b3094a9f493\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning-expert-oversight\"}],\"style\":\"normal\"},{\"_key\":\"3dae44aaf290\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f16fe34c760\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s why BrazeAI Decisioning Studio™ includes a dedicated team that consists of a machine learning implementation engineer who’s an expert in configuring our capabilities, an engagement manager, and a customer success director to help teams get set up and use our platform on an ongoing basis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96e205491415\",\"_type\":\"block\",\"children\":[{\"_key\":\"52cb0d9e37a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Define what success looks like up front\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"653ab278889b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5674857a7905\",\"_type\":\"span\",\"marks\":[],\"text\":\"Get everyone on the same page about what uplift should look like, advises Davies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8465e644c7d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"63746bdde217\",\"_type\":\"span\",\"marks\":[],\"text\":\"Be clear about the success metrics that matter. The AI will optimize for whatever specific goals your team sets, and misalignment between the AI's metrics and business objectives can lead to confusion, adds Rounds.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f8f69d825e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"839377ceabff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Have the right data ready\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6ec59a01297b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c22dc3c247b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Getting data ready for AI decisioning is one of the most challenging and time-consuming aspects of adoption, notes Rounds. Inconsistencies and disconnected data sources can hinder AI performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30dd013c4feb\",\"_type\":\"block\",\"children\":[{\"_key\":\"9dc91c987b7a\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We invested hard and early in data,” says Davies. “We have our own internal database that crosses all four brands that represents over 140 million customers just in the U.S. alone. We put a serious amount of investment in that over the last couple of years to make ourselves ready.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b79cb62ab76\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c9a21b9a8da\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning in practice: A crawl/walk/run approach\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"90086237749d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4b6eec3e119\",\"_type\":\"span\",\"marks\":[],\"text\":\"Crawl\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ae87c8fd28b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d20b42d97b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build a bold vision upfront, says Khachatryan. What is the AI decisioning opportunity for your brand? Where are all of the places you can apply AI decisioning?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"85c917f49123\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a611040929b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Painting a big picture vision that connects AI decisioning to strategic organization-wide priorities will help excite stakeholders, adds Rounds.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c059bc939d3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"899727ab28ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Yum! Brands, the team set three goals for AI-driven marketing:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6e6e7f867ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a95fde15070\",\"_type\":\"span\",\"marks\":[],\"text\":\"Serving the most relevant messages and offers to their customers\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"269009c389f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"79677104db24\",\"_type\":\"span\",\"marks\":[],\"text\":\"Delivering revenue growth for their franchisees\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bb54f06f90b\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd381e51a34f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Supporting top-line and bottom-line financial performance for Yum! Brands\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4882f4e7479d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9eb4bf422413\",\"_type\":\"span\",\"marks\":[],\"text\":\"Walk\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f0b195a4afe8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee1477b47f9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start small with a high-value use case that’s easy to implement for a quick win, advises Khachatryan.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75f91cdc02c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"db519d72bdbf\",\"_type\":\"span\",\"marks\":[],\"text\":\"For instance, start with a single channel, such as marketing emails, or stage of the customer journey, such as onboarding.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e528e7478622\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf0ebc24564b\",\"_type\":\"span\",\"marks\":[],\"text\":\"While previous A/B testing revealed that the best time to send marketing emails to Taco Bell customers in the aggregate was in the morning, AI decisioning helped the team learn the best time of day for individual customers, uncovering a wide variety of nuances just for this one factor of up to 150+ potential factors for one given marketing channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be74110e98b2\",\"_type\":\"richImage\",\"alt\":\"Data visualization shows how Taco Bell's personalized email strategy using BrazeAI shifted email send times from 100% morning to a mixed schedule based on customer characteristics and AI insights.\",\"asset\":{\"_ref\":\"image-e77b335c7eae7156e215f9bd2240bb545724d36e-2400x1350-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b55562311d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a4f9448941b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today, Yum! Brands now has eight \"},{\"_key\":\"9b26d3209654\",\"_type\":\"span\",\"marks\":[\"89055d464c4c\"],\"text\":\"agentic AI\"},{\"_key\":\"43d32aed8219\",\"_type\":\"span\",\"marks\":[],\"text\":\"-driven efforts operating across welcome journeys, churn campaigns, app product recommendations, at-risk customers, onboarding, offer optimizations, and more.\"}],\"markDefs\":[{\"_key\":\"89055d464c4c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/agentic-ai-marketing\"}],\"style\":\"normal\"},{\"_key\":\"fc6465bb56c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"73cb698db707\",\"_type\":\"span\",\"marks\":[],\"text\":\"Run\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"209c16f568b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"adb1a7449ac8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Embrace AI decisioning across the enterprise, says Davies. Get sponsorship at the C-suite and board levels. Go all in and invest in the resources necessary to set yourselves up for success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"264ed3c8536f\",\"_type\":\"block\",\"children\":[{\"_key\":\"759ace2fd294\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s what Yum! Brands has done.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0bcb7dfed1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eb4b718bb74\",\"_type\":\"span\",\"marks\":[],\"text\":\"“What we see across companies that have the most success with this is that if you’re doing AI decisioning right, it’s not just a marketing priority, it needs to be a CEO and board level priority,” explains Khachatryan. That’s because AI decisioning requires a cross-functional effort, an organization-wide commitment across IT, marketing, data science, finance, and more, to make it successful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47f5fe09ad7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"94e5c7d7332c\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Yum! Brands continues to roll out AI decisioning, the next steps include applying it across the board for traditional customer engagement channels, potentially expanding to kiosks and drive-thru, and growing the program globally.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9107c4d8807\",\"_type\":\"richImage\",\"alt\":\"A slide showing BrazeAI Decisioning Studio™ improved campaign performance by 2.6x, with significantly higher incremental uplift in transactions per customer than business as usual.\",\"asset\":{\"_ref\":\"image-4793562995310a84b412961e736c7270102f9455-2400x1350-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"c318e128fea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"105e18ede330\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is part of the AI flywheel that drives adoption and implementation at Yum! Brands. The team’s hypothesis? The more they apply AI, the better data they will get, and the better their experiences will be. The better their experiences are, the more people will use their services. The more people that use those services, the better their data will be, and so on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"363b5842c603\",\"_type\":\"block\",\"children\":[{\"_key\":\"50d34b681370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let AI decisioning drive smarter decisions for your brand\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d62781fbc33f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a196f1ed35ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ready to put this crawl-walk-run approach for adopting AI decisioning into action? 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What began as a single day of store-based sales has now become a digital-heavy event that lasts upwards of a week and drives billions in revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1eded86593c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b29c175ed680\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you look at your inbox or browse the web, it's clear that brands are sending more BFCM messages than before—and that some brands do it much better than others. To rise above the increased competition for consumer attention, successful brands are getting smarter about how they engage their audiences. They’re no longer relying solely on simple campaigns and one-size-fits-all discounts. Instead, they are embracing sophisticated, personalized, and cross-channel strategies to connect with individual shoppers at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a2cc4972a20\",\"_type\":\"block\",\"children\":[{\"_key\":\"1185b395bcf00\",\"_type\":\"span\",\"marks\":[],\"text\":\"We have a front-row seat as our customers leverage the Braze platform to create standout customer engagement during this key period. Let's take a look at some of the trends we're seeing this year, and what they mean for customer engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4acd0952511\",\"_type\":\"block\",\"children\":[{\"_key\":\"25a739e319750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What We Saw: Higher Volumes, Growing Messaging Sophistication\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0daab5416a39\",\"_type\":\"block\",\"children\":[{\"_key\":\"34d540ccd7680\",\"_type\":\"span\",\"marks\":[],\"text\":\"It happens like clockwork—Black Friday dawns and we watch messaging volumes go through the roof, surpassing any previous day, and any previous year. During the four-day BFCM period this year, brands using Braze sent more than 50 billion messages, breaking our previous records for send volumes during this period. That included 13.9 billion messages sent on Black Friday and 13.2 billion messages on Cyber Monday. The sheer size of these sends speak to the increasing reliance on digital channels to drive brands’ engagement and monetization efforts during this key shopping period.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd7042aebd4b\",\"_type\":\"richImage\",\"alt\":\"a black friday / cyber monday messaging volumes rose significantly in 2024 surpassing any previous year\",\"asset\":{\"_ref\":\"image-9c5efeb8b72f3d5fcc7428aabf0ab0e2e8468657-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"7dcd073f0275\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e7d050543350\",\"_type\":\"span\",\"marks\":[],\"text\":\"The send volumes we saw this year showcase this evolution, highlighting how integral customer engagement has become to the way this key shopping holiday plays out for brands and consumers alike.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95d29cf10194\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-3da49cbf38d522f8b9c3852b8bc382b592764dda-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"254e8f2c3fe1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a83553052850\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the uplift in message sends tells an important story, the focus on volumes can obscure an even more significant development. Our research found that it wasn’t just sending volumes that increased during this year’s BFCM period. The sophistication and nuance of the messaging being sent via Braze also significantly expanded across multiple different approaches. This reflects a more competitive market, where consumers have come to expect differentiated experiences—and abandon brands who don’t meet their expectations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7311664f4711\",\"_type\":\"richImage\",\"alt\":\"three squares with arrows pointing up with the words \\\" during the four-day bfcm period this year \\\"\",\"asset\":{\"_ref\":\"image-4bf68031224eb72811d17b45e18746403b98a4ca-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"bd9cca227cec\",\"_type\":\"block\",\"children\":[{\"_key\":\"7880fdd265c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"This year’s BFCM findings tell the story of evolution: We’re moving even further away from the batch-and-blast or single campaigns of old, to dynamic, data-informed campaigns that reach customers across the full variety of channels they frequent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb88e2b77517\",\"_type\":\"block\",\"children\":[{\"_key\":\"73adcfec02860\",\"_type\":\"span\",\"marks\":[],\"text\":\"The increase in multi-step campaigns orchestrated using \"},{\"_key\":\"73adcfec02861\",\"_type\":\"span\",\"marks\":[\"f9076f5279b0\"],\"text\":\"Braze Canvas\"},{\"_key\":\"73adcfec02862\",\"_type\":\"span\",\"marks\":[],\"text\":\" reflects a growing sense that marketers need to embrace multiple channels and responsive, automated customer journeys to get and hold their customers’ attention during the holiday period. While BFCM is often associated with retailers sending high volumes of generic discount messages, this key shopping period also represents an opportunity for brands to drive stronger performance by segmenting customers more precisely based on their engagement and buying habits. Done right, this approach can increase customer touchpoints, optimizing engagement and nurturing customers throughout the BFCM period to maximize their purchase potential.\"}],\"markDefs\":[{\"_key\":\"f9076f5279b0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"5a5c5ad9f9d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"818444d30b3d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The growing number of messages being sent by brands reinforces what your own mobile device is probably telling you—namely, that customers are getting more messages across more channels, particularly during this time of year. BFCM send volumes have continually increased YoY, reinforcing the importance of thoughtfully considering outreach frequency and cadence in customer messaging: After all, the goal is to make your brand messages unmissable, without becoming overwhelming.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4546d485dd9\",\"_type\":\"richImage\",\"alt\":\"a purple and orange graphic that says from black friday to cyber monday braze saw the highest yoy send growth\",\"asset\":{\"_ref\":\"image-1711bbe77c7abdfcc9c12800355ec94f179ec095-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"b49b90e86aed\",\"_type\":\"block\",\"children\":[{\"_key\":\"36f3d15c0bcc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While Braze saw significant overall growth when it came to send volumes across channels, some specific ones were especially strong this year. In particular, \"},{\"_key\":\"36f3d15c0bcc1\",\"_type\":\"span\",\"marks\":[\"91f10904b834\"],\"text\":\"connected TV messages\"},{\"_key\":\"36f3d15c0bcc2\",\"_type\":\"span\",\"marks\":[],\"text\":\" sent via Roku stood out among a growing channel landscape, sporting the highest year over year growth. Beyond that, WhatsApp, Content Cards, and in-app messages also experienced major growth, further demonstrating that brands are moving to more sophisticated, cross-channel campaigns. It’s not just about push and email anymore—there’s a diverse landscape of channels that can be used to connect with customers.\"}],\"markDefs\":[{\"_key\":\"91f10904b834\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-are-connected-tv-notifications\"}],\"style\":\"normal\"},{\"_key\":\"84328ae3dd79\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b6a5419dc410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Finally, we saw high usage of many of our editing and building tools during the BFCM period. Our \"},{\"_key\":\"7b6a5419dc411\",\"_type\":\"span\",\"marks\":[\"6f4e67d8d81d\"],\"text\":\"Drag-and-Drop Editor for Email\"},{\"_key\":\"7b6a5419dc412\",\"_type\":\"span\",\"marks\":[],\"text\":\" was used by 53% of our customers, while 20% used the Drag-and-Drop Editor for In-App Messages and 37% used the Email HTML Editor. This, coupled with the message volume increase, helps show how Braze customers are sending more messages than ever before with more ease-of-use.\"}],\"markDefs\":[{\"_key\":\"6f4e67d8d81d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/drag_and_drop\"}],\"style\":\"normal\"},{\"_key\":\"688a58cc72c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a74d356bd290\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Uptime is Essential: How Braze Maintained 100% Uptime During BFCM\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9ecd128f4758\",\"_type\":\"block\",\"children\":[{\"_key\":\"a61a9d3ca8190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Delivering flawless BFCM campaigns at today’s massive scale takes a robust platform like Braze, built to maximize scalability, uptime, and deliverability during retail’s busiest season. We take this responsibility extremely seriously. Our customers trust us to deliver and preparation begins months in advance to make sure we do.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81e0b6e1e46a\",\"_type\":\"block\",\"children\":[{\"_key\":\"082017fe3e3d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Two months and counting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cfb4ab2d6b33\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8a90e8894200\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our Capacity Planning Change Advisory Board and Customer Success teams meet to forecast message volumes and identify potential stress points\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7789b05587ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"d33cbea506ac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We scale infrastructure and resources—expanding databases, increasing network bandwidth, and optimizing sending services\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1f60501ee33\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a88d6fbed2e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Weeks to go\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bf75e1d17868\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dcffc2238760\",\"_type\":\"span\",\"marks\":[],\"text\":\"We implement a code freeze to support maximum platform stability\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"babc801e4f0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9698480dec40\",\"_type\":\"span\",\"marks\":[],\"text\":\"We fine-tune deliverability systems to help every message reaches its destination\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dcd8a915c54\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bef7987bf720\",\"_type\":\"span\",\"marks\":[],\"text\":\"We confirm with our sub-processors they are ready to handle the volume, and we have appropriate escalation call trees in place, if necessary\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"413ee3e2a7cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"662befbd166f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"During the event\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3769dfbcda33\",\"_type\":\"block\",\"children\":[{\"_key\":\"566639d9ebb80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-time monitoring and on-call teams provide additional safeguards\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a608a3272ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"201ed571d1a70\",\"_type\":\"span\",\"marks\":[],\"text\":\"We increase the number of people on call, based on anticipated volumes, in order to support customers and troubleshoot any technical questions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27142de1597a\",\"_type\":\"block\",\"children\":[{\"_key\":\"be8965d4fb480\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our most senior and tenured team members are on hand to ensure everything goes smoothly\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77b06f1375a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8130c41a3e4a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This proactive approach means Braze delivers the outstanding reliability, deliverability, and performance you depend on, to maximize engagement and revenue on the busiest shopping days of the year.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c45de40b1b6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a7be6b3ec0e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Looking Ahead: Three Strategies for BFCM 2025\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d3eb9668c3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"643b6b4a02220\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking ahead to Black Friday and Cyber Monday 2025, brands can expand their impact by:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"799d527877e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"749211ba04540\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Starting earlier:\"},{\"_key\":\"749211ba04541\",\"_type\":\"span\",\"marks\":[],\"text\":\" Engage customers before Black Friday with “sneak peek” campaigns to pique their interest. Offer early access to loyal customers. And personalize outreach with products you know they’ll want to grab on sale.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c61df0bcc1e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa8d8d780eee0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Following through better:\"},{\"_key\":\"aa8d8d780eee1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use post-sale messages to build confidence in and commitment to your brand—like convenient order and delivery updates, personalized recommendations, and options to provide personal data. You can also retarget customers based on how they’ve previously interacted with your brand. Every touchpoint is an opportunity to elevate the customer journey.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bfd00a86f9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"96e34abdaae40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Exploring emerging channels:\"},{\"_key\":\"96e34abdaae41\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use intuitive A/B/n testing and experimentation in Braze to explore the potential of new platforms to reach untapped audiences. This year has seen significant growth in Roku and WhatsApp channels, as marketers continue to adapt to the growing landscape of channels to meet customers where they prefer.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31f9d14d67e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a726af4c24b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"These strategies don’t just drive immediate interest and engagement, they lay the foundations for longer customer lifetimes and loyalty, ensuring Black Friday/Cyber Monday campaigns deliver value beyond a single season.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"867aa8873214\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2535375745b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to learn how to get ahead of next year? Check out our webinar “\"},{\"_key\":\"d2535375745b1\",\"_type\":\"span\",\"marks\":[\"968fbfb325ae\"],\"text\":\"How to Navigate Consumer Trends Shaping 2025\"},{\"_key\":\"d2535375745b2\",\"_type\":\"span\",\"marks\":[],\"text\":\".“\"}],\"markDefs\":[{\"_key\":\"968fbfb325ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/trendwatching\"}],\"style\":\"normal\"},{\"_key\":\"348fd6a9b6ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f33fc4e6ea20\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87a7c764a13b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f87bb4bc8d700\",\"_type\":\"span\",\"marks\":[\"em\",\"strong\"],\"text\":\"Forward Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c67443898d97\",\"_type\":\"block\",\"children\":[{\"_key\":\"734d29a03228\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$37\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png\",\"publishedDate\":\"2024-12-05T14:30:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-ca9896d8442675d15aa9ae9939d9d30097dedec2-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"If you look at your inbox or browse the web, it's clear that brands are sending more BFCM messages than before—and that some brands do it much better than others. Let's take a look at what happened during BFCM 2024.\",\"pageTitle\":\"What Black Friday and Cyber Monday 2024 Tell Us About How Brands Are Evolving\",\"slug\":{\"_type\":\"slug\",\"current\":\"black-friday-cyber-monday-trends-2024\"}},\"title\":\"What Black Friday and Cyber Monday 2024 tell us about how brands are evolving\"},{\"_id\":\"2d10178b-e79c-46e2-acd4-2dbdce071f4b\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"498e39329f95\",\"_type\":\"block\",\"children\":[{\"_key\":\"33871755faf30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Technology has made it possible for brands to speak with a consistent voice and provide a valuable, coherent, brand experience across a diverse array of digital touchpoints—and that’s led customers to expect this kind of consistency from the companies they engage with. But, too often, there’s a missing link, breaking the connection between these key aspects of a successful marketing campaign and providing customers with a broken, frustrating brand experience. \"},{\"_key\":\"33871755faf31\",\"_type\":\"span\",\"marks\":[\"c69626cb1d36\"],\"text\":\"That’s a major problem\"},{\"_key\":\"33871755faf32\",\"_type\":\"span\",\"marks\":[],\"text\":\", especially in today’s increasingly cross-channel, cross-platform, cross-device world.\"}],\"markDefs\":[{\"_key\":\"c69626cb1d36\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-brand-campaign-cannes-lions\"}],\"style\":\"normal\"},{\"_key\":\"76cc6947221e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bba70c8da740\",\"_type\":\"span\",\"marks\":[],\"text\":\"4 Ingredients for a Brilliant Digital Customer Experience\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ee646d442b1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0697abb9ad900\",\"_type\":\"span\",\"marks\":[],\"text\":\"Getting engagement right doesn’t just happen. To send even the simplest marketing campaign, you need four things:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ad1871f5081\",\"_type\":\"block\",\"children\":[{\"_key\":\"707f4574a2c10\",\"_type\":\"span\",\"marks\":[\"db00e1108e84\"],\"text\":\"Customer data\"},{\"_key\":\"707f4574a2c11\",\"_type\":\"span\",\"marks\":[],\"text\":\": Collect information that’s accurate, and that will be put to use to deliver a personalized brand experience, have a meaningful impact on customer engagement, and can be used in compliance with privacy regulations.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"db00e1108e84\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-data-and-what-you-need-to-know\"}],\"style\":\"normal\"},{\"_key\":\"10ce555e46ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a3e3582e7c10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Technology: \"},{\"_key\":\"3a3e3582e7c11\",\"_type\":\"span\",\"marks\":[],\"text\":\"You need the right customer engagement platform to orchestrate, target, and customize your campaigns\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e4fbfdc7995\",\"_type\":\"block\",\"children\":[{\"_key\":\"594a837188e90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Team:\"},{\"_key\":\"594a837188e91\",\"_type\":\"span\",\"marks\":[],\"text\":\" Whether it’s a mighty team of one, or a whole band, you need people to build, send, test, and optimize your campaigns\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e9762b9ce5e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a672391b9a00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Collaboration: \"},{\"_key\":\"1a672391b9a01\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your data, technology, and team need to \"},{\"_key\":\"1a672391b9a02\",\"_type\":\"span\",\"marks\":[\"e57d87f62942\"],\"text\":\"work together\"},{\"_key\":\"1a672391b9a03\",\"_type\":\"span\",\"marks\":[],\"text\":\" in support of enhancing customer experiences and creating strong customer/brand relationships\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"e57d87f62942\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/carlos-valdes-depena-teams\"}],\"style\":\"normal\"},{\"_key\":\"4d9475379a71\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a1921aa76af0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examples of Broken vs. Brilliant Digital Customer Experiences\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ff0c7bec0b23\",\"_type\":\"block\",\"children\":[{\"_key\":\"614f4af9b7d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many brands make the customer experience work with flare and style, but some fall short on the experiences they’re trying to deliver. To dig into what’s possible when a brand successfully marries data, technology, and people to create consistent, powerful experiences, let’s explore the line between a broken and brilliant brand experience with a little help from a fictional brand, UponVoyage, and one of its (also fictional) customers, Sara Hightower-Kellerman.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8d027e52e6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad3dd69d19f30\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Broken Onboarding Experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8b56d59c743a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9293958900c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meet Sara Hightower-Kellerman. She’s a software engineer at an Austin-based startup, and when this year’s edition of World On-Demand Week (WOW) rolls around, she finds herself dependent on travel and hospitality app UponVoyage to get her to Kansas City and back. But what that experience feels like depends heavily on factors beyond her control. Namely, has UponVoyage provided a cohesive cross-channel, cross-platform brand experience? Watch the video to find out.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95d8aae31c63\",\"_ref\":\"140c320c-3dba-4401-a740-cde1065f2b89\",\"_type\":\"videoReference\"},{\"_key\":\"118170e9df1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee219ab2b1780\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Brilliant Onboarding Experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"038b67a99ea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"28d88d7cfe360\",\"_type\":\"span\",\"marks\":[],\"text\":\"A compelling onboarding experience makes it possible to start your relationship with each customer on solid footing. Yet, making it work takes the right customer engagement strategy, connected systems, and especially smart collaboration. If your mobile, web, marketing, and UI/UX teams only see each other at happy hour, a great experience is a tough thing to deliver consistently. Getting this balance right isn’t easy, and that’s reflected in the numbers: \"},{\"_key\":\"28d88d7cfe361\",\"_type\":\"span\",\"marks\":[\"a01bbaa4f688\"],\"text\":\"fewer than 25%\"},{\"_key\":\"28d88d7cfe362\",\"_type\":\"span\",\"marks\":[],\"text\":\" of people who download an app will return to it the next day.\"}],\"markDefs\":[{\"_key\":\"a01bbaa4f688\",\"_type\":\"link\",\"href\":\"https://www.slideshare.net/Appboy/onboarding-essentials-and-best-practices-for-creating-engaged-users\"}],\"style\":\"normal\"},{\"_key\":\"9461e1029194\",\"_type\":\"block\",\"children\":[{\"_key\":\"63a7ef20ce610\",\"_type\":\"span\",\"marks\":[],\"text\":\"But here’s the thing: it’s entirely possible to provide every customer with the sort of thoughtful, relevant experience that drives real loyalty—and to do it right from the start.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bff9c1598f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"faf29fede6280\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s imagine an alternate version of how Sara Hightower-Kellerman experienced downloading and using UponVoyage for her upcoming work trip. This time, Sara is successfully activated. She’s able to easily add her existing travel reservations, opt into receiving updates related to her trip, and share her location so she can navigate more easily during her travels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77db9a057c63\",\"_ref\":\"86af4985-5f22-45ca-b2ff-eb0ecce9e670\",\"_type\":\"videoReference\"},{\"_key\":\"bb9cd3e1dd88\",\"_type\":\"block\",\"children\":[{\"_key\":\"44f03952d0fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does it take to make your onboarding experience shine? It’s all about preparation, teamwork, and the right tools. This particular brilliant flow leverages:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50ea44d6a5ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"d58e941057120\",\"_type\":\"span\",\"marks\":[],\"text\":\"Priming for permissions (\"},{\"_key\":\"d58e941057121\",\"_type\":\"span\",\"marks\":[\"ee98ae431d52\"],\"text\":\"Push Notifications\"},{\"_key\":\"d58e941057122\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"d58e941057123\",\"_type\":\"span\",\"marks\":[\"d628f6406144\"],\"text\":\"Location\"},{\"_key\":\"d58e941057124\",\"_type\":\"span\",\"marks\":[],\"text\":\")\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ee98ae431d52\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-notifications-opt-in\"},{\"_key\":\"d628f6406144\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/priming-location\"}],\"style\":\"normal\"},{\"_key\":\"8f889f33b356\",\"_type\":\"block\",\"children\":[{\"_key\":\"21e8cc0c1cac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"HTML \"},{\"_key\":\"21e8cc0c1cac1\",\"_type\":\"span\",\"marks\":[\"b25bd82c6a5f\"],\"text\":\"in-app messages\"},{\"_key\":\"21e8cc0c1cac2\",\"_type\":\"span\",\"marks\":[],\"text\":\" with formfill\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b25bd82c6a5f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/in-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"5702652f020f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fe483b622170\",\"_type\":\"span\",\"marks\":[\"7468b55b48ab\"],\"text\":\"Triggered messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7468b55b48ab\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/triggered-messages-guide\"}],\"style\":\"normal\"},{\"_key\":\"a3e6763fbace\",\"_type\":\"block\",\"children\":[{\"_key\":\"7585ad6270140\",\"_type\":\"span\",\"marks\":[\"879bca86a44b\"],\"text\":\"Dynamic content\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"879bca86a44b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/library/card-flow/connected-content\"}],\"style\":\"normal\"},{\"_key\":\"163142e9cb68\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e8289bc4a8a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Broken Customer Activation Experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a55316567828\",\"_type\":\"block\",\"children\":[{\"_key\":\"0468ca4a294b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In today’s fast-moving, digital-first world, marketing thought leaders often talk about the importance of making a strong first impression. Things like \"},{\"_key\":\"0468ca4a294b1\",\"_type\":\"span\",\"marks\":[\"9f556224d7c7\"],\"text\":\"priming for push\"},{\"_key\":\"0468ca4a294b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"0468ca4a294b3\",\"_type\":\"span\",\"marks\":[\"27140b0de3f0\"],\"text\":\"priming for location\"},{\"_key\":\"0468ca4a294b4\",\"_type\":\"span\",\"marks\":[],\"text\":\", investing in \"},{\"_key\":\"0468ca4a294b5\",\"_type\":\"span\",\"marks\":[\"d6202776e939\"],\"text\":\"onboarding\"},{\"_key\":\"0468ca4a294b6\",\"_type\":\"span\",\"marks\":[],\"text\":\", and using testing to \"},{\"_key\":\"0468ca4a294b7\",\"_type\":\"span\",\"marks\":[\"9aa6a8b77a5c\"],\"text\":\"get your onboarding flow just right\"},{\"_key\":\"0468ca4a294b8\",\"_type\":\"span\",\"marks\":[],\"text\":\". If you don’t win customers early, it becomes a lot harder to retain them. It also takes more than making a good first impression; just like any relationship, customers need to feel nurtured and cared for along the way.\"}],\"markDefs\":[{\"_key\":\"9f556224d7c7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-priming-thredup\"},{\"_key\":\"27140b0de3f0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/priming-location\"},{\"_key\":\"d6202776e939\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/onboarding-guide\"},{\"_key\":\"9aa6a8b77a5c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/ibotta\"}],\"style\":\"normal\"},{\"_key\":\"68bd4565f9ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7e38123a8f90\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the customer relationship matures, flash matters less than substance. In general, customers use your service because it’s relevant to their interests and needs, and because your brand adds real value to their lives. Post-onboarding, the onus is on you to live up to customer expectations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bb8d7d9279f\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd465e015f780\",\"_type\":\"span\",\"marks\":[],\"text\":\"So what does it look like when a brand does that—or fails to? (Like, really, really fails to.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eef92fc9b013\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f3973711e590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s look at another Broken Vs. Brilliant experience with Sara as she uses the UponVoyage app to travel to WOW. Her poor onboarding experience has follow-on effects as she misses important updates and notifications from UponVoyage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff56462c3da8\",\"_ref\":\"00e7770e-ed4a-4744-8d4c-ef16f92521ae\",\"_type\":\"videoReference\"},{\"_key\":\"034ac80db4c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4f0c694c5640\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Brilliant Customer Activation Experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0d822598769a\",\"_type\":\"block\",\"children\":[{\"_key\":\"49caeab109090\",\"_type\":\"span\",\"marks\":[],\"text\":\"When we think of bad customer experiences, we tend to focus on situations where something serious went wrong. That’s natural: There’s little that alienates a customer faster than a brand experience that falls completely on its face. Yet smaller misses also have a cumulative effect and you can easily miss \"},{\"_key\":\"49caeab109091\",\"_type\":\"span\",\"marks\":[\"1a85ec63eced\"],\"text\":\"opportunities to provide value\"},{\"_key\":\"49caeab109092\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"1a85ec63eced\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/marketing-errors-deep-linking\"}],\"style\":\"normal\"},{\"_key\":\"520429765d00\",\"_type\":\"block\",\"children\":[{\"_key\":\"96b4a989f21a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here in this alternate reality where Sara travels with a well-designed digital user experience from UponVoyage, she’s able to check in for her flight, select her seat, preload in-flight entertainment, order car service to and from her departure and arrival airports, check in to her hotel, and receive a movie voucher to use at a theater near her accommodations—all seamlessly within the app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc01165a2454\",\"_ref\":\"4fbf5d0e-41b8-4154-959f-9a09117b10e3\",\"_type\":\"videoReference\"},{\"_key\":\"03bed2859f7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4948ff862b5e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sara loves the experience because it's easy. She may not even think about it in the moment, but later she’s likely to recommend the app to friends and colleagues. Strong brand/customer relationships are built on clear, meaningful communication—the same as any other relationship! But more communication doesn’t necessarily equal \"},{\"_key\":\"4948ff862b5e1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"better\"},{\"_key\":\"4948ff862b5e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" communication; it’s all about ensuring that your outreach is relevant and valuable. This brilliant flow was accomplished with the following features:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15d12f7bd9bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"39f163a28fe90\",\"_type\":\"span\",\"marks\":[\"cd726e75b5ce\"],\"text\":\"Triggered messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"cd726e75b5ce\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/triggered-messages-guide\"}],\"style\":\"normal\"},{\"_key\":\"4cda256d182a\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe1e1813d4f80\",\"_type\":\"span\",\"marks\":[\"ca5193c07260\"],\"text\":\"Dynamic content\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ca5193c07260\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/library/card-flow/connected-content\"}],\"style\":\"normal\"},{\"_key\":\"891bb73f4a5e\",\"_type\":\"block\",\"children\":[{\"_key\":\"895fc86d0d170\",\"_type\":\"span\",\"marks\":[\"d32733b55d2f\"],\"text\":\"Rich push notifications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d32733b55d2f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ios-10-rich-notifications\"}],\"style\":\"normal\"},{\"_key\":\"f0bdf397cb1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3fb1e44de420\",\"_type\":\"span\",\"marks\":[\"b9885bbb99b6\"],\"text\":\"Cross-channel campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b9885bbb99b6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/cross-channel-messaging\"}],\"style\":\"normal\"},{\"_key\":\"0db1146a0455\",\"_type\":\"block\",\"children\":[{\"_key\":\"29bf9991bebb0\",\"_type\":\"span\",\"marks\":[\"e951f0e90f13\"],\"text\":\"Geofences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e951f0e90f13\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/location-based-marketing-overview\"}],\"style\":\"normal\"},{\"_key\":\"ed654bab9e25\",\"_type\":\"block\",\"children\":[{\"_key\":\"938c431d43b60\",\"_type\":\"span\",\"marks\":[\"5bcdaaabf164\"],\"text\":\"Push action buttons\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5bcdaaabf164\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-notification-action-buttons-overview\"}],\"style\":\"normal\"},{\"_key\":\"c1cb74aa1a8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eb64a1fc68a0\",\"_type\":\"span\",\"marks\":[\"e1197900a23c\"],\"text\":\"Push stories\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e1197900a23c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-stories-delivery-hero\"}],\"style\":\"normal\"},{\"_key\":\"40e39b20fe2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"83912ef9dc790\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Broken Customer Retention Experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fd0516a67649\",\"_type\":\"block\",\"children\":[{\"_key\":\"129c51880dec0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to customer engagement, many brands miss the full picture. Too many companies go all in on \"},{\"_key\":\"129c51880dec1\",\"_type\":\"span\",\"marks\":[\"fe0a904e1a5a\"],\"text\":\"customer acquisition\"},{\"_key\":\"129c51880dec2\",\"_type\":\"span\",\"marks\":[],\"text\":\" without a clear plan for how to retain new users. Even when brands \"},{\"_key\":\"129c51880dec3\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"do\"},{\"_key\":\"129c51880dec4\",\"_type\":\"span\",\"marks\":[],\"text\":\" prioritize the user experience after that first session or web visit, there’s a tendency to focus on \"},{\"_key\":\"129c51880dec5\",\"_type\":\"span\",\"marks\":[\"82a4f39b84df\"],\"text\":\"lapsing users and re-engagement\"},{\"_key\":\"129c51880dec6\",\"_type\":\"span\",\"marks\":[],\"text\":\". Both these efforts are key parts of a thoughtful, full-lifecycle customer engagement strategy, but marketing, growth, and engagement teams create a lot of unnecessary work when emphasizing acquisition and re-engagement without taking a close look at the middle leg of that journey: the actual day-to-day experience of active customers.\"}],\"markDefs\":[{\"_key\":\"fe0a904e1a5a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/app-user-acquisition-example\"},{\"_key\":\"82a4f39b84df\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/user-churn-customer-retention-amplitude\"}],\"style\":\"normal\"},{\"_key\":\"d418269b58e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"d772e7237b820\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once a given user is engaged with your app or website, the experience you provide becomes the central factor in whether they grow into a deeply loyal customer (and \"},{\"_key\":\"d772e7237b821\",\"_type\":\"span\",\"marks\":[\"a5b911b23523\"],\"text\":\"possible brand evangelist\"},{\"_key\":\"d772e7237b822\",\"_type\":\"span\",\"marks\":[],\"text\":\") or \"},{\"_key\":\"d772e7237b823\",\"_type\":\"span\",\"marks\":[\"84d8b1395e16\"],\"text\":\"slowly drift away\"},{\"_key\":\"d772e7237b824\",\"_type\":\"span\",\"marks\":[],\"text\":\". Having a great in-app or website experience is essential, and making that experience all it can be \"},{\"_key\":\"d772e7237b825\",\"_type\":\"span\",\"marks\":[\"ef7e9d8924f1\"],\"text\":\"doesn’t just fall on your engineering or web teams\"},{\"_key\":\"d772e7237b826\",\"_type\":\"span\",\"marks\":[],\"text\":\". Customer outreach plays a key role in \"},{\"_key\":\"d772e7237b827\",\"_type\":\"span\",\"marks\":[\"4e07d035a178\"],\"text\":\"educating customers about the experiences that are available\"},{\"_key\":\"d772e7237b828\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"a5b911b23523\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/turn-loyal-customers-brand-evangelists-3-things-know\"},{\"_key\":\"84d8b1395e16\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-hold-onto-at-risk-customers\"},{\"_key\":\"ef7e9d8924f1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/carlos-valdes-dapena-teams\"},{\"_key\":\"4e07d035a178\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/onboarding-guide\"}],\"style\":\"normal\"},{\"_key\":\"d2089cfbe212\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c2883cddfe00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s return to Sara. Now she’s heading home from WOW and needs an earlier flight departure. Yet she misses an important update from UponVoyage and arrives late for her flight, has issues checking in for her next flight, and receives an inaccurate update about her gate change, causing her to miss the flight (not to mention the free drink she was offered).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"379f4f664511\",\"_ref\":\"9576854c-52e4-41cd-b20d-613b6166c80d\",\"_type\":\"videoReference\"},{\"_key\":\"621fd2da5f55\",\"_type\":\"block\",\"children\":[{\"_key\":\"53a3207dc67a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When the customer experience goes bad, it can go \"},{\"_key\":\"53a3207dc67a1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"really\"},{\"_key\":\"53a3207dc67a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" bad. Especially from the customer perspective—often, they’re wasting both time and money. Any interaction that leaves customers feeling unappreciated, neglected, or even insulted are opportunities for competitors. No company strives for that, but avoiding these situations takes more than employing talented people with good intentions. You can write the greatest push notification ever, but if it’s \"},{\"_key\":\"53a3207dc67a3\",\"_type\":\"span\",\"marks\":[\"d30f18a8b7d4\"],\"text\":\"pulling in outdated information\"},{\"_key\":\"53a3207dc67a4\",\"_type\":\"span\",\"marks\":[],\"text\":\" or contains contradicting updates, it’s only going to make things worse. 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The point isn’t to wow your audience with all the work you're doing or the cool technologies you’re leveraging; it’s to make their lives better, their experiences with your brand easier and more valuable, and to set the stage for a long-term, mutually beneficial relationship.\"}],\"markDefs\":[{\"_key\":\"e1c866bab408\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/happens-marketing-tech-cant-talk\"}],\"style\":\"normal\"},{\"_key\":\"118a25590d15\",\"_type\":\"block\",\"children\":[{\"_key\":\"2dd6879eef100\",\"_type\":\"span\",\"marks\":[],\"text\":\"And that’s exactly what happens to Sara during her trip back to Austin with UponVoyage. She checks in, receives an update that lets her know to arrive at the airport early to avoid security delays, requests a car service, preloads her in-flight streaming content, and arranges her ride home within a few simple clicks. 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If you’ve been sending customers regular \"},{\"_key\":\"03696705dbc11\",\"_type\":\"span\",\"marks\":[\"fc9a1c171e96\"],\"text\":\"onboarding communications\"},{\"_key\":\"03696705dbc12\",\"_type\":\"span\",\"marks\":[],\"text\":\", or steady messaging around a major promotion or new product feature, that level of outreach isn’t sustainable forever—\"},{\"_key\":\"03696705dbc13\",\"_type\":\"span\",\"marks\":[\"13a87a1747f2\"],\"text\":\"nor should it be\"},{\"_key\":\"03696705dbc14\",\"_type\":\"span\",\"marks\":[],\"text\":\". Each big campaign has its own needs and rules, and part of building a successful customer engagement strategy is determining how to follow up these efforts to strengthen the relationship with your audience and keep the lines of communication open.\"}],\"markDefs\":[{\"_key\":\"fc9a1c171e96\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/5-onboarding-questions\"},{\"_key\":\"13a87a1747f2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/balance-triggered-messages\"}],\"style\":\"normal\"},{\"_key\":\"f44087f1cb8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d79c64e1bf00\",\"_type\":\"span\",\"marks\":[],\"text\":\"To do that, you have to understand how each customer responded to the messages you sent, what channels or message variants or CTAs they engaged with, if any, if they became more active on your app or website—or less. The key is focusing on whether your efforts strengthened or weakened the relationship each customer has with your brand, and finding ways to build on (or address) the impact of this key campaign.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4e04a92c388\",\"_type\":\"block\",\"children\":[{\"_key\":\"68e3704ed3e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"To dig into how to handle this unique-but-essential part of the customer journey, we’ve put together two more Broken Vs. Brilliant videos, where we explore the line between broken and brilliant brand experiences with a little help from the fictional brand UponVoyage. Here the company follows up with customer Sara after her travels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff70657e654c\",\"_ref\":\"e7aec42b-1236-4185-acb1-3d76a346e8f1\",\"_type\":\"videoReference\"},{\"_key\":\"dd59392efeed\",\"_type\":\"block\",\"children\":[{\"_key\":\"0366e3514dcf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer relationships don’t end when a transaction is complete. Forgetting that can lead to self-defeating moves—like sending promotional messages to customers when they have open customer support tickets. Misses like that can drive users to uninstall your app, switch to the competition, and even badmouth your brand to other consumers. Looking to avoid that? It’s up to you to nurture customer connections with smart messaging and thoughtful use of user data to create the kind of lasting relationships that drive long-term business success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fca0185ad378\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc7656002aef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Brilliant Post-Customer Journey Experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3c23390760c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"47db07d051a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"When things go right, that’s something to celebrate—but it’s no time for marketing, growth, and engagement teams to rest on their laurels. Putting together a post-campaign campaign can be just as involved as creating the original, and should be just as thoughtful. Work through the tools and tactics at your disposal and be mindful of how they will enhance the customer experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d5465af3e5ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"d94859b12a2a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"See an example of this in action, as UponVoyage follows up with Sara after her trip, asking her to rate her experience, encouraging her to opt in for low-price push alerts for her favorite destination, and sending her a price-drop alert for her destination that she acts on to book her next trip via UponVoyage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26be5f38963d\",\"_ref\":\"5bb2cd0a-f617-4aa3-ab6e-cd7a59cd3060\",\"_type\":\"videoReference\"},{\"_key\":\"de53b94be1aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6ebc08398140\",\"_type\":\"span\",\"marks\":[],\"text\":\"This kind of brilliant digital customer experience is possible 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\"},{\"_key\":\"eb67b576273b2\",\"_type\":\"span\",\"marks\":[\"08a72b2cacf4\"],\"text\":\"onboarding\"},{\"_key\":\"eb67b576273b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"—getting users to explore your brand’s offerings and interact with your company over time. Use these best practices to maximize the number of users that fully onboard with your website, app, or other digital customer experience.\"}],\"markDefs\":[{\"_key\":\"29734a8e72c7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"},{\"_key\":\"08a72b2cacf4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-onboarding\"}],\"style\":\"normal\"},{\"_key\":\"4ef7d6da9fe6\",\"_type\":\"block\",\"children\":[{\"_key\":\"48d2ff350b830\",\"_type\":\"span\",\"marks\":[],\"text\":\"Walk users through the process of signing up for and using your company’s website, app, or digital account, subscription, or service\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"65dea96e5c04\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ab7cb06108a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep messages short and focused\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8cb455c2e5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2eca22b73d130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Explain the benefits of opting into receiving push notifications, location sharing, or sharing other customer data, and help the customer understand how their data will be used to provide a more personalized brand experience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f5712dc9b47\",\"_type\":\"block\",\"children\":[{\"_key\":\"86d537f206a50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leverage multiple channels to keep users engaged throughout the onboarding process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4860bf037f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"50e4174cf4c00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Educate customers to encourage further activation, such as by highlighting features they haven’t used yet\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed8ac4e0f705\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f3041e609bb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How can personalized marketing campaigns improve customer retention?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b3d0975077c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b5f4ebcf0110\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using \"},{\"_key\":\"4b5f4ebcf0111\",\"_type\":\"span\",\"marks\":[\"80568fa5ab2c\"],\"text\":\"zero-party data\"},{\"_key\":\"4b5f4ebcf0112\",\"_type\":\"span\",\"marks\":[],\"text\":\" and first-party data can help you to better understand who your users are—and what their needs, interests, wants, and behaviors are. At the 1:1 level, brands can create more relevant, meaningful, and personalized brand experiences that drive engagement.\"}],\"markDefs\":[{\"_key\":\"80568fa5ab2c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"}],\"style\":\"normal\"},{\"_key\":\"317ddcee4c08\",\"_type\":\"block\",\"children\":[{\"_key\":\"9aecb27ec67f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When \"},{\"_key\":\"9aecb27ec67f1\",\"_type\":\"span\",\"marks\":[\"ff530fda9c16\"],\"text\":\"HBO Max\"},{\"_key\":\"9aecb27ec67f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" (now Max) used in-app messages to gather customer insights to tailor the user experience, they saw a 15% increase in engagement and churn prevention. Similarly, when \"},{\"_key\":\"9aecb27ec67f3\",\"_type\":\"span\",\"marks\":[\"4ac89cba9ee5\"],\"text\":\"Peacock\"},{\"_key\":\"9aecb27ec67f4\",\"_type\":\"span\",\"marks\":[],\"text\":\" used personalization to deliver custom year-in-review campaigns to customers, they were able to reduce their churn rate by 20%. And, in yet another example, when the webcomic digital publishing platform \"},{\"_key\":\"9aecb27ec67f5\",\"_type\":\"span\",\"marks\":[\"951a26d63fca\"],\"text\":\"Tapas\"},{\"_key\":\"9aecb27ec67f6\",\"_type\":\"span\",\"marks\":[],\"text\":\" used personalization, they saw their new user retention jump by 100%.\"}],\"markDefs\":[{\"_key\":\"ff530fda9c16\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/hbo-max-latam-case-study\"},{\"_key\":\"4ac89cba9ee5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/peacock-case-study\"},{\"_key\":\"951a26d63fca\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/tapas-case-study\"}],\"style\":\"normal\"},{\"_key\":\"cfc93992bea0\",\"_type\":\"richImage\",\"alt\":\"two phone screens with the year 2022 on 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