Customer journey described by Custom Events

Prepare a custom event. Find out, step by step how to do it. 

In this article, we will focus on recreating the customer's path and indicating the places that generate important Data Points, that give valuable knowledge. However, we will not limit ourselves to interactions from the online store. CDP Synerise likes it when data comes from many sources, e.g., a mobile application, and creates a 360-degree customer profile.

Custom events

Our omnichannel path begins with… visiting a brick-and-mortar store, where the customer scans the QR code at the entrance to check personalized offers prepared by Synerise.

Event: customer.activity

Parameters:

• Type (Checking-in when visiting the store, activating promotions, unblocking services, extending product description, etc.)
• Action
• Description
• Location (geographical coordinates)
• Location (name)

 The reason for the visit is to return the product.

Event: product.return

Parameters:

• Type of return (refusal/resignation/complaint)
• Description of the return
• Return delivery (pick up point/mail/courier)
• The number of days after which the return was made
• Transaction ID

Event: transaction.update

Parameters:

• CV (Customer Value) as income in a period defined for the business (season, financial year, etc.)
• CLV (Customer Lifetime Value) as cumulative revenue
• Customer's score as the number of points/loyalty program level/value
• Transaction ID

After product return (Synerise got events), the customer receives mobile PUSH in the mobile app with the offer available in the store filtered to the correct size. While browsing, they are interested in the product, they decide to try it on and remember it in the app to order later.

Event: product.try (VR in the mobile app or product interaction in a brick-and-mortar store)

Parameters:

• Product ID
• Product size
• Location (geographical coordinates)
• Location (name)

On the same day, based on the collected events, the client receives a request for a review of the product he has tried on.

Event: product.review

Parameters:

• Product ID
• Scoring/Rating
• Review

When trying to buy a product (saved in the application) online, it turns out it is unavailable. Therefore, the customer sets themselve a notification of in-stock availability.

Event: availability.form

Parameters:

• Product ID
• Product size
• Quantity
• Contact email
• Contact SMS

... and leaves the website ;)

Event: session.summary

Parameters:

• Traffic source (last click)
• Campaign (UTM)
• PV (page views) in the session
• Customer's score as the number of points/loyalty program level/value
• Exit page

After receiving the newsletter with information about the availability of the product in the correct size, the customer returns and makes a purchase.

Event: transaction.summary

Parameters:

• CV (Customer Value) as income in a period defined for the business (season, financial year, etc.)
• CLV (Customer Lifetime Value) as cumulative revenue
• Traffic source (last click)
• Campaign (UTM)
• PV (page views) in the session
• Customer's score as the number of points/loyalty program level/value
• Transaction ID

After visiting the website, automation starts sending a survey asking about the experience after the purchase.

Event: customer.survey

Parameters:

• Name
• Description
• Questions
• Answers
• Completed (yes / no)

This is one of the many paths that the customer follows and that we can monitor in Synerise CDP. By reacting to the next steps, we can gently influence/stimulate the client's actions to reach our goals. Of course, default events were removed from it to focus on the main topic - Custom Events in Synerise CDP!

More interesting use cases with custom events can be found in our Use Case Library.

For our Partners, we have prepared a series of workshops and inspirational meetings that expand knowledge about this functionality. If you are not a Synerise Partner yet, consider registering.