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The end of a long journey is always a time to pause and take stock, and that’s just as true for any major segment of the customer journey. To dig into how to handle this unique-but-essential part of the customer/brand relationship, we’ve put together one last installment of our Broken Vs. Brilliant video series.

The end of a long journey is always a time to pause and take stock, and that’s just as true for any major segment of the customer journey. If you’ve been sending customers regular onboarding communications, or steady messaging around a major promotion or new product feature, that level of outreach isn’t sustainable forever—nor should it be. 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 in order to strengthen the relationship with your audience and keep the lines of communication open.

To do that, you have to understand how each customer responded to the messages you sent. What channels or messages variants or CTAs they engaged with, if any. If they became more active on your app or website—or less. The key is focusing in 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. If you’ve used testing, optimization, and responded thoughtfully to performance indicators like open rates and uninstalls as the campaign rolled out, you may well find yourself sitting pretty in its aftermath; if, on the other hand, you tried to just wing it, the odds are that you’ll have a lot of fence-mending to do.

To dig into how to handle this unique-but-essential part of the customer journey, we’ve put together one last installment of our Broken Vs. Brilliant video series, where we explore the line between broken and brilliant brand experiences with a little help from a (fictional) brand and one of its (equally fictional) customers.

Last Time On… Broken Vs. Brilliant

Sara Hightower-Kellerman — Age 27 — Software Engineer II at Yachtr
UponVoyage Inc. — Travel & Hospitality Bookings

We saw software engineer Sara Hightower-Kellerman wrap up her work trip to Kansas City’s World On-Demand Week conference. Watched her put her faith in travel and hospitality app UponVoyage to get her back to her hometown of Austin—and to (hopefully) do it in time for her to see her favorite musician perform. Now, with all of that in the rear-view mirror, it’s time to see how UponVoyage handles the aftermath of her very eventful trip...

Customer relationships don’t end when a transaction is complete. Forgetting that can lead to self-defeating moves—like sending promotional messages to customers with open customer support tickets—that can drive users to uninstall or even badmouth your brand to other consumers. Looking to avoid that? It’s up to you to nurture customer connections with smart messaging and the thoughtful use of user data in order to create the kinds of lasting relationships that drive long-term business success.

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 thought-out. Work through the different tools and tactics at your disposal and be mindful of how they can help you provide a customer experience that puts the cherry on top of a successful campaign. This brilliant flow showed how it’s done, with a little help from:

Ready to start thinking about building powerful customer engagement campaigns of your own? Get a head-start with Choose Your Own Mobile Marketing Adventure: The Automation Difference and explore what it takes to reach and engage today’s mobile-first consumer.

Todd Grennan

Todd Grennan is a New York-based writer and editor. When he's not writing about mobile marketing, customer retention and emerging technologies for Braze (formerly Appboy), you can find him trying to read his way through every Wikipedia article related to World War II.