When I talk to our mid-market clients at OSG, especially those in financial services, insurance, and utilities, I hear the same challenge over and over: “How do we create better customer experiences without massive investments or complex systems?”
It’s a question that gets to the heart of what we do at OSG, and it’s why I’m so passionate about what we call micro-journeys – those small but mighty triggered customer touchpoints that deliver outsized value.
What Are Micro-Journeys?
Let me break this down simply: micro-journeys are those brief series of targeted communications you send based on what your customer just did or is about to do. They’re not elaborate campaigns or complex journeys. They’re the bill sent along with the payment confirmation that hits your inbox seconds after you pay your bill, or the friendly reminder that your insurance payment is due next week along with a confirmation once it’s paid.
Micro-journeys are simple, triggered communications; a short sequence of messages sent based on a customer action or a predefined timeline. They’re precise, actionable touch-points that meet the customer where they are and nudge them toward the next best action.
And because they’re short, targeted, and rules-driven, they’re quick to implement and highly economical. That makes them perfect for organizations looking to make an immediate impact without overhauling their tech stack or creating a new department.
Why This Matters for Midmarket Companies
In my role as CPO at OSG, I’ve seen firsthand how midmarket companies often struggle with the same customer experience challenges as enterprise organizations, but without the same resources to address them.
That’s exactly why we built our Predefined Journeys within OSG JourneyConnect®. We wanted to give these businesses enterprise-grade customer experience capabilities that don’t require enterprise-level complexity or budgets.
For midmarket companies, this means you can stop manually managing communications or relying on clunky batch processes that miss the mark. Our approach lets you automate these touchpoints without building everything from scratch.
Micro-journeys fit seamlessly into this ecosystem, allowing companies to start small, prove value quickly, and scale as needed.
Real Results: The Business Case for Micro-Journeys
What excites me most about micro-journeys are the real measurable business results. We’ve seen companies that implement micro-journeys experience:
- Improved engagement rates as messages are timely, relevant, and sent through the customer’s preferred channel.
- Reduction in Days Sales Outstanding (DSO) due to timely payment reminders and follow-ups.
- Cost savings from reduced call center volume, fewer exceptions to manage, and increased digital adoption.
- Boosts in NPS and CSAT scores, as customers feel more supported and in control.
Take our Adoption Journey as an example. A well-timed digital prompt encouraging paperless enrollment – sent immediately after a positive payment interaction – can significantly improve opt-in rates. That not only reduces postage costs, it increases overall efficiency across your communications lifecycle.
From Quick Wins to Long-Term Strategy
Micro-journeys are often a company’s first step into automated, triggered orchestrated communications, but they’re far from a one-off solution. Many of our clients start with a single micro-journey, see the value, and then expand to more comprehensive Predefined Journeys.
It’s a modular, scalable approach that aligns with how modern businesses operate: start small, prove ROI, then grow. And because everything is built on the OSG JourneyConnect platform, you gain full visibility into performance with real-time tracking, dashboards, and actionable insights.
My Perspective
Having spent my career in customer communications within regulated industries, I’ve learned that sometimes the smallest touches create the biggest impact.
If you’re feeling stuck between the status quo and a massive transformation project, I’d love to show you how micro-journeys can deliver quick wins that build toward lasting change. Let’s talk about how these small moments can transform your customer experience.
Reach out anytime to see a demo of what these Predefined Journeys look like in action.
Want to explore how micro-journeys can work for your business? Contact us today to see a demo of Predefined Journeys within OSG JourneyConnect.
