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EF CRM · Journey paths

Select your market to open your journey view.

Select your market to see your journey setup, coverage, and sequence status.

Select a market to continue.
SRK Customer Communications · Central marketing journeys - EF Zurich
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Customer journey paths

EF CRM is built around journey paths, not individual sequences. Each path covers a specific stage of the customer lifecycle and contains multiple automated sequences that activate based on customer behaviour, product interest, and CRM stage.

8 journey paths Email + WhatsApp touchpoints Market setup visibility
SRK Customer Communications · Central marketing journeys - EF Zurich
What is a journey path?

A journey path is a system of automated emails and messages designed to guide a customer through a specific stage of their decision process. Not every customer receives the same messages and within each path, different sequences activate based on CRM stage, behaviour, product interest, and campaign affiliation.

EF CRM stages

The overall goal is to move the customer step-by-step from Active Lead to Booking.

Awareness 
Stage 1Inactive Lead
Stage 2Active Lead
Stage 3MQL
Stage 4SQL and sales takes over
Stage 5Pipeline
Stage 6Booking
Stage 7In School
Stage 8Returner
The 8 journey paths

Go to the Your market tab to see which sequences are active for your market.

Important rules
Not everything is a journey
EFSET, Study & Work, and the WhatsApp Bot are not standalone journeys. They are sequences or personalisation variations within a journey path.
Channels are not journeys
Email and WhatsApp are channels, not journeys. Both are used within the same journey paths.
No fixed path
Customers move dynamically based on their actions and between journey paths and between sequences within a path.
Customer Communication

Who to reach out to

Sarah Kristensen · Customer Communications · EF Zurich

Customer Communication

Global strategy for journeys and campaigns

Customer Communication owns the strategy behind central journeys and campaigns — what gets sent, when, and why — and the email layouts that support them.

Journey strategy — why sequences and paths are designed the way they are.
Campaign content and layouts — EDM copy, CTAs, and email design for central campaigns.
New ideas — suggestions for new journeys, sequences, or customer flow improvements.
Market guidance — clearer explanations or support material for your market.
This tool — feedback, questions, or feature requests.
Marketing Automation

Technical support and execution

Marketing Automation handles the technical setup, activation, and delivery of journeys in Marketing Cloud.

Journey not working? MA handles troubleshooting and support.
Activating a new version of a central journey for your market.
Local sends and execution inside Marketing Cloud.
Open an MA ticket