Why Working Automations Still Create Broken Customer Journeys
Every Automation Worked. The Journey Did Not
During a lifecycle audit, I found a system in which nothing appeared to be broken. The abandoned cart emails were triggered correctly. SMS messages were being delivered. Promotional campaigns went out on schedule, and the post-purchase flow started after an order.
Yet the customer experience told a different story. The same person could receive a cart reminder, a general promotion, and a welcome offer within the same day, because a purchase stopped one email sequence but not every related message. Each automation followed its own rules, responded to its own trigger, and reported its own results. Technically, every flow was doing exactly what it had been built to do.
Every automation was working. The customer journey was not.
I design and audit lifecycle systems for e-commerce and digital businesses, and I see this pattern repeatedly: individual messages are automated long before the decision...
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