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You can use user state maps to build richer customer journeys, and target specific customers; for example, those who are more or less engaged, or about to churn.

You can map out every step of your customer journey by specifying the different states and journeys your end user takes throughout their customer lifecycle in a user state map.

For further information on managing your user state map, see the User State Maps topic. You can also follow an example that creates three user states with defined transition criteria and uses the states as a decision in a feature rule in the Example User State Map Use topic.

Once you have defined your user state map, you can build a rule containing a Journey State decision node to decide what each visitor sees. For further information on building your rules, see the Manage Rules section.

This means that you can personalise the user journeys in your rules for end users who are in a specific state. For example, you could build a rule that presents a payment form to registered users who are highly engaged and offers content trials to registered user who are at risk of churn.