Updating contacts in Journey Builder requires careful handling, as Journey Builder primarily reacts to contact data rather than modifying it directly. Below are different approaches to updating contacts based on your use case.

1. Methods to Update Contacts in Journey Builder

(A) Updating Contact Attributes (Profile Data)

If you need to update contact attributes (e.g., name, email, status), update the contact’s record in a Data Extension (DE) linked to Journey Builder.

Steps to Update Contact Attributes:

1. Modify Data in the Data Extension
   • Use an Automation Studio SQL Query or an Update Data Action in Journey Builder to modify records.
2. Ensure Contact Data is Synced
   • Journey Builder retrieves data when a contact enters the journey. Any updates to contact attributes need to be refreshed before they re-enter.

Example SQL Query to Update Contacts in a Data Extension

UPDATE Journey_Contacts

SET Status = ‘Active’

WHERE Status = ‘Inactive’

(B) Updating Data Extensions Using “Update Contact Data” in Journey Builder

• Use the “Update Contact Data” activity inside Journey Builder to update a Data Extension (DE) during a journey.
• Steps:
  1. Drag the “Update Contact Data” activity into your Journey.
  2. Select the Data Extension where you want to update records.
  3. Define the field updates based on contact engagement (e.g., “Change Status to ‘Engaged’ after an email open”).

Note: This does NOT update Contact Builder attributes directly, only Data Extension fields.

(C) Using Entry Event Data to Update Contacts

• If your contacts enter a journey using a Data Extension Entry Source, their data is fixed at entry.
• Solution:
  • Ensure that the source Data Extension is updated before contacts enter a journey.
  • If updates occur mid-journey, use a decision split to check for updated values.

(D) Updating Salesforce CRM Records in Journey Builder

If your SFMC is integrated with Salesforce CRM, use the Salesforce Data Entry Source or “Update Salesforce Record” activity.

Steps:

1. Drag the “Update Salesforce Record” activity into your Journey.
2. Select the Salesforce Object (e.g., Lead, Contact, Account).
3. Choose the fields to update.
4. Map the Journey Data to the Salesforce fields.

Note: This requires a Salesforce CRM Connector.

(E) Removing or Exiting Contacts from a Journey

If a contact’s data changes mid-journey, and you need to remove them:

• Use an Exit Criteria (e.g., If Status = ‘Inactive’, remove them from the journey).
• Use the “Remove Contact” API to programmatically exit contacts.

2. Best Practices

                    Update Data Before Entry: Modify Data Extensions before contacts enter the journey.
                    Use “Update Contact Data” Wisely: This updates Data Extensions but does NOT change Contact Builder data.
                    Monitor Entry Criteria: If contact data changes, they may need to re-enter using Re-entry settings.
                    Sync with Salesforce CRM: Use the “Update Salesforce Record” activity if working with CRM data.
                    Exit Ineligible Contacts: Use Exit Criteria to remove contacts who no longer qualify.