Creating A Customer Journey Map Assignment Instructions
Creating A Customer Journey Mapassignment Instructionsyou Will Be Work
Creating a Customer Journey Map Assignment Instructions You will be working in your team for this assignment. Based on the company you have been working on this past semester, create a customer journey map for that product or service associated with your campaign. What is a Customer Journey Experience Map? Experience mapping is a strategic process of capturing and communicating complex customer interactions. The activity of mapping builds knowledge and consensus across your organization, and the map helps build seamless customer experiences.
This exercise is to start getting your brain thinking in terms of strategic creativity. See sample below:
Customer Journey Map
For Persona Name: Persona Description
U se r G o al s
U se r Ex p ec ta ti o ns
T im e Pr o ce us
T ou ch p oi nt s
Ex p er ie nc e P ai n P oi nt s
P ro bl em s
Id ea s
Aware
Research
Choose
Communication Docs
Paying
Exams
Submission
Submit the assignment in a PDF into the appropriate assignment folder. Please check your syllabus for the assignment deadline.
Paper For Above instruction
The task at hand involves creating a comprehensive customer journey map based on a specific product or service related to a company researched over the semester. Customer journey mapping is a vital strategic process that visualizes the interactions a customer has with a brand, highlighting their experiences, expectations, and pain points throughout their engagement. This process enables organizations to understand customer needs better, streamline touchpoints, and enhance overall customer satisfaction by identifying areas for improvement and innovation.
Understanding the essence of customer journey mapping begins with defining the persona. For instance, in the given example involving "Jacky," a first-time mother living in Colorado, her journey encapsulates her motivations, expectations, challenges, and interactions with Bambo Nature’s brand and products. Jacky’s persona is eco-conscious, tech-savvy, well-informed through research, and prefers online channels for product discovery and purchase.
The journey typically commences with awareness, where Jacky learns about Bambo Nature through word-of-mouth, online advertisements, and social media channels. Her initial curiosity is driven by her environmental values and necessity as a new mother seeking safe, sustainable diaper options for her baby. During the research phase, Jacky visits the company’s website, reads customer reviews, and engages with FAQ resources to alleviate uncertainties and evaluate product suitability. Her interactions at this stage are critical; the website’s ease of navigation, the clarity of information, and the responsiveness of customer service influence her perceptions significantly.
As Jacky progresses to the decision stage, she typically compares Bambo Nature with other competitors, reads testimonials, and considers the logistics of purchasing—either through retail stores or online subscriptions. She appreciates targeted, quick access to answers and seamless checkout processes. Her experience is shaped by the website's user friendliness, social media engagement, and communication from the brand. Pain points such as limited availability in local stores or delays in shipping can affect her overall satisfaction and intent to continue using the product.
Post-purchase, Jacky’s journey extends into the usage phase where product quality, comfort, and the absence of discomfort for her baby are paramount. Her continued engagement depends on follow-up communication, loyalty programs, and the ease of reordering. Her feedback shared through social media reviews or direct contact reflects her satisfaction or concerns, which the company can leverage for ongoing improvements.
Throughout this journey, key touchpoints include social media platforms, the company’s website, customer service interactions via email or phone, and email campaigns related to loyalty programs. Each interaction must be designed to enhance customer confidence, address pain points, and reinforce the brand’s values—particularly its eco-friendliness and safety standards.
Effective customer journey maps, like the one outlined for Jacky, serve as organizational tools that facilitate understanding across departments—from marketing to sales and customer service. By visually capturing each stage, organizations can identify bottlenecks, personalize experiences, and innovate services—ultimately fostering brand loyalty and customer advocacy. For example, by recognizing that Jacky faces difficulties finding Bambo Nature in nearby stores, the company can increase retail partnerships or enhance online shopping options to meet her needs more directly.
In conclusion, creating a customer journey map involves a detailed understanding of persona-driven interactions, pain points, and emotional experiences. It requires diligent analysis of each touchpoint and a commitment to continuous improvement. As demonstrated through Jacky’s example, well-crafted journey maps can drive strategic decisions that improve customer retention and satisfaction, especially for brands emphasizing eco-consciousness and quality in a competitive marketplace.
References
1. Rawson, A., Duncan, E., & Jones, C. (2013). The Truth About Customer Experience. Harvard Business Review. https://hbr.org/2013/09/the-truth-about-customer-experience
2. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
3. Shaw, C., & Ivens, J. (2002). Building Great Customer Experiences. Palgrave Macmillan.
4. Schmitt, B. (2003). Customer Experience Management. Journal of Marketing Management, 19(1-2), 47–54.
5. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76, 97-105.
6. McKinsey & Company. (2020). The enterprise guide to customer experience. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-enterprise-guide-to-customer-experience
7. Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
8. Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167-176.
9. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout The Customer Journey. Journal of Marketing, 80(6), 69–96.
10. Parvatiyar, A., & Sheth, J. N. (2001). Customer Relationship Management: Emerging Practice, Process, and Technology. Journal of Economic & Social Research, 3(2), 1-34.