Customer Journey Map and Analysis
March 13, 2021
Essayheroes
Before continuing, you will need to complete the first part of the Forum exercise where you describe a company or industry that needs innovation. Then for this assignment, you will provide a more in-depth analysis based on the chapter readings (Six Myths and the Classic Traps readings), and you will create two Customer Journey Maps to help identify problems and innovative solutions for this company or industry.
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To do:
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Describe the company or industry that needs innovation and why you think so.
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Describe the ideal or average customer.
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Describe what they value with regard to the product or service offered by the organization.
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What primary needs are addressed by the product or service?
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Create two Customer Journey Maps. You can use any software to create your journey maps, or if you want to sketch out your idea, take a picture of it and submit it with the rest of your assignment.
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What did you learn from the Customer Journey Maps?
Use these two frameworks to help you think through the journey maps. Remember, the focus is on the customer experience. Here’s an example of a completed map. (Links to an external site.) Note how it has been customized.
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Before using product or service
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During using product or service
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After using product or service
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Other notes
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Key Moments that matter (what specific points in the process are critical to success and customer satisfaction)
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Customer emotions (what emotions may they have or feel at each stage?)
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Before using product or service
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During using product or service
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After using product or service
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Other notes
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Phases: What phases are a part of the customer’s journey
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Actions: What actions do your customer’s take during each phase?
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Feelings: What emotions do customers have at each stage?
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Channels: What channels do customers use (eg. web, social media, mobile, in-person, etc.)
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