In this assignment, consider a company, a product, service and or brand. Be sp
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In this assignment, consider a company, a product, service and or brand. Be specific. For instance, you may want to consider an Apple iPad, a Kindle Echo (personal assistant I just bought); a vacation to Mexico next winter; a new car purchase like my recent purchase of a Mercedes SLK230; whatever you want, your choice. It can be a product or a service (maybe you want to consider a change in banking services as an example).
Now consider the concept of journey mapping for your choice of product or service. Review the reference materials and videos provided. In particular review the journey map example. Now I ask that you create your own journey map for the product/service you chose.
Another good place to start is to Google “customer journey map” under the Images Link and see the many ways that Customer Journey Maps are created. www.smaply.com has templates you might choose to use.
First, create a persona-who is your typical customer and describe her (him) in detail (see sample).
Please detail the steps in the journey, the information needs of the customer. How can the firm improve on the way information is communicated to the customer. Your journey must minimally include stages of Awareness; Consideration; Purchase; Uses/Service; Loyalty
Define the emotions and thoughts encountered by the customer as she moves from consideration to purchase to use.
Detail all the touch points for contact with the customer as the customer moves through the various stages of the journey. (Again, your journey must minimally include stages of Awareness; Consideration; Purchase; Uses/Service; Loyalty)
How can the firm optimize each of the contact points to assure customer satisfaction
Please make suggestions for each of the stages of the journey based upon your current knowledge of marketing. After the term, see if you can improve upon your efforts here.
Your paper should include a pictured journey with details. I have included a template for your use or you may use your own graphic approach; creativity is welcomed. Your discussion should include at least two pages, double spaced and APA style, in addition to the graphic presentation. See sample attached
For additional information view videos linked here:
What is Customer Journey Mapping? https://www.youtube.com/watch?v=5Ly33ZLjeyI&t=52s.
Customer Journey Mapping – How to create a journey map (2019): https://www.youtube.com/watch?v=A2LFJF1SUBg&t=9s
Disney Journey+map student project.pdf
(19.41 KB) Reference this textbook: Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2019). MKTG12: Principles of marketing. Boston, MA: Cengage. Chapter 6-9
PLEASE REFERENCE THE TWO ATTACHMENTS FOR THE PROJECT
PLEASE CITE APPROPRIATELY
This project consists of Awareness; Consideration; Purchase; Uses/Service; Loyalty. 5 slides in total.
PLEASE REFERENCE INSTRUCTIONS CAREFULLY