Customer Journey

• Communication & multimedia design
• HBO
• Studiejaar 3

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The assignment

This second assignment of the minor, Hospitality Management, involves the creating of a persona, a customer journey map and a written text, focused on hospitality, related to a museum visit.

This is an individual assignment, meaning that each student will visit and explore a museum of their choice and on their own.

The end product of this assignment is a visual map of the persona, customer journey map (visual) and a written text that explains the map. You will include good practice on hospitality at museums and recommendations on better hospitality experiences during the several phases of the so-called journey.

Go to Moodle

Learning goal for this workshop

- You are able to create a visual Customer Journey (CJ map) based on theory (this workshop and Marie Anges AND research!)

What is a Customer Journey?

Customer Journey map

A customer journey map is a visual representation of the customer journey (also called the buyer journey or user journey). It helps you tell the story of your customers' experiences with your brand across all touchpoints

Why a Customer Journey map?

00:30

The Actor... or the persona

01:04

Actions yes and also the touchpoints (they often cause the action)

01:25

yes... the recommendations

Which phases do you know from a Customer Journey map?

Tekst

Tekst

Tekst

Tekst

Correct

Not correct

One CJ map for all targetgroups

Make once a year

A CJ for services is more complex

The Advocacy stage is very important

Analysing the CJ can help the organisation to improve the service/experience

A touchpoint is always tangible (e.g. brochure)

In the awareness stage, you can exaggerate a bit for marketing reasons

De customer journey is de (virtuele) reis die een klant aflegt tot en met het afnemen van een product of dienst. Het is een metafoor voor de verschillende tussenstappen, fases en contactmomenten die een klant doorloopt alvorens tot een aankoop over te gaan. Doorgaans wordt ook de relatie met de klant die daarna ontstaat tot de klantreis gerekend. Bij elke stap in de customer journey treden bij de klant gevoelens op en kunnen vragen ontstaan ontstaan. De mate waarin wordt voorzien in behoeftes en de hoeveelheid frictie die zich voordoet zijn bepalend voor de beleving en uiteindelijk ook de conversie. Het analyseren en evalueren van customer journeys kan een organisatie leren zichzelf en de producten en dienstverlening te verbeteren. (onlinemarketingagency.nl)

Give some examples
of touchpoints

Social Media

Online Advertisement

Digital Marketing Content

Company Events

Peer Referral

Conversations With Company Representatives

Product Catalogs

Ecommerce

Product Reviews

Point of Sale

Thank You Letters

Product Feedback Surveys

Upsell/Cross-Sell Emails

Billing Actions

Subscription Renewals

CUstomer Support Channels

Customer Success Programs

Customer Onboarding

Customer Loyalty Programs

Self-Service Resources

Touchpoints

Touch points are interactions between businesses and customers that occur during the customer's journey. These moments significantly influence customer experience as well as brand perception. By outlining key touch points on a map, businesses can capitalize on timely opportunities to optimize their customer journey.

TIPS

• Do not only think about the use of channels (be there on as many channels as possible is not the goal…the channel is merely a tool to achieve the goal
  
• Goal is (for your recommendations): Give the customer a FANTASTIC experience before, during and after his experience (service) Make sure the customer feels unique!
  
• So: don’t shout out your brand value in different channels only, but let him experience your brand value at the moment there is a need for it.
  

Link example

Example

https://miro.com/app/board/o9J_kq352PI=/

Take a look at the CJ map of this supermarket (link in chat), zoom in, drag to move, write down your questions below

Link practise with Miro

Practise with MIRO

Please give your feedback on this workshop

Thanks!!