Customer Experience
• Write a 2,000 word report.
• Using research, develop a persona, a customer journey map and recommendations for IMC.
• Worth 40%.
• Due Week 13.
Customer Journey
• A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.
• Always identifies key interactions that the customer has with the organization.
• Talks about the user’s feelings, motivations and questions for each of these touchpoints.
• Provides a sense of the customer’s greater motivation. What do they wish to achieve, and what are their expectations of the organization?
Why this is important
• Belief that strong positive experiences in the customer journey will lead to improvements in the bottom line, higher conversion rates at multiple touchpoints, improved customer loyalty and word-of-mouth (Homburg, Jozic and Kuehnl 2015).
• Also adds another two capabilities (developing a persona and constructing the journey map) to your skillset.
Your assessment journey must include
• Personas: the main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of user. This is WHY they are interacting.
• Timeline: a finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g. awareness, decision-making, purchase, renewal). This is WHEN it is happening.
• Emotion: peaks and valleys illustrating pain points, frustration, anxiety, happiness, satisfaction. This is HOW the customer is feeling.
• Touchpoints: customer actions and interactions with the organization. This is the WHAT the customer is doing.
• Channels: where interaction takes place and the context of use (e.g.
website, app, call center, in-store). This is the WHERE they are interacting.
What the assessment asks for
• Research into CX
• Develop a persona
• Map the Customer Journey
• Recommendations for IMC
• Professional communication
Research
• Find out whatever you can about the customer through secondary research.
• Use databases like IBISWorld available through the QUT library https://www.library.qut.edu.au/search/howtofind/industrymarket/
• Then conduct some quick, easy, qualitative research.
• Maybe three interviews, or a focus group, or observe the customer in-store or using the product.
• NO surveys. It must be “rich” data.
• Bring in your findings from your SML study.
Develop your persona
Apply the Five-Step process you practiced in Tutorial 2.
Step 1: Who are they?
Step 2: What do they do?
Step 3: What are their needs or goals?
Step 4: What’s stopping them?
Step 5: What are their burning questions?
Take the 8 Step Journey to build the map
Use the process practiced in Tutorial 5.
1. Start with research
2. Define behavioural stages from the customer’s perspective
3. Capture customer considerations
4. Detail every touchpoint
5. Map out the customer pain points
6. Chart the changing customer emotions
7. Consider what other detail can be added to the map
8. Outline any opportunities for improvement
Make some recommendations for IMC
• The map not only shows the customer journey, it also shows the strengths and shortfalls of the company.
• Look at the pain points, the emotions, the opportunities for improvement.
• Consider the touchpoints and what might be reinforced or improved there.
• Make some recommendations on how the CX might be improved.
Professional Communication
• Clarity and persuasion of written expression
• Appropriate use of references
• Justifying your argument

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