Assignment Task: Customer Journey Mapping Group
This assignment has both a written, as well as a presentation, component. Each team member is to Sectionicipate equally and a group/team assessment will be submitted along with your assignments.
In this assignment, please select an apparel retailer with both a brick &mortar / online presence. You must visit the brick and store and the website. You will only have to report on one channel (i.e.: brick & mortar OR online)
Written Portion
Section A) The Customer:
Using a table/chart, indicate who the target customer is for this Sectionicular store or brand. Be sure to include both demographics and psychographics.
The Consumer Trend:
Indicate what you feel the consumer trend has been towards this store or brand and why.
Section B) Visual / Graphical Component - 1 Customer Journey Maps. 1page
Create one Customer JourneyMap for the brick and mortar experience or for the online experience for this brand/store. Indicate as many touchpoints as you can that reflect typical purchasing patterns under the pillars we've discussed in class.
- Awareness
- Consideration
- Purchase
- Retention
- Advocacy (this may or may not be apparent)
In each of these phases/pillars, show specifically what touchpoints the brand uses to engage with their customers to advance them to the phase/pillar in the journey. Some touchpoints to consider include:
a) Email
b) Webchat
c) Social media (Twitter, Instagram, Snapchat, Pinterest, Facebook, etc.)
d) QR codes
e) In-app
f) In-store signage
g) Events
h) Sales staff in store
i) Interesting store display that promote creating multiple unit sales
j) Fitting room experience
Section C) Journey Map Summary (1 pages)
On a separate page add a written summary to accompany the journey map that expands on at least 2 elements from each pillar, include actual observations you made for during the journey, these can be positive or negative. You should have at least 5 paragraphs here (1 for each phase/pillar, plus an explanation point for at least 2 elements of each phase/pillar) .... You may have to make assumptions for Awareness or Advocacy.
Section D) Create a Scorecard: (1-2 pages + summary)
a) For the journey (brick & mortar or online), Create a scorecard. Use the 5 pillars we set out in class as the headings for your scorecard. Under each pillar you should be addressing the following,
1. What was the customer: thinking, doing, feeling.
2. What was the pain-point or barrier at each stage.
3. What would you suggest as an improvement for each stage.
4. Summarize your overall recommendations. If the brand or store scored very highly and you have very few recommendations for improvement, then explain what happened that lead you to this conclusion.
Section E) Presentation
1. Present your selected brand, using Powerpoint, demonstrate the customer journey in each of the stages.
2. Present the findings of your research including your Customer Journey Scorecard. Feel free to share personal experience when relevant.
3. Present your expert recommendation: What should the brand do differently to deliver a better overall Customer Experience? If the brand appears to be exceeding customer expectations, then explain why.
Attachment:- Customer Journey Mapping Group.rar