Assignment Details This week you’re going to be working on a customer journey map. This will help with understanding creative executions for the next week.  Note: You will be working

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Customer Journey Map for: Bambo Nature

Persona Name: Jacky (First time mom) Persona Description: Lives in a one story house in the suburbs of Colorado that promotes eco-friendly behavior. Well educated, with a bachelor’s degree, and always conducts intensive research to compare all her options before picking any product or brand. Jacky is conscious of her environment and how her actions affect the world that her child will be living in. She still relies heavily on her cell phone to meet her demands and is rather tech-savvy. Being the millennial that she is, she made the decision to wait until she and her husband were both stable in their careers before having their first child.

User Goals Find the Jacky Her choices Receive Jacky sees Smooth Jacky diaper most suitable for her

wants to understand

become reduced

enough information to

ads for several

transaction, order

wishes to reorder and

baby. Bambo Nature’s

leaning toward

fully trust on her final choice.

competitors as well as Bambo

effortlessly. repeat her good

special qualities.

Bambo Nature.

Nature. experience with Bambo Nature.

User Find a long Bambo Able to find Quick response Targeted Quick access Hopes to Expectations lasting and Nature has all and select and thorough competitor to website share her

comfortable the qualities her desired answers to her ads pop up cart page, no experience diaper for her Jacky desires product easily questions from less with the need to refill with other child to wear. and more.

Latex free leg cuffs and breathable backsheet.

through the Bambo Nature website.

her direct contact with Bambo Nature.

more research Jacky does on Bambo Nature.

information more than once. Get help if problem suddenly appears.

moms and provide her personal feedback.

Time Typically 1 week.

Jacky realizes during her third trimester that she needs to choose a diaper brand.

Typically 2-3 weeks.

Typically 1 week

By the last month of her pregnancy, Jacky has decided on Bambo Nature.

Questions are usually answered instantly through Bambo Nature’s detailed FAQ.

Jacky continues to see online ads of Bambo Nature almost every time she opens her browser.

Typically 1 day.

Depending on the arrival of the product.

Several weeks after Jacky’s due date.

Process Hears from friends, sees an online ad while browsing through websites for baby products.

Talks with friends about diaper brands and ask questions, will compare or evaluate alternatives. Arrives at website and looks for help section.

Is given a few diapers to sample from her friend. Browses through website to select preferred type and amount of diapers.

Jacky reaches out to customer service.

FAQ and customer reviews help ease any uncertainty Jacky might still have

Jacky chooses her payment method to complete the online order.

Her baby shows no sign of discomfort. Jacky will order again/ continue her subscription with Bambo Nature.

Touchpoints Primarily word-of-mouth, online advertisement, social media.

Finds website, reads through customer reviews and testimonies, checks social media frequently.

Website, subscription/ rewards email confirmation and password/acc ount setup.

Social media, telephone and email contact.

Jacky receives emails from Bambo Nature’s Loyalty program

Cart page and checkout. Order confirmation and receipt email.

Will share her experience through social media, website review and blog post.

Experience Neutral Neutral Excited Satisfied Happy Satisfied Satisfied

Jacky is curious and interested.

Jacky is, apprehensive about choosing the right product.

Jacky is feeling confident with her choice.

Questions are always answered at her convenience.

Initial new customer survey reveals Jacky is happy with her purchasing experience.

Jacky is looking forward to Bambo Nature’s products.

Jacky is very content with the quality of Bambo Nature’s diapers.

Painpoints Jacky becomes aware that finding Bambo Nature in nearby stores is difficult.

She learns there is a limited store availability.

Long store distance from her home. Has no choice but to purchase through online subscription.

Bambo Nature emails Jacky to check in on her experience.

Rate Bambo Nature (1-5 stars)

Online subscription service and loyalty program emails and ads continue to pop up.

Jacky had to fill out her subscriptions/ reward account information which took some time to complete.

Jacky had a slight shipping delay but nonetheless received her package in good conditions.

Problems Bambo Nature’s slight inactivity with social media page.

Bambo Nature is not sold everywhere.

Jacky has to accept that subscriptions can be a hassle.

Jacky reaches out to customer service with some doubts/ remaining questions.

Jacky navigates Bambo Nature blog.

Jacky needs to remember that every month she will be charged subscription to replenish.

Money management must be included to her skillset to avoid being short on funds.

Ideas Can reach out to potential customers by increasing engagement.

Contact nearest retail stores to stock on Bambo Nature if she chooses to not buy online. Could also buy in bulk to avoid running out.

Buy in store and online to test which is more cost-effective and time-efficient.

Customer service reaches out promptly on time for Jacky’s purchase.

Customer survey sent after the first 6 months using Bambo Nature reveals areas to improve on.

Set constant reminders through her phone.

Invest in a virtual assistant such as Amazon’s Echo Dot or Google Home.

Creating a Customer Journey Map

Assignment Instructions

You will be working in your team for this assignment.

Based on the company you have been working on this past semester, create a customer journey map for that product or service associated with your campaign.

What is a Customer Journey Experience Map?

Experience mapping is a strategic process of capturing and communicating complex customer interactions. The activity of mapping builds knowledge and consensus across your organization, and the map helps build seamless customer experiences. This exercise is to start getting your brain thinking in terms of strategic creativity. See sample below:

Customer Journey Map For

Persona Name

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Aware Research Choose Communication Docs Paying Exams

Submission

Submit the assignment in a PDF into the appropriate assignment folder. Please check your syllabus for the assignment deadline.