Mapping the digital customer journey

4. Mapping the digital customer journey

From the personas you have developed, choose the one that you believe is the most valuable to the business so you can map their digital customer journey. Follow these steps:

• Justify, with evidence, why you believe this persona is valuable to the brand.
• Find a customer journey map template online  (or use the one provided in the week 2 lesson)
• For each stage of the digital customer journey, make sure you include: goals, decisions, touchpoints, channels, pain points, delight points, emotions and moments of truth

Hint 1: Be thorough in your analysis, and ensure you fill out each cell in your template. This will keep your thinking focused and structured and ensure you don’t miss anything.

Hint 2: Use your template to make your digital customer journey visually appealing. It should be a single page lift out that can be circulated through the client’s organisation and understood ‘at a glance’.

Hint 3: Remember that the entire point of this section is to gain some insight into where things can be improved. This means that if you don’t have some very obvious and clearly described ‘paint points’, or problems, or areas for improvement when you get to the end of this section, you need to go back and put some more work into your analysis.

5. Making recommendations

Based on the persona you have selected, and their digital customer journey map you have developed, briefly make three recommendations for how the digital customer experience could be improved. Remember, although you can recommend communications strategies, digital marketing is about more than just communications, and includes all aspects of the digital customer journey. Justify your recommendations with evidence.

Hint 1: Make sure that your recommendations align closely with your persona and their digital customer journey.

Recommended structure:

Your assignment should be presented in business report format and include numbered headings, such as the following:

• Executive summary
• Table of contents
• Introduction
• Audience personas
• Digital customer journeys
• Recommendations
• References

Important note: Your work should be supported by evidence from a range of sources. The more relevant evidence you provide, the better. Reports with less than five sources (industry reports, industry articles, academic papers etc.) are unlikely to be eligible for a pass.  The word limit is 1,500 words (excluding executive summary, tables and references). To fit within this word limit, you should focus only on crucial information, write succinctly, and use charts, tables and graphics to present analysis and evidence.