Customer Journey Mapping

QUESTION

Assignment Objective: •DRAFT Customer Buyer Persona to identify key traits that your best customer would have including demographics and lifestyle.•Identify stages in the Customer Journey Process and the emotions and actions at each stage.•Recommend Content Topics (not brand promotion) for each stage of the Customer Journey. 3-Customer Journey Mapping: •Choose a Brand and product that you may intends to purchase in the next 6 months.•Customer Persona (IF using AI, include the full AI response in your submission appendix). Include the criteria that is most important that impacts the consumer’s decision to purchase.•Demographics: which may include gender, where they live, income, marital status, kids?•Lifestyle descriptions may include “likes to work out, time strained? Income might be “budget-conscious, upper class, low income or appreciates value for money”. •Wants would describe what they are seeking to validate their sense of themselves and whats important to them. •Concerned about may describe their worries or fears.•Describe job(s) to be done. This describes what your product or service is going to help your consumer achieve. (Consumers need a ¼ inch hole not a quarter inch drill).•List all the stages along the Customer Journey. Template provided.•Identify emotions/thoughts and actions for each stage. Emotions are feelings such as •Recommend 3 CONTENT ideas that the brand could create for each stage that will move the consumer to the next stage. Provide a title for that piece of content that describes what will be included. Be specific. This content should address the consumer’s emotions/actions in this stage and move them further down the path to purchase. The content is not promoting your brand.•You may use the template provided or DRAFT own as long as it includes each of these elements.•Example provided. Your assignment will be assessed based on the following criteria: 1.Accurate persona-key traits that will influence your recommendations for Content. (5)2.Accurate description of jobs to be done. (5)3.Clarity and depth of the customer journey map (emotions/actions). (10)4.Description/topic and relevance of each recommendation and its likely impact on getting the consumer to the next stage in the path to purchase. Does the topic describe what the content will talk about? Is that topic addressing the thoughts, and emotions at this stage? Is the topic in a format that makes sense for the actions at this stage? Does the topic align with the brand values and brand objective? Does the topic provide the right content pillar for this stage (educating, entertaining, conversation, promotion)? (15) Total Marks: 35 ● example: Customer Journey Mapping: Brewing Boba Buyer Persona: •Female age 25-45•Urban •Middle/Upper Class•College Graduate•Social and outgoing•Budget-conscious•Food enthusiast•Time strained•Wants memorable, personalized experience.•Concerned about convenience, inclusivity, budget. Jobs to be Done: Create unique and memorable wedding experience that reflects her personality. Entertain wedding guests Provide food and beverage for wedding guests. Awareness Interest Desire Action/Conversion Validation/Retention Cognitive State Needs/Wants Recognition Exploring Weighing Options Make Decision and Make Purchase Wants to see value from purchase. Support experience with product choice. Emotions & Thoughts -Am I going to find something/worry that the reception turns out the way you want it. -Worry about finances. -I want to be special/memorable/beautiful/fun. -Pressure from family (to meet their expectations/do their way/cater to their guests not to the couple’s friends). -Excitement sparks further exploration and learning about options. -Feeling overwhelmed with choices. -Know they want Bubble Tea but still open to other options. -How does that bubble tea station actually work? -Excited about the unique option that their friends won’t expect. I can’t wait. This is going to be the best reception ever. -Pride in their efforts. Confident. -Did I make the right decision? -Nervous -Is it worth the money? -I could be doing other things with that budget. Actions -Looking at Bridal/Wedding websites and going to bridal shows. -Pinterest. -Talking to friends/family. -Searching for more specific options provided in the Content in awareness stage. -Looking at venues. –Narrowing down food and bev choices. Searching specifically for Bubble Tea vendors. -Visit venues. -Talking to friends about their ideas of what it should look like. -Fantasizing about what it will look like. -Sample the company. -Booking the service. -Looking at testimonials/reviews. -Following on social media to see what other customers have done. -Constantly fantasizing about the event. Want to join the Brewing Boba Facebook community to see what past customers are saying….what to look for/be aware of/what past customers wish they had done differently with the Brewing Boba service. Content Suggestions 1-Article: Top Trends in Wedding Receptions. 2-Infographic/List: Tips for a Stress Free Wedding. 4-Infographic: Budget friendly wedding ideas. 5-Article: Incorporating family wishes into your wedding (and how to get along with your new inlaws). 1-Article/Infographic: Tips for a Stress FreeWedding. 2-Article/Infographic: Alternatives to alcohol at your wedding. 3-Article/Video: Wedding Décor ideas. 4-Quiz: Build your wedding tool/personality quiz. Pinterest boards by theme. 1-The Bubble Tea Trend-why is it so popular. 2-How to get your guests involved at your wedding/fun things to do at a reception. Photo gallery/ideas. Financial budgeting spreadsheets 1-How to get the most out of your Interactive Event. 2-Décor ideas for your Interactve station. 3-Flavour options for your Bubble Tea Station. 4-Food pairings for Bubble Tea. 5-How Bubble Tea is made. 1-Videos on different on past events for décor/options? Hybrid between big C content and promotions (testimonials-why Brewing Boba is your best option). 2-Menu ideas/food pairing. 3-Most popular options from BB menu. 4-Choosing milk over fruit/hot vs cold. Template: Customer Journey Mapping TEMPLATE: Buyer Persona: Jobs to be Done: Awareness Interest Desire Action Validation/Repurchase Cognitive State Needs/Wants Recognition Exploring Weighing Options Make Decision and Make Purchase Wants to see value from purchase. Emotions & Thoughts Actions Content Suggestions

ANSWER

Customer Journey Mapping

Discovering Healthy Habits Buyer Persona: Meet Sarah, a 30-year-old female who resides in a suburban area. She’s a single professional with a decent income, conscious of budgeting and making the most of her resources. Sarah values her health and well-being and is actively seeking ways to lead a healthier lifestyle. She’s concerned about the stress of her job and wants to improve her work-life balance. Sarah is also interested in socializing with like-minded people who share her health-focused interests.

Jobs to be Done

Achieve a healthier work-life balance.

Find a community that supports her health goals.

Incorporate healthier habits into her daily routine.

Awareness In the awareness stage, Sarah is just beginning to recognize the need for healthier habits. She’s concerned about the toll her work and lifestyle are taking on her health. She’s actively looking for ways to make a change and is worried about how to fit it into her budget and schedule.

Emotions & Thoughts

Worried about the impact of her current lifestyle on her health.

Anxious about how to start making healthier choices.

Wants to find affordable solutions to improve her health.

Desires a sense of community and support in her health journey.

Actions

Searching for information on healthy living online.

Scrolling through social media for health and wellness content.

Asking friends for advice on where to start.

Attending local fitness and wellness events.

Content Suggestions

Blog post: “Starting Your Healthy Journey on a Budget.”

Infographic: “5 Easy Ways to Boost Your Health Today.”

Podcast: “Real People, Real Health: Sarah’s Health Journey.”

Interest In the interest stage, Sarah has started exploring various options for healthy living. She’s curious about different approaches and is considering how to incorporate healthier habits into her daily life.

Emotions & Thoughts

Excited about the possibilities of a healthier lifestyle.

Feeling overwhelmed by the abundance of health information.

Open to trying new things but unsure where to start.

Wants guidance and inspiration to take action.

Actions

Reading articles on different health and fitness routines.

Researching local wellness groups and communities.

Watching videos on healthy meal preparation.

Subscribing to newsletters from wellness experts.

Content Suggestions

Video: “A Day in the Life of a Health Enthusiast.”

Guide: “Choosing the Right Fitness Routine for You.”

Online forum: “Healthy Habits Community Q&A.”

Desire In the desire stage, Sarah is ready to make a commitment to a healthier lifestyle. She’s actively seeking the best solutions for her needs and preferences and wants to find like-minded individuals who can provide support.

Emotions & Thoughts

Determined to make positive changes.

Wants to find the most effective and convenient health solutions.

Excited about the prospect of joining a health-focused community.

Concerned about maintaining her motivation.

Actions

Comparing different fitness memberships and classes.

Attending health and wellness expos.

Signing up for free trials of health apps.

Joining local fitness and nutrition meet-up groups.

Content Suggestions

Webinar: “Creating a Sustainable Healthy Lifestyle.”

E-book: “The Ultimate Guide to Staying Motivated on Your Health Journey.”

Online forum: “Connecting with Local Health Enthusiasts.”

Action/Conversion In the action/conversion stage, Sarah has decided on the specific healthy habits and solutions she wants to adopt. She’s ready to make purchases and commit to her health journey.

Emotions & Thoughts

Concerned about the cost of her chosen health solutions.

Excited to begin her new routines.

Worried about sticking to her plan.

Wants reassurance that she’s making the right choices.

Actions

Signing up for a gym membership.

Purchasing healthy meal delivery services.

Buying fitness equipment for her home.

Downloading health and fitness apps.

Content Suggestions

Video series: “Getting Started with Your New Fitness Routine.”

E-book: “Budgeting for a Healthier You.”

Customer testimonials: “Sarah’s Success Story.”

Validation/Retention In the validation/retention stage, Sarah has implemented her chosen healthy habits. She’s looking for support to maintain her new lifestyle and validate her decision.

Emotions & Thoughts

Seeking validation for her commitment.

Celebrating her progress.

Worried about potential setbacks.

Wants to stay connected with her health community.

Actions

Tracking her progress through fitness apps.

Attending regular fitness classes and meet-up events.

Sharing her journey and milestones on social media.

Seeking advice from her health community.

Content Suggestions

Blog post: “Maintaining Your Health Routine: Tips and Tricks.”

Community events: “Monthly Health Enthusiasts Meet-up.”

Social media content: “Share Your Health Wins and Challenges.”

In this customer journey for Sarah, the content recommendations are designed to address her emotions, thoughts, and actions at each stage, helping her progress toward a healthier lifestyle while also providing the support and reassurance she needs. These recommendations align with the brand’s objective of promoting a healthier lifestyle and building a supportive health-focused community.

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