Question Background

Customer journey mapping is an exercise used to convert suspects into loyal customers from seeing a product, buying the product, using the product, repurchasing the product of a brand, and also convincing them not to switch to any competitors. The customer journey includes the moment or touchpoints that the brand interacts with a consumer or customer, e.g., encounters the brand or marketing communication messages, hears a friend talking about the brand, shops in a physical store or online store, and gets product or services support from workshops, repair centers, or hotlines, etc. The touchpoints could be categorized in different ways, e.g., three purchasing stages (pre-purchase, purchase, and post-purchase) and customer relationship stages (suspects, prospects, customers, clients, advocates, and defectors). Other than identifying the touchpoints, the brand has to study consumers perception of each touchpoint, the research they do, the ways they purchase and use the brands products or services, and what and how they tell others about it for drafting different messages to interact with them and transform them from one journey stage to the next stage.

Question

Identify ONE brand you like and its target market segment(s) List all KEY touchpoints (i.e., communication channels, media, or platforms) and related MESSAGE THESES along with the SIX customer relationship stages Visualise your ideas by using a customer journey map within ONE page