Details_Assessment 2 My Customer Journey Analysis ________________________________________ Description: ________________________________________ This individual assignment is a practically oriented task that allows you to: demonstrate your knowledge and understanding of the conceptual foundations of consumer behaviour by analysing your own consumption behaviour as well as critiquing seminal and current literature in consumer behaviour and marketing. For this task, you will be analysing, interpreting and explaining your own consumer experiences by (1) choosing a topic of interest for the task (2) constructing a Customer Journey Map (3) reflecting on the full experience as well as critical incidents during your customer journey and (4) analysing your consumer journey through the lens of consumer behaviour theory and concepts. This piece of assessment addresses Learning Outcomes 1.1, 1.3 and 2.1. This course assesses the Program Learning Outcome: Analysis and Interpretation, and collects data for Assurance of Learning purposes. Task: ________________________________________ Step 1: Choose the topic for the task. Think of all the consumption decisions you have made in the last 12 months. Most decisions may have been done through habit, for example, think of products and services you frequently purchase. On the other hand, you may have made some complex consumption decisions that required a great deal of effort. Step 2: Construct your customer journey map. The customer journey is the sum of all the experiences that you as a consumer go through when you interact with a company, brand or organisation. This means that it takes into account the acquisition, consumption (and perhaps disposal) of a product, brand etc. Customer journey mapping is a powerful tool for organisations as it documents how consumers interact and experience the organisation and brand, and it can also identify gaps that may be present. Importantly for you, the process of mapping your customer journey will provide you with deeper insights about your own consumer behaviour. There are many templates for customer journey maps on the Internet, however, they generally address the following areas: • o Your Personal Goals and needs o Goals and Motivations Scope of the experience o When, why, how, where did it begin o Touch points along the way (critical incidents) o What was the outcome o Who else influenced you Think of these points as signposts to guide you as you construct the map of your journey. Step 3: This step is a ‘Consumer Reflection’ that requires you write about your experiences based on the insights you have gained from your customer journey map. What have you learnt about yourself as a consumer that you weren’t aware of before? In this section you can use first person when writing to fully express your ideas or views (e.g., I think, in my opinion, I feel, my perception is etc). At the end of this section you need to identify 3 to 4 consumer behaviour concepts that you believe are relevant, or can help to explain your experiences of your customer journey. (500 words) Step 4: Now you will analyse your customer journey and consumer reflections through the lens of consumer behaviour theory and concepts. As a guide for structure, you can: Firstly, define the concept/theory. Then you will provide an overview of the consumer research on this concept/theory. Then you will discuss how the concept/theory is relevant to the consumer (you) and the experiences discussed in the Consumer Reflection section. Whilst this task focuses primarily on consumer behaviour issues you should also discuss the marketing implications these issues may have for the organisation or brand. (2000 words) Further resources: ________________________________________ Here is the Customer Journey Template that I show in the video. This is only one way to map your journey, but it does provide you with a good framework. You may use this one; you can edit and revise to personalise this one or you can create your own. For example, you may like to draw a map and use sticky notes for comments. You can be as creative as you like; just be mindful that I need to be able to read the text. Template for Customer Journey Map Here are two exemplars of Customer Journey Maps. As you can see each student has taken a different approach for their map, however, each map communicates the journey in a very creative and effective manner. Exemplars for Customer Journey Map Megan Grocki breaks down what a customer journey map is, and how to create one for your next user experience design project. How To Create A Customer Journey Map Here is an article that outlines some of the pitfalls to avoid with Customer Journey Maps 3 pitfalls to avoid when customer journey mapping Format: ________________________________________ The analysis can be presented in a manner that makes easy reading that is, • 1.5 spacing between lines, and • generous margins with headings and sub-headings. The word limit is 2,500 maximum. You should give careful attention to presentation and to the use of appropriate essay style and format. Approximately 15 references are required for the task. In particular, you must cite/reference original work, author(s) etc. Citation and referencing should conform to APA (American Psychological Association) format both in the body of your paper and its attached reference section. 3 pitfalls to avoid when customer journey mapping: Link below. https://www.quirks.com/articles/3-pitfalls-to-avoid-when-customer-journey-mapping