Subject category:
Marketing
Published by:
IE Business School
Format:
Web-based case
Data source: Generalised experience
Topics:
Marketing; Omnichannel; Product; Sales; Online; UX; Social media; Digital marketing; Customer journey
Notes:
Access to IE multimedia items is provided to learners via a CoursePack or a link on your organisation's course area (Virtual Learning Environment or Learning Management System). Find out more >
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https://casecent.re/p/154365
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Abstract
The customer journey is a 6-stage process that follows a potential customer through every touch point they have with your brand. The six stages are: Awareness; 0 Moment of Truth (0 MOT); Evaluation; 1st Moment of Truth; 2nd Moment of Truth and Loyalty and Advocacy. In this multimedia students will be shown a potential customer experience each of these stages as she goes in search of a little black dress. Along with this, they will read a detailed explanation of both how to ensure any customer is kept happy in that stage, and which digital channels you can use to target them. They will complete the multimedia by completing a customer journey mapping exercise on a downloadable excel, where they have to predict the emotions felt and the channels required in each stage of the customer journey.
About
Abstract
The customer journey is a 6-stage process that follows a potential customer through every touch point they have with your brand. The six stages are: Awareness; 0 Moment of Truth (0 MOT); Evaluation; 1st Moment of Truth; 2nd Moment of Truth and Loyalty and Advocacy. In this multimedia students will be shown a potential customer experience each of these stages as she goes in search of a little black dress. Along with this, they will read a detailed explanation of both how to ensure any customer is kept happy in that stage, and which digital channels you can use to target them. They will complete the multimedia by completing a customer journey mapping exercise on a downloadable excel, where they have to predict the emotions felt and the channels required in each stage of the customer journey.