COMM 3301 Chapter Notes - Chapter 5: Jargon, Psychographic, Transtheoretical Model

• School: Carleton University
• Department: Communication Studies
• Course: COMM 3301
• Professor: Joseph Boughner

Document Summary

Using customer journey maps to improve customer experience. Looks at the first essential step of improving the experience you deliver, which is mapping out your customer journey. A customer journey map is a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, a service, or any combination. The more touch points you have, the more complicated, but necessary journey map you have. Example: engaging with a customer, buying the product or service, using it, sharing about the experience with others, and then finishing the journey by upgrading, replacing, or choosing a competitor. At other times, they are used to look at very specific customer-company interactions each stage. A timeline is the starting point, then you must look at what is happening in. All of these questions can be answered best in grounded customer research, preferably including in-depth ethnographic style interviews and in context observations.