Case Study: Enhancing the Customer Journey

Background:
Consumers often engage in a hybrid shopping experience in today's digital age. This involves
both online research and offline interactions before making a final purchase. Despite the
convenience of online shopping, many customers still value the tactile experience of physically
handling a product before buying it. However, this journey is fraught with potential frustrations.

Scenario:
Pick your most recent shopping experience involving online and offline touchpoints.

Assignment Objective:
1. Define the start and the end point of your journey
2. Map out your customer journey as part of the end-to-end experience. If you plan to make
a process map or a journey map, try and limit it to 1 page / 1 Slide
3. Identify the problems you faced during the entire journey.
4. Please look up issues other customers might have experienced and add them to your
problem analysis.
5. If you were to redesign the customer journey,
a. what would you do differently and
b. why
c. If you plan to make a process map or a journey map, try and limit it to 1 page / 1
Slide
6. What metrics will you track for the various touch points.
7. For the identified metrics, what performance targets would you recommend
8. Feel free to make suitable assumptions and list them down

Evaluation Criteria:
● Creativity and feasibility of the proposed journey redesign.
● Clarity and depth of the analysis.
● Relevance and specificity of the metrics and performance targets.
● Impact on Customer Experience

Comments:
Your solutions should seamlessly integrate online and offline touchpoints, increasing customer
satisfaction and loyalty. This assignment is designed to encourage critical thinking about the
customer experience and the integration of digital and physical environments. It requires you to
apply concepts of customer journey mapping, service design, design thinking, and performance
measurement.

Good luck!

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