Customer Journey Map -

Nugttah

Abdulaziz alghamdi - 25/3

 Before
Awareness, Consideration & Decision

Steps Awareness Consideration Decision

Using the app to make an Ex.
Touchpoints SMS The App Store Scale
order
Finding out that I had unused points Downloading the 5 🥳
Actions Taken through a text message from Nugttah. Logging in
application
Why did the restaurant I had food from previously It would be great to use the points I have made from The interface is user friendly. The stores are 4 😋
Thinking multiple purchases. (The consideration came after multiple
shared my personal information with a third party purchases from Nugttah’s partnerers and receiving multiple
without my permission?
well organized. I have a decent amount of
points.
messages from them).
3 😃
Feeling Disappointed and provoked Interested and excited Intrigued
2 🤔
Expectations Range 1 🤬
🤬 😃 🤔
Do not collect your partners’ customer’s personal Instead of simply telling a customer to make use of their Expanding the list of stores available on the app will be of
Recommendations information without their permission, or at least have
your partners put a disclaimer.
points, highlight the potential of gaining more points when
communicating through SMS.
great benefit. There is a potential to have the service
applied on grocery stores.
 During
Service

Steps Service
Ex.
Touchpoints Pick-up Scale

5 🥳
Actions Taken Calling the restaurant to make sure that the order is ready.
It was nice to hear that the order is ready and my order was identified by 2 key words, 4 😋
Thinking Nugttah and my name. Also, it was great having the order delivered to my car instead of
going into the store to pick it up.
3 😃
Feeling Satisfied
2 🤔
Expectations Range 😋 1 🤬
It would be nice to promote a guide on making use of the points, it took me sometime
Recommendations to find it on the app. I did not pay with points for that reason.
 After
Loyalty
Steps Loyalty

Touchpoints SMS, Nugttah App.

Ex.
Scale
Actions Taken Reading SMS, Checking my points balance.
5 🥳
Informing me of the points I have gained was a great
way to lure me in to use the app again since I will have 4 😋
Thinking
that information in the back of my mind as I am
ordering food or coffee through an app. 3 😃

Feeling Happy 2 🤔

1 🤬
Expectations Range 🥳
More frequent communication through the app and
Recommendations
SMS, but not too frequent like Golden Scent.
 The Consolidated Customer Journey Map
Steps Awareness Consideration Decision Service Loyalty

Using the app to SMS, Nugttah

Touchpoints SMS The App Store Pick-up
make an order App. Ex.
Scale
Finding out that I had unused Downloading the Calling the restaurant to
Reading SMS, Checking my
Actions Taken points through a text message Logging in make sure that the order is
points balance. 5 🥳
from Nugttah. application ready.
It was nice to hear that the order is ready and my

Thinking
Why did the restaurant I had food from previously
shared my personal information with a third party
It would be great to use the points I have made from
multiple purchases. (The consideration came after
multiple purchases from Nugttah’s partnerers and
The interface is user friendly. The stores are well
organized. I have a decent amount of points.
order was identified by 2 key words, Nugttah and
my name. Also, it was great having the order
Informing me of the points I have gained was a
great way to lure me in to use the app again since I
will have that information in the back of my mind as
4 😋
without my permission? delivered to my car instead of going into the store to
receiving multiple messages from them). I am ordering food or coffee through an app.
pick it up.

3 😃
Disappointed and
Feeling Intrigued Interested Satisfied Compelled
provoked 2 🤔
Expectations Range 🤬 🤔 😃 😋 🥳 1 🤬
Instead of simply telling a customer to make use It would be nice to promote a guide on making
Do not collect your partners’ customer’s Expanding the list of stores available on the app More frequent communication through the app
Recommendations personal information without their permission,
or at least have your partners put a disclaimer.
of their points, highlight the potential of gaining
more points when communicating through
will be of great benefit. There is a potential to
have the service applied on grocery stores.
use of the points, it took me sometime to find it
on the app. I did not pay with points for that
and SMS, but not too frequent like Golden
Scent.
SMS. reason.
 Observations & Analysis
• Nugttah collect their partners’ customers data without any prior disclaimers.

• Nugttah encourages potential users to download their app by stating the amount of points they
have gained on each individual purchase without highlighting the potential of users growing
their points by dealing with Nugttah’s affiliates.
• The amount of points gained is not displayed on the forefront of the app, and the points are not
easily accessible for use. At least for me.
• The communications are limited to information about the points I had, I think it would be
better to hear from Nugttah.
 References
• Software used to create the CJM is MacOS’s Keynote
 Feedback
1. How would you rate this assignment/10?
9/10, fun exercise.
2. Would you recommend this assignment for other students? Why? Why not?
Marketing students? Yes. Others? No. I do not think students would be interested in doing such an exercise.
3. How can we improve this assignment in the future?
Keep it as it is. It is simple, clear, and concise.
4. What would you do if you were to do it all over again?
Take not of all the details that I thought were not important. It took me a while to recall my first interaction with
Nugttah.