CUSTOMER JOURNEY

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PROBL PROBL PROBL PROBL PROBL PROBL PROBL

EM
Green marketing is EM
Green marketing is EM
Green marketing is EM
Green marketing is EM
Green marketing is EM
Green marketing is EM
Green marketing is
a practice where a practice where a practice where a practice where a practice where a practice where a practice where
companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to.

S
A
D ACTI ACTI ACTI ACTI ACTI ACTI ACTI
ON
Green marketing is ON
Green marketing is ON
Green marketing is ON
Green marketing is ON
Green marketing is ON
Green marketing is ON
Green marketing is
a practice where a practice where a practice where a practice where a practice where a practice where a practice where
companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to.

H
A
P AWARENESS CONSIDERATIO ACQUISITIO SERVIC LOYALT
P N N E Y
Y METRIC
S
Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
practice whereby companies practice whereby companies practice whereby companies practice whereby companies practice whereby companies
seek to go above and. seek to go above and. seek to go above and. seek to go above and. seek to go above and.

OPPORTUNITIE
S
Green marketing is a
practice whereby companies
seek to go above and.
Green marketing is a Green marketing is a Green marketing is a Green marketing is a
practice whereby companies practice whereby companies practice whereby companies practice whereby companies
seek to go above and. seek to go above and. seek to go above and. seek to go above and.
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Tasty Drink

Good
Polite Temperature
GO Good
OD Aroma Drink
EXP Free
ERI Convenient Wi-Fi
Goodbye
ENC
BASELINE Ambience
E

Fake
Worry Greeting
Loud
Factory Line
Loud
Closing
Cold
BAD Confined
EXP
ERI
ENC
E

ANTICIPAT ENTE ENGAG EXI REFLEC

TOUCH E R E T T
POINT Office Car Walk-in Line Order Pay Sit Drink Work Pack up Leave Car
S
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DIGITAL
Online TOUCHPOINTS Loyalty
Display Community Program
Paid
Content
Chat
Websites
Search Search Mobile App Site
Survey

AWARENESS CONSIDERATIO ACQUISITIO SERVIC LOYALT

N N E Y
Call Center/
PR Direct IVR
Mail Offers in
Word of Invoice
Mouth Agent/
Radio, Broker Word of Mouth
TV,
Print
Store/
Branch Mailings

PHYSICAL
TOUCHPOINTS
 CUSTOMER
TOUCHPOINTS
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Loyalty
Paid Program
Content Community

Websites Chat
Survey
Search Mobile App Site

AWARENESS CONSIDERATIO ACQUISITIO SERVIC LOYALT

N N E Y

Word of
Mouth Agent/
PR Broker
Direct
Mail Word of Mouth Offers in
Invoice

Radio,
TV, Store/ Mailings
Print Branch
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STAGES AWARENESS CONSIDERATIO ACQUISITIO SERVIC LOYALT

N N E Y

Green Green Green Green Green Green Green Green Green Green
marketing is a marketing is a marketing is a marketing is a marketing is a marketing is a marketing is a marketing is a marketing is a marketing is a
practice where practice where practice where practice where practice where practice where practice where practice where practice where practice where
STEP companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
companies
seek to go
S above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond.

TOUCH
POINTS

DEPARTMENT 2 3
E
4 2 2 5
E
4
E
5 3 2
R A
S Marketing O
N S L
- S E I M
C A OA
M
S E R S
N B AS P A
I N N U L I V T
Design L L E O A PH R
T S IP H PI S V O
I
O
G G L N I
I O W C N PO O
E E LE A TL M E C
E
CC
N A F - C
Engineering N G I D DP D
R R SR T IS S N I
W
OI
C R A I U U G S O E M A D A L MA
E I A E N S
O E L N P C E O P A I P O L E PL
UX A S C X O
N L M G P T M N T T Z P R M S EM
D C T P T
T E E P A P E A I U A M P E TE
Customer Success S O E I
E A D A G A N I L O R T E A D ID
V O R F
N S I G E G T I N E I S R I TI
E N I I
T E A E E Z S S O S T A OA
R E C
A
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LIFECYC
PRE- ONBOARDING EDUCATIO SUPPORT
LE SALES N
STAGES
CUSTOMER
EXPERIENCE

Green marketing is a Green marketing is a Green marketing is a Green marketing is a

TOUCH practice whereby practice whereby practice whereby practice whereby
POINTS companies seek to go companies seek to go companies seek to go companies seek to go
& SCORECARD above and beyond. above and beyond. above and beyond. above and beyond.

Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
FRUSTRATION whereby companies seek to whereby companies seek to whereby companies seek to whereby companies seek to
S go above and beyond. go above and beyond. go above and beyond. go above and beyond.

RECOMMENDATION
S
Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
METRIC whereby companies seek to whereby companies seek to whereby companies seek to whereby companies seek to
S go above and beyond. go above and beyond. go above and beyond. go above and beyond.

IMPROVEMENT Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
OPPORTUNITIE whereby companies seek to whereby companies seek to whereby companies seek to whereby companies seek to
S go above and beyond. go above and beyond. go above and beyond. go above and beyond.
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PRODUCT NAME:

PHASES PRE- ONBOARDING EDUCATIO SUPPORT

SALES N

Green marketing is a Green marketing is a Green marketing is a Green marketing is a

practice whereby practice whereby practice whereby practice whereby
ACTIVIT
companies seek to go companies seek to go companies seek to go companies seek to go
Y
above beyond. above beyond. above beyond. above beyond.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a practice

practice whereby companies practice whereby companies practice whereby companies whereby companies seek to go
TOUCHPOIN
seek to go above beyond. seek to go above beyond. seek to go above beyond. above beyond traditional
T
marketing by promoting.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a practice

EXPERIENC practice whereby companies practice whereby companies practice whereby companies whereby companies seek to
E seek to above. seek to above. seek to above. above and beyond.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a practice

OPPORTUNIT practice whereby companies practice whereby companies practice whereby companies whereby companies seek to
Y seek to above. seek to above. seek to above. above and beyond.
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AWARENESS CONSIDERATIO ACQUISITIO SERVIC LOYALT

N N E Y

Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint

S
T
A
G
E Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint
S

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a practice
practice where companies practice where companies practice where companies practice where companies where companies seek to go
T
Oseek to go above and. seek to go above and. seek to go above and. seek to go above and. above and beyond.
U
C
HGreen marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a practice
P
practice
T O where companies practice where companies practice where companies practice where companies where companies seek to go
H Iseek to go above and. seek to go above and. seek to go above and. seek to go above and. above and beyond.
I N
N T
K S
I Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a practice
F
ENpractice where companies practice where companies practice where companies practice where companies where companies seek to go
EG seek to go above and. seek to go above and. seek to go above and. seek to go above and. above and beyond.
L
I
N
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STAGES
AWARENESS CONSIDERATIO DECISIO POST-
OF N N EXPERIENCE
JOURNEY
CUSTOME Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
R whereby companies seek. whereby companies seek. whereby companies seek. whereby companies seek.
GOALS
CUSTOMER
EXPERIENCE
1. Touchpoint 01 1. Touchpoint 01 1. Touchpoint 01 1. Touchpoint 01
TOUCH 2. Touchpoint 02 2. Touchpoint 02 2. Touchpoint 02 2. Touchpoint 02
POINTS 3. Touchpoint 03 3. Touchpoint 03 3. Touchpoint 03 3. Touchpoint 03

CUSTOME Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
R whereby companies seek. whereby companies seek. whereby companies seek. whereby companies seek.
THINKING

RECOMMENDATION
S
IDEAS FOR Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
IMPROVEMEN whereby companies seek. whereby companies seek. whereby companies seek. whereby companies seek.
T
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STAG Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

E

Positive (+)

SENTIMEN
T

Negative (-)

Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is
CUSTOMER
NEEDS a practice where a practice where a practice where a practice where a practice where a practice where
& ITERACTIONS companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to.

Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is
CUSTOMER
EXPECTATION a practice where a practice where a practice where a practice where a practice where a practice where
S companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to.

Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is
IMPROVEMENT
OPPORTUNITIE a practice where a practice where a practice where a practice where a practice where a practice where
S companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to.
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PHASE PHASE 2 PHASE 3 PHASE 4

1
Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
where companies seek to go where companies seek to go where companies seek to go where companies seek to go
above and beyond traditional. above and beyond traditional. above and beyond traditional. above and beyond traditional.

NEE
Touchpoint Touchpoint
DS
&
EXP
Touchpoint
ECT Touchpoint
ATI Touchpoint
ONS Touchpoint

Touchpoint
Touchpoint
Touchpoint
Touchpoint Touchpoint
Touchpoint
Touchpoint

Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
where companies seek to go where companies seek to go where companies seek to go where companies seek to go
above and beyond traditional. above and beyond traditional. above and beyond traditional. above and beyond traditional.

VOI
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AWARENESS ENGAGEMENT EVALUATION PURCHASE POST-PURCHASE

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
ACTIONS practice where companies practice where companies practice where companies practice where companies practice where companies
seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond.

QUESTIONS & Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
THOUGHTS practice where companies practice where companies practice where companies practice where companies practice where companies
seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
TOUCH POINTS practice where companies practice where companies practice where companies practice where companies practice where companies
seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
OPPORTUNITIES practice where companies practice where companies practice where companies practice where companies practice where companies
seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
CONTENT
NEEDED practice where companies practice where companies practice where companies practice where companies practice where companies
seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
NOTES practice where companies practice where companies practice where companies practice where companies practice where companies
seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond. seek to go above beyond.
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AWARENESS CONSIDERATION PURCHAS ONBOARDING ADVOCACY

E

Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
where companies seek to. where companies seek to. where companies seek to. where companies seek to. where companies seek to.

Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
where companies seek to. where companies seek to. where companies seek to. where companies seek to. where companies seek to.
U
S
E Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
R
where companies seek to. where companies seek to. where companies seek to. where companies seek to. where companies seek to.
A
C
T Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
I where companies seek to. where companies seek to. where companies seek to. where companies seek to. where companies seek to.
O
T
N
O
U
C
H
P
O
E
MI
N
O Green marketing is a practice Green marketing is a practice Green marketing is a practice
T where companies seek to. where companies seek to. where companies seek to.
SI
PAI
O
N
N
POI
S Green marketing is a practice Green marketing is a practice Green marketing is a practice
NTS
where companies seek to. where companies seek to. where companies seek to.

POS
SIB
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CUSTOMER
PHASES BEFOR DURIN AFTE
E G R

Green Green Green Green Green Green Green Green Green

CUSTOMER marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is
JOURNEY a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice.

Green Green Green Green Green Green Green Green Green

CUSTOMER marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is
NEEDS a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice.

EMOTIONAL
CURVE

Green Green Green Green Green Green Green Green Green

POTENTIAL marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is
OPPORTUNITIES a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice.

Green Green Green Green Green Green Green Green Green

IDEAS & marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is marketing is
SOLUTIONS a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice. a practice.
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PROCESS PRE- EVENT EVENT EVENT EVENT EVENT

SERVICE TIME TIME TIME TIME TIME

CUSTOME Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
R practice where practice where practice where practice where practice where practice where
GOALS companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.

Green marketing is a Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is
TOUCH practice where a practice where a practice where a practice where a practice where a practice where
POINTS companies seek to go companies seek to companies seek to companies seek to companies seek to companies seek to
& EMOTIONAL above and beyond go above and go above and go above and go above and go above and
RESPONSE
traditional marketing. beyond traditional. beyond traditional. beyond traditional. beyond traditional. beyond traditional.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
CUSTOME
R practice where practice where practice where practice where practice where practice where
THOUGHT companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
S

OVERALL
CUSTOMER
EXPERIENC
E

RECOMMENDATION
S
Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
IDEAS
TO practice where practice where practice where practice where practice where practice where
IMPROV companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
E
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AWARENESS CONSIDERATION PURCHAS RETENTIO ADVOCACY

E N

PRODUC
T
RECEIPT
PRODUCT PRODUCT
RESEARC PURCHAS
PRODUCT H STOR E
AWARENESS E
VISIT

P
O
N PRODUCT
S
E ISSUE
I
G & RESPONSE
T
A I
T SOCIAL
V COMPLAIN
I E
V T
E
E X
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+ POSITIVE
VIBES

- NEGATIVE
VIBES
F
E Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
E practice where practice where practice where practice where practice where practice where practice where
L companies seek. companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
I
N
G
Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
T practice where practice where practice where practice where practice where practice where practice where
H companies seek. companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
I
N
DK
OI
IN
NG
G

BOOKING DECISION-
INSPIRATIO RESEARC & ARRIVIN PRODUC LEARNIN MAKING
N H TRYOUT G T G
T
O
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AWARENESS DISCOVERIN ORDERIN WAITIN RECEIVIN CONSUMING SHARIN

G G G G G

D
O
I
N
Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
G
practice where practice where practice where practice where practice where practice where practice where
companies seek to go companies seek to go companies seek to go companies seek to go companies seek to go companies seek to go companies seek to go
above and beyond. above and beyond. above and beyond. above and beyond. above and beyond. above and beyond. above and beyond.
T
H Concerned, Anticipatory Excited Talkative, Involved
I Decisive
Rushed Hungry Connected
Uncertain Excited Anticipatory Relaxed, Satisfied
N
K Concerned Inquisitive Enriched
I
N
F
G
E
E Convenience Convenience Convenience Convenience Convenience Convenience Convenience
L
I Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability
N Enrichment Enrichment Enrichment Enrichment Enrichment Enrichment Enrichment
G
E
X
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SCENARI EXPECTATION
O S
Alice is going to the movies. She is Great movie, Friendly staff, Good seat.
excited to go out for the night and will
ALICE
meet her friend at the theater.
RICHARDSON

DECID TRAVE EXPERIENC RETUR

E L E N
1. Looks up movies on phone 1. Drives to movie theater 1. Watches movie 1. Exits theater
2. Decides which movie to see and 2. Stands in line and buys popcorn 2. Drives home
which theater to go to 3. Finds seat next to friend
3. Buys ticket online from phone

7
3 8
2 4
6
9
1 5
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SONIA JENKINS SONIA JENKINS

SCENARIO: Green marketing is a practice whereby Green marketing is a practice whereby companies seek to go above and beyond
companies seek to go above and beyond. traditional marketing by promoting environmental core values in the hope that. 

DEFIN COMPAR NEGOTIAT SELEC

E E E T
1. Review current plan 1. Watches commercial on TV 1. Calls current carrier to tell 1. Decides on a new plan and
2. Define parameters for new 2. Researches companies and them she is shopping around calls customer service to
plan offers on consumer reports 2. Calls competitors to see what switch service
website they can offer
3. Uses current carrier website
tool to compare options

OPPORTUNITIE INTERNAL OWNERSHIP +

S METRICS
Green marketing is a practice whereby companies seek to Green marketing is a practice whereby companies seek to go above and beyond traditional
go above and beyond traditional marketing. marketing by promoting environmental core values in the hope that consumers will.