CUSTOMER JOURNEY MAP

Example of nn Online Travel Company

STAGE AWARENESS CONSIDERATION DECISION DELIVERY & USE LOYALTY & ADVOCACY

STAGE NUMBER -3 -2 -1 0 1 2 3 4 5
Friends, Social Media, In-
Book holiday
CUSTOMER game Advertising, Add the holiday Purchase holiday Itinerary & travel Cusomer Service
Evalute options and alterntives Trip Enjoyment packages again and Share experience
ACTIVITIES Offline, Online, package to cart package details received Interaction
more frequently
Newspapers
Better or at par
Have multiple options catered Select the best package Secured best price, Cross check details & Get help if problems Provde feedback,
CUSTOMER GOALS No Goal Have a good trip experience as the
to their needs from all available convenience prepare for travel appear share experiences
previous one

Social Media, Website, App, Brick and Email, app, website, Email, SMS,
TOUCHPOINTS Newspapers, Billboards, Mortar store, Social Media, SMS, whatsapp, Whatsapp, Web- Helpdesk
Celebrity Endorsements Word of Mouth payment interface checkin portal

EXPERIENCE

Hidden taxes & Efforts required, but Comfortable with the

Neutral Apprehensive yet Excited Thrilled payment costs content at completion Irritated Satisfied & happy process Share experiences
Turn customers to
Build brand awareness Increase cart value and Offer addition services Increase customer Increase the rate of
Website & App Engagement, Succesful payments & Deliver what was brand endoresers,
BUSINESS GOALS and generate overall Increase conversion & generate cross- service satisfaction retention, booking
Consistent UI/UX increase sales promised convert negative
customer interest rate selling opportunities levels frequency
experience to positive
No. of succesful
New visitors on website/ app/ Cart value and payments, Discount Grievance redressal Offer support throught Retention rate &
KPIs No. of people reached Cross selling revenue Reviews and Referrals
stores, organise wishlists conversion rate coupons applied (if success rate the trip booking frequency
any)
Marketing campaigns, Optimise purchase &
360∘ degree feedback- Note and act on
ORGANISATIONAL Social Media content, Optimise browsing experience, Optimise buying handling. Group Build customer service Targeted ads, cross-
Third party tie-ups from customers and feedback, social media
ACTIVITIES SEO, Drafting of stores at convinient locations experience passengers for better team/ accessibility selling services
partnering hotel chains publicity
custmised deals, profit margins
Web/ App
Web/App development, Operations, IT, Customer Relations,
RESPONSIBLE Marketing & PR IT and Operations development, Customer Relations Customer Relations Marketing, Analytics
Operations Communications IT
customer service
Social Media, CRM, Blockchain Hotel
E-commerce, PIM, CRM, Analytics,
TECHNOLOGY Buying Platform, Website UI/UX, Automation, POS Booking, B2B/B2C Chatbox, Phone Chatbox, Phone CRM, analytics,
CRM, CMS, IT, Email, Whatsapp Strategy, Automation,
SYSTEMS domain, Analytics, SEO, Software Travel Portal, Travel Operators, IT Operators, IT marketing, automation
Analytics, POS E-commerece platform
SEM Agency software
Couldn’t find ideal/ Price fluctuations,
Last minute issues,
CUSTOMER PAIN Poor website/app navigation, or suitabel deals, not stuck payment, Spamming of Add-on Generalised Solution, Unable to retain the
Advertisment Clutter miscommunications, Feedback spam calls
POINTS overall experience competitive prices, complicated payment services Long waiting time customer confidence
discrepancies
poor reviews gateway, hidden costs
Defined SOP for Ensure and Optimise 1 quick
SOLUTION TO Minimal, engaging and Option of chatbot, customer Flexibility of DIY Multiple payment Clarity with business
Option to be shown customer support, booking process, call/questionnaire for
CUSTOMER PAIN creative ads. Variety of call centers, FAQs and packages, More filters options, simple partners and continous
prior purchase Better training of CR loyalty club feedback, no
POINTS ads. introduction of site map for easy accesibility payment gateway support
team membership deals spamming