CUSTOMER JOURNEY MAP 1

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PROBLEM PROBLEM PROBLEM PROBLEM PROBLEM PROBLEM PROBLEM

Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is
SAD

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.

ACTION ACTION ACTION ACTION ACTION ACTION ACTION

HAPPY

Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is Green marketing is 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.

AWARENESS CONSIDERATION ACQUISITION SERVICE LOYALTY

METRICS
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.

OPPORTUNITIES
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.
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EXPERIENCE

Tasty Drink
GOOD

Good
Polite Temperature Good
Aroma Drink
Free
Convenient
Wi-Fi Goodbye
BASELINE Ambience

Fake
Worry
Greeting
Loud
EXPERIENCE

Factory Line
BAD

Loud
Closing
Cold
Confined

ANTICIPATE ENTER ENGAGE EXIT REFLECT

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

AWARENESS CONSIDERATION ACQUISITION SERVICE LOYALTY

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

PHYSICAL TOUCHPOINTS
 CUSTOMER TOUCHPOINTS 4

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Loyalty
Paid Program
Content Community

Websites Chat
Survey
Search Mobile App Site

AWARENESS CONSIDERATION ACQUISITION SERVICE LOYALTY

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

Radio,
TV, Store/ Mailings
Print Branch
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STAGES AWARENESS CONSIDERATION ACQUISITION SERVICE LOYALTY

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
STEPS companies companies companies companies companies companies companies companies companies companies
seek to go seek to go seek to go seek to go seek to go seek to go seek to go seek to go seek to go seek to go
above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond. above beyond.

COMPETITOR CONTENT
SMS NOTIFICATIONS

VENDOR PARTNERS
PERSONALIZATION
USER EXPERIENCE

IN-APP MESSAGES
APP DISCOVERY
BLOG CONTENT

PRODUCT PAGE
NEW RELEASES

LANDING PAGE

CHAT OPTIONS

OPTIMIZATION

SOCIAL MEDIA

SOCIAL MEDIA
SOCIAL MEDIA

ALL FEATURES
ENGAGEMENT

INTERACTION
SIGN UP PAGE
TOUCH POINTS
ONLINE ADS

ARTICLES
REVIEWS
E-SHOP

EMAILS

EMAILS
DEPARTMENTS 2 3 4 2 2 5 4 5 3 2
Marketing
Design
Engineering
UX
Customer Success
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LIFECYCLE PRE-SALES ONBOARDING EDUCATION SUPPORT

STAGES
CUSTOMER EXPERIENCE

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

TOUCH POINTS practice whereby practice whereby practice whereby practice whereby
& SCORECARD 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.

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

RECOMMENDATIONS

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

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

PHASES PRE-SALES ONBOARDING EDUCATION SUPPORT

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

practice whereby practice whereby practice whereby practice whereby
ACTIVITY
companies seek to go companies seek to go companies seek to go companies seek to go
above beyond. above beyond. above beyond. above beyond.

Green marketing is a practice

Green marketing is a Green marketing is a Green marketing is a
whereby companies seek to go
TOUCHPOINT practice whereby companies practice whereby companies practice whereby companies
above beyond traditional
seek to go above beyond. seek to go above beyond. seek to go above beyond.
marketing by promoting.

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

EXPERIENCE practice whereby companies practice whereby companies practice whereby companies whereby companies seek to
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

OPPORTUNITY practice whereby companies practice whereby companies practice whereby companies whereby companies seek to
seek to above. seek to above. seek to above. above and beyond.
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AWARENESS CONSIDERATION ACQUISITION SERVICE LOYALTY

TOUCHPOINTS

Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint

Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint

THINKING

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
seek to go above and. seek to go above and. seek to go above and. seek to go above and. above and beyond.
OPPORTUNITY FEELING

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
seek to go above and. seek to go above and. seek to go above and. seek to go above and. above and beyond.

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
seek to go above and. seek to go above and. seek to go above and. seek to go above and. above and beyond.
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STAGES OF
AWARENESS CONSIDERATION DECISION POST-EXPERIENCE
JOURNEY

CUSTOMER Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
GOALS whereby companies seek. whereby companies seek. whereby companies seek. whereby companies seek.

CUSTOMER EXPERIENCE

1. Touchpoint 01 1. Touchpoint 01 1. Touchpoint 01 1. Touchpoint 01

TOUCH POINTS 2. Touchpoint 02 2. Touchpoint 02 2. Touchpoint 02 2. Touchpoint 02
3. Touchpoint 03 3. Touchpoint 03 3. Touchpoint 03 3. Touchpoint 03

CUSTOMER Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
THINKING whereby companies seek. whereby companies seek. whereby companies seek. whereby companies seek.

10
5
0
-5

RECOMMENDATIONS

IDEAS FOR Green marketing is a practice Green marketing is a practice Green marketing is a practice Green marketing is a practice
IMPROVEMENT whereby companies seek. whereby companies seek. whereby companies seek. whereby companies seek.
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STAGE Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Positive (+)

SENTIMENT

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
a practice where a practice where a practice where a practice where a practice where a practice where
EXPECTATIONS
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
a practice where a practice where a practice where a practice where a practice where a practice where
OPPORTUNITIES
companies seek to. companies seek to. companies seek to. companies seek to. companies seek to. companies seek to.
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EXPECTATIONS
PHASE 1 PHASE 2 PHASE 3 PHASE 4
NEEDS &

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.

Touchpoint Touchpoint

Touchpoint
Touchpoint
Touchpoint
Touchpoint

Touchpoint
Touchpoint
Touchpoint
Touchpoint Touchpoint
Touchpoint
Touchpoint
CUSTOMER
VOICE OF

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.
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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.

Green marketing is a Green marketing is a Green marketing is a Green marketing is a Green marketing is a
QUESTIONS &
practice where companies practice where companies practice where companies practice where companies practice where companies
THOUGHTS
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
practice where companies practice where companies practice where companies practice where companies practice where companies
NEEDED
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 PURCHASE ONBOARDING ADVOCACY

USER ACTION

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.
TOUCHPOINTS

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.
EMOTIONS
POINTS
PAIN

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.
SOLUTION
POSSIBLE

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.
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CUSTOMER
BEFORE DURING AFTER
PHASES

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-SERVICE EVENT TIME EVENT TIME EVENT TIME EVENT TIME EVENT TIME

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

OVERALL
CUSTOMER
EXPERIENCE

RECOMMENDATIONS
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
IMPROVE
companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
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AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY

POSITIVE EXPERIENCE

PRODUCT
RECEIPT
PRODUCT PRODUCT
RESEARCH PURCHASE
PRODUCT STORE
NEGATIVE EXPERIENCE

AWARENESS VISIT

PRODUCT ISSUE
& RESPONSE

SOCIAL
COMPLAINT
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+ POSITIVE VIBES
FEELING

- NEGATIVE VIBES
THINKING

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
practice where practice where practice where practice where practice where practice where practice where
companies seek. companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
DOING

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
practice where practice where practice where practice where practice where practice where practice where
companies seek. companies seek. companies seek. companies seek. companies seek. companies seek. companies seek.
TOUCHPOINT

BOOKING & DECISION-

INSPIRATION RESEARCH ARRIVING PRODUCT LEARNING
TRYOUT MAKING
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AWARENESS DISCOVERING ORDERING WAITING RECEIVING CONSUMING SHARING

DOING
THINKING

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
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.

Concerned, Anticipatory Excited Talkative, Involved

Decisive
FEELING

Rushed Hungry Connected

Uncertain Excited Anticipatory Relaxed, Satisfied
Concerned Inquisitive Enriched
EXPERIENCE

Convenience Convenience Convenience Convenience Convenience Convenience Convenience

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

Enrichment Enrichment Enrichment Enrichment Enrichment Enrichment Enrichment

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SCENARIO EXPECTATIONS

Alice is going to the movies. She is Great movie, Friendly staff, Good seat.
excited to go out for the night and will
ALICE RICHARDSON meet her friend at the theater.

DECIDE TRAVEL EXPERIENCE RETURN

1. Looks up movies on phone 4. Drives to movie theater 7. Watches movie 8. Exits theater
2. Decides which movie to see and 5. Stands in line and buys popcorn 9. Drives home
which theater to go to 6. 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. 

DEFINE COMPARE NEGOTIATE SELECT

1. Review current plan
2. Define parameters for new
plan
3. Watches commercial on TV
4. Researches companies and
offers on consumer reports
website
5. Uses current carrier website
tool to compare options
6. Calls current carrier to tell 8. Decides on a new plan and
them she is shopping around calls customer service to
7. Calls competitors to see switch service
what they can offer

OPPORTUNITIES INTERNAL OWNERSHIP + 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.