No Wal-Mart or Target examples for your midterm project. Literally think out of the "big box" retailers and explore an unknown company. Whether the company is B2B or B2C, a customer profile is a necessity of profitable sales. Focusing on target customers and understanding the interaction of customers with your chosen company for identification of pain points and opportunities (The Value Profit Chain).
I have linked examples of customer maps for inspiration.
- Take a look at David Armano’s visualization of a Customer Experience Map. For this project, we are focusing on what Armano defines as Uncover, Define and Ideate. Although, this is an older post, I encourage you to comment on his visual scenario and use of reference in your project.
- The Boston Consulting Group presentation, Winning by Understanding the Full Customer Experience, and Destination CRM article, Customer Experience Management: From Utility to Delight, will further define what you should be looking for while mapping.
- One of the premiere site locations to visit is GCN – under construction until 18 June so I will post examples/links this Sunday.
- The mid-tern map is to define customer/external only. View case studies of the entire mapping process (internal vs. external) in Tony Gallon’s presentation: Download TonyGalloniPresentation.ppt
Your midterm is a prelude to writing one-page customer profiles. Use the above links to expand your thinking and what you have read in your text. The project will need to include a flow chart, spreadsheet…any visual of your choice depicting the customer experience/touch points. Identify at least five pain points and five opportunities in a one-page summary of map findings. The issues defined must support customer value/lifetime formulas outlined in your text.
Questions/feedback should be posted here for all class mates to view.