PE7052 - The Digital Customer Journey Assignment

Assignment Task

Task

1. Customer Persona 

You are required to select a specific segment of customers who use your chosen organisation and develop a professional persona which provides research-informed insights on a typical customer from within the segment. This will capture a range of segmentation criteria, including demographics, psychographics and other pertinent information.

2. Customer Journey 

Based on the same segment, you are required to develop a customer journey map which captures their typical experience with your chosen organisation through the pre, during and post purchase stages of the customer journey. Your journey map should include touchpoints, emotions and other pertinent information.

3. Database Marketing Strategy 

You are required to produce a professional word database strategy proposal for your chosen organisation, which will address:

• What core information you feel they should collect from their consumers?

• What channels they should use to collect this information?

• How consumers could be segmented based upon this data?

• How you would personalise marketing messages to each segment?

4. Critical Analysis 

For this section you are required to select one of the below topics:

• Online Consumer Activism

• Customer Journey Metrics

• Post-purchase Consumer Behaviour

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