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Customer Journey Map

This document outlines the customer journey when choosing a cable/digital television provider. It details 5 stages: Awareness, Consideration, Acquisition, Service, and Loyalty. At each stage it describes the customer's thinking, actions, and feelings. It also identifies pain points such as lack of awareness of options or difficulty finding content. Opportunities are presented to improve the customer experience through each stage of the journey.

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Brigitta Soós
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258 views1 page

Customer Journey Map

This document outlines the customer journey when choosing a cable/digital television provider. It details 5 stages: Awareness, Consideration, Acquisition, Service, and Loyalty. At each stage it describes the customer's thinking, actions, and feelings. It also identifies pain points such as lack of awareness of options or difficulty finding content. Opportunities are presented to improve the customer experience through each stage of the journey.

Uploaded by

Brigitta Soós
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Customer Journey Map

On the example of choosing a cable/digital television provider ux hints.com

STAGES Awareness Consideration Acquisition Service Loyalty

STEPS Wants to find a TV provider Needs to choose a provider Subscribes to a plan Uses the service Extends service subscription

THINKING - Who’s on the market? - Who is the best provider? - Is there a discount? - How good is the quality? - Is there going to be more
- What are the prices? - Is there a trial? - How good is support? content?
- What people prefer? - How to pay? - How to connect a new - Is there going to be new
- What are the offerings? - How to cancel the device? features?
- What are the features? membership? - Will the price change?

DOING Wants to start researching - Goes to the website - Makes decision - Uses the service - Extends subscription
- Searches the web for - Pays for subscription - Builds playlists, favourites, - Recommends the service
feedback - Starts trial bookmarks - Joins the community (forum,
- Compares prices - Installs the equipment/ - Connects new devices slack channels, etc)
- Compares features software

🙂 🤔 😐 😌 😃
FEELING

PAIN POINTS - Is not aware of all products - Doesn’t know where to start - Can’t pay by BitCoin - Hard to build playlists - No discounts
- Doesn’t know what to choose - Doesn’t want to spend a lot - The payment process is - Hard to find content - Not enough other incentives
- Doubts the value of the of time on research unclear - Not enough content
product - Buffering issues

OPPORTUNITIES - Empower word of mouth - Create positive image of the - Improve payment UX - Improve playlists UX - Create loyalty programs
- Extend marketing channels product - Support more payments - Provide better streaming - Turn users into advocates
- Contextual promo systems quality - Offer partner programms
- Decrease frictions for trial - Increase content - Improve discounts model
opportunities discoverability

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