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Customer Journey Mapping

February 18, 2021

Confidential. Do not share with non GSK employees.

Another output of ethnography is a customer journey

1.1 Persona (“who”)

2.
2 Scenario to be examined
(“what”)

1.3 Phases of the journey

2.
4 Actions
3.
5 Thoughts
4.
6 Emotion

1.7 Opportunities to focus on

going forward
82. Internal ownership

*Outputs can also be insights

and pain points discovered.
Customer journey map is a visual representation of every experience your customers have with
your product or services
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 Example of mall shopping customer journey

Caes

I need to go D H L
to the mall I navigate to I leave the
I arrive at the
the place that I mall
mall
want to reach
A C E G I K M
I look for I travel to the I find my way I utilize the I have done I travel to my
to the mall I need to locate available mall
information about my mall location what I wanted next destination
available options and B entrance F the place that I facilities J to do so I find N
I plan my I enter want to visit at I go about I share my
decide on the mall I my way to the
visit to the mall & access the mall my shopping experience
would like to visit mall exit
mall services that and assess the
help me retail mix

Pre-visit Visit Post-Visit

I select a suitable shopping I initiate my I finalize my journey and share

I get to my destination I consume based on my needs
center based on my needs in-mall experience my experience
What malls have the products / What is the most convenient Where can I access How easy is it to find my destination How can I exit the mall in the most
services that I need? route to the mall based on the services I need? based on the guidance I have received? convenient w ay based on my
How far are these malls? preferred transportation? What inform ation is What are the facilities in the m all? preferred transportation?
How easy is it to get to each of Which access point should I available to help me Where can I locate these facilities? What route should I take to reach
the malls? use? find m y w ay through my next destination?
How do I feel about using these facilities?
How can I reach the m all the mall? How can I share my experience?
How busy are the malls going to
be at my preferred visit tim e? entrance in the most convenient What are my options to contact the
w ay based on my preferred mall?
Where can I get information on
transportation?
each mall’s offerings? Is there any follow -up from the
How can locate an available mall?
Which mall best m eets m y
parking spot close to the place
needs?
that I am visiting?

Source: Bain analysis

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 Mall Shopping Customer Journey – PRE-VISIT

I need to
D
go to the
mall I arrive at
A the mall
C E
I look for I find my way
information about B I travel to
to the mall
my available options the mall
I plan my entrance
and decide on the location
visit to the
mall I would like to mall
visit
I select a suitable shopping center based on my needs I get to my destination
What malls have the products / services that I need? What is the most convenient route to the mall based on
How far are these malls? preferred transportation?
How easy is it to get to each of the malls? Which access point should I use?
How busy are the malls going to be at my preferred visit time? How can I reach the mall entrance in the most convenient way
Where can I get information on each mall’s offerings? based on my preferred transportation?
Which mall best meets my needs? How can locate an available parking spot close to the place
that I am visiting?
Source: Bain analysis
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 Mall Shopping Customer Journey – VISIT
Caes

H
G I navigate to the
K
I need to locate place that I want I
F I have done what I
the place that I to reach I utilize the available wanted to do so I
I enter want to visit at mall facilities find my way to the
mall & access the mall J
mall exit
services that help I go about
me my shopping and
assess the retail
mix
I initiate my in-mall experience I consume based on my needs
Where can I access the services I How easy is it to find my destination based on the guidance I have received?
need? What are the facilities in the mall?
What information is available to help Where can I locate these facilities?
me find my way through the mall? How do I feel about using these facilities?
Source: Bain analysis
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 Mall Shopping Customer Journey – POST-VISIT

L
I leave the
mall
M
I travel to my next
destination N
I share my
experience
I finalize my journey and share my experience
How can I exit the mall in the most convenient way based on my preferred transportation?
What route should I take to reach my next destination?
How can I share my experience?
What are my options to contact the mall?
Is there any follow-up from the mall?

Source: Bain analysis

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 Belfoods Cabinets - Shopper Experience – Finding practical food that is healthy and
liked by kids are typical pain points for the impulse shopper.

GSK Confidential. Do not share with non-GSK employees.

 Pain points of Belfoods Retailers – getting assurance that product will have high
turnover and velocity, getting sales support, and education on product knowledge.

GSK Confidential. Do not share with non-GSK employees.

 We did design-thinking workshops to empathize with shoppers and retailers to understand their pain
Wepoints
did and
design-thinking
come up witworkshops
during the to
design
empathize
thinghwith
our shoppers
prototypeand retailers

Understanding the personas and the customer journey helps you to empathize with
shoppers and retailers and understand their pain points in order to come up with prototypes
during the design-thinking workshops

Some ideas for prototype Some ideas for prototype

Visibility and ease of navigation • Promo can increase product
(clear price board and current velocity
promo as marketing materials) • Clear cashier price list can
can make shopping process educate retailers of their
easier margin

Confidential. Do not share with non-GSK employees.

Questions

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