ABC Bath & Living

The company and story in this case are fictional; the case is for teaching purposes only.

Full case text9 partsPictures build as you readCustomer journey map

Go to the journey map

Scroll, tap a paragraph, or press ↓ Space PgDn for the next paragraph

Illustration

1Part 1 of 9 · p.2

Illustration

2Part 2 of 9 · p.3

Illustration

3Part 3 of 9 · p.4

Illustration

4Part 4 of 9 · p.5

Illustration

5Part 5 of 9 · p.6

Illustration

6Part 6 of 9 · p.7

Illustration

7Part 7 of 9 · p.8

Illustration

8Part 8 of 9 · p.9

Illustration

9Part 9 of 9 · p.10

✎Activity · p.11–13

Customer Journey Map

For each of the five stages Mr. Chen went through, pick how he felt (2 to −2) and note why. His emotion curve and total experience score appear below. Answers stay in this browser only and are never uploaded.

Experience score

–

?Scoring & Discussion · p.12