Customer Journey Map and reflection

Customer Journey Map and Reflection Student’s Name Institution of Affiliation Course Instructor Date Starbucks Mobile Ordering Service – Customer Journey Map Overview Starbucks' customer journey for the mobile ordering service starts at the awareness step, where the customers know about the existence of such a service through advertisements, social networks, or friends and family or by coming across it while using the app. Customers determine if the mobile ordering service meets their needs in the evaluation stage. They might compare it with other services offered by other coffee shops and consider issues such as time, convenience, and user-friendliness. When a customer opts for the service, the ordering process is initiated. Customers unlock their phones, click on the Starbucks app, pick an order, modify it if convenient, and then pick a store to pick up the order. This process is critical in offering a user-friendly and easy-to-use interface (Öngener & Özkurt, 2019). The application's design allows customers to switch to the menu app smoothly, receive bonuses or discounts, and complete the payment promptly and safely. Furthermore, customers can view their order status, which enhances the effectiveness of an order. After they have placed an order, they proceed to the wait and pick-up stage. At this stage, they get on the application and receive a notification on the preparation time of their order. The last is the post-consumption stage, whereby the customer comes to their order and consumes their product. Starbucks makes customers repeatedly use the mobile ordering service by providing loyalty points, which can be used in subsequent orders (Çalyan et al., 2021). Starbucks makes provisions for customer satisfaction in this process, making every process efficient, personal, and convenient. Life cycle stage Awareness Consideration Ordering Wait/Pick-up Post-Purchase Customer Experience Doing I am noticing promotions on social media or pop-up notifications for mobile ordering. I am downloading the Starbucks app, pointing at the option to 'Order Food,' and scrolling through the reviews. I select a drink or food from the menu, place an order the way I desire, and then pay through the application. To see order status on the app, drive to the store for pick up. Taking the order, eating the food, and, in the case of a delivery service, providing a rating on the application Thinking “Is this better than standing in a line?” "Is it easy to use?" "What is in this for me?" "This is my order, right?" "Will it be ready by the time I pick it up"? “Will my order be ready on time?” “Where do I pick it up?” “Was it worth it?” “Would I use this service again?” Feeling Innovative, but not very eager to take risks. There is little positive emotion, but they are ambivalent about the benefits. Sure, while using the online store interface, I have a certain anxiety regarding order mistakes. Happy if everything is on track, cross if it takes some time to be completed. Happy if all information is correct and an order is prepared on time, not if there are problems. Recommendations Improvement opportunities Heighten the number and frequency of special offers and give better first-timer offers. Short tutorials for app usage can prove that the application is easy to use, but it is advisable to highlight that the app helps save time when advertising it. Order confirmation and tracking should be more transparent, giving users confidence in their purchases. Reduce customers' wait time and increase the visibility of pick-up zones within the store. Promote feedback by giving loyalty points for app users to rate the application. Reflection on Customer Journey Map: Starbucks Mobile Ordering Service Product/Service and Organization Mobile order and pay is an innovation offered by Starbucks that enables customers to order and pay online for products through the Starbucks application without physically getting to the store. This service will reduce clients' time within stores; self-service saves time for most consumers who do not need to look for what they want. It adds variation to the products that clients consume or buy, paying social utility and linking it to the Starbucks loyalty program, which also offers rewards for purchases, making the experience more valuable (Heng, 2019). The mobile ordering service reflects the company’s larger digital initiative that seeks to use technology to improve client experience and organizational effectiveness. Starbucks Corporation was established in 1971, and it is a prominent international coffeehouse franchisee, operating more than 35000 outlets worldwide (Quadir et al., 2023). Being recognized for its excellent cup of coffee, Starbucks continually introduces new products and focuses on customer satisfaction. Customer Segment The Starbucks mobile ordering service's target market mainly comprises time-starved Generation X consumers using technology-driven devices. This group is diverse but primarily active urban professionals, students, and frequent travelers who rarely have time to wait for coffee in physically located stores. At the same time, they need exclusive and customized coffee products and snacks. This segment is usually defined as the group of 18 to 45-year-old people who are relatively fluent in the use of mobile devices and intolerant to digitally isolated touch points from brands. Many of these customers are middle-aged and living in urban settings as professionals. Such people are always busy with their working schedules and will, therefore, be on the lookout for any possible shortcuts they can take during any particular day. The mobile ordering service enables them to order while in transit or at a break, allowing them to pick up the coffee without much of a wait and get more value from Starbucks products. This customer segment is also technologically sophisticated and likelier to join the Starbucks Rewards Programme affiliated with the mo...