Persona development tool
Personas provide archetypical fiction-based descriptions of needs, wishes, and behaviour patterns in a narrative profile of (fictitious) characters representing a…
Customer Journey Mapping
Category
- Persona
Participants
- Between 10 and 25
Duration
- 45 - 90 minutes
Type
- Template
Description
Customer journey maps provide a time-based overview of touchpoints (or activities) tourists (or personas) participate in or interact with before, during and after visiting a destination (Smit and Melissen, 2018). Each of the touchpoints is accompanied by a customer evaluation (positive or negative). Sometimes these evaluations are segmented for specific customer groups or personas. Together these evaluations form a dramatic structure of highs and lows which can be used to understand touchpoints that customer groups will remember for positive or negative reasons, especially if they coincide with moments of truth (touchpoints associated with the destination brand). This dramatic structure can serve as input for deciding what is going well and what needs improvement, especially when compared to the ideal dramatic structure.
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