Complex Customer Journey Mapping(Intermediate) Data Model


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Data Model for Customer Journey Mapping (Intermediate)

An Access Database is available on demand.

We designed a simpler version back in 2010.

On June 11th we created our third draft POC that could provide data to be integrated with the Oracle Retail Model.

On May 15th. 2014, I went to a Sales Exhibition in the Excel Centre in London and attended an interesting presentation by Oracle,
which included this slide that helped me with the Specifications for this Data Model.

I found additional interesting material including :-

Customer Journey Map on the Web Site of Experience Solutions.

"Designing CX" at Stanford University in California, including an example for Heathrow Airport and for three models for three
different ways of mapping Journeys.

I have adopted a Swim Lanes approach to simplify the design of the Data Model and make it more relevant and easier to use :-
1. Existing Customer Attitudes and Emotions
2. Supplier Responses
3. Customer Experience
4. New Customer Attitudes and Emotions

Example of a Customer Journey Mapping from Progress

Example of a Customer Journey Mapping from Apigee

Logical Data Model