Customer Journey Map and Report to the CIO

Customer Journey
Map and Report to
CIO

Table of Contents
INTRODUCTION...........................................................................................................................1
Industry that has been disrupted and identifying a particular 'incumbent' and 'the disruptor'.........1
Key challenges industry is facing in general, as well as 'The Incumbent' - referring to as ‘The
Organisation'....................................................................................................................................2
Organisation's digital transformation initiatives and associated business strategies.......................4
Nature of the 'product' at the centre of the Digital Transformation initiative (Corporate,
General Public, etc)................................................................................................................4
'Services and/or products' provided by the Organisation that could use an 'update'; 'uplift in
Customer Experience'.............................................................................................................4
Digital Technology can support an improvement in the overall customer experience..........5
Competitive advantage and ensuing impact of the Organisation's digital transformation on.........6
Overall customer experience..................................................................................................6
The general marketplace in which Organisation competes....................................................7
A customer journey map and accompanying report for presentation to the CIO of Your
Organisation.....................................................................................................................................7
Recommendations of potential initiatives/digital innovations to help the Organisation compete
effectively against The Disruptor(s) and attain competitive advantage...........................................9
Potential business benefits of proposed Digital Transformation initiative in terms of the
Organisation's competitive advantage....................................................................................9
Required technology initiatives to drive uplift in performance............................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer journey map refers to the process of creating a journey map for customers to
determine vivid customer interactions with a particular brand, product and service. The customer
journey maps are important to determine the customer pain points and improve their customer
journey. It needs the research for experiences of the users with the company's product and
services by identifying their sentiments or experience (Vocell, 2021). The following report will
be focusing on the smartwatch industry that has been disrupted by identifying a particular
incumbent and disruptor. It will also identify and discover main problems that are faced by the
smartwatch industry as well as the incumbent with the help of a chosen organisation. Moreover,
it will identify some of the digital transformation initiatives and business strategies that the
organisation uses for enhancing customer experience. Also, it will also examine the competitive
advantage of the company by utilising the digital transformation for enhancing customer
experience and covering larger market areas. Furthermore, it will present a customer journey
map and accompanying report to be presented to the CIO of the chosen organisation. It will also
recommend the subtle initiative and digital innovations that organisations can utilise for
competing against the disruptors and gain competitive advantage for growth. Finally, it will
describe reporting benefits to the business again by utilising the digital transformation and
technology initiative for uplifting the business performance.
Industry that has been disrupted and identifying a particular 'incumbent' and
'the disruptor'
Disruptions are a natural product of market economics that lead to the innovation and
development of new technology for improving the quality of life for human beings (Rinaldi,
2021). It has been since the beginning of time for innovations and will remain persistent in the
upcoming future. Digital disruption is among the most common phenomena across the globe that
has affected the value change and industries, creating gainful opportunities, dissolving some
incumbrancers such as Kodak, Apple etc. The smartwatch industry and market trends consists of
many leading vendors and companies including Apple, Xiaomi, Fitbit and many others that are
operating in this industry. These products have many features that serve the customers including
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the notifications, alerts, alarms, recording mode, fitness trackers, applications, voice
communication etc. According to this smartwatch industry analysis, Apple has produced and
shipped more than 30 million units of its smart watches in 2019 which is expected to be 50%
more than the entire Swiss wrist watch industry.
Disruptions have occurred in the smartwatch industry as the product satisfies the creation of
New Market by entering the market as a niche. Apple sells its smart watches to the people who
wear watches and to those who don't that describe the coverage of the company into the new
market for growth. The Apple smart watches already create asymmetric motivation for entering
higher performance segments whereas the existing competitors like Samsung, Sony, Pebble,
Zolo, 5ive, and others will also be under pressure to integrate them with it. The existing players
will try to fight the competition against Apple on utilising this technology and create a disruptive
model (Austin, 2021). It is important for the incumbents to understand their challenges and use
the benefits to build barriers to entry and competitive advantage with the help of delicate and
balanced acts of exploration and exploitation. Digital transformation has been termed as the
fourth industrial revolution and it has given birth to the new generation of technology such
as artificial intelligence (AI), artificial reality (AR), cloud technology, robotics, big data,
machine learning and cloud computing, digital transformation will be gaining higher pace. Any
industry transformation is descriptive to the existing business models and markets and it creates
opportunities for new businesses, new entrance, start-ups, research and development, innovative
opportunities etc.
Key challenges industry is facing in general, as well as 'The Incumbent' -
referring to as ‘The Organisation'
Like many new products in various industries, these smart watches are also developing their
pathways into the customer lifestyles. The research done by Parks Associates research shows that
the number of people who are willing to purchase smartwatches is increasing constantly. The
growing interest of the customers towards the smart watches overview years have resulted in the
increase in new companies and competition in the smartwatch industry (Corbett, Huggins, Price
& Twibill, 2019). The smart watch producers and manufacturers like Apple smart watches are
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