Digital CX in France Tourism: Customer Journey Mapping and SMART CX Objectives

Digital CX

Provide a brief background of your chosen international attraction (based on Assessment 1) – to
include a synopsis of critical evaluation of the digital CX activities and recent Net
Promoter Score (NPS)
The tourist attraction chosen in this report is France and it is one of the most popular tourist
destination. There are approximately 90 million users or visitors who travelled France before
covered. Paris is one of the beautiful and fascinating cities across the world. There are various
glamorous buildings, galleries and cafes which every individual enjoys. It is known as the heart
and soul of romantic places. Eiffel Tower is one of the best heaven places across the world. In
context of natural beauty, the country France is known as the best among all the places over
planet. The scenery of France is known as diverse and it is very beautiful as well as it having
glittering coastlines (Behera,et.al,2022). France is also offering lot of local employees and
individuals their daily income. There is also a lot of history in this country. It consists of empires
and republics which was started with the bloody revolution. On Net Promoter score is defined as
the level of customer satisfaction integrated awful company. In context of France tourism, it is
having a high Net Promoter score. This country has gained popularity because of having most
beautiful tourist attraction places.The concept of digital customer experience is defined as overall
perception of the brand front of customers. This is developed according to accumulated
interactions which are between brand over a digital platform. It consists of social media
channels, websites, mobile apps and life chat or email. In context of France tourism, it is
concluded that this country is focusing upon providing different details about beautiful places of
France tourism in order to attract more number of customers.
Provide a profile of the chosen customer segment (must not be the same as the Group
Infographic) and formulate a clear Customer Persona – by including the segment’s
characteristics; digital behaviour covering their preferred digital tools and social media that is
contextualised to the country where the segment is from; their attitude and motivation towards
international travel and possible barriers to international travel. You must include supporting
evidence and/or marketing insights these. (10%)

Customer segment
In context of France, customer segment includes people who love travelling. This includes
various individuals of different countries who like travelling. The major number of tourists found
in France are newly married couples, youngsters, different archaeologists and many more. As
France is known as the romantic capital across the world, it is a place which reflects love and
affection (Chaffey and Ellis-Chadwick,2019). That is why a lot of people who are newly married
come to this city and country for enjoying their honeymoon period. Through digital marketing,
France tourism is able to attract lot of customers by informing Each and every detail regarding
Different tourism attractions found in the country.
Customer persona
In context of customer persona, it isn’t assential tool for travel and tourism companies which are
used for making content and attracting, engaging and converting customers. In case of content
marketing, it is important to attract audience persona. In context of France tourism, there are
different travel and tourism companies which are focusing upon digital marketing in order to
attract new customers. There also involved in analysing and evaluating needs as well as
requirements of tourists. By providing satisfactory services to tourists, France tourism is able to
manage the development off tourism after COVID-19 situation.
Digital behaviour and social media for France tourism
The concept of social media Has changed different aspects of individuals life. In the same
manner, tourism industry has also impacted by digital media a lot. By merging tourism
marketing and social media, France has led for excellent results after covered. The impact on
tourism of social media can be justified by the researcher’s which are people doing before going
on a trip. Travellers are encouraged for sharing their travel experience after COVID and this has
helped France to cope up with the decline in sales due to this lockdown.. Customer service is
also an essential aspect of the tourism industry (Charlesworth,2020). Through digital media, it is
easy to increase the customer satisfaction level by posting feedbacks from travellers who have
travelled France after COVID-19..
Attitude and motivation towards international trade

Social media sharing has become a significant element which has impacted upon tourism
industry. It has unable various young people for sharing their most important memories from
their travels and influenceing lot of people. Different tourism companies in France have used it
as a powerful tool for attracting new travellers and providing advertisements which includes real
experiences. This has developed art over communication between customers as well as agencies.
The development and creation of engaging content has helped a lot in attracting customers.
3. Undertake further online research and reading to identify and critically evaluate the key
digital influences to show a clear understanding of customer requirements at all stages of the
customer journey including all the digital touchpoints. These will be essential to help develop the
end-to-end journey so to inform the formulation of the customer journey map. (20%)
It is very important to define customer problems, needs and interactions with the company. It is
helpful in understanding experience of customer at different stages of customer journey. It is
very crucial in turning business insights for long term improvement strategies. The development
of customer journey map is helpful for the company in visualising the way in which customers
feel at different touchpoints. These are involved in avoiding potential issues, increasing customer
retention and discovering key information about making best decisions for the business will stop
a customer journey mapping includes visual storyline which consists of different engagement
towards customer and his experience about the brand, service or product (Dahiya and Gayatri,
2018). The development of journey map includes organisation point of you in front of customers
mindful stop it is easy for understanding and evaluating needs, processes and perceptions of
customers. A journey map provides help in analysing touchpoints which customers are creating
towards the brand. By the use of social media and brand advertisement, it is easy to have direct
interaction with website, product and support team. By using a customer journey map, it is easy
to visualise whether the customer is having good experience or not. This is an exercise which
provides help in connecting with customers directly. It influences the prioritisation of customer
experience by his viewpoint and understanding level. A customer journey map is able to expand
the empathy at a certain level. It provides enhancement in understanding whether the customer is
having empathetic and deeper insight for the company or not.
There is requirement of aligning countries objective towards this strategy customer experience in
order to have a successful tracking. When journey map is developed, there is requirement of