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

This report discusses the customer journey mapping and digital CX activities in France tourism. It includes a profile of the customer segment, their digital behavior, and attitude towards international travel. The report also evaluates the key digital influences on the customer journey and develops a comprehensive customer journey map. Finally, it formulates two SMART CX objectives to enhance customer experience.

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

customer centred tool that is distributed and referred across the Organisation. By the help of
customer journey map, France is able to attract more number of customers. By using customer
journey map, it is easy to cover following steps:
Using the map for training team members on customer satisfaction level, standards an implying
the best practises.
Presenting visual diagram on the basis of company wide meetings which are helpful in mapping
out customer focused goals.
Including these sales in map assessment which are helpful in improvising on boarding flows
By using visual mapping and telling a story about the France tourism, it is easy to increase the
number of people who are willing to come to Paris. There are following steps which are followed
by France tourism in order to enhance the customer journey:
Creating a customer persona: this consists of fictional characters which are representing the
average customer depending upon the market research (Eze,et.al, 2020). This includes imagining
a age, personal goal, function which is helping for reaching the requirements of customers.
France tourism is focusing upon personas for increasing the chances which will enhance
customers attraction towards the place.
Decideing the measuring factor: it includes measuring about the goal which is required for
attaining the tourist attraction. It consists of revisiting current customer success and taking a
closure look towards experience of the prospect. Customer journey map is custimized according
to meeting de business needs and requirements. In context of France tourism, It is concluded that
travellers are having good experience and there circulating this information across the world
through social media.
Organising with touchpoints and stages Cologne for a customer journey design com it is very
important to organise touchpoints and stages. The concept of touchpoint is related with the
moment which is created by a customer while interacting with the brand. In case of France
tourism, when customers or travellers are feeling good and excited about a particular please, they
post pictures and videos regarding that tourist attraction place. This enhances adult customers
towards the France tourism. Proper feedback is collected from the travellers and according to the
patterns, their interaction is increased with the France tourism.
At every phase, customer is engaged towards France tourism. There is a goal driven strategy
which is used in customer journey so that travellers are having good experience.For mapping out

personas as well as defining specific customer touchpoints, it is seen that they are time
consuming. Different excel documents are used for organising the map artwork from customer
journey which is used for managing the creation process.
Steps of customer journey for France
Dreaming:In context of France tourism, it is concluded that travel marketers are running
awareness campaigns by the use of display and social advertisements. Vibrant visuals are used in
order to depict the offerings of destination. It increases craving among adventure loving people.
It is development of craving and prospect towards a particular destination or trip. It is enhanced
through websites, social media advertisements and public influencers.
Planning: at the planning stage, there are individuals who are deciding about destination which
helps in planning for travel com accommodation and activities which France tourism is offering.
Individuals are involved in comparing options as well as prices before they finalise their decision
about travelling. It is a very crucial stage for travel marketers as they have to establish the
presence as well as capture the potential travellers for having a high purchase intent. All this
information is taken through online basis by the customer.
Booking: when people are ready for the vacation, the next step is booking accommodation and
services provided by France tourism. There are different travel consumer insights shared by
Google on Internet. Ask people have switched towards smartphone and double cheque prices, it
is important to advertise channel blogs which discuss is about demographics and benefits of the
place.
Exploring: it includes focusing upon the delivering of exceptional customer experiences which is
very important and crucial for the post pandemic rush in France (Hanlon, 2021). There are
several leisure travellers in France who only travel for increasing the bored Activities and doing
something new. In case of France tourism, there are a lot of travellers who only visit this place
for exploring.
Remembering: there are lots of travel customer journeys in France who were worth travelling.
These customers provide their videos and photos and share experiences over the Internet. It helps
France tourism a lot as more number of people are going to know about their experience and
they will also plan for visiting France.

4. Based on the above findings, develop a comprehensive Customer Journey Map for all
stages of the customer journey, identify and critically evaluate the key digital influences on the
consumer journey to determine their relative importance at all stages of the customer journey
process. (30%)
5. To formulate at least two (2) SMART CX objectives that are underpinned by the
theoretical constructs of one CX model and/or framework to enhance customer experience
and further support the shaping and formulation of future their CX strategies.
SMART CX objectives
 To enhance France tourism by 10% in a year post COVID
 To increase customer satisfaction by 20% in 6 months through digital media
The customer satisfaction level is very important in order to increase the customer base. In
context of France hospitality sector, it is very essential to enhance the customer satisfaction level.

This is done by using digital media and social media platforms. Individuals can take social media
and online platforms for rating and experience about any hotel, place or France destination. It is
concluded that social media is playing a very large role for providing proper and instant
feedbacks at various platforms. When researching for a trip or place, the first thing which a
traveller consult is website. That is why by increasing the posts and viewpoint of travellers about
France trip is a convenient way to increase the customer base. There are basically five
motivational drivers which travellers are using for interacting with the travel industry. These
include recommendations, word of mouth, blogging, helping other travellers and writing
reviews. A major impact of customer engagement is due to acknowledging exchange of
communication. This is done by Internet or online platforms. It is providing opportunities for
France tourism in connecting with lot of customer base. Such interactions include likelihood for
the customers and increases potential for purchasing, dining and staying at the accommodation
place. It also enhances a detailed study about examining how the customer felt and what were the
difficulties faced by him at the France tourism. It is very assential for making impact on social
media marketing as it is the most popular factor which is used by travellers nowadays. This is an
era where customers are more prone towards using Internet based things and activities
(Kingsnorth, 2019). That is why posting videos, posts and experiences on social media will help
customers to know about the France tourism. Social media has seemed to be a revolutionary
aspect in hospitality sector. There is a great importanceof rankings and reviews which are based
upon experience of actual customers. It is analysed that or if you can impact upon image of the
tourist country in a negative or positive manner. That is why it is very important to stay focused
upon honest and true experience and opinion.People are having tend towards having a distrust on
social media advertisement also. These have played a major role in increasing The aspect of
social media and tourism travelling. There is requirement of understanding how social media has
changed the tourism marketing. In context of France tourism, there are following factors which
have helped in managing the digital marketing:
Travel research: there is a drastic change in which travellers uses that is search area before the
trip. Nowadays all people are focusing upon planning the trip online. Social media is the best
way to reach out towards various experiences of travellers. Documenting travel with the usage of
smart phones as well as high quality cameras are nowadays used for enhancing the customer
experience.

People who have not posted anything on social media have now been using Facebook and
tweeting on twitters about their customer experience while travelling to France. This has
increased the way by which people are prone towards the tourist attraction of France.
Destination discovery through social sharing: there are lot of travellers who are using social
media and helping various other people to plan their trips. It has become a massive source for the
motivation and inspiration four lot of travellers regarding France destination. People who have
been daydreaming about their routine and plans for visiting France, they are able to have
opportunity about different people who have travelled there after COVID-19. This has developed
trust and relaxation for the people who want to travel France after COVID-19 pendemic.
6. Based on all the above evaluation and the objectives, you will need to propose relevant key
performance index (KPI) and analytics that can be used for evidence-based decision-
making to enhance customer experience strategy with clear justifications (you will need to
identify appropriate metrics and data analytics that will be relevant for the chosen segment)
The key performance indicators enough tourism industry are very important for enhancing and
growing business. There are falling factors on which this factor is depending regarding the
France tourism:
 Revenue: France destination places are involved in one of the most expensive places to
visit. They have made huge amount of revenue post covered as compared with other
tourist destinations. Social media has played a very important role in enhancing the
revenue of France tourism. People have posted their experiences through videos and
audios. This all has increased the level of decision making about travelling to France.
 Customer acquisition costs: these include money which is attracted and obtained by new
customers. France tourist destinations are making lot of money as it is known as one of
the beautiful countries across the world. People are excited about travelling to Paris and
seeing various historical places of French Revolution. All this is possible due to usage of
digital media in a positive manner.

 Customer retention: a proper way for measuring customer retention is to provide
customer rewards like discount codes and vouchers. In context of France tourism, there
provided lots of opportunities but enhancing customers experience by providing some
discounts and offerings to them.
 Referral rate: it consists of managing and tracking how customers are gaining their
experience. the reference rate provides help In managing the statistika level of increasing
revenue earned by French destination places. It is very important for tourism attraction
places to make reference rate and provide some discounts to customers so that they are
willing to come again and again.
 Customer satisfaction: this includes managing and solving the problems associated with
tourist destination businesses. By having customers, it is easy to increase the satisfaction
level and manage the experiences of family members for more families and other people
on different sites like TripAdvisor, Google and many more.

REFERENCES
Books and Journals
Behera, R.K., Bala, P.K., Rana, N.P. and Kizgin, H., 2022. Cognitive computing based ethical
principles for improving organisational reputation: A B2B digital marketing perspective. Journal
of Business Research, 141, pp.685-701.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation &
practice. Pearson uk.
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.
Eze, S.C., Chinedu-Eze, V.C., Okike, C.K. and Bello, A.O., 2020. Critical factors influencing the
adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A
thematic analysis approach. Humanities and Social Sciences Communications, 7(1), pp.1-14.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.