Analyzing Multicultural Customer Journey Models: Bold Street Coffee

This report analyzes the digital customer journey models for Bold Street Coffee, a small cafe in Liverpool, UK, focusing on multicultural values in its digital communications. It aims to improve customer satisfaction by understanding customer needs and interactions. The study maps the customer journey for both English and Asian origin customers, considering factors like awareness, consideration, and decision-making. It also discusses the importance of setting goals, surveying customers, and creating accessible customer journey maps. The analysis compares and contrasts the experiences of the two customer groups, highlighting the impact of cultural differences on their journey. Ultimately, the report emphasizes how an effective customer journey plan can help the cafe increase sales, retain customers, and expand its business.

Multicultural Digital Brand Customer
Journey Models
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Bold street coffee cafe and its products and services..................................................................3
The first customer in relation of mapping the customer's path journey for the street bold coffee
......................................................................................................................................................3
The second customer in regards to mapping the buyer's journey path for the street bold coffee4
Customer journey plan for English origin customer....................................................................4
Customer journey plan for the Asian origin customers...............................................................7
RACE Model...............................................................................................................................9
Comparing and contrasting the two different customer's journey.............................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Digital customer journey is the path followed by an internet user and companies that want
to operate their business online. The main aim of developing customer journey map is to increase
customers’ satisfaction by knowing customers’ needs and interacting with customers. This study
is based on small size company……with has little recognition of multicultural values in its
digital communications activities (Weber, M. and Chatzopoulos, 2019). It wants to increase
customers’ experience and it believes that by developing an effective customer journey map or
plan, it can identify current needs and requirements of customers. On the basis of identified
needs, employers find easier in developing their products and retaining customers with business.
Increase customer retention has relationship with increased sales. This study will discuss all main
stages of two customers’ journey plan such as: setting target, creating buyer persona, identifying
motivations and pain points, mapping out buyers’ journey, maximizing touch points and finding
moments of truths. It will further discuss reasons and effectiveness of measuring overall
performance of journey plan and ways in which it can help companies in knowing whether their
plan is on right track or not. It will further discuss some key performance indicators by which
companies can measure their performance and can accomplish the main aim. After evaluating the
experience of both the customers, the comparison among the customer journey plan will be made
in order to know the variation in the experience of the customers on the basis of their culture.
MAIN BODY
Bold street coffee cafe and its products and services
It is small and medium size cafe in Liverpool, UK. It was opened in the year of 2010 with
the aim of being Liverpool’s best coffee shop. It has small skilled and dedicated team who has
helped this cafe out in becoming the most popular coffee shops in the UK with an extensive
menu of Artisan coffee, breakfast, tea and brunch. This business to Customer Company wants to
develop customer journey plan.
The first customer in relation of mapping the customer's path journey for the street bold coffee
As the customer journey path gets influenced by the numerous factors and therefore, the
business has to perform the different parameters after understanding the patterns that affects the
buyer's journey model. The multicultural customers has the large number of variations in their
journey model. This refers to the different culture and ethics that impacts the buyers in the
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making of the purchase decision. In the basis of the multicultural customers, the first customer
that has been chosen for mapping the journey path is the English origin customers for the street
bold cafe (Weber and Chatzopoulos, 2019). The English origin customers refers to those
customers that are considered as the local customers for the street bold cafe. These are the
customers who lives in that area where the business is established. The journey model of English
origin customers gets affected by the cultural and ethics of the particular area.
The second customer in regards to mapping the buyer's journey path for the street bold coffee
The culture aspect is a broad concept that involves the numerous factors that shapes the
buyer journey path. Therefore, it is important for the business to adopt a specific customer
journey plan for the specific type of consumers (Shavitt and Barnes, 2020). The second customer
for the bold street cafe has been chosen on the basis of multicultural aspects are the Asian origin
customers. For the cafe, these customers has been considered as the outsider customers that
comes to visit in Liverpool and interacts with the cafe. These customers has the different
background and culture. For them, the business has to plan specific consumer journey. So, the
buyer journey model can be attracted towards the cafe.
Customer journey plan for English origin customer.
In regard to customer journey map and plan, it can be said that it plays a vital role as it
gives a way of getting into their customers’ heads and gaining valuable insight. There are
number of factors that need to be considered by companies for becoming successful and being in
the competition. Small and medium size companies are striving hard for being in the competition
after Covid-19 and other changing factors. On the basis of secondary data, they have found that
customers are the main key of success of organisation (Santoso and et.al., 2019). By satisfying
customers, they can increase their sales, profit margin and can expand business. Companies can
satisfy customers and can retain them with business only when they understand needs of
customers. Now in this digital and modern era, changing needs of customers are having negative
impacts on overall performance of companies. Employers need to take in depth insight of their
customers and knowing as what exactly their customers want. This can be done by developing an
effective customer journey plan. This plan consists of all those factors and steps by which
employers can know needs of their target people and can increase customers’ satisfaction
(Ayutthaya and Koomsap, 2018). In addition, it can be said that it is a process by which every
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potential customer decides on a product. There are main 3 steps that English origin customers
have to go through in this buying process such as: awareness, consideration and decision.
Awareness: It is the first stage of buyer’s journey in which potential customer becomes
aware that they have problem or need that they needed to be resolved in an effective and timely
manner. At this stage, customers research on the basis of their needs and search suitable products
on different brands. It takes too much of time of them. This stage helps them out in processing
further stages such as: consideration and decision (Ai, Jiang and et.al., 2020). In regard to
English origin customers of cafe, it can be said that they start researching as per the menu,
convenience and others. Price, place, ambiance are some factors that are being considered while
selected cafe.
Consideration: In this second stage after awareness stage, customers identify the specific
language that they can use to define their problems and needs as well. After considering their
needs they use their knowledge for doing further research and focusing o appropriate solutions to
fix their problem. After knowing their problem and on the basis of their research, they enlist a
list of all possible companies that can solve their problems and satisfy their needs.
Decision: In this stage of buyer’s journey , a buyer narrows down their list of vendors
to the best possibilities. Finally they become on one of the best solution and make final buying
decision. This decision is being made after selecting price, place, ambiance and all other factors
while selecting cafe as per their taste and needs (Santoso and et.al., 2019).
Within this stage, there are sub steps that business to customer companies need to consider for
attracting the local customers and retaining them with themselves for increasing sales and
accomplishing the main aim such as:
Setting goal: Determining the main aim as why company needs to developing buying
journey plan as whether they want to improve buying experience or launching a new product. By
setting the main goal, this local cafe can proceed further stages as this stage works as like
motivation for them.
Survey customers to understand their journey: After setting goal, it is important for
this cafe to survey in order to know all about their local customers and target people. They can
ask direct questions from their customers about their needs and ways by which they make buying
decision. It can help out cafe in knowing all those factors that customers consider while making
buying decision (Kuehnl, Jozic and Homburg, 2019). On the basis of this, they can focus on all
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those factors and can satisfy their customers or can accomplish the main aim of developing
buying journey plan.
Asking customer service reps about questions that they receive: Sometimes English origin
customers who are the local customers also do not know their actual needs and specific pain
points. They just feel that there is something missing or something that is not working for them.
They can be asked to think about their needs and fill in the gaps and translate customers’ pain
points into business terms that their team can understand. By doing so, cafe and employees of
business to customer company can make their customers feel valued as they take care of their
needs.
Creating a customer journey map for each buyer person: It is easy to assume that each
customer operates in the same way and have similar types of needs and requirements. It is not
actually true as buyers have different needs and operating way. Demographic, psychographic and
other factors play a vital role in deciding a way in which customers engage and interact with
business. So, it is important for employers and cafe to identify need of the English origin
customer and creating customer journey map for each customer persona on the basis of their
demographic, psychographic and other basis.
Reviewing each journey map: After creating journey map for each customer persona,
this business to customer local and small cafe needs to update their journey map in order to make
changes in strategies and products. Customers; buying process changes and by reviewing and
updating customers’ journey map, this cafe can provide customers up to date and latest features
of products and services (Alvarez and et.al., 2020).
Making customer journey map accessible: The main aim of creating a buyers’ journey
map is to bring cross functional teams together to provide feedback and creation of customers’
journey map is one of the best and convenience way. By making a copy of the map and making it
accessible to each team so that they can attract customers and satisfy their needs, company can
accomplish its aim.
On the basis of above discussed all stages of creation of customers’ journey plan and
map, it can clearly be said that this café can become the market leader in the UK and can expand
its business once it attracts and retain potential customers with it. There are number of
advantages that companies can take by creating an effective customer journey plan such as:
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Encourages solution focused marketing: If company is new in the market and starting
as a marketer then it becomes difficult for new and small companies to position their brand.
Using buyers’ journey becomes one of the best ways to market their product and services. As
this local café wants to make an effective digital position. It can also help them out in solving
customers’ particular pain point and filling specific need for product (Ponsignon, Smart and
Phillips, 2018). Overall, it can be said that by creating an effective customer’ journey plan, this
café can accomplish the main aim and can market its services.
Allows tailoring marketing: Customers’ journey map makes it easier for companies to
optimize relevant content marketing solution to any buyer persona. By understanding all three
stages of customers; buying map, companies can focus on customers; touch point and can meet
main goals.
Customer journey plan for the Asian origin customers
The second customer for the cafe is the Asian origin customers which has been
considered as the foreign customers for the cafe. These customers has the different taste and
demands rather than the local customers. They prefer different taste of the coffee. These
customers are from the different nation therefore, they possess the different demands. The needs
and wants of thee customers are different from the English origin customers. For example: The
Asian origin customers involves consumers from India, china, Pakistan, Japan and so on. These
customers has the different belief and faith that comes from their culture. Now, the street coffee
cafe has to plan the customer's journey path for the foreign customers (Zhou and et.al., 2019).
This can be done only by knowing the culture of the customers as it affects the buyer's to the
highest note. It is easy to plan the journey for the local customers as it just involves the surveys
and influencing. But, the Asian customers who comes from outside learn many things at new
place and earns new experience. Also, if the experience is worthy. Then, they share the
experience with other customers and boost them to visit at the same place.
This is how the customer's generates from the customers. The street coffee cafe wants to
shape the Asian customer's journey model with the help of making effective digital presence as
the digital customer journey refers to the framework that involves the digital interaction with the
customers (Tomar, 2018). As the Asian origin customers scattered in the different parts of the
world. Therefore, it is important for the cafe in terms of interacting with the customers at the
digital platform. As it is hard for the business to engage with them individually. Here are the
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major aspects of digital customer journey map that has to be performed by the street coffee cafe:
This is concerned with the linear model and the race model as well.
Customer persona for Asian origin customers:
The linear model- This refers to the digital touch-point model that refers to shape the buyer's
journey with focusing on five stages.
Awareness- This refers to the information available to the customers. It is easy that the local
consumer is informed about the local cafe. But for the foreign customers the awareness has to be
created. And this can be done by involving the contribution over the digital platform. As the
consumers who are far from the cafe does not has the idea about the cafe (Mu and Zhang, 2021).
For example: An Indian who is a Asian origin customer comes to the Liverpool and loves to
drink the tea but not has the idea in relation of the street coffee cafe. Therefore, the awareness on
social media has to be created by making official page over the social apps.
Familiarity- This refers to providing the familiar environment to the customers. The Asian origin
customers are from the outside. There culture and values are different from the nation where the
cafe is established. Therefore, the street coffee cafe must greet with the Asian customers in
accordance of their culture. For example: The customers comes from India must be greeted with
“Namaste” as this boost their culture value and attracts their attention towards the cafe. The
customer journey path highly gets affected by the cultural values therefore, the sense of
belongingness has to be given to the customers.
Purchase- This refers to providing the options to the customer so, the can make purchase
according to their Liking and disliking. Maybe some customers likes tea, some may like coffee.
It is all on the taste of the customers (Muzellec and O'Raghallaigh, 2018). Mostly, the Asian
originate customers are fond of tea therefore, the street coffee cafe has to ensure the tea to them
as well along with ensuring the effective services.
Loyalty-This is the ethical aspect that shapes the journey of the consumer towards the business.
The cafe must ensure the complete loyalty to the customers who are coming from the outside. As
they are unaware about the payment consideration. So, therefore, the business do not charge the
extra payment from the customers. The cafe has to ensure same quality of services that has been
shown over the social media while creating the awareness to the customers.
The liner model for shaping the Asian origin buyer journey path is concerned with the cultural
beliefs and digital presence over the social media. The street coffee cafe has to provide the focus
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over adopting the cultural ethics of their buyer. And this can done by creating the interaction
over the social platform. It helps in knowing that from where the consumers are. Also, it helps in
shaping the buyer's journey model (Braun and Garriga, 2018). The customers experience the
numerous amount of senses from the products and services used by them. Therefore, the street
coffee cafe has to focus on the cultural values of the Asian origin buyers that goes according
with the satisfaction level of the consumers.
RACE Model
This model is mandatory and has to be used by the street coffee cafe in terms of mapping the
Asian origin customer's journey path. This has been proven as effective digital brand consumer
journey model. As the customers of the cafe has to be attract from the different localities. And
the cultural and background of the customers who are from the different localities is also
different. The major idea behind the RACE model is to increase the presence at the digital
platform in order to shape the customer's journey model. It is important to have knowledge
regarding the digital journey experience of the customers (Dwityas, Briandana and Aulia, 2020).
Over a digital platform, there are several touch points that has been touch by the customers and
the interaction with the business has to be done. In order to shape the digital consumer journey of
the Asian origin customers, the street coffee has to adopt the RACE model. So, the effective
digital experience can provides the assurance of effective physical services.
Reach- This refers to reaching the audience within using the online and offline platform. As here
the customers are from the outside. It is important to use the online pattern for reaching the
customers. The street coffee cafe has to develop its own website and content in order to attract
the selected customers. As currently, the customers are highly active over social media and gets
influence by the large number of influencers. Ir has been found from various studies, that the
customers decides their journey by making a big contribution over the social platform. As here
they hot highly influence by the information they got. The business to consumer companies such
as street coffee cafe is not concerned with the mediators. They just have to make the interaction
with the customers over the social platform (Agarwal and et.al., 2019). Making website and
creating different functions in the website that leads to solve the doubt of the customers leads to
attract the customers. Especially those customers who are from the outside. As the customers
who will visit to the cafe seeks the information regarding the cafe from the online platform.
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Therefore, it is the best opportunity for the cafe to express all the cultural values and effective
services that has been ensured by the cafe to the customers.
Act- This refers to taking the action. As after reaching the segmentation which is demographic
segmentation. As the customers are targeted on the basis of the geographical location. The action
has to be taken. During this stage of the Model the cafe will provide valuable product to the
customers. In the first step, the cafe has made reach with the customers by making the website
and generating the awareness. Now, during this step the Asian origin customers are visiting the
cafe. Now, this is the actual time under which the cafe will perform the planned action. The
coffee, tea, breakfast whatever is demanded by the customers has to be given by the cafe. And it
has to be ensure that the products and services are given within maintaining the culture of the
customers (Cheng and et.al., 2018). Some may like dark coffee and some may light. Some may
love tea. This is how the preference has to be given to the Asian origin customers. As the value
that will be given to them plays the vital role in shaping their journey model.
Convert- This refers to converting the ideas of the customers into the satisfaction. For example,
The Asian origin customers makes the various opinion at the online platform. Considering that
opinion and changing them into providing the satisfaction to the customers plays the vital role in
shaping the buyer's journey model. During this step, the members of the cafe has to monitor the
website of the cafe where the customer's suggest their opinion. And then, the opinion has to be
considered. As the small businesses does not provide the mechanism of online payment. And the
Asian origin customers makes high demand over this as they come to visit the places by securing
their cash at the online platform. So, the cafe must provide this benefit to the customers.
Engage- This refers to establishing the long-term relationship with the customers by engaging
with them. When the customer visits to the cafe and afterwards they will go to their home nation
and their localities. Therefore, the Asian origin customers, must be given some memorable
experience that can be cherish by them and also influence them to come again at the cafe
(Hamilton and Price, 2019). The cafe must ensure the engagement with the customers by sending
then emails over the social media. Also, this can be done by taking interview of the customers
and then upload it to the social media. It further helps in attracting the different customers as
well.
The RACE model impacts the digital customer journey of the Asian origin customers for the
street coffee cafe. As these customers are from the outside, therefore, they seeks the different
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experience. And this can be ensure by the focusing on the digital journey as everything starts
from there.
Comparing and contrasting the two different customer's journey
Similarities:
Factors English origin customers Asian origin customers
Cultural values The English origin customers
gets impacted by the cultural
values. As it has been found in
the mapping the path of these
customers that, The cafe has to
perform the cultural aspects
that are linked with the local
people (Alghizzawi, 2019).
These customers are the
visitors that comes from the
outside. These consumers
mapping path also gets
impacted by the cultural values
and ethics.
Needs and wants It is mandatory to understand
the needs and wants of the
customers as it provides the
direct impact over the journey
model of the customers.
The demands of the customers
plays an important role as
everything starts from there.
Differences:
Factors English origin customers Asian origin customers
Awareness The awareness can be created
with the help of local
supporters as well. Such as
newspapers, radio and so on.
Proper contribution towards
the social media marketing is
needed as these customers
lives from the outside of the
localities.
Engaging In order to shape the digital
customer journey, the
engagement with the
customers has to be made with
the help of surveys and their
The emails has to be sent to
the customers and their
consideration has to be taken
over the website of the cafe
(Santana, Thomas and
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demands has to be taken in
consideration.
Morwitz, 2020).
Influencing The influencing can be
performed with the friends and
families.
The social media marketing
plays the vital role in
influencing the customers.
On the basis of above information it has been found out, that the customers taste and preferences
are different and for reaching the customers and shaping their journey model, the cafe has to
approach the different patterns so, the cultural values and satisfaction of the customers can be
maintained.
CONCLUSION
From the above report it has been concluded that, the multicultural digital customer's
journey brand model involves the different customers and all of these consumers prefers the
different taste and preference that has been derived from their cultural values. Also, the report
has shown that, how the purchasing power of the customers gets affected with the various
factors. There is a need to shape the consumer journey model in order to grab the attention of the
consumers towards the business. Also, the different customers experience the different stages in
their journey model and this different experiences of the customers has to be taken in account by
the organization in order to impact the journey of the consumers. Apart from this, the report has
highlighted that, the digital presence of the business can really leads to mapping the path of the
consumer journey. As there are large number of consumers that are highly active over social
media. The needs and wants of the customers can be known from there and then, the decisions
can be form by the organisation. Also, understanding the emotional and ethical values of the
buyers plays an important role in influencing the buyer journey model. And this can be done by
understanding the cultural aspects of the consumers.
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