Customer Journey Map Analysis: Jacob & Co. Strategic Marketing Report

This report provides a comprehensive analysis of Jacob & Co.'s customer journey map, a visual representation of customer experiences with the brand. The analysis covers the five major stages: awareness/need, research/active consideration, purchase/conversion, usage/relationship building, and advocacy. The report examines Jacob & Co.'s strengths and weaknesses in each stage, highlighting areas such as brand awareness, online presence, customer interaction during the purchase, and customer support. The report also discusses the importance of the customer journey map in understanding customer needs, improving customer experience, and building long-term relationships. The analysis includes an examination of how Jacob & Co. can improve their marketing strategies to enhance customer engagement and loyalty, including online advertising, salesperson interactions, and effective customer service. The report references relevant academic sources to support its findings and conclusions.

Strategic Marketing Management
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Management 1
Customer journey map
Customer journey map is a visual representation of every experience that the customers have
with their clients. This map helps in telling the entire experience of the customers toward the
brand with the motive of the long-term relationship. The paper includes the analysis of the
customer journey map of Jacob & Co. who is privately held jewellery as well as wristwatch
retailer established in the year 1986 by diamond designer Jacob Arabo.
The company is known in the market as they formed the revolutionary timepieces as well as the
exquisite jewellery that have captivated notables as well as the celebrities from the watchmaking
works as well as the dazzled fashion’s red carpets as well as the cover shoots (Jacob and co.,
2020). The company is committed to provide the client with powerful and evolving jewellery
and wristwatch with the intention to flaunt quality and design. The company needs to consider
the customer journey map which will help them in understanding more about customer their
experience with the brand.

Management 2
The above given is the customer journey map of Jacob & Co. who is offering the products and
services in order to meet the growing needs of the customers. The customer’s journey map
consists of the 5 major stages which are followed by the company in order to understand the
needs of the customers (Rosenbaum, Otalora and Ramírez, 2017).
Stage 1: Awareness/Need: - The customer journey begins with the identification of the need as
it is vital to determine the need of the customers which include what they want and looking to
consume. For the company, the identification of the need shows what customer is looking to
purchase which include either Jewellery or Wristwatch. This identification of the need is possible
with the correct guidance of the experts and also by visiting the website of the company
(Richardson, 2010). Then it comes to the awareness among the customers about an actual need
which is possible with the help of the good public information. However, this has been found
that while generating the awareness about their products Jacob and Co. has a weakness as they

Management 3
don’t have a strong presence in the market. The awareness for the products can be improved for
the Jacob company products with the help of online advertisements of the products.
Stage 2: Research/ Active considerations: - Once the need is identified by the customers, then
the next step is related to the research about the product. In this stage, generally, customer
compares the products of different brands so that they can conclude and make the purchase
decision (Temkin, 2010). The comparison can be done through different web portals as they can
visit them to check the specification for watches or quality of jewellery. The customers can also
visit the stores for the comparison which include a demo of the product which will provide the
correct idea about the product, its quality, and other. The salesperson plays a vital role in making
the change in the decision of the customers as the call centre experts can change the decision. In
addition to this, there are different websites on which the comparison of the product is present
with other brands. The research will help the customers of Jacob and Co. to purchase the right
product.
Stage 3: Purchase/Conversion: - The next stage of the customer journey map includes
purchase/conversion. Jacob and Co. consumer journey map include purchasing decision for the
jewellery or the wristwatch. The service provided by the salesperson by Jacob and Co. makes the
customers purchase the product. Jacob Company finds the emotional attachment with the
customer as they will have the great feeling that they have purchased the right product for them.
They can flaunt the features, specification, quality, and brand which will make the others to
appraise for the choices for the purchase. However, this has been found that the weakness of the
purchase decision for the customers who ordered online include the no demo of the product. The
customers can form the interaction with the salesperson which helps them to coordinate well at
the time of purchase (Lee, Kim and Kim, 2015). When the customers interact with the

Management 4
salesperson then they get confident with the executives of Jacob and Co. which makes them
purchase the product. The knowledgeable salesperson will not only make the sales of the product
but they deliver the value and high experience to customers.
Stage 4: Usage/Relationship building: - The next stage of the customer journey map includes
contacting the customer support executives of the company. The help desk of the company will
provide support to the customer who wants to make the purchase. The major touchpoint for the
customer is an effective service that they Jacob and co. offer to their customer for generating
customer loyalty (Bascur, Rusu and Quiñones, 2018). However, the customers contact the help
desk when they find the issue with the purchased product. Now the biggest weakness that occurs
is that help desk will take time to resolve the issue which negatively affects the experience of
customers with Jacob and co. Although, the product engineer who has good knowledge can
influence the customers for the time that they take to resolve the issue. Jacob and Co. try to
provide quick onsite support to their customer which is good for their relations with customers.
Stage 5: Advocacy: - The stage of the advocacy is one of the vital stages for the brand as this
decided that the future of the brand with that customers. It has been found that this stage allows
the customer to Share experience about Jacob and Co. by using their products. The positive or
negative experience of client leads to spread of experience through word of mouth, social media,
and other (Tincher, 2013). The customer can drop their reviews on the online page and
companies page which needs the attention of the brand.

Management 5
References
Bascur, C., Rusu, C. and Quiñones, D. (2018, October) User as customer: touchpoints and
journey map. In International Conference on Human Systems Engineering and Design: Future
Trends and Applications (pp. 117-122). Springer, Cham.
Jacob and co. (2020) Jacob & Co. [Online]. Available from:
https://www.jacobandco.com/content/jacob-co [Accessed on 7th April 2020]
Lee, J.H., Kim, M.J. and Kim, S.W. (2015, August) A study customer journey map for user
experience analysis of information and communications technology service. In International
Conference of Design, User Experience, and Usability (pp. 66-74). Springer, Cham.
Richardson, A. (2010) Using customer journey maps to improve customer experience. Harvard
business review, 15(1), pp.2-5.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C. (2017) How to create a realistic customer
journey map. Business Horizons, 60(1), pp.143-150.
Temkin, B.D. (2010) Mapping the customer journey. Forrester Research, 3.
Tincher, J. (2013) Creating a Customer-Focused Customer Experience Journey Map. Heart of
the Customer, Minneapolis.