The Development of a Customer Experience Canvas for a Tourist Brand.

      Аннотация: The objective of this book could be stated as: “The development of a CX1 transformation design for the European and Australian customers to address the customer knowledge problem for ATA’s product portfolio.”. To answer the broadly defined research problem, the report supported on a customer experience (CX) design canvas developed by consulting firm “Oakton Consulting Technology”. This framework supports on five distinct steps: 1. Create an initial map 2. Evaluate 3. Explore 4. Brainstorm 5. Re-design These five consecutive steps offered the opportunity to assess the brand from a customer perspective. The ultimate objective of this framework was to analyze four distinct components: the brand’s image and its offering, key trends in the adventure travel industry and its markets, Australian and European ATA personas, and elaborating the customer journey. The research of this report supported on a multitude of both quantitative and qualitative methods.

Ключевые слова: brand identity, customer experience, customization, customer personas, travel trends, customer journey