This paper illustrates how customer journey mapping can be applied in colleges and universities to facilitate content-rich branding. A customer journey map for higher education is created and illustrates how a student’s journey may be broken into phases of prepurchase, purchase, and postpurchase. Each stage is subdivided to show important touchpoints that occur in that stage. Touchpoints may be firm-initiated or customer-initiated, but research shows that customerinitiated touchpoints are becoming increasingly more numerous. The paper demonstrates how content-rich branding, through reliance on the use of relevant content, can be used to stimulate frequent positive customer-firm interactions. Customer journey analysis is part of the increasingly popular domain of customer experience management (CXM).
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Pharr, Julie M., "A Framework for Using Customer Journey Mapping Alongside Digital Content Marketing to Build the College Brand" (2018). Association of Marketing Theory and Practice Proceedings 2018. 47.