How To Create A Realistic Customer Journey Map Case Study Solution


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How To Create A Realistic Customer Journey Map Case Study Solution

Background and Facts

How To Create A Realistic Customer Journey Map an office products store for tiny and also moderate sized companies has recently been associated with preparing for a merging with its competitor Residence Deport, which has impacted performance degrees in departmentswith the elderly manager associated with legal problems presented by the federal Trade Payment. With the Advertising Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the role in the near future. With difficulties in the form of a possible cultural change and reduced staff member morale, the company requires a total reengineering initiative at the advertising and marketing department.

Problem Statement
Porter's 5 Forces Analysis
The potential social change at the marketing department of How To Create A Realistic Customer Journey Map is raising unpredictability in the working environment resulting in various challenges for the Jeannie Lewis who would be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting critical choices considering that Stapes Inc. had to abandon its plans of combining with Workplace Deport after the Federal Trade Compensation's treatment while doing so. Given the reality that the store has an international presence with branches in UK, U.S.A., Canada and Germany, political consider each of these nations may be able to influence performance or tactical objectives. Federal Trade Commission's antitrust fit against the merger used up beneficial time of the company's elderly administration suggesting that 'political' factors can have major implications for an international organisation.

Economic Factors: Financial factors such as the appearance of small companies in the worldwide scenario recommend that How To Create A Realistic Customer Journey Map is thriving in an environment where there is potential development of companies. Fact that store consumers are mainly looking for office materials for house workplaces recommends that the market has an increasing fad of business owners as well as residence based businesses.

Social factors: Social trends in the economy show that clients are looking for ease along with appealing costs. Marketing research shows how the customer for How To Create A Realistic Customer Journey Map does not have recognition concerning locating options which can supply a combination of convenience as well as low costs.

Technological factors: Technology plays a vital function in How To Create A Realistic Customer Journey Map's business strategy particularly as the organization is piloting Technology facilities which would provide technology sales as well as support in the kind of memory upgrades, peripheral installations. (Summary of BUG in appendix 2).

OB Issues and Symptoms.

Numerous underlying Organizational Actions issues can be seen in How To Create A Realistic Customer Journey Map's case as highlighted in this area.

Apprehensions concerning social change: There is concern concerning a social adjustment that would certainly happen as soon as Todd Krasnow leaves from his position as the Exec Vice President of Advertising with most of the personnel already showing unhappiness over this prospective action. This anticipated adjustment has developed stress in the workplace which has been coupled with the past stress of preparing the company for a potential merging with Residence Deport.
Pest Analysis
Demanding Job Environment for Newcomers: There is scarcity of employees that can match the demanding setting of a busy organization. Not just does this result in difficulty in locating the appropriate individuals, it puts stress and anxiety on new hires as can not endure the rate and also stress that the company expects them to bear.

Double Coverage Lines: Newbies discover this organizational culture difficult and also tough to deal with especially as populated line relationships are meant to be weak in general and also unbiased setting and efficiency assessment is still done by the strong line supervisor. This suggests that newcomers could shed clearness regarding their particular roles and purposes especially as dotted line reporting does not maintain them in straight communication with the strong line managers.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had been speculated that the latter would certainly take Krasnow's setting came as a blow to her spirits. Lewis might have been qualified and also appropriate for the work yet the truth that Kransnow's separation would make Coles a direct report to Lewis might have been the reason for Coles' resignation from services.

Fear & Job Instability: Fear and instability can be recognized as 2 major problems that Lewis would certainly be dealing with specifically as the merger has now be cancelled and 2 elderly execs of the advertising department would be leaving. The whole responsibility of the department would be falling on Lewis's shoulders that would not just supervise of brining about a cultural modification yet would additionally have to show herself in her new function.

Incompatible Monitoring Design of Leader: Lewis's management style and also its conflict with the marketing division's role can likewise be seen as an OB obstacle particularly as she has been utilized to dealing with issues in the operations department where employees are educated to focus on processes as well as get them. The advertising and marketing division on the other hand can be viewed as a team of people that are used to being nurtured by Krasnow who focused a lot more on output than procedures.

Interdepartmental Disagreements: Interdepartmental disputes in between three divisions, advertising, merchandizing and also procedures respectively over the allotment of the advertising and marketing mix can be identified as one more OB worry. Although the advertising and marketing division does not share the very same vision as the various other 2 departments concerning the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing as well as procedures departments do not agree over the advertising and marketing mix allocation amongst each other either.

Fragmentation in Advertising And Marketing Department: Fragmentation between the marketing and advertising divisions can be recognized as one more OB issue which can require additional focus. The reality that the advertising and marketing sections in the advertising and marketing department are disconnected is protecting against both divisions from getting from each other's experience and also know-how. Combination of advertising with retailing as well as operations would certainly come to be more difficult if the marketing department itself is disintegrated which can be another potential OB problem.

How To Create A Realistic Customer Journey Map Analysis

Different concepts have actually been made use of to describe the scenarios to obtain additional clarity regarding the circumstance at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, many supervisors believe that juniors are easy and careless, have little passion as well as resist adjustment. The scenario at How To Create A Realistic Customer Journey Map is not completely adhering to Theory X, it can be seen that new hires are discovering this setting instead demanding which might eventually lead to a greater disposition of the management in the direction of Concept X. Even while evaluating Lewis's monitoring style, theory X may have been appropriate in the procedures department to some degree however the Advertising division would call for dependence on Concept Y in order to obtain the creativity as well as creativity from the groups.

Tuckman's Teamwork Concept: As far as Lewis's problem concerning bringing harmony between the advertising as well as marketing department is concerned, this would at first lead to conflict as gone over by Bruce Tuckman in his 'Teamwork Concept'. By integrating the advertising as well as advertising and marketing department's job, there might be the same first detach which might lead to the second phase of 'storming' where the teams challenge one another.

Bridges' Shift Design: According To William Bridge's theory (appendix 4), people are fairly awkward with change, which is obvious by the circumstance at How To Create A Realistic Customer Journey Map The scenario can be seen as a regular program of life if is studied based on Bridge's theory where he clarifies that individuals undergo 3 phases of transition when they experience change. 'Closing, losing and also Letting go', The Neutral Zone as well as 'The New Beginning' (Bridges, 2004). When people exist with adjustment, they go into stage one therefore there might be emotions like despair, uncertainty, frustration, temper, worry, denial and disorientation.The scenario at the advertising department of How To Create A Realistic Customer Journey Map is similar so Lewis can get comfy with the concept that it is not phenomenal actions. In the second stage, there might be a demand to connect the space in between the new and old society so Lewis may have to face this challenge when Krasnow leaves. There may be reduced spirits as well as reduced efficiency at this stage which should not be taken as a trouble. It is throughout this stage that Lewis will have to offer support to the department to make sure that they can find an orientation. It can be seen how Krasnow has already made this shift much easier by making Lewis obtain involved in the department a year prior to his actual separation. Based on Bridges' Model, phase three will certainly produce openness to discovering, High energy and commitment as individuals will embrace the modification (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Requirements Hierarchy' (appendix 5) has reviews the relevance of 'security requires as being a reduced degree requirement of a human for setting off motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the need to really feel safe as well as out of risk' is at the 2nd degree of demands. Before an employee can be made to establish mentally, he requires to have his 'Physiological 'and also 'Security' needs satisfied.

SWOT Analysis for How To Create A Realistic Customer Journey Map Case Study

Implication of Analysis.

The OB analysis has looked at numerous concepts to recognize how to manage the present scenario at hand. The following three options have been suggested to aid Lewis manage the organizational challenges in the advertising division. Each of these alternatives has actually been suggested for easing the shift required to bring the advertising department in line with the needs of the marketplace and also for making the social adjustment that would certainly comply with when the existing leader leaves.

Combination of marketing and advertising functions. Separating Adverting and also Manufacturing functions. Assimilation of Marketing with Operations.

Examination of Alternatives.

Judith Shapiro that has earlier been spoken with by Lewis during the earlier merger days has know-how in business-to-business advertising along with company as well as retail marketing experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to deal with both advertising and also advertising and marketing features.

The benefit of this technique is that it will integrate both features while decreasing the demand for employing an added source for marketing. Lewis would certainly be heading the advertising and marketing division and in any case her replacement would certainly be required for the present duty that she is performing. The downside of this alternative is that outside hiring may bring about bitterness from inner employees that may be considering the placement of EVP after Lewis takes over Krasnow's placement.

Separating Adverting as well as Production: Provided the affordable pressures and high quality job needed from the ad agency, it is advised that Lewis needs to permit the production device to be a different function from the advertising and marketing unit. Since most ad agency had these 2 features as separate devices, it makes more sense to follow the norm. Both features might be able to focus on their core triggers much more efficiently. The disadvantage of this strategy would certainly be that extra prices would certainly have to be birthed for setting up different manufacturing features. Along with this, a production head may need to be employed which can enhance expenses for the company.

Integration of Marketing with Operations: Considering that Lewis is currently taking care of the advertising as well as procedures divisions simultaneously; it makes feeling to incorporate the two functions since she has been effectively taking care of both ends. The truth that Lewis has to adjust her administration style for the advertising and marketing division recommends that these two departments would certainly be culturally diverse.


An analysis of the three choices suggests that assimilation of advertising as well as procedures would certainly not be a possible relocation because of the vast differences between both departments despite the fact that currently Lewis is taking care of both. While separation of the production feature might have been a desirable relocation for the advertising and marketing department, the reality that it would certainly mean positioning a third feature under Lewis's wing suggests this should be avoided as well. The combination of the advertising department is the most effective option in regards to obtaining the optimum arise from the division. An action plan for this choice is talked about listed below.

Action Plan.
Lewis will take over the function of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would be merged.

Judith Shapiro will be employed to take Lewis's place as SVP of advertising and marketing.

Manufacturing function will remain component of advertising under advertising feature.

Lewis will certainly separate herself from operations.

A democratic management style with staff member empowerment will be utilized in marketing department.

Open door policy and also emphasis on cross departmental interaction will be focused on getting rid of disharmony.

Contingency plan.

If the assimilation does not work out as planned, a contingency strategy would certainly adhere to which would certainly separate the production feature from the advertising and marketing feature to reduce the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get hired, Lewis will certainly be heading the advertising and marketing department without an SVP. In that case the manufacturing feature will most definitely be separated by placing it under an SVP manufacturing.