Plan de Mejora “Implementación de Customer Journey Maps para optimizar la Experiencia Digital en Homecenter”

Abstract

This degree work addresses the implementation of Customer Journey Maps as a strategy to optimize the digital experience in the Homecenter Application and Web. This digital experience has become an important aspect for the competitiveness of organizations in today's market, because it is important to provide the customer with an impeccable flow, and this is done by understanding the customer's interactions. An investigation is carried out from the customer's point of view, covering data on visits, conversion funnel and satisfaction rates, however, the points of contact were studied without having a vision of how they work in the company, but how the user perceives it, thus having a clearer and less technical view of the journey. Based on the findings obtained, improvement opportunities are proposed to the Digital Retail team, taking into account the personalization of the experience and consistency between channels, since one of the pillars of Homecenter is Omnichannel. It is expected that the application of this will contribute to improve and increase satisfaction and loyalty, keeping Homecenter as one of the most visited sites in Colombia.