Designing a Customer Journey Experience for Income Generation Tourism Industry, Case Study: Dusun Bambu

Abstract

The COVID-19 pandemic has caused a huge decline in the global tourism industry, including Indonesia, that causes many businesses to close and people to lose their jobs. The objectives of this study are to identify the current business situation of Dusun Bambu, which includes analyzing the customer journey experience, knowing what aspects need to be improved to avoid any negative experiences. This study uses qualitative methods with video content observation and creating touchpoint templates. The results show that there are four out of seventeen touchpoints that give negative customer experiences and need to be improved. However, each of the seventeen touchpoints is given a solution to provide the customers with better experiences. In conclusion, the solutions were proposed along with the implementation plan, hoping to improve the business situation of Dusun Bambu

Keywords

• covid-19 pandemic
• customer journey experience
• customer satisfaction
• tourism industry
• video content observation