Customer journey map for Køge Kyst
February 2021
Zealand Academy
Bachelor Student
How to spot pain touch points for a new building block?
At the beginning of the 2nd semester of my bachelor's, my study group and I had to optimise the residential area of Køge Kyst. To get a better overview and look at what was relevant to prioritise, we designed a service blueprint and a user journey map.
Problem area
Social community is a sought-after commodity and is, to a greater extent, what is in demand when many people look at housing. Køge Kyst is aware of this; however, we noticed some areas that they could change in their current marketing strategy. Deficiencies and solutions for them are described in a short and contentious manner. Great value is placed in finding a sustainable and long-term solution to create marketing and community.
How can we improve the social life in Køge Kyst?
Køge Kyst wants to create a social and cultural area for both new residents in Køge Kyst and the rest of Køge city. At present, no major initiatives have been taken to accommodate this. With a target group of young couples aged 25-35 without children, Køge Kyst is challenged by the lack of proper and targeted marketing to attract their attention. The website and its other online platforms are artificially designed, have some errors and shortcomings in the wording of the text, and the layout of images is not appealing to the chosen target group. The contact options at Køge Kyst are inadequate, and as a user, you need to know in advance whom you need to contact, and it is impossible to call customer service or similar to get answers to your questions. This process can create much confusion for a potential buyer and discourage them from contacting Køge Kyst.
Solution
Social common area
For Køge Kyst not to become a closed area reserved for residents, outdoor areas with their purpose can create attraction for others. Although it may take time before Køge Kyst becomes desirable, Køge Kyst could benefit from establishing a dog park. It will automatically attract many of Køge's other dog owners and potential new residents from different municipalities. This solution is also a sustainable initiative, one of Køge Kyst's focus areas, since it is the nearest dog park. It is almost an hour's walk from the Køge Kyst area, which may encourage dog owners to choose the dog park in the new area instead. In addition, other popular trends in sustainability can be utilised, such as community gardens and greenhouses where residents can grow their vegetables, spices, flowers and the like. Another prominent option is to create outdoor exercise facilities, fire pits for social gatherings and shelters. These socially sustainable initiatives can contribute to a better and more cultural area that invites activities and socialising that can help strengthen the community.
Factors that can help solve the problem
To achieve the goal of the proposed solution, it requires the use of tools relevant to the target audience. Creating a realistic and positive image of the social community can be done by using residents as ambassadors and showing their engagement on social media to attract potential new residents to Køge Kyst. Køge Kyst can benefit from creating an Instagram profile targeting the right segment to achieve this. Using social media platforms more actively, Køge Kyst could create a more nuanced and realistic image of the area for the interested buyer. Instagram can also inspire current residents and provide opportunities for collaboration with influencers. Reaching the target audience via Instagram requires a targeted strategy and a focus on the administrative work with Instagram.Short posts with eye-catching topics and headlines are necessary; images and videos are important elements in each post. A post can also end with a question, such as ‘What would you like to see in Køge Kyst?’ or ‘Would you like to hear more about the plans for the Maritime Peninsula?’, to get people to interact with the posts. It can also be a good idea to end with ‘’Tag‘ a friend you would like to bring to Braunsteins Pakhuset’, so you can reach more people who do not already live in Køge. Images and videos used for marketing purposes must be of good quality and invite a desire for more knowledge about the entire area and the building. To reach the chosen target group, the website must also be optimised. The website seems cluttered, and it is challenging to find relevant contact information. Research shows that young people refrain from calling and prefer to make contact in writing. With a younger target group in focus, it would, therefore, be an obvious opportunity for Køge Kyst to change the layout of the website and introduce a chat box and a standard contact form.
Customer journey map
Køge Kyst
Our optimised version
