Commented [DS-E1]:

Research Proposal
Online customer journey map to improve digital
performance: The case of Peugeot Netherlands

Danti N. Sari - 581180

April 14th, 2017

1
 Table of Contents
Chapter 1: Introduction .................................................................................................................... 3
1.1. Context description ................................................................................................................. 3
1.2. Problem description ................................................................................................................ 4
1.3. Literature ................................................................................................................................ 4
Chapter 2: Theoretical Framework ................................................................................................... 6
2.1. Theories................................................................................................................................... 6
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2.2. Conceptual Framework ........................................................................................................... 7
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Chapter 3: Research questions ......................................................................................................... 8 Check spelling and grammar
Chapter 4: Methodology ................................................................................................................... 8 Formatted: Default Paragraph Font, French (France),
Check spelling and grammar
4.1. Research Strategy ................................................................................................................... 8
Formatted: Default Paragraph Font, French (France),
4.2. Research Method .................................................................................................................... 9 Check spelling and grammar
4.3. Research Instruments ............................................................................................................. 9 Formatted: Default Paragraph Font, French (France),
Check spelling and grammar
4.4. Sampling Technique ............................................................................................................ 109
Formatted: Default Paragraph Font, French (France),
4.5. Sampling Size ........................................................................................................................ 10 Check spelling and grammar
4.6. Research methodology matrix .............................................................................................. 11 Formatted: Default Paragraph Font, French (France),
Check spelling and grammar
Chapter 5: Planning ........................................................................................................................ 12
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Bibliography ................................................................................................................................... 13
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Chapter 1: Introduction .................................................................................................................... 3
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1.1. Context description ................................................................................................................. 3
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1.2. Problem description ................................................................................................................ 3 Check spelling and grammar

1.3. Literature ................................................................................................................................ 4 Formatted: Default Paragraph Font, French (France),

Check spelling and grammar
Chapter 2: Theoretical Framework ................................................................................................... 5
Formatted: Default Paragraph Font, French (France),
Chapter 3: Research questions ......................................................................................................... 5 Check spelling and grammar

Chapter 4: Methodology ................................................................................................................... 6 Formatted: Default Paragraph Font, French (France),

Check spelling and grammar
4.1. Research Strategy ................................................................................................................... 6
Formatted: Default Paragraph Font, French (France),
4.2. Research Method .................................................................................................................... 6 Check spelling and grammar

4.3. Research Instruments ............................................................................................................. 6 Formatted: Default Paragraph Font, French (France),
Check spelling and grammar
4.4. Sampling Technique ................................................................................................................ 7
Formatted: Default Paragraph Font, French (France),
4.5. Sampling Size .......................................................................................................................... 7 Check spelling and grammar

Chapter 5: Planning .......................................................................................................................... 8 Formatted: Default Paragraph Font, French (France),

Check spelling and grammar
Bibliography ..................................................................................................................................... 9
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Check spelling and grammar
Formatted: Default Paragraph Font, French (France),
Check spelling and grammar
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Chapter 1: Introduction
1.1. Context description
PSA Group is a French multinational automotive manufacturer under the brands Peugeot,
Citroen, and DS Automobiles. The industry is known to be highly competitive and therefore
the organizations develop rapidly. Taking into account innovation and technology, PSA Group
has focused to conduct digital transformation to boost the efficiency in realizing customer-
centric approach. By having digital processes, the organization expects to be more connected
with customers and the customer journey becomes more efficient and continuous. Thus, one
of the strategies is to push traffic to the website through media channels in order to gain
better understanding about the behaviour of its customers.

Unlike before, customer journey when buying a car has shifted, so has the marketing strategy
(Edelman, 2010, p. 2). According to the article, it is said that customers now connect to media
channels and more open to influence and brand relationship. This reflects that channels such
as social media, referrals, website, et cetera play an important role and at some point is
outside the organization’s control. Instead of going directly to the dealerships, customers
usually begin its journey online in several forms of activities. This is where different aspects
are taken into account and marketers have its own strategy to invest in the right channels.

PSA Group Netherlands is the first subsidiary to have a department responsible for managing
digital performance of the company namely Digital Factory. This department is then
responsible for the three brands in three different regions; Belgium, Netherlands, and
Luxembourg (Benelux). For this specific task, the subsidiary works with several agencies for
media, tagging process, and several other activities related to the digital performance
optimization.

Thanks to an integrated system, client is able to monitor the behaviour of users visiting the
website. Website as client’s digital asset is managed using KPIs as standard. The behaviour of
users is tracked using IP addresses which indicated as cookies. HTTP cookies (also called
browser cookies, internet cookies, et cetera.) is data that is adopted to users’ browser to
enable servers receive information about users’ behaviour on the website (Elmer, 2002, p. 52).
According to the author, this in advance is used to adjust users’ preference, retaining sales,
and other commercial activities in accordance with the trend. This involved a process called
“tagging”. Client works with an agency to make sure that each of the activity happens on the
website is properly tagged and at the end will provide reliable data.

Digital performance is measured by looking at the number of Sessions, Configurations, and

Leads as the key performance indicators (KPI).

Sessions is the number of visit every time users come to the site. Number of users might not
change but the sessions increase per visit. This data is stored by Google’s database in
accordance with the tagging, which later is presented on Google Analytics.

A page called configurator provides the models of the cars and enables users to configure the
specifications such as engine, finishing, colour, et cetera. It is assumed that users are more
interested in buying the cars when they visit the configurator page. Thus, number of
Configurations is considered as a KPI.

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 Lastly, Leads is defined as number of contact details (most of the time email addresses) left by
users. This indicates that users are willing to be contacted and interested in an offer. Users
may choose among three type of leads: brochures, offers, and test-drives.

In order to have a focused discussion, out of the three brands and countries, Peugeot Formatted: Not Highlight
Netherlands is the chosen brand to be furtherly researched. Considering also data availability
and range, as well as the knowledge about the brand.

1.2. Problem description

The organization has been using the Customer Journey Map (CJM) as a point of reference to
create marketing tactics a strategy (See Figure 1). However, customer journey online has
never been mapped which seems to be contradictory with their focus at the moment. The
objective of this study is develop a new constructto construct a new, CJM specifically for
online experience, that involves consumer behaviour and usability elements as a tool to
establish digital performance excellence. decide marketing tactics and at the end establish
development of digital performance. The outcome is expected to encourage the organization
to consider different touchpoints, users’ feeling, where users have come from and what they
are trying to achieve along the customer journey.

Figure 1. PSA Group Customer Journey Map Formatted: Font: 10 pt

1.3. Literature Commented [HI2]: Make clear which related (valid

A research points out the use of mapping customer journey to prevent organizations from )theory you will be applying
Compare and contrast sources before selecting one to use.
experiencing a lack of approach that considers customer as the central point (Temkin,
McInnes, & Zinser, 2010, p. 2). Norton and Pine II (2013, p. 12) in their study about CJM argues
that the tool can be used to align organizational strategy along with its tendency to stimulate
a promise keeping effort (to customers) in making strategy. An academic study of online
attribution modelling uses online customer journey to realize the framework with the
objective of measuring how different channels affect one another (Anderl, Becker,
Wangenheim, & Schumann, 2016, p. 458) . They map the journey by focusing on the value of
digital channels. In some other literatures, the customer journey online is described as online
(service) customer experience (OSCE/OCE) (Klaus, 2013; Rose, Hair, & Clark, 2011; Bilgihan,
Okumus, Nusair, & Bujisic, 2014). It is argued that the trend has shifted from customer
experience (CE) to OCE and the researchers outline two distinct differences between the
concepts: personal contact and the manner in providing information (Rose, Hair, & Clark,
2011, p. 26). This also relates to touchpoints experienced by customers along the journey,
which might include the points mentioned in the research. Regarding the contribution of
research about online experience is arguable. However, a study argues an important point
that customer engagement in online environment is very different (Novak, Hoffman, & Yung,
2000, p. 39). Thus, the outcome of such study aims to give knowledge to marketers about
variables and elements that are important to be considered.

It is known that the journey of online and offline service is different from one another, so does
the behaviour. Online decision making is highly influenced by online search and other
activities customers usually done online (Darley, Blakson, & Luethge, 2010). The importance of

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trust is also discusseds as a matter especially in e-commerce (Grabner-Krauter & Kaluscha,
2003). Furtherly, as people behave by searching on the Internet which contains massive
amount of information, the way marketers influence customers’ perspective via online
channel matters. Duan, Gu, and Whinston (2008) through their research prove that ratings do
not have more influence compared to online word-of-mouth.

A study points out cultural factor to be used as an added knowledge to maximize website
design for general world-wide settings (Constantinides, Lorenzo-Romero, & Gomez, p. 204).
This indicates the level of complexity of online service compared to offline. Added to the topic
about websites, based on a survey, website elements such as content quality, utility, and
usefulness are the most important (Dickinger & Stangl, 2013, p. 776). Other study examines
the value derived from the knowledge of online community experience as a vehicle to
improve the online service in general (Nambisan & Watt, 2011, p. 890). Regarding the
performance based on users’ preference, McLean and Wilson (2016, p. 609) explains that
marketers could maximize the online service considering the fact that customers are time
conscious – meaning that the longer the time spent in order to interact a website, the more
negative the experience of the customers. Klaus (2013) describes that interactivity of a
website matters to users and brings a good experience for customers. His framework shows
that customer evaluates online services at an overall level that considers both psychological
factors and functionality of the website.

Figure 23. Conceptual model of Online Service Customer Experience (OSCE) (Klaus, 2013) Formatted: Font: 10 pt, Not Bold
Formatted: Font: 10 pt, Not Bold
Formatted: Font: 10 pt
Formatted: Font: 10 pt
Formatted: Font: 10 pt

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 Formatted: Indent: Left: 0"

Chapter 2: Theoretical Framework

2.1. Theories Formatted: Font: 12 pt, English (United States)
Following the trend of e-commerce, consumer behavior is differentiated offline and online. Formatted: Heading 2, Indent: Left: 0", Hanging:
Figure below shows how online environment affects the behavior of consumers. As seen on 0.39", Numbered + Level: 1 + Numbering Style: 1, 2, 3,
the diagram, variables such as website, navigation and interactivity matters apart from human … + Start at: 1 + Alignment: Left + Aligned at: 0.25" +
factors such as emotional states and social. This theory of e-consumer behavior will be used as Indent at: 0.5", Tab stops: 0.2", Left

the framework to answer the research questions. Formatted: Normal, Justified, Indent: Left: 0.39"
Formatted: Font: 11 pt, English (United Kingdom)
Formatted: English (United Kingdom)
Formatted: Normal
Formatted: Normal, Tab stops: 1.91", Left
Formatted: English (United Kingdom)
Formatted: Normal

Formatted: English (United Kingdom)

Figure 3. Model of e-consumer behaviour (Dennis, Merrilees, Jayawardhena, & Wright, 2009) Formatted: Font: 10 pt
Formatted: Font: 10 pt, English (United Kingdom)
The author developed this model out of the conventional consumer behavior where only the
Formatted: Font: 10 pt
right part of the diagram is considered. As seen in the figure, E-interactivity plays a role as a
part of website interface. Using data available on Google Analytics, the behavior of users on Formatted: Font: 10 pt
the website will be presented in accordance with this framework. Taken into account also the Formatted: Font: 10 pt, English (United Kingdom)
findings from literatures that usability and interactivity on website play roles, this framework Formatted: Justified
outlines the flow of these elements in website environment.

Figure 4. Sequential touch points (Sten & Rmaseshan, 2016, p. 9) Formatted: Justified, Indent: Left: 0"
Formatted: Font: 10 pt, Italic, English (United
Formatted: Font: 10 pt, English (United Kingdom)
The steps of customer journey in general is illustrated in the figure above. Customer
Formatted: Font: 10 pt
experience begins with exploration and continues with evaluation and purchase, which at the
end also involves the stage of aftersales. These four main stages are crucial as touch points. Formatted: Font: 10 pt, English (United Kingdom)
The stages are where marketers could maximize the strategy for the target to convert from Formatted: Not Highlight
one process to another within this funnel. Formatted: Justified
Formatted: Font: Italic
Formatted: Font: (Default) +Body (Calibri), 11 pt, Font
color: Auto

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2.2. Conceptual Framework Formatted: Font: 12 pt, English (United States)
Reviewing client’s problem and literatures, and having the main research question settled, this Formatted: Heading 2, Indent: Left: 0", Hanging:
chapter outlines the conceptual framework (See Figure 52) of this research to formulate sub- 0.39", Numbered + Level: 1 + Numbering Style: 1, 2, 3,
research questions. … + Start at: 1 + Alignment: Left + Aligned at: 0.25" +
Indent at: 0.5"
Formatted: Font: 12 pt, Not Bold, English (United
Online customer States)
Marketing
Improved
journey
tactics
digital
performance
Consumer behavior Usability

Information Interactivity

Figure 52. Conceptual framework of an integrated Formatted: Font: 10 pt

online customer journeyOverview of the conceptual
Formatted: Font: 10 pt
framework

Based on the literatures, most framework specify only for online customer experience for e-
commerce (Lemon & Verhoef, 2016; Parandker & Lokku, 2012). The consequences at the end
are in a form of satisfaction and intention to re-purchase. Meanwhile, the use of Peugeot
website limited to certain activities convert to leads that is used to re-target customers. These
frameworks also focus on the stage of before, during, and after purchase intention which have
different touchpoints according to the authors. Moreover, in this research, there is a need to
confirm if the outcome could help creating marketing tacticsbe a part of decision making
process to improve digital performance.

Make sure that it makes sense, and construct the complete conceptual framework considering Formatted: Font: 11 pt, Italic, Highlight
different important outlines Formatted: Font: Italic, English (United Kingdom)
Formatted: Font: Italic

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Chapter 3: Research questions
Based on client’s case and literatures, the main research question for is:

How can different touchpoints in online customer journey of Peugeot Netherlands assist the Formatted: Font: Bold
objective of website optimization to reach the digital performance excellence?

How can online customer journey of Peugeot Netherlands that involves consumer behaviour and
usability elements help managers decide marketing tactics to improve the digital performance? Commented [HI3]: Not clear !
Reconsider line of questioning and wording.
Sub research questions Check then sub-questions aswell

a) How is the behaviour of users of Peugeot Netherlands website? Formatted: Font: Bold
b) What usages can users consider as information and interactivity on Peugeot Netherlands Formatted: Font: Bold
website?
c) How do consumer behaviour of users and usability of Peugeot Netherlands website present Formatted: Font: Bold
the different touchpoints and construct an online CJM? Formatted: Font: Bold
d) How could an online CJM plays a role in a decision making process to aim a digital
Formatted: Font: Bold
performance excellence?
Formatted: Font: Bold
c) The first three questions will become the fundamental of the end result (online CJM). Formatted: Font: Bold
Furthermore, there is a need to validate if this would indeed as useful as the existing CJM in a
Formatted: Font: Bold
decision making process to aim constant improvement of the digital performance. Thus, the last
question is designed to provide explanation about the contribution of the findings. At the end, the Formatted: Font: Bold

objective is to have a platform (website) that is optimized and catalysed the conversion from Formatted: Font: Bold
discovering to sales.build a new construct of Online CJM? Formatted: Normal, No bullets or numbering

d) In what way the CJM could help managers decide marketing tactics to achieve the objective
of digital performance excellence? Commented [HI4]:
-Question is almost main question !
-How will you go about answering this question.
Chapter 4: Methodology (source/desk/interview ??)
4.1. Research Strategy Commented [HI5]: Apply method matrix.
The first two sub-research questions related to the Online CJM will be answered using archival
research as strategy.

a) How is the behaviour of users of Peugeot Netherlands website? Formatted: Indent: Left: 0.69", Hanging: 0.2",
b) What can users consider as information and interactivity on Peugeot Netherlands Numbered + Level: 1 + Numbering Style: a, b, c, … +
website? Start at: 1 + Alignment: Left + Aligned at: 0.25" +
Indent at: 0.5"
a) How is the behaviour of users of Peugeot Netherlands website?
b) What usages can users consider as information and interactivity on Peugeot
Netherlands website?

Archival research makes use of data and/or documents to be analysed and allows researchers
to answer question that has historical element and changes in time (Saunders, Lewis, &
Thornhill, 2009, p. 136). The questions involve data from the past about consumer behaviour
on the website time to time. Thus, archival research using pas and recent documents is
considered to be suitable for answering the questions.

For the remaining questions, the strategy that will be used is case study. The case in this
research is the focus of client on managing digital performance to send as much traffic as
possible to the website. Besides, online customer journey is neglected.

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 c) How do consumer behaviour of users and usability of Peugeot Netherlands website
present the different touchpoints and construct an online CJM?
d) How could an online CJM plays a role in a decision making process of aiming a digital
performance excellence?
Formatted: Indent: Left: 0.69", Hanging: 0.2",
Numbered + Level: 1 + Numbering Style: a, b, c, … +
Start at: 1 + Alignment: Left + Aligned at: 0.25" +
Indent at: 0.5"

c) How do consumer behaviour of users and usability of Peugeot Netherlands website build a Formatted: Normal, Left, No bullets or numbering
new construct of Online CJM?

Formatted: Left, Indent: Left: 0"

d) In what way the CJM could help managers decide marketing tactics to achieve the
objective of digital performance excellence?

Case study as research strategy has to have a case as an object and as the focus of the
research, then researchers aim to do a clarification and explanation (Bryman & Bell, 2015).
With case study researchers are enabled to go beyond statistical analysis and discuss more of
a behavioural context from different perspectives (Zainal, 2007). Although the sense of
urgency of the problem does not seem to have a negative impact in the near future, the case
still aligns with current situation of the department. Since the department is relatively new,
the focus is still to constantly improve the digital performance.

4.2. Research Method

This research will collect qualitative data both from documentary analysis and interview. Thus,
the method used is multi method qualitative. The term refers to using at least two data
collection techniques (Saunders, Lewis, & Thornhill, 2009). Considering the research questions
that require further insights to be answered, qualitative method is argued to be appropriate
(Zikmund, Babin, Carr, & Griffin, 2013).

4.3. Research Instruments

Several tools are used on daily basis and these tools provide information about all the
activities users done on the website thanks to an integrated process of tagging. The tools will
be used to construct the flow of activities and users’ behaviour on the website. These are:

 Google analytics: provides number of traffic, configurations, behaviour flow and other
relevant information to consumer behaviour on websites
 Hot Jar: this tool provides information about user activities on website represented in a
hot map where website owner is able to see the interaction such as scroll, clicks, taps,
and other behaviours
 User experience tool: provides a more in-depth information compared to Google
analytics mainly regarding behavioural information on users’ experience online (to be
discussed with the HQ)

Another research instrument that will be used is interview. Among the types of interview for
research are depth interview and personal interview, which have different objective.
Exploratory research is most likely to use depth interview to really dig in to the problem and
interviewee’s perspectives (Sreejesh, Mohapatra, & Anusree, 2014). On the other hand, still
according to the same authors, personal interview is used for descriptive research. This
research will use a one-to-one depth interview with client’s representative. The reason of
choosing this specific method is to gain as much understanding from the use of CJM that has
been used often in may activities as tactics.

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 Research Instruments Limitation

An internal analysis shows that only around 70 per cent of the traffic are able to be tracked
properly. As users in general are getting concern about privacy, cookies acceptance can be
controlled more easily. Most of the traffic that cannot be monitored come from Ghostery and
AdBlock. Adopting these extensions to the browser enables users to avoid being tracked by
the servers.

4.4. Sampling Technique

This research will use non-probability sampling technique that according to Fox (2010) is not
taking into account chance and does not involve typical statistical calculations that requires
precision. The approach is purposive sampling that is expected to enable researchers use their
own judgement and selection in accordance with the condition of population (Saunders,
Lewis, & Thornhill, 2009). According to the same authors, using this sampling technique would
also allow researchers to get higher quality of information and adjust the needs for the sample
size.

Furthermore, the sample will be chosen using self-selection technique where it allows
researcher to involve their desire and adjust the need (Saunders, Lewis, & Thornhill, 2009).

4.5. Sampling Size

Google Analytics was implemented in 2014 and is predicted to be settled starting from the
beginning of 2015. However, the behaviour of users can already be seen clearly from the
figures provided. Since the time range is short, the sample size will be all data summarized
into an overview of users’ behaviour on the website. This is also due to the department that is
relatively new in the organization. It receives positive feedback and is developing at the
moment. The sample will be used to answer following questions:

a) How is the behaviour of users of Peugeot Netherlands website?

b) What usages can users consider as information and interactivity on Peugeot
Netherlands website?

The interview will involve Senior Business Analyst of Data and Digital Performance Team of
Benelux to answer following question.

d) How could an online CJM plays a role in a decision making process of aiming a digital Formatted: List Paragraph, Indent: Left: 0.69",
performance excellence? Hanging: 0.3", Numbered + Level: 1 + Numbering
d) In what way the CJM could help managers decide marketing tactics to achieve the Style: a, b, c, … + Start at: 4 + Alignment: Left +
Aligned at: 0.25" + Indent at: 0.5"
objective of digital performance excellence?

The interviewee is responsible for bridging Digital Factory and Marketing Department to
achieve the goal. Having to do analysis on daily basis, the interviewee knows how the tool
(CJM) could help to improve digital performance. Another interviewee is still under
consideration. As the research is all about website content, the Content Manager might be
able to explain what is emphasized here

Formatted: English (United Kingdom)

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 Formatted ...
Formatted ...
Formatted ...
4.6. Research methodology matrix
Formatted Table ...
Formatted ...
Sub-question Theory Research method Instrument Technique and size
a) How is the E-consumer Qualitative Google Small range of data Formatted ...
behaviour of behaviour Analytics, (started 2015)
Formatted ...
users of Peugeot Hot Jar
Netherlands Formatted ...
website? Formatted ...
b) What can users - Qualitative Google Small range of data
consider as Analytics, (started 2015) Formatted ...
information and Hot Jar Formatted ...
interactivity on
Formatted ...
Peugeot
Netherlands Formatted ...
website? Formatted ...
c) How do Customer Qualitative Google Small range of data
consumer Experience Analytics, (started 2015) Formatted ...
behaviour of (sequential Hot Jar Formatted ...
users and touch point)
Formatted ...
usability of
Peugeot Formatted ...
Netherlands
Formatted ...
website present
the different Formatted ...
touchpoints and Formatted ...
construct an
online CJM? Formatted ...
d) How could an - Qualitative Interview Purposive – Business Formatted ...
online CJM plays Analyst Digital
Formatted ...
a role in a Factory
decision making Formatted ...
process of aiming Formatted ...
a digital
performance Formatted ...
excellence? Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...

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Chapter 5: Planning
Below is the planning using Gantt Chart per April 20th:

Table 1. Description

Table 2. Planning Commented [HI6]: Plan to handin 22 june !

Procure that your indeapth interviews can be conducted.
Availability of interviewees.

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Field Code Changed
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