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How can the pre-service stage of the customer journey of B Lab be improved with the implementation of engagement initiatives?
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| 1.64 MB | Adobe PDF |
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Resumo(s)
The proliferation of sustainability has been verified in recent years, with its corporate adoption
matching the cultural phenomenon. This paper consolidates the results of theoretical research,
primary data from interviews and a survey, and documents provided by B Lab to study the
Customer Journey of the NGO. Following a thorough customer pain point analysis, initiatives
were proposed in the Pre-Service stage of the Customer Journey to improve customer
engagement. Given the Work Project scope extends only to the engagement of existing
customers, other factors influencing the Customer Journey of B Lab were not explored.
Descrição
Palavras-chave
Customer journey Sustainability B Corp certification B Lab Customer engagement Purpose-led businesses ESG Community NGO