How can the customer journey of b lab be improved with the implementation of engagement initiatives

Abstract

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 each stage of the Customer Journey to improve customer engagement. Although the Work Project scope extends only to the engagement of existing customers, the future of B Lab is explored considering increasing demand for its services.