The above is a sample bank account opening journey as illustration of the on and off stage elements. This journey is further unpacked on www.brandlove.co.za

1. New bank account opening journey
Opening a bank account online
ONLINE AT HOME
Online at home in front of the pc
Go to bank website (saturday)
Go to bank website
New account process initiated
Choose open new account
Logon with existing username and password
Authenticate online banking
Save personal details
Provide personal details
Validation process
Provide application reference number on screen
Open new account
Sms - congratulations + deposit money to win (tuesday)
Card ordered
Sms wednesday to say prices updated from 1 July
Card sent to courier
Sms from courier
Ccd confirms receipt of your EMV Gold Cheque card, we will
TRANSACT ON NEW ACCOUNT
Deposit money into the account
Tries to transact on Wednesday
Transfer unsucessful
Unsucessful transfer of money to other account
Error on screen is a code no description
Cannot add beneficiary
Error number on screen codes no description
Beneficiary add failed
Tries transactions again on thursday
Cannot fransact. Cannot add beneficiaries
Tries again on Friday
Interactive voice recording
Client service agent 1
Calls client service (6 minutes,2 people)
Get through to wrong department. They give me a wrong number
Client service agent 2
Calls client service again
Speaks to 2 people, hold on for 22 minutes.
COMPLAINTS JOURNEY
Tweets about bad account experience
15h00 agent has not phoned
Tweets again
Response that they are investigating
Sends a direct message
Tweets again
Get a response that documents outstanding
Call from courier company
Direct message again
Call from CEOs office
Hold will be lifted from account but FICA documents oustanding
Can transact (saturday)