┌─────────────────────────────────────────────────────────────────────────────┐
│                    CUSTOMER JOURNEY MAP COMPONENTS                        │
├─────────────────────────────────────────────────────────────────────────────┤
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    CUSTOMER PERSONA                                 │   │
│  │  (Who is the customer?)                                             │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    JOURNEY STAGES                                   │   │
│  │  (Awareness → Consideration → Acquisition → Onboarding →            │   │
│  │   Usage → Retention → Advocacy → Departure)                         │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    TOUCHPOINTS                                      │   │
│  │  (Website, mobile app, branch, call centre, etc.)                  │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    CHANNELS                                         │   │
│  │  (Digital, physical, human, self-service)                          │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    ACTIONS & THOUGHTS                               │   │
│  │  (What does the customer do and think?)                            │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    EMOTIONAL CURVE                                  │   │
│  │  (Positive and negative emotions throughout the journey)           │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
│  ┌──────────────────────────────────────────────────────────────────────┐   │
│  │                    PAIN POINTS & OPPORTUNITIES                      │   │
│  │  (Where are the problems and what can we improve?)                 │   │
│  └──────────────────────────────────────────────────────────────────────┘   │
│                                                                             │
└─────────────────────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────────────────────┐
│                    EMOTIONAL JOURNEY                                      │
├─────────────────────────────────────────────────────────────────────────────┤
│                                                                             │
│  Positive                                                                    │
│     ^                                                                       │
│     |                                                                       │
│     |    Awareness      Consideration    Acquisition    Onboarding         │
│     |        |               |               |              |               │
│     |        |               |               |              |               │
│     |        *               *               *              *               │
│     |                                                           *           │
│     |                                                            *          │
│     |                     *                           *           *          │
│     |                     |                           |            \        │
│     |                     |                           |             \       │
│     |                     *                           *              *      │
│     |        *             *             *             *             *      │
│     |        |             |             |             |             |      │
│     |        |             |             |             |             |      │
│     |        |             |             |             |             |      │
│     |        |             |             |             |             |      │
│     |        |             |             |             |             |      │
│     +--------*-------------*-------------*-------------*-------------*------│
│     |        |             |             |             |             |      │
│  Negative   Awareness  Consideration  Acquisition  Onboarding     Usage     │
│                                                                             │
└─────────────────────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────────────────────┐
│                    FUNNEL ANALYSIS – ACCOUNT OPENING                      │
├─────────────────────────────────────────────────────────────────────────────┤
│                                                                             │
│  100,000                     ┌─────────────────────────────────────────┐   │
│  Website Visits              │                                         │   │
│       │                      │                                         │   │
│       ▼                      │                                         │   │
│  75,000                      │              ●                          │   │
│  Starts Application          │              │                          │   │
│       │                      │         ■    │                          │   │
│       ▼                      │         │    │                          │   │
│  50,000                      │    ●    │    │                          │   │
│  Completes Application       │    │    │    │                          │   │
│       │                      │    │    │    │                          │   │
│       ▼                      │    │    │    │                          │   │
│  35,000                      │    │    │    │                          │   │
│  Submits for Approval        │    │    │    │                          │   │
│       │                      │    │    │    │                          │   │
│       ▼                      │    │    │    │                          │   │
│  30,000                      │    │    │    │                          │   │
│  Approved                    │    │    │    │                          │   │
│       │                      │    │    │    │                          │   │
│       ▼                      │    │    │    │                          │   │
│  25,000                      │    │    │    │                          │   │
│  Account Activated           │    │    │    │                          │   │
│                                                                             │
└─────────────────────────────────────────────────────────────────────────────┘

# ===================================================================
# MODULE 2, LESSON 2: CUSTOMER JOURNEY MAPPING AND EXPERIENCE DESIGN
# ===================================================================

import pandas as pd
import numpy as np
import matplotlib.pyplot as plt
import seaborn as sns
from datetime import datetime, timedelta
import warnings
warnings.filterwarnings('ignore')

print("="*70)
print("CUSTOMER JOURNEY MAPPING AND EXPERIENCE DESIGN")
print("="*70)

# ----------------------------------------------------------------
# PART A: JOURNEY MAP TEMPLATE
# ----------------------------------------------------------------

print("\n" + "-"*60)
print("PART A: Customer Journey Map Template")
print("-"*60)

journey_stages = ['Awareness', 'Consideration', 'Acquisition', 'Onboarding', 
                  'Usage', 'Retention', 'Advocacy', 'Departure']

# Define touchpoints, emotions, pain points, and opportunities
touchpoints = {
    'Awareness': 'Social Media, Ads, Word of Mouth',
    'Consideration': 'Website, Reviews, Comparisons',
    'Acquisition': 'Online Application, KYC, Verification',
    'Onboarding': 'Welcome Email, App Download, Card Activation',
    'Usage': 'Mobile App, Online Banking, Payments',
    'Retention': 'Personalised Offers, Customer Service, Loyalty',
    'Advocacy': 'Referral Program, Reviews, Social Sharing',
    'Departure': 'Account Closure, Feedback Survey'
}

emotions = {
    'Awareness': 1,
    'Consideration': 0,
    'Acquisition': -1,
    'Onboarding': 0,
    'Usage': 2,
    'Retention': 1,
    'Advocacy': 2,
    'Departure': -2
}

pain_points = {
    'Awareness': 'Not finding relevant information',
    'Consideration': 'Overwhelming choices, lack of transparency',
    'Acquisition': 'Lengthy application, complex KYC',
    'Onboarding': 'Delayed activation, confusing interface',
    'Usage': 'Slow transactions, app crashes',
    'Retention': 'Generic offers, poor customer service',
    'Advocacy': 'No referral incentives',
    'Departure': 'Difficult closure process'
}

opportunities = {
    'Awareness': 'Targeted marketing campaigns',
    'Consideration': 'Personalised product recommendations',
    'Acquisition': 'Simplified application, instant approval',
    'Onboarding': 'Guided setup, proactive education',
    'Usage': 'Real-time insights, personalised notifications',
    'Retention': 'AI-powered personalisation, loyalty rewards',
    'Advocacy': 'Referral program, customer appreciation',
    'Departure': 'Win-back offers, feedback collection'
}

# Create journey map DataFrame
journey_df = pd.DataFrame({
    'Stage': journey_stages,
    'Touchpoints': [touchpoints[s] for s in journey_stages],
    'Emotion': [emotions[s] for s in journey_stages],
    'Pain Points': [pain_points[s] for s in journey_stages],
    'Opportunities': [opportunities[s] for s in journey_stages]
})

print("Customer Journey Map:")
print(journey_df.to_string(index=False))

# ----------------------------------------------------------------
# PART B: EMOTIONAL JOURNEY VISUALISATION
# ----------------------------------------------------------------

print("\n" + "-"*60)
print("PART B: Emotional Journey Visualisation")
print("-"*60)

fig, ax = plt.subplots(figsize=(12, 6))

# Create color map for emotions
colors = ['red' if e < 0 else 'green' if e > 0 else 'gray' for e in emotions.values()]

bars = ax.bar(emotions.keys(), emotions.values(), color=colors, alpha=0.7)
ax.axhline(y=0, color='black', linestyle='-', alpha=0.3)
ax.set_ylabel('Emotional Score')
ax.set_title('Customer Emotional Journey')
ax.grid(True, alpha=0.3)

# Add value labels on bars
for bar, value in zip(bars, emotions.values()):
    ax.text(bar.get_x() + bar.get_width()/2, value + (0.1 if value >= 0 else -0.3), 
            str(value), ha='center', va='bottom' if value >= 0 else 'top', fontweight='bold')

plt.tight_layout()
plt.savefig('emotional_journey.png', dpi=300, bbox_inches='tight')
plt.show()
print("Emotional journey visualisation saved as 'emotional_journey.png'")

# ----------------------------------------------------------------
# PART C: FUNNEL ANALYSIS
# ----------------------------------------------------------------

print("\n" + "-"*60)
print("PART C: Funnel Analysis")
print("-"*60)

# Define funnel stages and counts
funnel_stages = ['Website Visits', 'Started Application', 'Completed Application', 
                 'Submitted for Approval', 'Approved', 'Account Activated']
funnel_counts = [100000, 75000, 50000, 35000, 30000, 25000]
conversion_rates = [100, 75, 50, 35, 30, 25]

funnel_df = pd.DataFrame({
    'Stage': funnel_stages,
    'Count': funnel_counts,
    'Conversion Rate (%)': conversion_rates
})

print("Account Opening Funnel:")
print(funnel_df.to_string(index=False))

# Visualise funnel
fig, ax = plt.subplots(figsize=(12, 6))
colors = ['#2ecc71', '#27ae60', '#f1c40f', '#e67e22', '#e74c3c', '#c0392b']
bars = ax.barh(funnel_stages, funnel_counts, color=colors, alpha=0.7)

# Add conversion rate labels
for bar, rate in zip(bars, conversion_rates):
    ax.text(bar.get_width() + 5000, bar.get_y() + bar.get_height()/2, 
            f'{rate}%', ha='left', va='center', fontweight='bold')

ax.set_xlabel('Number of Customers')
ax.set_title('Account Opening Funnel')
ax.grid(True, alpha=0.3, axis='x')

plt.tight_layout()
plt.savefig('funnel_analysis.png', dpi=300, bbox_inches='tight')
plt.show()
print("Funnel analysis visualisation saved as 'funnel_analysis.png'")

# ----------------------------------------------------------------
# PART D: JOURNEY METRICS DASHBOARD
# ----------------------------------------------------------------

print("\n" + "-"*60)
print("PART D: Journey Metrics Dashboard")
print("-"*60)

journey_metrics = pd.DataFrame({
    'Metric': [
        'Time to Complete Account Opening',
        'Application Drop-off Rate',
        'Onboarding Completion Rate',
        'First Transaction Time',
        'App Adoption Rate',
        'Digital Engagement Score',
        'Journey NPS',
        'Churn Rate (First 30 Days)'
    ],
    'Current Value': [
        '12.5 min',
        '35%',
        '82%',
        '2.3 days',
        '78%',
        '7.2/10',
        '62',
        '8%'
    ],
    'Target Value': [
        '5 min',
        '< 20%',
        '> 90%',
        '< 1 day',
        '> 85%',
        '> 8.5/10',
        '> 70',
        '< 5%'
    ],
    'Status': ['🔴', '🔴', '🟡', '🟡', '🟡', '🟡', '🔴', '🔴']
})

print("Journey Metrics Dashboard:")
print(journey_metrics.to_string(index=False))

# ----------------------------------------------------------------
# PART E: CUSTOMER PERSONA TEMPLATE
# ----------------------------------------------------------------

print("\n" + "-"*60)
print("PART E: Customer Persona Template")
print("-"*60)

persona_template = """
--- CUSTOMER PERSONA ---

NAME: ________________________________

DEMOGRAPHICS:
- Age: _______________
- Occupation: _______________
- Location: _______________
- Income: _______________

BEHAVIOUR:
- Banking Habits: _______________
- Digital Literacy: _______________
- Financial Goals: _______________

PAIN POINTS:
1. ________________________________
2. ________________________________
3. ________________________________

GOALS AND NEEDS:
1. ________________________________
2. ________________________________
3. ________________________________

JOURNEY HIGHLIGHTS:
- Awareness: _______________
- Consideration: _______________
- Acquisition: _______________
- Usage: _______________
- Retention: _______________

PREFERRED CHANNELS:
- Mobile App: _____
- Online Banking: _____
- Branch: _____
- Contact Centre: _____
- Chatbot: _____
"""

print("Customer Persona Template:")
print(persona_template)

# Example persona
example_persona = """
--- EXAMPLE PERSONA ---

NAME: Sarah Chen

DEMOGRAPHICS:
- Age: 28
- Occupation: Marketing Manager
- Location: San Francisco
- Income: $85,000

BEHAVIOUR:
- Banking Habits: Mobile-first, uses banking app daily
- Digital Literacy: High, tech-savvy
- Financial Goals: Save for a house, invest for retirement

PAIN POINTS:
1. High fees on traditional accounts
2. Complex and confusing products
3. Slow response times for customer service

GOALS AND NEEDS:
1. Simple, transparent banking
2. Low fees and competitive rates
3. Easy to use mobile app
4. Financial guidance and insights

JOURNEY HIGHLIGHTS:
- Awareness: Social media ad
- Consideration: Compared with other digital banks
- Acquisition: Opened account online in 10 minutes
- Usage: Uses app for daily transactions and savings
- Retention: Appreciates personalised offers

PREFERRED CHANNELS:
- Mobile App: 5/5
- Online Banking: 4/5
- Branch: 1/5
- Contact Centre: 2/5
- Chatbot: 4/5
"""

print("\nExample Persona:")
print(example_persona)

# ----------------------------------------------------------------
# PART F: EXPERIENCE IMPROVEMENT PRIORITIES
# ----------------------------------------------------------------

print("\n" + "-"*60)
print("PART F: Experience Improvement Priorities")
print("-"*60)

priorities = pd.DataFrame({
    'Priority': ['High', 'High', 'Medium', 'Medium', 'Low'],
    'Area': [
        'Onboarding Experience',
        'Mobile App Performance',
        'Personalisation',
        'Customer Support Response Time',
        'Branch Experience'
    ],
    'Impact (1-10)': [9, 8, 7, 7, 5],
    'Effort (1-10)': [6, 4, 7, 5, 8],
    'Action': [
        'Simplify KYC, reduce time to under 5 minutes',
        'Optimise app performance, reduce crash rate',
        'Implement ML for personalised offers',
        'Implement AI chatbot for 24/7 support',
        'Integrate digital and branch experiences'
    ]
})

print("Experience Improvement Priorities:")
print(priorities.to_string(index=False))

# ----------------------------------------------------------------
# PART G: SUMMARY AND RECOMMENDATIONS
# ----------------------------------------------------------------

print("\n" + "="*70)
print("PART G: Summary and Recommendations")
print("="*70)

print("""
Customer Journey Mapping – Key Takeaways:

1. Customer journey mapping visualises the end-to-end customer experience.
2. Key stages: Awareness → Consideration → Acquisition → Onboarding → Usage → Retention → Advocacy → Departure.
3. Touchpoints and channels vary across stages.
4. Emotional journey visualises customer feelings at each stage.
5. Funnel analysis identifies drop-off points and conversion opportunities.
6. Design thinking provides a framework for improving the journey.
7. Journey metrics (conversion, drop-off, satisfaction, NPS) measure performance.

Recommendations:
  - Map your customer journey end-to-end.
  - Identify and address pain points.
  - Use design thinking to prototype solutions.
  - Measure and monitor journey metrics.
  - Personalise the journey using data and AI.
  - Continuously gather and act on customer feedback.
""")

print("="*70)
print("END OF LESSON 2 – MODULE 2")
print("="*70)