Digital Customer Journey Mapping for Business Scale-Up and Loyalty Optimization: A Case Study of Aroma Coffee Bland

Abstract

Digital transformation requires micro, small, and medium enterprises to manage customer experience as a structured source of business insight rather than relying solely on informal observation. Aroma Coffee Bland, a beverage MSME that has operated for approximately six years, had not yet implemented an integrated mechanism for recording customer interactions, transaction histories, feedback, and the stages of the customer journey. This study designed and implemented a Laravel-based Customer Journey Mapping prototype to support customer-loyalty optimization and the scale-up process of Aroma Coffee Bland. Data were collected through interviews, direct observation, and literature study. System development followed the Prototype method through requirements collection, prototype construction, user evaluation, and iterative refinement. The application was implemented using Laravel 13, MySQL, Laragon, Visual Studio Code, Figma, and Draw.io. The resulting system supports Admin and Operator roles and provides customer, product, transaction, feedback, customer-journey, segmentation, and reporting functions. Customer interactions are visualized across six stages: Awareness, Consideration, Purchase, Experience, Retention, and Loyalty, while customer segmentation is grouped into New, Active, Potentially Loyal, Loyal, and Inactive categories. Black-box testing covered 13 principal scenarios, and all scenarios produced the expected outputs. The prototype provides a structured basis for monitoring customer interactions and supporting data-informed service improvement at Aroma Coffee Bland.