{
  "docId": "019dd923-5ca1-7489-b634-9da085bdac1f",
  "docSlug": "52e21d70f3295259",
  "documentTitle": "True-Luxury Global Consumer Insights 9th Edition",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 28,
  "pageCount": 35,
  "prevPage": 27,
  "nextPage": 29,
  "slideType": "customer_journey",
  "function": "illustrate_case",
  "density": "dense",
  "nDataPoints": 2,
  "notes": "The slide uses a customer journey map framework to visualize friction intensity across different stages of the luxury buying process.",
  "elementsJson": [
    "headline_text",
    "process_diagram",
    "callout_box",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-9da085bdac1f/28",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-9da085bdac1f",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-9da085bdac1f.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-9da085bdac1f#slide-28",
  "components": [
    {
      "bbox": {
        "h": 0.1,
        "w": 0.25,
        "x": 0.7,
        "y": 0.33
      },
      "kind": "callout",
      "text": "Individual journeys need to be analyzed to understand each customers' individual frictions",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3ce75fe9-bad0-4d68-bf11-8accf6c6b8d2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.6,
        "x": 0.06,
        "y": 0.33
      },
      "kind": "diagram",
      "text": "Luxury Consumer Friction Map along the journey",
      "attrs": null,
      "subkind": "customer-journey",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "60d3c322-cc85-4bdd-ae54-32e09ded7292",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.6,
        "x": 0.06,
        "y": 0.33
      },
      "kind": "framework",
      "text": null,
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3accfacc-46bc-41e0-a1d9-84e6fe358960",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "consumer friction: 2,600",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb8-762a-a73c-3eea156da7a3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.7,
        "y": 0.45
      },
      "kind": "paragraph",
      "text": "Exemplary frictions in Aftersales: At-home \"unboxing\" of online purchases is completely neglected by brands: ~ 70% of consumers find unboxing extremely important and felt it was anticlimactic ~ 65% say brands are missing to provide an \"extra surprise\" in their package (e.g., note, small gift)",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4ce2652e-fa5f-44da-95ac-4e752a0c4860",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.6,
        "x": 0.06,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey Mar/Apr '23 (2.6 K respondents in 6 countries); BCG analysis",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "122d1c43-3511-4ddd-bb56-336c327b0136",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.9,
        "x": 0.06,
        "y": 0.09
      },
      "kind": "title",
      "text": "Friction map | To quantify the weight of each emotional and functional friction, 2.600 individual luxury customer journeys were mapped...",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "55790b71-6276-4e6f-9888-a8e3300dc5d2",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "consumer friction",
      "numberRaw": "2,600",
      "numberKind": "plain",
      "actionTitle": "Friction map | To quantify the weight of each emotional and functional friction, 2.600 individual luxury customer journeys were mapped...",
      "calloutText": "Individual journeys need to be analyzed to understand each customers' individual frictions",
      "numberScale": null,
      "numberValue": 2.6,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1575-7358-970d-844c7ce54890",
      "evidence": "Title: 'Friction map | quantify weight of each friction, 2,600 journeys mapped'",
      "confidence": 88
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1575-7358-970d-8ac73dc4d4cd",
      "evidence": "Specifics: 2,600 journeys, ~70%, ~65%",
      "confidence": 85
    },
    {
      "name": "Customer journey map",
      "slug": "customer-journey-map",
      "agent": null,
      "layer": "slide",
      "matchId": "21352f27-c090-4d27-8c99-11a1117d4d3b",
      "evidence": "diagram/customer-journey: Luxury Consumer Friction Map along the journey",
      "confidence": 0.8
    }
  ],
  "frameworks": [
    {
      "name": "Customer Journey Friction Map",
      "slug": null,
      "matchId": "019dd95a-1d20-702d-b717-5049bb8ca603",
      "evidence": "Header 'Luxury Consumer Friction Map along the journey' with stage columns",
      "confidence": 80
    },
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "c064f0ee-537f-408a-83f7-7568294a7290",
      "evidence": "Visual mapping of customer stages and friction points",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 30,
      "from": 28,
      "beatId": "019dd95a-0702-74a3-87e3-06531669633d",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "2,600-journey friction map + 4 brand misconceptions",
      "position": 4,
      "confidence": 88,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    },
    {
      "to": 30,
      "from": 20,
      "beatId": "019dd95a-0702-74a3-87e3-136fd5efdb3b",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Digital discontent gaps and brand misconceptions",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 28,
      "from": 26,
      "name": "Day In Life",
      "slug": "14-day-in-life",
      "bestFor": "Product demos, UX reviews, investor pitches focusing on pain points",
      "matchId": "019dd95a-088c-724c-b30f-3dbe33d24fb4",
      "evidence": "Illustrative 6-step customer story (p26) -> framing (p27) -> 2,600-journey friction map (p28).",
      "position": 6,
      "objective": "Walk through a customer's friction-laden luxury journey",
      "structure": "The User's Struggle -> The Intervention (Your Solution) -> The Resolved State",
      "confidence": 85,
      "description": "Humanize abstract data by walking through a single user's struggle and resolution"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}