Customer Experience MG562 - Apple Report

This report discusses the customer experience of Apple, including their value proposition, delivery of customer experience, and customer segment. It also covers the six pillars of customer experience model and the implications of digital disruption on customer experience. Recommendations are provided for enhancing customer experience.

Customer Experience
MG562 - Apple Report
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INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Value proposition is of the selected organisation...................................................................3
Delivering of the customer experience...................................................................................4
Customers of company...........................................................................................................4
The Six Pillars of Customer Experience Model.....................................................................5
What are the implications of digital disruption to the delivery of the customer experience for
this organisation......................................................................................................................7
Recommendations..................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Appendix........................................................................................................................................11
Questionnaire........................................................................................................................11
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INTRODUCTION
Consumer experience is termed as a process in which consumer perceive e the brand
through all the interaction in consumer life cycle process for an organisation. Consumer
experience is important as this allows company to have proper track on the journey of consumers
with the help of different channels and platforms (Ahn and Kwon, 2021). By enhancing
experience of consumer organisation can enhance loyalty satisfaction of consumers. This will
facilitate company to assure higher growth and profitability within respective industrial sector.
Consumer experience is basically an interaction that a consumer has with an organisation in their
entire journey of consumer life cycle process. This report has been conducted on Apple which is
operating its business services as a multinational technology organisation. This organisation is
holding specialisations in computer software electronics and other online services. Apple is
world largest technology organisation by revenue and offers high quality of products and
services to consumers around the world. Present report includes value proposition of Apple along
with six pillars of consumer experience model and digital disruption implication as to deliver
high consumer experience. Furthermore, report is also inclusive of recommendations through
which organisation can duly satisfy consumers while providing time high level of consumer
experience.
MAIN BODY
Value proposition is of the selected organisation
Apple is a leading organisation and offer wide range of products and services in different
industrial areas that include cloud computing, computer hardware and software, consumer
electronics, digital distribution, media, financial, technology, artificial intelligence and more.
Organisation value proposition is to properly understand consumer better than anyone.
Furthermore, to be more to be energetic and innovative and offer consumer's highly qualitative
services with advanced technology is core value proportion of respective company. To fulfil this
Apple duly utilizes their strength as to deliver unbeatable services and value customers around
the world. Furthermore, it has been evaluated that organisation treat and believes their consumers
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in a way in which they duly like to be treated. In addition to this Apple provide outstanding value
to their consumers as to enhance their overall level of satisfaction and retain them for longer
period of time. There are some of the value driven strategy of Apple include understanding
consumer choices, enhancing competitiveness options by providing more products, evaluating
consumer segment, making improvement with the help of innovation in service quality and focus
upon what is meaningful to consumers. Along with this company duly treat their consumers by
offering them higher quality services with uniqueness and innovativeness.
Delivering of the customer experience
By taking assistance of value promotion strategy Apple deliver high consumer experience
to the consumer segment within this organisation implement innovation uniqueness advanced
Technologies such as artificial intelligence to offer safety and security in their products and
services to consumers by maintaining quality uniqueness and innovativeness in their products
and services (Quach and Thaichon, 2021). Apple beat their rivals in terms of security,
advancements and innovativeness. In addition to this, it has been evaluated that Apple consistent
their position by marketing with the help of good consumer services and reliability on their
products that company duly created as comparing consumer experience strategy by offering top
quality products company double consumer satisfaction. This company is performing as a
leading organisation as they emphasize upon bringing best consumer experience through their
innovative hardware, software and planning great products every year which are worth more than
their competitors. Along with this apple generic strategy is brought differentiation which
emphasize upon key features that duly differentiate organisation and its information technology
products from its competitors. This makes Apple stand out in the market with the help of
focusing upon their value generation strategy Apple deliver higher consumer services and duly
maintained their profitability and successful than industry.
Customers of company
By taking assistance of broad differentiation strategy and other value proposition strategies
Apple deliver high level of consumer experiences. However, it has been identified that Apple
uses premium pricing strategy for some of their products such as iPhone as this product of
company is having good best better line up. Apple offer advanced technology products to their
consumers. Furthermore, it has been underlined that Apple pricing strategy is differentiation in
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which company price their products at a premium and compel consumers to compare company
products with other Apple products rather than with low price product from other reputed
marketers. This organisation offers extensive product portfolio to their consumers and keep them
updated. Along with this organisation also spend on advertising their products which helps
company to attract large base of consumers towards their strong hardware, software and other
complementary services. Thus, it has been identified that with the help of making strong
hardware, powerful processor every year, offering user privacy and data security and other high-
quality features and services Apple delivers and maintain their consumer satisfaction in effective
manner. Organisation aim towards building long lasting relationship with consumers by
providing them high quality services and advanced and secure products and services (Rather and
Hollebeek, 2021). Furthermore, it has been identified that the commons set of characteristics
consumer segment of Apple include those consumers who appreciate design, quality and
performance of technology services and products over the price.
The Six Pillars of Customer Experience Model
Consumer experience is defined as an experience and interaction that a consumer has with
company in the entire consumer journey. For an organisation to consumers play essential role as
they are king of the market (Realino and Moko, 2021). This makes organisation to have careful
and continuous track on the imaginary and interact with them by taking assistance of different
channels and platform. In this organisation is required to identify consumer needs and further
satisfy them according. Consumer experience make organisation to fulfil company aims and
objective in effective manner while assuring stability for a longer period of time.
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Figure 16 Pillars of consumer experience
Personalisation
Within this organisation mainly understand and focus upon consumers specific needs.
With the help of this organisation can build emotional relationship with consumers. With the
help of offering personalization in terms of products and services and other facilities company
can make the consumers feel being valued and important for organisation profitability and
growth. By taking assistance of this Apple can assign a special team who can provide 24/7
assistance to consumers by valuing their interest.
Time and Effort
Time is an essential commodity; it has been identified that consumers are having
expectations to fulfil their issues in a specific time framework. This makes Apple to assure that
consumers throughout that journey face no obstacle in terms of time and efforts provided by the
company. In this with the help of offering guidance as well as assistance to consumers in their
consumer journey process in proper time frame without making them feel confused and irritated
company can provide high quality services (Sahhar Loohuis and Henseler, 2021). Along with
this Apple can also offer schemes like loyalty card, early access to loyal consumers and other
attractive options through which can provide high quality consumer services.
Expectations
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Consumer expectation allow company to maximize their growth as well as development.
In this Apple is required to be clear and understand the actual needs and demands of consumer
towards their brand and services. Apple while anticipating consumers need can offer them high
quality services. Along with this while providing quick services and 24/7 assistance to
consumer's Apple can fulfil expectation of consumers and can retain customers for longer period
of time.
Integrity
Apple is required to present consumers in a trustworthy manner in terms if the spelling
test is used to demonstrate today consumer pay start they are performing their business
operations other than only generating profitability this will help company to show genuine
concern towards consumers while playing integrity Tesco can offer protection guarantee against
unauthorised payments from consumer accounts and offering them service of team of analyst to
solve any form of issue in efficient way can serve them in in high quality manner
Resolution
It is fundamental for a company to adequately turn helpless purchaser experience in an
incredible one. Goal is related to placing clients in preferable situation over they were in start, by
giving shoppers high assistance and settling their issues and issues with a need to keep moving
and fixing their issues. This can permit organization to upgrade buyer experience in their
customer venture measure (Zafira, 2021). Besides it has been underlined that if a purchaser went
on one store in a specific area of organization to purchase an item which of unavailable, then, at
that point for this situation organization can exchanged this thing to shoppers from another
outlet. This will upgrade buyer experience in compelling way.
Empathy
As per this pillar, it is fundamental for organization to see things from the perspective of
customers and act appropriately. It is fundamental for Apple to pick right emotional reaction. In
this organization is needed to treat their customers one-and-one by purchaser premise and
contribute time to hear out their issues and permit them to share their experience. It successfully
helps in building and enthusiastic quick through which organization can expand its intensity and
can adequately upgrade shopper experience
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What are the implications of digital disruption to the delivery of the customer experience for this
organisation
Technology keeps on updating and advancing on continuous manner which is making
organisation to perform their business operations in a cutting-edge competitive environment. In
order to achieve higher success and long-term sustainability companies are required to
emphasize upon updating technology as to provide higher level of satisfaction to consumers. It
has been identified that digital disruption happens within industry or market in order to bring
advancements in terms of products, services etc. Digital disruption allows consumers to have
superior, quicker and simpler services and products. In addition to this it has been identified that
digital disruption is defined as a cycle in which business organisation is required to make
changes and innovation in terms of consumer interest (Terblanche and Kidd, 2021). Apple is
required to adopt consumer evaluation cycle and manner to enhance creativeness of their
services and products. Digital disruption has ability to influence organisational operations on
continuous manner. It has been identified in terms with present organisation that digital
disruption is forcing Apple to adopt new technologies software and system within their products
and services as there are a number of other rivals those who are offering attractive features in
affordable price range. In this by embracing digital disruption and making fundamental changes
Apple can assure long term sustainability. By identifying fundamental expectation as well as
behaviour of consumers in a market segment company can significantly disrupt industry with the
help of the destructive production services, by making effective incremental innovation in their
products and services. Furthermore, it has been evaluated that, digital distribution is having
ability to transform consumer experience. This makes Apple to take advantage of various forms
of digital tools in order to enhance their competitiveness and gain competitive age over rivals
those were attracting consumers with their attractive pricing ranges.
Recommendations
Digital distribution is playing important role for breakthrough in management that lead
organisation to undertake frequent changes in their products and services along with the manner
in which they are operating their business operation in an industry. This disruption is making
business organisation to compete in an aggressive competitive market segment. This makes
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organisation to increase digital technologies transformation in order to develop technique and
connection between consumer experience and transformation with emerging in digital
technology. In this company is required is to provide innovative services and products to their
consumers. However, it has been identified that there are a number of competitors those who are
embracing digital technologies and offering them advanced services in affordable pricing
segment. This is increasing competitiveness in industry. In this Apple is recommended with
certain measures to overcome competitiveness in market:
Loyalty app
It is an essential application and a significant digital transformation through which
organisation can offer loyalty schemes to their existing as well as new consumers. In this
organisation can attract consumers towards their reward programs that make consumers to
purchase on frequent basis. Loyalty app not only make consumers to stay with organisation for
longer period of time but also helps in developing psychological connection with consumers with
brand. By taking assistance of Loyalty app Apple can make consumers sticks for longer period
of time and can offer them exclusive rewards that helps increasing their level.
Personalization
This is one of the most effective form of persuasion that allow organisation to maximise
overall level of consumer satisfaction. Apple is recommended to offer consumer as a
personalized digital experience. As per the market environment it has been identified that
consumers are now demanding highly personalized experience. In this Apple by offering
maximum personalization services can establish a relationship with them. It is an intelligent
capable and personal way that allow organisation to allow consumers to adopt to their own
changes, by offering them suggestions. It is a seamless way through which Apple can make their
consumers enjoy high satisfaction. Along with this Apple is recommended to undertake use of
CRM system in order to evaluate consumers associated to data accordingly. With the help of this
Apple can understand consumers need and can target them accordingly as per their needs and
demands.
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CONCLUSION
As per the above report it has been concluded that consumer experience is an essential
component for any organisation irrespective of its size and scope. Higher consumer experience
aid organisation to assure long term sustainability within industry along with more ability of
profit generation. This report identifies that a consumer goes through different stages during a
consumer lifecycle journey. This life cycle plays essential role for organisation as with help of
providing satisfaction to consumers during all stages with the help of effective CRM system
company can develop strong relationship with consumers. It helps in building loyalty and trust
and fulfil organisation objectives and aims in effective manner.
REFERENCES
Books and Journals
Ahn, J. and Kwon, J., 2021. Examining the relative influence of multidimensional customer
service relationships in the food delivery application context. International Journal of
Contemporary Hospitality Management.
Quach, S., Shao, W., Ross, M. and Thaichon, P., 2021. Customer participation in firm-initiated
activities via social media: Understanding the role of experiential value. Australasian
Marketing Journal, 29(2), pp.132-141.
Rather, R.A. and Hollebeek, L.D., 2021. Customers’ service-related engagement, experience,
and behavioral intent: Moderating role of age. Journal of Retailing and Consumer
Services, 60, p.102453.
Realino, D. and Moko, W., 2021. The Effect of Customer Experiential Quality on Revisit
Intention with Positive Emotion and Perceived Value as Mediation Variables. The
International Journal of Social Sciences World (TIJOSSW), 3(01), pp.245-258.
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Sahhar, Y., Loohuis, R. and Henseler, J., 2021. Calling on autohermeneutic phenomenology to
delve into the deeper levels of experience. In Contemporary approaches Studying
Customer Experience in Tourism Research. Emerald Publishing Group.
Terblanche, N.S. and Kidd, M., 2021. Exploring an in-store customer journey for customers
shopping for outdoor apparel. Journal of Retailing and Consumer Services, 63,
p.102722.
Xin, X and et. al., 2021 Effect of Multi-Channel Integration on Customer Purchase
Intention. Journal of Computer Information Systems, pp.1-12.
Zafira, A.D., 2021. PENGARUH SERVICE INNOVATION DAN CUSTOMER EXPERIENCE
TERHADAP REPURCHASE INTENTION PADA RESTORAN CEPAT SAJI: Survei
pada konsumen McDonald's Dago Bandung (Doctoral dissertation, Universitas
Pendidikan Indonesia).
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Appendix
Questionnaire
Q1) Overall, how satisfied are you with Apple experience?
a) Very Dissatisfied
b) Dissatisfied
c) Neither satisfied nor dissatisfied
d) Satisfied
e) Very Satisfied
Q2) Does Apple products and services meet your expectations?
a) Yes
b) No
c) Neutral
Q3) Which of Apple’s products and service have you purchased in the past?
a) iPhone
b) Mac
c) iPad
d) Wearables
e) Home and accessories
f) Other
Q4) What is the best consumer service feature that you have experienced with Apple?
a) Tech-savvy
b) Customer empathy
c) 24/7 assistance
Q5) What is your most important priority, when you look while buying digital tools?
a) Quality
b) Price
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c) Service after purchase
Q6) Would you buy from Apple again?
a) Yes
b) No
Q7) Are you satisfied with Apple team in terms of resolving your issues?
a) Yes
b) No
Q8) Kindly, provide any suggestions so Apple can improve consumer treatment process?
Frequency
Q1) Overall, how satisfied are you with Apple experience? Frequency
a) Very Dissatisfied 5
b) Dissatisfied 1
c) Neither satisfied nor dissatisfied 9
d) Satisfied 35
Q2) Does Apple products and services meet your expectations? Frequency
a) Yes 35
b) No 5
c) Neutral 10
Q3) Which of Apple’s products and service have you purchased
in the past?
Frequency
a) iPhone 9
b) Mac 16
c) iPad 7
d) Wearables 8
e) Home and accessories 7
f) Other 3
Q4) What is the best consumer service feature that you have
experienced with Apple?
Frequency
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a) Tech-savvy 15
b) Customer empathy 15
c) 24/7 assistance 20
Q5) What is your most important priority, when you look while
buying digital tools?
Frequency
a) Quality 35
b) Price 5
c) Service after purchase 10
Q6) Would you buy from Apple again? Frequency
a) Yes 40
b) No 10
Q7) Are you satisfied with Apple team in terms of resolving
your issues?
Frequency
a) Yes 45
b) No 5
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