Customer Journey Map: A Comparison between Apple and Samsung

Student Name
Course Name
University Name
08th-July-2018

Introduction
The product concept that I have chosen for this assignment is Mobile Phone. The
industry has many players and two specific products that I have chosen for this analysis is
one of the phones from Apple Incorporation and the second one being Samsung
Incorporation. I had one very good experience and with one of them a very bad experience.
We will be aligning with one of the alignment diagrams to explain both the poor customer
experience and good customer experience. With Apple Incorporation I had stupendous
experience throughout the customer lifecycle while with Samsung Incorporation I had very
bad personal customer lifecycle experience (Bernard, 2017).
Customer Journey Map
We would be using alignment model of Customer Journey Map to assess in this
assignment.

The basic areas covered in this cycle are on boarding, purchase, service issues during
the lifecycle of the product, customer retention policy and finally any closure if it happens. It
also looks into the fact whether customer remains a loyal customer post the first
experience.
Poor Customer Experience
I had one of the premium models of Samsung Incorporation which had costed me
near to $1,000 while buying and hence my expectation was of the highest order. Branding of
Samsung phones is among the premium segment and hence I was attracted towards it with
the kind of branding and Promotion Company had done for the product. My purchase
experience was very smooth; I went to the posh Samsung store which in itself is a very
superior experience. The staffs at the place were very friendly and abled to help me in
decision making (Canfield, 2017). I bought the recently launched premium phone of the
company and was explained all the features of the phone by the store manager. I bought
the phone and was on boarded by the company. For my specific need I even bought an extra
year warranty for any kind of damage that might occur(Bernard, 2017). My initial journey
with the product was very good and I had no problem. However in the third week of the
product usage, I dropped the phone by mistake and the edge part of the phone with corilla
glass suffered and it broke. I went to the Samsung centre and asked them for replacement
or repair. They examined the phone and conveyed that it will be sent to nearby facility and I
will have the phone back in few days. I seeked a replacement or a spare handset for those
few days but they refused. This was first bad experience with the company, as a premium
service provider I expected a replacement for few days so that my usage is not hampered
during that period. After three promised days I went to the store enquiring about the phone