Customer Journey Development for Apple iPhone Purchases

This report analyzes the customer journey of Apple iPhone buyers, focusing on online purchasing behavior. A survey of 20 customers, primarily aged 18-25, reveals insights into their preferences. Key findings include the importance of shopping apps, time of delivery, and customer attraction to online channels. The report analyzes the role of internet in purchase decisions and customer awareness of online purchasing channels. The analysis includes customer journey maps for different target audiences, including students and professionals, and provides recommendations for improving the customer experience, particularly through digital engagement. The report concludes that the internet plays a crucial role in customer purchasing decisions. The study suggests Apple Inc. should offer discounts, ensure fast delivery, and engage with customers on shopping apps and social media to build customer loyalty.

ESSAY

TABLE OF CONTENTS
RESEARCHING GAPS AND FURTHER DEVELOPING CUSTOMER JOURNEYS...............3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION..............................................................................................................................14
(after results 18-25 before 35 to 40)..............................................................................................15
DIGITAL EXECUTION...............................................................................................................20
INTRODUCTION.........................................................................................................................20
MAIN BODY.................................................................................................................................20
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

RESEARCHING GAPS AND FURTHER DEVELOPING CUSTOMER
JOURNEYS
INTRODUCTION
Customers journey is the complete sum of experience that customers go through when
interacting with the company and brand. It is the visual representation of customer experience
with the product of the company (Halvorsrud, Kvale and Følstad, 2016). Customer journey
mapping emphasize on particular needs of customers at different stage in the buying funnel.
This present report includes Apple Inc. which is an American multinational technology
company. The headquarters of the company is located in California, Cupertino. They design ,
develops and sell consumer electronics, computer software and online services. Company was
founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. This assignment will present
the customer journey of customers buying iPhone through survey with the customers.
MAIN BODY
QUESTIONNAIRE
Name of Responders:
Age:
Gender:
Link: https://www.surveymonkey.com/results/SM-ZTYFYB6J7/
1.What is your age group?
 18 to 25 years
 25 to 35 years
 35 to 40 years
 40 and above
2.Are you aware of online purchasing channels?
 Highly Aware
 Aware
 Neutral
 Not Aware
3.What is the role of internet plays in the purchase of the products?
 For reviewing the features

 For purchasing of products
 For Comparing of two products
4.What channels do you use at the time of purchase?
 Social Media Pages
 Company Website
 Shopping Apps
 All the above
5.While taking the purchase decisions, what are the important information you consider?
 Time of Delivery
 Discount Offers
 Return and Refund Policies
 Comparing online and offline price of the product
6.What are the common sites that you basically used for product reviews?
 Shopping Apps (Amazon)
 Angie's List
 Consumer reports
 G2 Crowd
 Others
7.Do you get attracted by online channels?
 Yes
 No
 May be
8.Do you think digital engagement of customers is very important for company nowadays?
 Yes
 No
 May be

Analysis of Customer Survey on Online Purchase
Theme 1: Most of the customers are falling in the age group of 18 to 25 years.
ANSWER CHOICES– RESPONSES–
–
18 to 25 years
55.00%
11
–
25 to 35 years
20.00%
4
–
35 to 40 years
15.00%
3
–
40 and above
10.00%
2
TOTAL 20

Interpretation: The above survey conducted from 20 customers on their online
perception and it is identified that, most of customers in the survey were falling in the age group
of 18 to 25 years of age. About 4 were belongs to the age group between 25 to 35 years of age
and about 3 were falling in 35 to 40 years of age. Only 2 customers were above 40 years of age.
Thus, it can be said that, the target audience of Apple in launching new iPhone series will be of
people with the age group of 18 to 25 years of age.
Theme 2: Customers are aware of online purchasing channels.
ANSWER CHOICES– RESPONSES–
–
Highly Aware
25.00%
5
–
Aware
45.00%
10
–
Neutral
25.00%
4
–
Not Aware
5.00%
1
TOTAL 20

Interpretation: The above survey conducted from 20 customers on their online
perception and it is identified that most of the customers are aware of online channels as they
used to make purchase from online channels which is about 45 percent. 25 percent of responders
were highly aware of online purchasing channels. Thus, it can be said that, Apple Inc. could
expand their online platform as customers were highly considering online channels for product
purchasing decision.
Theme 3: The role of internet plays in the purchase of the products is mainly for
purchasing of products.
ANSWER CHOICES– RESPONSES–
–
For reviewing the features
30.00%
6
–
For purchasing of products
40.00%
10
–
For Comparing of two products
30.00%
4
TOTAL 20

Interpretation: The above survey conducted from 20 customers on their online perception and it
is identified that the role of internet plays mainly in purchase of the products. They said that they
are completely online users as they used to make 80 percent of things from internet. Further,
there were 6 customers who said that they use internet for reviewing the features that helps in
purchasing decisions of the products. Similarly, 6 customers said that they use internet mainly
for comparing of two products as they said it helps them to purchase best products for the
company. Thus, it can be said that, Apple Inc. can target the customers through online medium
as major customers used internet for purchasing of products.
Theme 4: Shopping Apps is the most used channel at the time of purchase.
ANSWER CHOICES– RESPONSES–
–
Social Media Pages
30.00%
6
–
Company Website
15.00%
3
–
Shopping Apps
40.00%
8

ANSWER CHOICES– RESPONSES–
–
All the above
15.00%
3
TOTAL 20
Interpretation: The above survey conducted from 20 customers on their online perception and it
is identified that about 40 percent of customers were supporting shopping apps as the best
channels used at the time of purchase. They said that they can collect the reviews from shopping
apps of particular products and the return and refund policies are also effective in it. Further,
about 30 percent of customers were supporting social media pages as the channels at the time of
purchase. Company website was also supported by 15 percent of customers. Thus, it can be
concluded from the findings that Apple Inc. can allows selling of products on shopping apps and
social media.
Theme 5: Time of delivery is the major consideration of customers while taking purchase
decisions through internet.
ANSWER CHOICES– RESPONSES–
–
Time of Delivery
40.00%
8
– 25.00%

ANSWER CHOICES– RESPONSES–
Discount Offers 5
–
Return and Refund Policies
20.00%
4
–
Comparing online and offline price of the
product
15.00%
3
TOTAL 20
Interpretation: The above survey conducted from 20 customers on their online perception and it
is identified that customers used to consider time of delivery as an important decisions while
making purchasing decision through internet. They said that if the time of delivery is very long,
they likely to make purchase through offline stores. Further, there were 5 customers who said
that they mostly consider discount offers while making purchase. Discount offers usually attract
users for making purchase through internet. Return and refund policies are also an essential
information customers views while making purchase. In addition to this, there were 3 customers
in the survey who replied that they use to compare the offline and online price of the products
during the purchasing decisions.

Thus, it can be concluded that, Apple Inc. can offer discounts on their products to attract
customers and also make fast delivery.
Theme 6: Shopping apps is the most common sites basically used by customers for product
review.
ANSWER CHOICES– RESPONSES–
–
Shopping Apps (Amazon)
55.00%
11
–
Angie's List
25.00%
5
–
Consumer reports
10.00%
2
–
G2 Crowd
10.00%
2
–
Others
0.00%
0
TOTAL 20

Interpretation: The above survey conducted from 20 customers on their online perception and it
is identified that the most common sites that are customers basically used for product reviews is
shopping apps like Amazon. They said that Amazon is one of the most reputed online channel
which aids in getting honest reviews of products. Further, there were 5 customers who were
supporting to Angie's list is the best review checking sites they used. On the contrary 4 (2+2)
customers were supporting consumer reports and G2 Crowd respectively review checking sites
used by the customers. So, it can be concluded from the analysis that, Apple Inc. should keep on
eye on these sites and address all the comments of customers to be connected with the customers.
Theme 7: Maximum customers get attracted by online channels.
ANSWER CHOICES– RESPONSES–
–
Yes
85.00%
17
–
No
0.00%
0
–
May be
15.00%
3
TOTAL 20