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

Interpretation: The above survey conducted from 20 customers on their online perception and it
is identified that 85 percent of customers get attracted by online channels. They said that they
find online shopping as the most convenient way to purchase products and services. Further,
there were 15 percent of customers were not sure about there answers as they said sometimes
they get attracted and sometimes not. Thus, it can be concluded that, apple Inc. can target their
large customer base through online channels.
Theme 8: Large number of customers think digital engagement of customers is very
important for companies nowadays.
ANSWER CHOICES– RESPONSES–
–
Yes
70.00%
15
–
No
5.00%
1
–
May be
25.00%
4
TOTAL 20

Interpretation: The above survey conducted from 20 customers on their online perception and it
is identified that large number of customers think that digital engagement of customers is very
important for the company nowadays. They said that digital engagement strategy has become an
essential part of customer journey as it create value to the company. On the other side, thee were
5 customers who replied may be it is important for company, they are not sure. Only single
customer was disagreed and said it is not necessary. Thus, it can be concluded from the analysis
that Apple Inc. should have digital engagement strategy as it aids in building customer loyal to
the firm.
CONCLUSION
From the above analysis it can be concluded that internet has played great role in the
customers purchasing decision. Digital activities and channels that can be used to improve
customers experience at each stage of their journey. Further, the analysis also summarised that,
customers used to interact or engage with the product through company's original website or
social networking page where they can engage with the product so that they can decide whether
they want to buy the product or not.

(after results 18-25 before 35 to 40)
Basic Customer Journey Map
Assumptive journey: In this two segments will be taken.
1) Target Audience: 18 years to 25 years. First is an 18 years old students who wants to buy a
iPhone with high ram, internal memory, good camera. This age group is more attracted to
creative and innovative features. So, their journey of will be based on features of iPhones.
2) Modern assumptive Customer Journey map
Target Audience: 35 years to 40 years. Second is a 35 years old professional who requires a
iPhone where he can keep his documents safe and secure, an efficient iPhone which he can
use professionally for various other purposes. They need different features in their phones
which are good for their personal and professional life. As per their requirement they will
search for iPhone that comes with high security features and cost effective pricing.

In both the assumptive journey specified above it has been analysed that both the customers
have two similar and one dissimilar requirements. Both of them wants high internal memory and
ram within mobiles. 18 years old student additionally wants a good camera but 35 years old
professional wants high security for his documents and data.
Updated Customers Journey Maps
From the above analysis, the updated customer journey map of Apple Inc. is as follows-
1) Target Audience: 18 years to 25 years. first is an 18 years old students who wants to buy a
iphone with high ram, internal memory, good camera.
2)Target Audience: 35 years to 40 years. Second is a 35 years old professional who requires a
secure iphone where he can keep his documents safe and secure, an efficient mobile which he
can use professionally for various other purposes.
1.) Basic Customer Journey Map
Target Audience: 18 years to 25 years
As per the requirement of both 18 years old student and 35 years professional both of
them can buy Apple iPhone as per their requirements and according to the research conducted.
So based on this updated customer journey map has been explained below.

2) Modern Customer Journey map
Target Audience: 35 years to 40 years

The modern customer journey map is now start from-
Raising Awareness: The customer awareness can be raised through internet advertising.
Company could use social/search advertising, email text marketing loyalty programs, Adds on
YouTube and other videos (Micheaux and Bosio, 2019). By placing advertisement on internet,
customers will get to know about the product.
Findability: It is important that customers can find the company on internet because it is
the part of journey nowadays. Customer Journey includes searching for the products and looking
for websites, location or for details on products and services which accomplish the needs of
customers. The most findable product or company is highly successful in the market today. So,
Apple Inc. should have stores in the cities so that customers can find the products.
Reputation: This is also one of the most important part of customer journey that
company should have brand name. However, Apple Inc. is one of the most reputed brand in the
market. It is very important that customers can search the product and services of company on
most common research outlets which are online reviews and social media. Customers used to
check search the reviews of products on online product review sites such as Amazon, Angie's
List, G2 Crowd etc. Further, customers also check the reviews on social media as well. Positive
reviews of products build reputation of company (Batra, 2017).
Conversion: Once customer search the products completely on online, it is likely that
customer will make purchasing decision. Apple Inc. could have move there services to their
website including E-commerce options which allows online purchasing. Website presence,
online booking, purchasing via app etc. Through these online channels, customers used to
interact with the company.
Advocacy: When company transform a web search into a paying customers than
customers has the opportunity to influence the journey of customers for other customers. Just
because of online customers, they tends to share the experience to others publicly and personally

both either it is negative or positive. Negative reviews on social media and other review apps
affect the profitability of the company. Vice versa, if customers have fantastic experience with
the products it will influence other customers for purchasing of products. This is where the
Reputation phase and the advocacy phase of the customers life-cycle tie together (Bosio, Rainer
and Stickdorn, 2017). If customers have amazing experience with the products they will make
purchase whatever the reviews will be. This is called advocacy that build the customers loyal to
the company.

DIGITAL EXECUTION
INTRODUCTION
Customers go through various stages before actually buying a iPhone. They use various
kinds of digital channels which help them gain knowledge about the product so that they can take
decision, whether to buy a product or not.
MAIN BODY
Digital activities and channels required at each stage of the journey
There are various digital activities and channels that can be used to improve customers
experience at each stage of their journey. Digital marketing is one of the most important channel
that can be used to improve customer's experience at each stage of their journey (Hess and et.al.,
2016). There are various kinds of Digital marketing channels available that can be used by the
companies to improve customer's experience as well as knowledge about the product. These
channels play a vital role in customer's journey in purchasing a product as not of the customer's
today prefer to shop or but products online. These digital marketing channels falls in four
different categories of customer's.
 Customers who search for a product or product details on internet through search engines.
 Customers who search for a product or product details on social media through social
networking sights.
 Customers who search for a product or product details on mobile applications through
email or through advertisements (Taiminen and Karjaluoto, 2015).
 Customer's who search for a product or product details online through online videos,
digital advertisements or any kind of online display advertisements.
Different kinds of digital marketing channels falls under these four categories. Each of
these digital activities and channels are required at each stage of customer's journey so that they
can get to know about the product clearly. These platform help the customers to gain knowledge
about the product, make decision based on the knowledge they gain from customers and buy the
product.
 Knowledge about the product: In order to gain knowledge about products like IPhone,
organization can use digital activities such as: Email Marketing where customer will be
informed about the product through emails. Pay per click digital activity can also be used
where customers can visit such pay per click pages through social networking websites.

Company can also use social media market where details about the product will be
produced to the customers through social networking websites.
 Enquire about the product: In order to enquire about the products, website marketing can
be done were customers can visit organisation’s original website where they can enquire
about the product and if they have any doubts then they can ask questions related to the
product through chat bots. Other than this affiliated marketing can also be used where
customers can reach the product and get to know about it through local e-marketers.
Other than this, companies can also use search engine marketing where customers can
search or enquire about the product through search engines as well. Customer's can easily
find the information they are looking for by searching about the product on search
engine.
 Interact and engage: Customers can interact or engage with the product through
company's original website or social networking page where they can engage with the
product so that they can decide whether they want to buy the product or not (Sevin and
Dinnie, 2015). They can also interact with the product through e-commerce websites or
applications where they can get to know all the required information required by them so
that they can take required decision for the product.
 Buy the product: digital channels through which customers can buy the product are e-
commerce websites or application where they can buy the product. Other than these
customers can also but the product through company's website as well. Other than this
there are various other channels through which customers can buy the website.
New ideas
In order to improve customer's experience at each stage of their journey new and
innovative ideas can be used which help the company to improve customer's experience.
Company can organise digital campaigns where customer's can engage with the product,
experience its features. This will help them to understand the product in a better manner. Other
than this company can collect and address customer's feedback of the product digitally. This will
help the company to capture customer's needs and requirement and address it in a better manner.
Applications and functionality to improve the customer experience
There are various kinds of applications and functionalities that can be used to improve
customer experience (Matt, Hess and Benlian, 2015). These functionalities and applications will

not only help in improving customer's experience but it will also help the company increase their
sales, interact with customers in a better manner and lower their operational cost as well.
 Functionality such as live chat can be used by the company where customer's will be able
to connect with the company and ask for any kind of help needed by them. Live chat will
make it easy for the customers to resolve their issues on time. It answers customer's
problem in real time i.e. customer's need not to wait for the response related to their
product.
 Company can also provide mobile support to the customers where customers will be able
to ask for required support by mobile itself. In this, customers will be able to search
online on mobile for customer or product support. With the help of mobile support
customer's can easily seek information or ask for help on company's website as well.
 Social media is a kind of application that is used by both the company and the customer.
Social media can be used as a support for customers where they can ask any kind of
query related to their product on company's page present on social media. This will help
the company to connect with the customer's easily so that they can resolve their issue on
time.
CONCLUSION
From the above essay it has been summarised that there are various kinds of digital
platforms through which customer's experience throughout their customer journey can be
improved.

REFERENCES
Books and Journals:
Batra, M.M., 2017. Customer experience-an emerging frontier in customer service excellence.
In Competition Forum (Vol. 15, No. 1, pp. 198-207). American Society for
Competitiveness.
Bosio, B., Rainer, K. and Stickdorn, M., 2017. Customer experience research with mobile
ethnography: A case study of the alpine destination serfaus-fiss-ladis. In Qualitative
consumer research (pp. 111-137). Emerald Publishing Limited.
Halvorsrud, R., Kvale, K. and Følstad, A., 2016. Improving service quality through customer
journey analysis. Journal of service theory and practice. 26(6). pp.840-867.
Hess, T., and et.al., 2016. Options for formulating a digital transformation strategy. MIS
Quarterly Executive. 15(2).
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering. 57(5). pp.339-343.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Sevin, E. and Dinnie, K., 2015. Digital channels and technologies for commercial diplomacy:
conceptualisation and future research propositions. International Journal of Diplomacy
and Economy. 2(4). pp.266-277.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Online:
Survey of Customers. 2019. [ONLINE]. Available through:
<https://www.surveymonkey.com/analyze/scfiB6J5m8Lh_2Blwq6e44nB0Ewt09an2cwJF
D1AMkCYU_3D?tab_clicked=1>.