University of Sydney MKTG6015: Customer Journey Analysis Report

This report, prepared for the MKTG6015 course at the University of Sydney Business School, examines the customer journeys of iPhone buyers (targeting university students) and users of online cosmetic services (specifically All Things Hair). The assignment utilizes customer journey maps to visualize the stages of customer interaction, from initial awareness to purchase and beyond. It includes detailed customer segmentation strategies based on demographic, geographic, behavioral, and psychographic factors for both products/services. The report also presents a survey conducted to assess the effectiveness of Apple's iPhone sales and the role of the internet in the process, including a breakdown of survey questions, responses, and key findings. Finally, the report identifies research gaps and opportunities for further development of the customer journeys, highlighting the importance of digital transformation in modern marketing strategies. The report incorporates concepts from the course material, focusing on digital transformation, customer experience, and the evolving consumer landscape. The report's findings are supported by figures, tables, and analysis of the survey results, offering valuable insights into consumer behavior and digital marketing strategies.

Running head: MKTG6015
MKTG6015
Name of the Student
The University of Sydney Business School
Author Note

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Introduction
The significance of developing audience segment oriented development to the product interprets
digital transformation and use of digitalisation in commercialising the industry. Hence,
influencing the working industry with the realm of digitalised journey can bring keys to succeed
in delivering conventional service and increase the profit as well. This assignment aims to
outline the journey of customers of a product and a service in form of customer journey map
along with segmentation strategy to indicate the potential consumers. The potential research gaps
amongst understanding the customer behaviour and needs in the mentioned product and
interpreting digital forum are to be explained.
Part 1: Developing an audience segment
Product: Buying an iPhone
Customer segment: University students
The consumer product in concern is buying an iPhone for the target segment of university
students. The customer journey map reveals the different stages through which the customers go
since noticing the product to purchasing it and getting over with the final stage.
The identified core target audience for this product is university students who are identifying the
need of buying iPhone for the professional and personal use.

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Figure 1: Customer Journey Map of buying iPhone
(Source: Created by author)
The basic outline of the customer journey map consists of the following elements:
The cellular phone has changed into a regardless of what the service look like at it
correspondence improvement during the previous ten years and various media transmission
affiliations offer associations to incalculable clients around the world. Almost these clients buy
their telephones. Creators advance cell phones by strategies for handouts and explanation behind
acquisition shows up at gear retailers. Remote transporters ordinarily attempt to check new
clients by progressing express brands and models of phones, each with striking highlights.
Everything considered, remote phones are presumably the most apparent evident bit of a cell
association. They are moreover an undeniable bit of progressing phones are included
unmistakably in cell retail locations, paper warning and friends presents. Looming clients are
reliably educated that such phones might be costly at whatever point picked up unreservedly

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from the remote help. In this manner, the choice to buy a specific remote phone might be a major
part in picking a remote transporter. Considering, not a great deal of sagacious customer research
studies have broken down the PDA purchasing choice system. The reason behind the present
paper is to look at this system.
Any assessment of purchaser expects to buy a PDA needs to address distinctive complex
segments, including both colossal scale and microeconomic conditions that effect the changing
PDA market and individual buyers' specific contemplations and sentiments when picking the buy
choice. At the full-scale level, the PDA market is a push-driven market where things are
consistently made before observed client needs have been created. Wireless handheld phone
gadgets routinely join new highlights in context on purchasers' conceivable future needs; along
these lines, affiliations that best foresee the improvements and associations those customers will
need will be viewed as market leaders. Presently, the movement of cell phones is driving the
market into a condition where the important need for correspondence is reaching out to meld
new methods for correspondence and individual modernized help. Several spectators foresee that
remote phones will unavoidably thoroughly get together with individual impelled partners. Thus,
correspondence is not the essential need telephones satisfy.
Past voice correspondence, three sorts of associations are shaping cell phone use:
(1) Correspondence associations, for example, content prompting and taking pictures,
(2) Remote internet providers, for example, web investigating, and versatile email associations
and

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(3) Specific media associations, for example, films, games and music. Despite these models,
different PDAs contain key voice associations — two or three relationship, stress such phones in
displaying attempts.
To comprehend why clients buy unequivocal brands and sorts of phones, one must consider the
little scale level, mental systems related with getting choices. Buyers might be impacted to
purchase a thing due to the propelling that they have seen. On the off chance that positive
thoughts are evident in the buyer's memory, the effect might be logically perceptible on the
customer's mentalities toward the brand and maybe on their direct additionally. Companies
understand this insightful disposition direct interface and elevate earnestly to get potential clients
to consider their things; an augmentation in the rehash of prologue to displaying messages
improves the probability that the client will consider — and perhaps buy — the thing. In the
PDA business, phone handset makers and remote telephone utility suppliers a great part of the
time create publicizing and compelled time endeavours. Authority people group constantly
demonstrate a course of action of handsets with various thing consolidates into their propelling;
various firms reliably make these telephones. Such advertisements are relied upon to interest
various sorts of clients. Thus, the present research is enthused about the impacts of publicizing
on customer intends to buy a cell phone.
The customer segmentation for iPhone:
Potential Possibly segmented as:

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audience Social
demographic
differences
Geographic
differences
Behavioural
differences
Psychographic
differences
University
students
Age of 13 to 25
years
College and
university level
students pursuing
professional career
as well
Rural places
Urban places
Students situated
mainly in Australia
Currently well
aware of
technological
gigs
Prepares to
change the
product usage
Values for
convenience
Consistent with
market change
attributes
Desire to make
differences with
product usage
Service: Online cosmetic help from All Things Hair
Target audience segment: Women aged 18 years and above
Figure 2: Customer Journey Map of All Things Hair

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(Source: Created by Author)
The basic outline of the customer journey map consists of the following elements:
The portions of the monstrosity care industry have changed dependably, not only do the top
notch stamps regardless the more top tier ones in like manner have online stores so they can
interface with customers over the globe. Keeping up a particular standard of customer care can
be a test for any online business, for strong brands, it is altogether trickier since the servicer
potential buyers cannot generally test the things. They would make a purchase subject to their
understanding, principle forces and the servicer proposals.
The customers visiting the servicer site need to find their optimal things without clicking ten
pages and looking at them in a manner of speaking. Solicitation the servicer things and attract the
customers to channel decisions by skin type, cost and various features. Make the servicer thing
outline extensive and dumbfounding. Give the servicer customers huge information, which
causes them in understanding the substance of the wonder thing and powers them to take a
getting decision.
Customers who are expecting to buy a toner, a skin aggravation cream or a marvel thing need
minute response and bearing to their sales. Live Support Chat is a skilled correspondence
medium that gives the service the impact to converse with a customer in detail, in this way
getting his/her particular necessities and embracing things ends up less inconvenient. The service
can cause the live talk with fortify join invaluable by offering the service customers master
course. Proactive correspondence with the servicer online customers will improve the servicer
picture's image and help the service development bargains. Likewise if the live talk relationship
on the servicer site is multilingual, it will empower the service to make the servicer general
customer base.

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Mentioning customers' information and use their reviews about different things on the servicer
site. Drawing in web journal zones are another system for working together with the servicer
customers. Clarify the subjects they genuinely need to talk about and share. Attract them by
offering an explanation to their comments; this will make a suffering relationship. Disperse their
studies to make them feel epic. Therapeutic retailers ought to use electronic individual to
singular correspondence for adequately talking with the customers.
By far by far most of customers would get to the servicer site on their prompted cell phones and
tablets, so make applications that help them in getting a thing, for instance an application that
lights up the customers about running shades of lipsticks/nail tints would help them in picking a
choice. In like manner, any application that gives concentrated information about the results of a
thing on various skin tones would correspondingly be extraordinary. Every now and then, amaze
customers through astounding markdown obligations and strategies.
The customer segmentation for All Things Hair:
Potential
audience
Possibly segmented as:
Social
demographic
differences
Geographic
differences
Behavioural
differences
Psychographic
differences
Women
of
different
ages
Age between 18 to
50 years or above
Working women,
home-makers
Rural places
Urban places
Women situated
mainly in Australia
Currently well
aware of online
hair guide helps
Prepares to
Values for
convenience
Consistent with
market change

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as well as all over
the world
change the
product usage and
learn from the
source
attributes of
changing
technology and
skin science
Desire to make
differences with
product usage

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Part 2: Researching gaps and further developing customer journeys
The survey has been conducted on the effectiveness of Apple regarding sell of iPhone and the
role of internet in dealing with the system. The total number of respondents were 20 surveyed
through use of Google Forms.
Question 1:
The number of respondents for this question has been 19 instead of 20 reflecting a missed out
case.
Criteria Total number of
respondents
Percentage
Male 19 57.9%
Female 19 36.8%

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Prefer not to say 19 5.3%
Question 2:
Criteria Total number of
respondents
Percentage
13 to 25 years 20 75%
26 to 40 years 20 20%
Above 40 years 20 5%

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Question 3:
Criteria Total number of
respondents
Percentage
iPhone 20 40%
Samsung 20 20%
One Plus 20 20%
Sony 20 20%
Others 20 0

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Question 4:
Criteria Total number of
respondents
Percentage
Brand recognition 20 25%
Status symbol 20 35%
Value for money 20 20%
Sustainable product 20 20%
Best with features 20 0

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Question 5:
Criteria Total number of
respondents
Percentage
Yes 20 60%
No 20 30%
May be 20 10%

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Question 6:
Criteria Total number of
respondents
Percentage
Accessing high end professional
tools
20 25%
Interpreting location access 20 15%
Developing camera resolutions 20 30%
Developing charging systems 20 30%

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Question 7:
Criteria Total number of
respondents
Percentage
Best 20 15%
Better 20 75%
Good 20 10%
Worse 20 0
Worst 20 0

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Question 8:
Criteria Total number of
respondents
Percentage
Very loyal 20 35%
Moderately loyal 20 40%
Not at all loyal 20 35%

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Question 9:
Criteria Total number of
respondents
Percentage
Yes 19 21.1%
No 19 36.8%
May be 19 42.1%

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Question 10: