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Copy of Laptop industry- customer journey

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by

Felix Sim

on 18 July 2014

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Transcript of Copy of Laptop industry- customer journey

CONSIDERATION
PURCHASE
LOYALTY
AWARENESS
AFTER SALES
Laptop industry - Customer journey
Awareness
Consideration
Consideration
Purchase
OWN STORES & FRANCHISES







After sales
Customer services
Product guarantee & Maintenance
Refund policy





Loyalty
Social Media
Newsletters
CSR
Public Events
Special promotions for customers (loyalty cards...)
Previous experience with the brand

A
good-looking
employee showing you all his knowledge

TV spots (celebrities endorsements)
Product placements
Store

Magazines
Billboards
Sponsoring events+free goodies
WOM
Conferences, contests
Events

Social media
Banners
Passive search
Instream videos/ Youtube
Digital billboards
Blogs/forums
Connectivity tools (QR...)


Features
You don´t like Apple and you read a blog criticizing it
Location,
Design & Organization
Availability, Knowledge & Professionalism of the salesman
Product testing availability
Promotions
Stock
Time on the
Billing process
Price
OWN WEBSITE

Ease of browsing
Product display
Real time CS

Promotions
Adaptation to the local markets

Personalization
Inventory
Safety
Payment options
Shipping time







MULTI-BRAND STORES & WEBSITES

Balance between the brands
Trust
Partnerships with other (banks that give as present...)

Having a huge range of accessories to choose from
After waiting for eight hours in a queue, being one of the first in buying the new computer
The brand you want has a discount!!
!!
You can customize your computer on the company´s website
The first time you talk to the digital real time chat
PRODUCT EXPERIENCE
Product experience
Features/Components
Keyboard
Noise of the machine
User friendliness
Display of the laptop






Longevity
Frequency of problems
Built Quality.
First time you use the laptop!
First time you transport it!
Buying an accessory for the laptop
First time using an specific program that you like
(movie maker, f.e.)
Doing an Skype with someone far (using the camera for the first time)
When you see another person with the same computer as you (essentially when you don´t have Apple)
First time entering Internet on your
laptop in a coffee shop
Guarantee
Apple:
"If you have any problem, we change
your laptop for a new one"
Dell
"If any problem, we refund you"
Apple
Your computer is stolen and you can freeze it
Reading a good review about your computer
HP- On-site guarantee
"Their employees go to your
place and repair it"
Dell- Refund policy
"We´ll refund you the difference if you find a Dell with lower price elsewhere"
"This promotion/ product is JUST
FOR YOU, cause you are part of us"
A new Apple Store is opening in YOUR city!
The brand itself: APPLE so tasty,
shining in the dark
Dell- Sponsoring for student
(in orphans and children in Uganda)
That advertisement that made you cry!
Apple makes every adv so emotional...
What about seeing your favorite actor/ actress using your computer in a famous movie/ series?
You enter the Louvre Museum, and just in the middle, a huge Apple Store
And when you saw so many times that conference of Steve Jobs?
Intimacy with the customer
HP calls you to congratulate
on your birthday!
Ashton Kutcher as the image of Lenovo!!!
A professional entering Lenovo´s website and having its own user and page
Read news about Lenovo doing so well while the whole industry is declining

Design
Technical aspects
(configuration RAM, processor, software)
Customization options, variety
(sizes, colors...)
Components
(battery
lifetime, quality of
screen,
sound & keyboard,
integra
ted camera and
microp
hone, memory card
reader,
CD player, finger
print de
tection,...)
Basic software
(anti virus, Internet browser, multimedia player, Office pack,...)
-> permanent version or only a free trial?
Alignment with other products of the same brand
Specific software
(graphic edition software,...)
Full transcript