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Copy of Laptop industry- customer journey
Transcript of Copy of Laptop industry- customer journey
Laptop industry - Customer journey
OWN STORES & FRANCHISES
Product guarantee & Maintenance
Special promotions for customers (loyalty cards...)
Previous experience with the brand
employee showing you all his knowledge
TV spots (celebrities endorsements)
Sponsoring events+free goodies
Instream videos/ Youtube
Connectivity tools (QR...)
You don´t like Apple and you read a blog criticizing it
Design & Organization
Availability, Knowledge & Professionalism of the salesman
Product testing availability
Time on the
Ease of browsing
Real time CS
Adaptation to the local markets
MULTI-BRAND STORES & WEBSITES
Balance between the brands
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
Noise of the machine
Display of the laptop
Frequency of problems
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
"If you have any problem, we change
your laptop for a new one"
"If any problem, we refund you"
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
(configuration RAM, processor, software)
Customization options, variety
lifetime, quality of
sound & keyboard,
ted camera and
hone, memory card
CD player, finger
(anti virus, Internet browser, multimedia player, Office pack,...)
-> permanent version or only a free trial?
Alignment with other products of the same brand
(graphic edition software,...)