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Table of Contents
Introduction to Apple:..............................................................................................................................2

Importance of Customer Experience:......................................................................................................2

Consumer Persona Creation:...................................................................................................................2

Mapping the Customer Journey:.............................................................................................................4

References..................................................................................................................................................5
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Introduction to Apple:
Apple is a vast company known to be victorious in the global tech market. It is founded by Steve
Jobs mainly in California, U.S in April,1976. The company produces the famous and advanced
digital gadgets like smartphones, laptops and many other devices.

Importance of Customer Experience:

In order to be successful in the business market, customer satisfaction and their experience
should be the top priority for having their loyalty towards it. Customer Experience known as
CX too, is defined as the relationship of the user concerning the brand/product or services. The
top-notch user satisfaction, their perceptions and the engagement with the brand extents the
lifespan of growing business and revenue. Happy and satisfied consumers are more expected to
become loyal customer (Bodnar, n.d., 2020). It is considered to be a time taking process in order
to create a record of each user interaction with the brand or services.

Considering Apple to be known in the global tech market as a most victorious brand which
emphasizes the best for highlighting the importance of customer experience. Every user has to
browse and look for the services online or offline on the stores for the purchasing or operating of
the products according to their needs and experiences. (Journal, 2020).

Apple has a strong innovative branding strategy into the mind of the customers. The company
has always looked for the best customer experience by continuously changing the operating
system and making updates as per the user demands. These variations sometimes affect the
environment of user-friendly experiences because of high technology developments. Under these
situations, Apple should consider more on customer experience as it results to grow the
relationship and retention. By focusing, the company’s reputation will grow and the lifespan will
also have an extension. Having a good user-friendly environment and loyalty of the customers
can help to gain substantial customer experience for becoming more victorious in the upcoming
business market.

Consumer Persona Creation:

Apple consumer persona depicts a semi-fictional archetype focusing on the ideal consumers by
market research and data collected from company’s user research (UserTesting, 2020). In order
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to have an effective customer experience strategy, Apple company should focus on customers
mindset and their needs, better guidance of the product and its features. The consumer persona
should be in different parts e.g. to segment the clients, determine the problem and its solution,
clients characteristics, consequences, objections, communicating, building a team etc. The key
elements of consumer persona are listed below:

Elements Description

Demographics: • By the year 2022, Apple inc has sold almost 1.3 billion phones.
• Higher percentage of apple clients are in age group of 25-45.
• Apple is famous in a global tech market for their different products.
Profile • It focuses on ingenious latest innovations of technology products
demanded by customers
Motivation for • By making advanced technological products and well-integrated
Product devices, providing user-friendly environment and MacBook
functionalities.
Goals & • Providing MacBook with best graphics, machine learning technology
Objectives whether plugged in and better battery consumption. Its advanced core
operating system and processor (Apple Newsroom, n.d.)
Pinpoints of  Apple has initiated ways for better customer satisfaction and
Apple interaction by enhancing their graphics and updating the software.
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Demographics of Apple Inc.

Mapping the Customer Journey:

In the light of Apple Inc, the mapping of customer journeys depicts interactions of user with
Apple and their overall experiences and touchpoints. It can be in visual story which helps to
know the customer perspective by stepping in their shoes (Salesforce UK Blog, n.d.). This
strategic tactic helps to learn more about user expectation and needs and is crucial to for
enhancing user experience. Considering the perspective of the user, following are the elements
for mapping the interactions:

Stages of journey Apple stages of journey includes five things:

1. Awareness: Online websites, social media, advertising can
help customers discover to have updates of the products.
2. Consideration: The customer looks out for the products they
want to purchase, have a market analysis, competition,
functions and features.
3. Acquisition: The user considers the Apple company, looks for
the product and make a purchase. Apple guides you with all the
features and its software.
4. Retention: The users become loyal after experiencing great
service care and plans to stick with Apple for future.
5. Advocacy: User starts the journey with Apple and become loyal
as well as a fan of the company for featuring advanced
products (www.candu.ai, n.d.).
Apple business model focuses on the innovation of the ingenious
Activities products, designing and manufacturing, updating as trend changes,
sales and customer care service.
Feelings & Needs Apple consumes the products according to what the user wants. The
user buys the items knowing their interests and needs.
Opportunities for Apple has always welcome customer feedback. The user of Apple
Improvements provides feedback for the improvements, changes or issues found.
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References
Apple Newsroom. (n.d.). Apple unveils game-changing MacBook Pro. [online] Available at:
https://www.apple.com/newsroom/2021/10/apple-unveils-game-changing-macbook-pro/.

Bodnar, K. (n.d.). Happy Customers Are the Biggest Marketing Opportunity of 2020. [online]
blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/happy-customers-
marketing-opportunity.

Journal, C.E. (2020). Customer Experience Strategy of Apple — Revealing the Secret. [online]
Medium. Available at: https://cxjournal.medium.com/customer-experience-strategy-of-apple-
revealing-the-secret-e33007e51c9b#:~:text=Apple%20has%20created%20a%20compelling.

Salesforce UK Blog. (n.d.). What is Customer Journey Mapping & Why is it Important? [online]

Available at: https://www.salesforce.com/uk/blog/2016/03/customer-journey-mapping-
explained.html#:~:text=Customer%20journey%20mapping%20(also%20called.

UserTesting. (2020). The 5 best guides for creating a customer persona | UserTesting. [online]
Available at: https://www.usertesting.com/blog/customer-personas [Accessed 10 Apr. 2020]

www.candu.ai. (n.d.). Apple’s Customer Journey Explained. Guiding users through the five
phases of the customer journey — from awareness to advocacy and back again. [online]
Available at: https://www.candu.ai/blog/apples-customer-journey-explained