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Student Reference Number: BP0273950 Date:3-08-2023

Module Name Customer Experience Strategy

Student Reference Number BP0273950
(SRN)
Assesement Title CX strategy of Apple Product
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Table of Contents
1. Importance of Customer Experience:.....................................................................................3

1.1. Customer Experience Strategy of Apple.........................................................................3

1.2. The Importance of UK Customer Experience.................................................................3

2. Consumer Persona Creation:....................................................................................................4

2.1. Demographics and Story....................................................................................................4

2.2. Profile.......................................................................................................................................4

2.3. Motivation...............................................................................................................................4

2.4. Goals:.......................................................................................................................................5

2.5. Pain Points:............................................................................................................................5

3. Mapping the Customer Journey:..............................................................................................5

4. References:....................................................................................................................................6

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Business Apple
Product MacBook
Location United Kingdom

1. Importance of Customer Experience:

The significance of CX varies(Martin, Mortimer and Andrews, 2015). Companies'
financial performance might be affected by CX(Foroudi et al., 2016). Companies with
good customer experiences (CX) increase consumer satisfaction, loyalty, and repeat
business, according to research. CX strategies can also distinguish a company. In
today's competitive business world, companies must provide excellent customer
service. Additionally, CX approaches might boost brand credibility. A good customer
experience (CX) builds trust and loyalty, boosting word-of-mouth marketing. Apple
MacBook CX matters. Apple's reputation means high-quality products and services.
Apple aims to exceed these expectations with its CX approach(Qiu, 2023).

1.1. Customer Experience Strategy of Apple

The following principles underpin Apple's CX strategy:

I. Apple products are built for ease of use. Modern, trendy products improve the
customer experience.
II. Apple offers exceptional online and in-store customer service. Apple customer
service reps are knowledgeable and pleasant, always willing to help.
III. Apple is recognized for its innovative and high-quality products. A good
reputation draws customers and fosters loyalty.

1.2. The Importance of UK Customer Experience

UK consumer experience (CX) is rising(Klaus, 2023). A recent survey indicated that
83% of UK customers say CX influences their decisions(50 Stats That Prove The
Value Of Customer Experience, no date). The rate rose from 75% in 2017. CX is
expanding in the UK for numerous reasons. UK digitalization is growing. This shows
customers are increasingly interacting with companies online. Companies must
focus on online customer experience. The United Kingdom is growing increasingly
competitive(Porter and Ketels, 2003). This suggests organizations must find
strategies to stand out. This may benefit from CX. Consumer expectations in the UK

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are rising. Consumers expect high-quality corporate products and services.
Customer experience can satisfy these needs.

2. Consumer Persona Creation:

2.1. Demographics and Story
Name Aiza
Age 22
Location London, UK
Occupation Student
Interest Technology, Social Media
Story Generation Z student Aiza loves
technology and social media and is
smart. The person constantly shares new
trends with her social media connections.
Emily bought a MacBook Pro because
she loves Apple. The MacBook's sleek
design and great performance appeal to
the individual. The user likes the
MacBook's lengthy battery life for
daylong project work.
2.2. Profile
Demographic Gen Z, Student, Female
Needs Powerful and Stylish Laptop
Pain Points Battery life, Price
Motivations Productivity and Status
2.3. Motivation
I. Aiza prefers her MacBook Pro for productivity. Academics, music production,
and social media marketing are used on the tablet.
II. Aiza also wants to use her MacBook Pro to create art. The user uses the
gadget to make clothes, music, and videos.
III. Aiza wants to use her MacBook Pro to maintain her social status. It
represents social status, and the person enjoys showing it to friends.

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2.4. Goals:
Aiza wants to use her MacBook Pro to be more productive and creative. The
individual wants to use the technology to complete academic tasks on time, create
high-quality music, and create engaging social media content.

2.5. Pain Points:

I. Aiza worries most about MacBook battery life. The customer wants longer
power, relieving concerns about battery depletion during the day.
II. Cost is another issue. The MacBook is expensive and may be too much for
others.

3. Mapping the Customer Journey:

Stage Activities Feelings and Opportunities for
Needs Improvement
Awareness Discovering a Wondering about Increase social
MacBook Pro ad the MacBook Pro. media advertising
on social media. Interested in frequency. Partner
The user clicks on learning more with powerful
the ad and about the product people to promote
explores the and its features. the product.
product.

Consideration Online research Passionate about Please provide

and MacBook Pro the MacBook Pro. more MacBook Pro
reviews. The user With confidence details on their
watches videos of that the MacBook website. Create
MacBook Pro Pro would meet graphic content
users and and exceed her demonstrating
compares them to needs. product features
other laptops. and functions.

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Purchase The person visits Happy to get the Enhance MacBook
the Apple Store to MacBook Pro. The Pro online
test the MacBook user purchase.
Pro. Asks a strongly believes Expanding
salesperson about in the MacBook financing choices is
the goods. Pro's value. advised.
Purchases
MacBook Pro.
Use The person uses The MacBook Pro's Improve MacBook
the MacBook Pro performance and Pro customer
for school, music, features satisfy. support. Create a
and social media. The user likes the community where
The MacBook Pro product's customers may ask
is used for performance and questions and get
presentations, design. help from others.
music, and video
editing.
Post Purchase The user is Distribute customer
pleased with the surveys for
MacBook Pro feedback. Offer
purchase. The loyalty programs to
consumer is certain reward repeat
that the MacBook customers.
Pro will meet her
needs in the future.

4. References:
50 Stats That Prove The Value Of Customer Experience (no date). Available at:
https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-
of-customer-experience/?sh=864aa334ef22 (Accessed: 2 August 2023).

Foroudi, P. et al. (2016) ‘Influence of innovation capability and customer experience

on reputation and loyalty’, Journal of Business Research, 69(11), pp. 4882–4889.
doi: 10.1016/J.JBUSRES.2016.04.047.

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Klaus, P. (2023) ‘Where is customer experience (CX) research heading? A personal
commentary’, Journal of Services Marketing, 37(6), pp. 700–705. doi: 10.1108/JSM-
05-2022-0169.

Martin, J., Mortimer, G. and Andrews, L. (2015) ‘Re-examining online customer

experience to include purchase frequency and perceived risk’, Journal of Retailing
and Consumer Services, 25, pp. 81–95. doi: 10.1016/J.JRETCONSER.2015.03.008.

Porter, M. and Ketels, C. (2003) ‘UK competitiveness: Moving to the next stage’,
(September).

Qiu, H. (2023) ‘Analysis of Apple Inc’s Business Model Based on the SWOT Model
and Financial Ratios’, pp. 245–257. doi: 10.2991/978-94-6463-098-5_30.