CES-

Contents

1. Customer experience.................................................................................................................3

1.1. The Importance of Customer Experience.............................................................................3

1.2. The Importance of CX for Apple's MacBook.......................................................................3

2. Consumer persona creation......................................................................................................4

2.1. Developing effective CX strategy.........................................................................................4

3. Customer journey map..............................................................................................................5

3.1. Purpose of customer journey.................................................................................................6

3.2. Importance to CX strategy....................................................................................................6

Reference........................................................................................................................................8
 1. Customer experience

Apple Inc. has become a global brand. For decades, Apple has made creative, high-quality

goods, including the MacBook. MacBook computers are known for their high-end design,

performance, and features (An et al. 2018). This report will examine Apple's US MacBook

customer experience (CX) strategy. According to De Keyser et al. (2020) customer experience

(CX) refers to the perception customers have of their interactions with a brand or a company. CX

is a holistic concept that encompasses all the touch points and interactions customers have with a

company, including product quality, customer service, marketing, and sales. The goal of CX is to

create a positive and memorable experience for customers that will drive loyalty, advocacy, and

repeat business.

1.1. The Importance of CX

Companies need CX because it affects customer satisfaction, loyalty, and retention. CX can

boost customer lifetime value, income, and competitiveness (Rosenbaum, Otalora & Ramírez

2017). Negative CX may cause customer turnover, bad word-of-mouth, and brand damage.

1.2. The Importance of CX for Apple's MacBook

Apple's MacBook needs CX for various reasons. The MacBook is aimed towards affluent

consumers (An et al. 2018). MacBook buyers expect a high-end experience to match the price.

CX concerns can cause customer unhappiness and lower sales. MacBook also symbolizes

creativity, invention, and productivity. Thus, a good CX boosts product perception and consumer

loyalty. Negative CX can erode consumer loyalty and confidence. Finally, Apple is recognized

for producing customer-satisfying goods and experiences. CX is essential to Apple's brand

identity and values. CX concerns can hurt the brand's reputation and customer-centricity (Jansen
et al. 2021). Apple must improve MacBook CX to stay competitive and expand. Apple has

attempted numerous techniques to improve MacBook CX in US.

2. Consumer persona creation

A consumer persona is a fictional representation of a company's ideal customer based on

demographic, psychographic, and behavioral data. It is a tool that companies use to gain insights

into the needs, motivations, and pain points of their target customers (Salminen et al. 2020). By

creating a consumer persona, companies can develop effective CX strategies that meet the

specific needs of their target customers.

2.1. Developing effective CX strategy

Consumer personas are used to understand the target client and adjust the CX strategy to their

demands. Companies can tailor their offerings to clients' demographics, lifestyle, behavior, and

attitudes (Jansen et al. 2021). Consumer personas are essential to CX strategy. Consumer

personas help firms identify their target customers, personalize experiences to meet their

demands, and boost customer satisfaction and loyalty. Consumer personas help firms create

appealing messaging, target their goods and services, and create customer-centric CX initiatives

(Yoo & Pan 2018). Consumer personas help firms discover pain spots and hurdles to purchase,

which the CX strategy may solve. If a firm detects that their target consumer is worried about

security and privacy, they may build robust security measures and convey them to their target

customers through their CX strategy (Salminen et al. 2020). For Apple's MacBook, a senior

consumer persona (over 65) emphasizes creativity, connectedness, and quality, and the

MacBook's user-friendly interface, durability, and sophisticated capabilities tackle significant

pain concerns for this customer category.

Demographics Name: John

Age: 67

Occupation: retired professor

Location: Texas, US

Income: Stable

Story John is a retired professor who enjoys spending his free time writing

poetry and reading novels. He has always been fascinated by technology

and enjoys using his MacBook to write and stay connected with his

family and friends.

Profile Personal Characteristics Creative, intellectual, social , independent

Motivation John uses his MacBook to stay connected with his family and friends,

who live in different parts of the country moreover he also values high-

quality products that are durable and reliable.

Goals Use of MacBook to stay organized and keep track of his writing projects.

Pain Point The MacBook's high-quality materials and durability ensure that John's

investment in the product is long-lasting

A consumer's experience with a firm is known as their "customer journey," and it encompasses

all of the touch points they have with the business before, during, and after the purchase. It

includes the customer's initial research, deliberation, purchase, and post-buy appraisal of the firm

(Tian, Wang & Wang 2022). In order to create successful CX strategies that meet the demands

and preferences of consumers, businesses must first have a thorough understanding of the

customer journey.

3.1. Purpose of customer journey

Understanding the customer's contacts with a firm and experience as a whole in more detail is the

goal of the customer journey. Businesses may better serve their customers by tailoring their

customer experience (CX) strategies to their specific requirements and wants, which can be

uncovered by creating a detailed map of the client's journey (Gerea, Gonzalez-Lopez &

Herskovic 2021). As a result, organizations see a rise in customer satisfaction, loyalty, and

retention, all of which contribute to increased revenue.

3.2. Importance to CX strategy

For a firm like Apple, recognized for its high-quality products and customer-first focus, mapping

the customer experience is essential in creating a winning CX strategy. Apple can better serve its

MacBook customers by learning from their experiences and making adjustments based on what

they discover along the way (An et al. 2018). This involve enhancing the MacBook's aesthetics,

features, or access to technical help. In addition, Apple may learn more about the specific needs

of its senior consumer base by creating a path map that highlights their distinct difficulties and

pain spots (Bascur, Rusu & Quiñones 2018). In addition to attracting new consumers in the

elderly group, this can boost the happiness, loyalty, and retention of current customers.
Table 2. Customer journey map for the senior person consumer persona identified

Stage of Journey Activities Feelings and Need Potential

Opportunities for

Improvement

Awareness Searches online for Curiosity, Targeted ads for

laptops uncertainty senior-friendly

products

Consideration Researches product Overwhelmed, Simplified product

features and confused descriptions and

specifications comparisons

Purchase Visits physical store Security, confidence In-store assistance

to try out product and guidance

Post-purchase Uses laptop for Satisfaction, Senior-friendly

communication and enjoyment support services and

entertainment (An resources

et al. 2018)

The report included consumer persona creation and customer journey mapping, two crucial steps

in CX strategy development. By establishing a senior consumer persona and mapping their

customer journey, significant pain points and possibilities for improvement were found to

improve the MacBook's CX for this population in the US (De Keyser et al. 2020). This research

emphasizes the significance of CX in generating corporate growth and customer loyalty and

gives insights into how firms like Apple can establish effective CX strategies that meet

consumers' requirements.
Reference

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Bascur, C, Rusu, C & Quiñones, D 2018, ‘User as Customer: Touchpoints and Journey Map’,
Human Systems Engineering and Design, pp. 117–122.

De Keyser, A, Verleye, K, Lemon, KN, Keiningham, TL & Klaus, P 2020, ‘Moving the
Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ)
Nomenclature’, Journal of Service Research, vol. 23, no. 4, p. 109467052092839.

Gerea, C, Gonzalez-Lopez, F & Herskovic, V 2021, ‘Omnichannel Customer Experience and

Jansen, BJ, Jung, S-G, Salminen, J, Guan, KW & Nielsen, L 2021, Strengths and Weaknesses of
Persona Creation Methods: Guidelines and Opportunities for Digital Innovations,
scholarspace.manoa.hawaii.edu.

Rosenbaum, MS, Otalora, ML & Ramírez, GC 2017, ‘How to create a realistic customer journey
map’, Business Horizons, vol. 60, no. 1, pp. 143–150.

Salminen, J, Guan, K, Jung, S-G, Chowdhury, SA & Jansen, BJ 2020, ‘A Literature Review of
Quantitative Persona Creation’, Proceedings of the 2020 CHI Conference on Human Factors in
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Tian, W, Wang, M & Wang, Q 2022, The Core Competentness of Apple Inc, www.atlantis-
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Yoo, J & Pan, Y 2018, ‘Expanded Customer Journey Map: Interaction Mapping Framework
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