Assessment of consumer pain points in the mobile purchase journey
公司规模
Large Corporate
国家
- United States
产品
- 360 Discovery
技术栈
- Data Integration
- Data Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
技术
- 分析与建模 - 大数据分析
- 分析与建模 - 数据即服务
适用功能
- 销售与市场营销
- 产品研发
服务
- 数据科学服务
关于客户
The customer is a Fortune 50 technology company operating in the Information Technology industry. They are one of the leading manufacturers of mobiles/smartphones, with their products being sold worldwide. The company is facing a challenge in differentiating their products in a market saturated with around 25,000 new models from various brands. They aim to develop a unique customer experience that includes the device and accompanying service, and to achieve this, they want to understand the various pain points experienced by consumers in their mobile purchase journey.
挑战
Mobiles/smartphones are a commodity today with multiple brands – both global and local – selling around 25,000 new models in the market at all perceivable price-points. While original equipment manufacturer (OEM), such as Apple sell devices in the millions with minimal effort, it is a herculean task for other OEMs to get a buyer to select their device – unless differentiation is shown to the buyer that is peerless and value that is unparalleled. In order to develop a unique customer experience that included the device and accompanying service, the client wanted to understand the various pain points experienced in their mobile journey.
解决方案
Blueocean Market Intelligence utilized its 360 Discovery approach that integrates information from multiple sources – such as client’s internal data, primary research findings, behavioral data, social media data and other published research. This approach helped arrive at findings around consumers’ smartphones, operator and telecom plan selection criteria, reasons for satisfaction and dissatisfaction with their purchase and selection, etc. Blueocean Market Intelligence recommended that the client develop a one-stop-solution under a sub-brand – that provides an unmatched customer experience and excellence through differentiation. The final recommendation was to have a single point retail experience for all of the users’ mobile needs.
运营影响
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