UX: Appliance Brand Customer Journeys

Idea:

A major appliances manufacturer wanted to attract and retain more customers, and improve the customer experience both at the big box store and with their repair professionals. They engaged Deloitte Digital to conduct a Social Media landscape study to understand the customer engagement lifecycle and the full customer experience across the digital and physical customer touchpoints from research to purchase to repair.

Insight:

We surfaced a clear customer lifecycle that indicated clear customer preferences, positive experiences, and challenges – and the variances among different audience segments. The lifecycle map included sentiment and perceptions associated with each phase of the process. All audiences valued peer recommendations in shaping initial research, and shared their experiences online with peers.

Impact:

Based on this customer lifecycle, we provided recommendations to improve key areas of the customer experience with a particular focus in understanding challenges with third party retail locations.  From this work, we identified the training tools the sales and service team needed to better position and support the products, uncovered key store environment issues, and identified two new target audiences to connect with that they had not considered previously (gardeners and sports enthusiasts).

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