Defining the Customer Journey on HP.com

Project Challenge

HP engaged the Yale Center for Customer Insights (YCCI) for a Spring 2018 Discovery Project to learn about the online customer journey for HP personal computers and printers within the commercial division.

Our team was asked to define a "typical" online journey for an HP.com commercial customer and define the online characteristics and behaviors at each stage of the journey. We were given three months of click-stream data to analyze.

Teammates: Apoorv Chaturvedi, Chris Miller, Grace Myers, and Josh Posner

 
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Unsurprisingly, there is no "typical" online journey. 

 

Our Work

We created a broad set of stages for the online journey, then analyzed this journey across distinct customer segments, based on identifiable firmographics, online behavior patterns, and product-related characteristics. We then focused on how the journey might differ for visitors shopping for different product types (e.g., premium versus standard laptops). 

 

 
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The customer journey we found on HP.com was even less linear than we anticipated.

 
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Impact

Since our project's conclusion, HP has expanded its data team to further explore the online journey for a commercial customer. 

 
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Next Step:

 

Understand how to reconcile the online click-stream data with ethnographic customer research