Defining the Customer Journey on HP.com
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
Unsurprisingly, there is no "typical" online journey.
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).
The customer journey we found on HP.com was even less linear than we anticipated.
Since our project's conclusion, HP has expanded its data team to further explore the online journey for a commercial customer.
Understand how to reconcile the online click-stream data with ethnographic customer research