Insights

Journey Phase

Usage - Maintainance

Needs

acc. to most recent REU/REM/RNA Needs & Touchpoints Studies (little regional differences)

Key Topics

Main jobs to be done

Resolving issue in an efficient and reasonably priced way
Contemplating whether trust was placed in the right brand / retailer (throughout the process)

Key Challenges

Major pain points & problems

Search Focus

Online vs Offline channels

Focus on furniture vs appliance selection

Key Touchpoint

Channels used acc. to research purpose

Offline: kitchen studio, kitchen / electric retailer CS, manufacturer customer service
Online: manufacturer website (/app), Youtube

Detailed Subjourney

JTBD / Tasks within a journey phase acc. to UK KIP Research 2024

In a nutshell

Key take-aways to consider

I want my appliance fixed as quickly and effortlessly as possible.

Focus on time, cost, service orientation.