Mayank_Agarwal_1421103

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Feb 20, 2024

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Introduction The gaming industry has emerged as one of the most vibrant and competitive sectors in the 21st century. Microsoft's Xbox consoles have been a key player in this evolution, offering not just gaming but a whole entertainment ecosystem. This reflection outlines why the Xbox console was chosen for this study, the target customer segment, identified improvement opportunities in the customer journey map (CJM), and the research process followed. The process that follows into the market when using the market. Product & Organisation Choice Microsoft's Xbox consoles, with their advanced technology, exclusive game titles, and multi-functionality as entertainment hubs, represent a remarkable case study in customer experience. The choice to focus on the Xbox console was guided by several factors: Significant Market Share: 1. Global Share: Xbox holds a share of the market. Has a global presence competing closely with Sony’s PlayStation and Nintendo’s platforms, in different parts of the world. 2. Diverse Audience: The diverse user base of Xbox ranging from gamers to enthusiasts presents an exciting opportunity to study various customer experiences and needs. 3. Strategic Partnership: Microsoft has utilized its market share to establish partnerships with game developers and tech companies solidifying its position in the industry. These collaborations contribute to Xboxs’ relevance in the market. Offer intriguing dynamics to explore. Evolutionary Advancements: 1. Innovative Hardware: With each generation of Xbox consoles there are advancements in hardware such as faster processing speeds improved graphics quality and more efficient storage solutions. 2. Forward Compatibility: Furthermore, Microsoft prioritizes generational compatibility allowing many games and accessories from older Xbox versions to work seamlessly on newer consoles. Personal Impact : 1. Cultural Impact: As someone involved in gaming culture, I am fascinated by the impact that Xbox has had on the broader gaming community. 2. Personal Experience: Having spent hours immersed in Xbox gaming experiences myself I am naturally curious about its approach, competition dynamics and future prospects, within the ever-evolving gaming ecosystem. My main focus is, on Xbox. I want to explore all aspects of it to gain an understanding of the complexities involved in managing and expanding such an ever-evolving platform, like Xbox. Customer Segment The focus on the 18-35 age group for studying the customer journey of Xbox console users was a multi-faceted decision that considered several factors, each contributing to the complexity and richness of the experience these consumers have with the product. This age group is especially pertinent for several reasons: 1. Highly Active Gamers: This age range contains some of the most active gamers, with individuals often dedicating several hours a week to gaming. This frequency and level of engagement can yield valuable insights into the intricate aspects of the user experience, from game selection to software updates and customer support.

2. Purchasing Power: Typically, individuals in this age bracket have started earning and thus possess the financial independence to make discretionary purchases like a high-end gaming console. Understanding their decision- making process provides essential cues for marketing strategies and product improvement. 3. Quality Seekers: People within this age group are more likely to have encountered various gaming platforms and have developed a taste for high-quality gaming experiences. They look beyond just the console and consider factors like game library, online multiplayer experience, and how well the console integrates into their broader digital lives. 4. Early Adopters: Individuals in this segment are often open to trying new technologies and can be early adopters of innovative features. Their feedback can be instrumental in iterative product development. By diving deep into the experience of this particular customer segment, the aim is to understand their unique needs, pain points, and satisfactions. This comprehensive view would enable targeted strategies for enhancing the customer journey specifically for this high-value customer segment. Improvement Opportunity The specific improvement opportunity I chose to focus on is the limited availability of exclusive games for the Xbox console. This choice was motivated by several factors that, when combined, highlight the critical importance of this issue in influencing customer decisions and overall satisfaction. The issue of games holds importance in the realm of console gaming. Exclusive titles refer to games that're solely accessible, on a gaming platform at least for a certain period. These titles play a role, in promoting gaming consoles; they are frequently showcased in advertisements, included in bundles and given prominence during gaming expos and other related events. Why is this opportunity so important? The games exclusive, to a console can have an impact on potential buyers’ decisions as these titles provide unique experiences not found on any other platform. PlayStation has long been known for its collection of games including critically acclaimed titles like "The Last of Us " "God of War " and "Spider Man." This exceptional lineup of games has played a role in driving sales and fostering brand loyalty, for PlayStation. On the hand when comparing consoles, it can be argued that Xbox has exclusive titles. This could potentially put Xbox at a disadvantage, in the eyes of customers. The absence of games on the Xbox platform provides room, for improvement. Offers an opportunity to focus on an aspect that could greatly influence both sales and customer satisfaction. What Does It Mean? 1. The Impact on Competition: Xbox might struggle more to stand out from its competitors if it doesn't have titles. 2. Possibility of Losing Existing Users: Some current Xbox users may consider switching to other platforms if they believe they're not getting access to high quality gaming experiences that are only available elsewhere. 3. Opportunities for Revenue Growth Being Missed: Exclusive games not boost console sales. Also drive accessory and online subscription sales providing additional sources of revenue that Xbox is currently not fully capitalizing on. What Can We Do? 1. Investing in Development: One clear solution would be for Xbox to allocate resources, towards developing quality exclusive games that can compete with those available on other platforms. 2. Building Strategic Partnerships: Collaborating with game developers to create titles for Xbox would ensure a consistent release schedule of highly anticipated games. 3. Engaging the Gaming Community: Involving gamers in the development process could provide insights into their preferences helping us produce titles that have a chance of success. 4. Promoting Across Channels: Once these games are developed it is important to promote them not within the Xbox ecosystem but also through general advertising, social media and strategic partnerships.

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5. Early Access Opportunities: Offering access to exclusive games, for Xbox Game Pass subscribers could add more value to the service encouraging more people to subscribe. By filling the void in exclusive game offerings, Xbox has a golden chance to solidify its standing in the competitive market. This move could not only draw in a more diverse gaming community but could also positively impact the brand's revenue and reputation. Primary & Secondary Data In my study, I utilized a dual approach, incorporating both primary and secondary research methods, to gain a well- rounded perspective on Xbox's market standing, particularly concerning its limited range of exclusive games. For first-hand information, I identified five key interviewees through customer segmentation process. These individuals were then invited for comprehensive interviews that dug deep into their experiences, thoughts, and emotions across all six stages of the customer journey with Xbox. This approach gave me a qualitative edge, offering critical insights into what consumers truly feel and think about the gaming options Xbox currently provides. On the flip side, I collected second hand information from an extensive array of sources. I scoured gaming websites, reviews, and market statistics related to Xbox and its rivals. Social media platforms proved invaluable in offering real- time feedback and opinions from the global gaming community. This allowed me to measure Xbox's competitive edge and get a grip on industry trends, which was crucial for understanding the true scope and impact of the exclusive games issue. This diversified research strategy allowed for a comprehensive and nuanced analysis of the subject matter, providing a rich dataset for my study. All data and evidence gathered during this investigation will be compiled in an Appendix for additional context and verification. References and Appendix: 1. Xbox Series X website: https://www.xbox.com/en-AU/consoles/xbox-series-x 2. Problem faced by user: https://www.reddit.com/r/xboxinsiders/comments/heeqll/report_error_problems_in_my_xbox_one_x_is_not/ 3. Statistics Website: https://truelist.co/blog/gaming-statistics/ 4. Xbox Support: https://support.xbox.com/en-AU/help/account-profile/manage-account/xbox-insider-hub-report- a-problem#:~:text=your%20problem%20report.-,Report%20a%20new%20problem,selecting%20Reproduce %20with%20advanced%20diagnostics . 5. Xbox Exclusivity Problem: https://www.makeuseof.com/xbox-series-xs-first-party-games-are-struggling/ #:~:text=Xbox%20Series%20X%7CS%20Prioritizes,also%20highlights%20an%20identity%20problem . 6. Xbox Series S website: https://www.xbox.com/en-AU/consoles/xbox-series-s Questionnaire Basic Questions  What is your name?  Are you a university student?  How often do you game?  How old are you?  What is your preferred gaming platform? Recognition Stage

 How did you first learn about the Xbox Series S and X gaming consoles?  What were you thinking when you became aware of the new Xbox Series S and X consoles?  What were you feeling when you became aware of the new Xbox Series S and X consoles? Research  Did you perform any research about XBOX and its competitors before making your decision? (Like PlayStation and Gaming PC) `  What thoughts or considerations guided your research process? (e.g., seeking the best price, looking for the most cost-effective option, searching for most powerful hardware, etc.)  As you conducted your research on Xbox, what feelings did you go through? Did you feel enthusiasm, curiosity, doubt, or skepticism? Purchase  Can you describe your experience of purchasing the Xbox Series S or X? Was it an online purchase or from a physical store?  Did you find that there were enough customer reviews or ratings visible at the point of purchase?  How did you feel when unboxing the console for the first time? Were there any aspects that stood out during the unboxing experience? (Excited, Tensed)  Were there any challenges or issues you faced during the purchase or unboxing process? (Example: Limited stock availability, Lacking online interface) Experience  What was your experience with setting up and initializing the Xbox Series S or X? Did you find the process intuitive?  How do you find the gaming experience on the Xbox Series S or X compared to previous gaming consoles you've used?  What are your thoughts on specific features, like Quick Resume or ray tracing, that are unique to the Xbox Series S or X?  Describe your feelings when gaming on the Xbox Series S or X. Did you notice improvements in graphics, load times, or overall performance? Assistance  Have you experienced any issues with your XBOX? (Technical Issue, Hardware Issue) If yes, how was your experience with customer service?  What was your initial method of contacting Xbox support? (Options: Website, Phone Call, social media, etc.)  What emotions did you experience while searching for how to get support? (Options: Relieved, Frustrated, Anxious, etc.)  How did you feel about the time it took to receive a response from customer support? (Options: Satisfied, Annoyed, Neutral, etc.)

Upgrading  What would encourage you to upgrade or renew your subscriptions? (Open-ended question)  What do you feel about the overall performance of the XBOX? Would you consider upgrading to something else?  Do you have any additional comments or suggestions for improving the Xbox experience? (Open-ended question) Interview Summary: Interview 1  How old are you? A) 23  How often do you game? A) 5-6 hours a week  How did you first learn about the Xbox Series S and X gaming consoles? Do you feel there could have been an improvement? A) I wanted to buy a new console for myself and I heard about the latest Xbox Series X from my friend and after doing my research, I realized that there is no real way to test out the latest Xbox features before buying it, so that disappointed me a little.  Have you ever faced any issues with your Xbox? If yes, how was your experience with customer support? A) I rarely face any issues with my console, but when I did, I thought to myself if customer support will be able to guide me through this complex issue. I was almost fully satisfied with the customer service team. Interview 2  How old are you? A) 26  How often do you game? A) 2-3 hours a week  Can you describe your experience of purchasing the Xbox Series S or X? Was it an online purchase or from a physical store? How did you feel when unboxing the console for the first time? Were there any aspects that stood out during the unboxing experience? A) I actually went on the Xbox official website to find more about the product and eventually place an order for it. I initially wondered if the price on the new Xbox was worth the money but then I decided to place an order, to my surprise, I could not place the order for it when it was first launched and I had to wait quite a few weeks to be able to place my order. My experience with unboxing was pleasant and I really liked the new packaging and the efforts that Microsoft put behind their product. Interview 3  How old are you? A) 18  How often do you game? A) 9+ hours  What was your experience with setting up and initializing the Xbox Series S or X? Did you find the process intuitive? What are your thoughts on specific features, like Quick Resume or ray tracing, that are unique to the Xbox Series S or X? A) I got Xbox Series S and my experience initially was really good with my console, the setting up and initializing process was pretty seamless and I quite liked it. I appreciate the unique features like Ray Tracing that make the

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Xbox stand out from the crowd. The thing about I am disappointed is the lack of exclusive games which my friends who own PlayStation enjoy allot on their gaming setup. I wish Microsoft could provide more exclusive games. Interview 4  How old are you? A) 32  How often do you game? A) 1-2 hours a week  As you conducted your research on Xbox, what feelings did you go through? What thoughts or considerations guided your research process? A) I was excited to learn about the new Xbox as I have been a user of all the previous generations of the Xbox and new, modern technology always intrigues me. I had plans of financing my latest Xbox but I felt that there a was a little lack of clarity regarding this, especially for people at my age and I would have appreciated more clarity. Interview 5  How old are you? A) 29  How often do you game? A) Around 6 hours a week B) What do you feel about the overall performance of the XBOX? Would you consider upgrading to something else?  I have personally thought of upgrading from my current Xbox allot of times especially when I reflect back upon the gaming experience that I felt after using the Xbox. I reminisce how much value can I gain if I were to sell my current Xbox for another but the company does not provide allot of options for this problem. I also often find myself contemplating about the future of Xbox gaming and my entertainment choice associated with it.

Mayank_Agarwal_1421103

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