Apple Card: Transforming the customer experience of using a credit card

Increasingly, companies across diverse fields are focusing on the customer experience as a means to creating compelling customer offerings in highly competitive markets. To gain customer empathy and deliver something that truly resonates with the customer, companies are stepping into the shoes of their customers. The aim of this case study is to allow students to evaluate Apple Card from customer experience and value-in-use perspectives. The case focuses on the nature of Apple’s credit card innovation and sources of customer value when it comes to using a credit card. It provides an opportunity for students to take a management perspective on service experience conception and design by unpacking the dimensions of customer value and mapping the touchpoints in a customer journey. The case also provides an opportunity for students to reflect on organizational challenges of customer experience design execution.