Customer Experience Management: Positive and Negative Experiences with Samsung and Nokia

This study examines the overall customer experience with Samsung and Nokia, including positive and negative experiences. Touchpoints, customer journey actions, and recommendations for improving customer experience are discussed.

CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE MANAGEMENT

CUSTOMER EXPERIENCE MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Experience with Samsung (positive experience).........................................................................2
Touch points............................................................................................................................3
Experience with Nokia (Negative experiences)..........................................................................4
Touch points............................................................................................................................4
Customer journey Actions...............................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
Appendix..........................................................................................................................................9
Proto-persona diagram (Samsung Company)..............................................................................9
Proto-persona diagram (Honda Company)................................................................................10

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Introduction
The key aim of this study is to examine the overall customer experience
which is linked with the research matter. I increased my knowledge about positive
and negative consumer experience of particular consumers towards Samsung and
Nokia. This study considers the depth evaluation of experience with two brands
which associates with favourable experience as well as unfavourable experience
with another brand. In this study, the customer journey and CEM concepts is used
in collecting depth information towards the organization. For completing this
study, I chosen Samsung and Nokia consumer for obtaining their positive as well
as negative experience of them. It would be imperative in taking the decision to
take purchasing decision towards the organization.
Experiences
Experience with Samsung (positive experience)
Samsung is a well known organization which provides innovative good with
vital services in market. I purchased Samsung mobile to provide it as a gift to
others. I analyzed that person was very happy who got this brand. When I booked
phone, I informed the employees who handle me that I purchased it for my sister
on the account of their birthday. I also observed the organization has given value to
its consumers. I got my gift before the time that was very interesting for me. I have
received a confirmation mail before delivering the product as well as after delivery

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of product as it feels good to be caused by getting higher benefits. The staff
member provides depth knowledge about the product that was also provided by a
person who got gift. After taking the buying decision, I concern individuals got
different benefits of goods and services that entail product features, camera,
battery, internal storage, and display.
Touchpoints
Impressive employee
The employees of the organization could provide depth knowledge to its
consumers. It is also founded that brad service is quick as compared to others. It
would also increase customer trust and loyalty (Blázquez, 2014). The employee of
Samsung made emotional connections to consumers caused by brand is higher
preferable by consumers. An employee also solves issue of the consumers in the
least time. It would also affect the overall growth of the organization (Srivastava &
Kaul, 2014).
Effective service with product features
It is also observed that this organization has delivered higher feature goods
and services. The brand is capable of delivering enhanced service which entails
prompt delivery of goods with higher quality (Jain, Aagja, & Bagdare, 2017). It is
also observed that looks, design, and features of goods. It could contribute

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effectively in providing effective experience as well as leading to customer loyalty
(Joshi, 2014).
Experience with Nokia (Negative experiences)
I would like to effectively reflect my past experience at the time I visited
Nokia showroom to buy products and services for myself. I booked mobile phone
at the time as well as then the employee behaved very rude and deliver goods in
next 20 days. The employee has told us the products and services of Nokia are very
impressive but it was not same. After getting phone, I observed that the features of
Nokia have not been effective as compared to other products. In addition, it is
illustrated that the employee has not given proper value to their customer that
affected the overall performance of organization. This organization has not
considered the innovation in the product feature that could also affect the product
success.
Touchpoints
Support pain points
I also addressed that the workforce of a firm are not capable to offer the
actual support to customer’s cause of that they are not capable to attain the
customer’s belief. The employees were not having friendly behavior with clients
as well as not willing to support consumers that made consumers not hold within
firm (Grønholdt, Martensen, Jørgensen, & Jensen, 2015).

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It demonstrated that the organization did not practice Servqual theory in the
working place as it affected the overall performance. This approach aids the
organization in maintaining the service quality of firm (Yoon & Lee, 2017). On
behalf this approach, it is planned to keep the customer expectation towards
specific products and services. It would also affect the quality of organizational
performance (McColl-Kennedy, Gustafsson, Jaakkola, Klaus, Radnor, Perks, &
Friman, 2015).
Lack of customer relationship management
The company has not focused on customer relationship management that
affected the overall performance of organization. I also analyzed that this tool aids
the firm to give proper value to the customer and focuses on making a favorable
relationship with them in the lack of this the organization will be failed to active
their targeted goal (Homburg, Jozić, & Kuehnl, 2017).
Customer journey Actions
The consumer journey mainly concentrates on three stages named as before
purchasing decisions, during decision, and after product purchase products. From
the application of this, organization would be able to deeply evaluate what, where,
and why the product will be purchased by the customers. I both, Samsung and
Nokia, consumers deeply evaluate the situation before making the purchasing

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decision. It is also analyzed that both organizations have needed to concentrate on
the innovative and competitive strategy due to making their competitiveness.
Conclusion
With respect to the above discussion, it can be summarized that I have got
diverse experience with both Nokia and Samsung. In this, the consumer buying
behavior and after-sales service is major factor that directly affected the overall
performance of firm. It can also be addressed that organizations should be needed
to use the customer relationship management tool, CSR act, and making innovation
in the product due to getting positive results.

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References
Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of
technology in enhancing the customer experience. International Journal of
Electronic Commerce, 18(4), 97-116.
Grønholdt, L., Martensen, A., Jørgensen, S., & Jensen, P. (2015). Customer
experience management and business performance. International journal of
quality and service sciences, 7(1), 90-106.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management:
toward implementing an evolving marketing concept. Journal of the
Academy of Marketing Science, 45(3), 377-401.
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and
research agenda. Journal of Service Theory and Practice, 27(3), 642-662.
Joshi, S. (2014). Customer experience management: An exploratory study on the
parameters affecting customer experience for cellular mobile services of a
telecom company. Procedia-Social and Behavioral Sciences, 133, 392-399.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J.,
Perks, H., & Friman, M. (2015). Fresh perspectives on customer
experience. Journal of Services Marketing, 29(6/7), 430-435.

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Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer
satisfaction: The mediating effect of customer experience. Journal of
Retailing and Consumer Services, 21(6), 1028-1037.
Yoon, S. J., & Lee, H. J. (2017). Does customer experience management pay off?
Evidence from local versus global hotel brands in South Korea. Journal of
Hospitality Marketing & Management, 26(6), 585-605.

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Appendix
Proto-persona diagram (Samsung Company)
Name- Peter
Behaviours
Consumer the premium goods
Give higher value to the customer
expectation
Positive image of the brand
Demographics
Adult
(Age- 20 years)
Needs/Goals
Need of consumers to meet their
desire
Expect to consume smart look and
feature of products
Supported the organization
employee

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Proto-persona diagram (Honda Company)
Name- John
Behaviours
Behaviour of consumer
demonstrate the interest of them
towards products of company
Desire to have this product for
long-term
Expect to have the higher friendly
behaviour staff
Demographics
Adult
(Age- 23 years)
Needs/Goals
Timely delivery
Expected to quality product

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