Samsung's Customer Experience Strategy for Mobile Phones
Verified
Added on 2023/01/31
|13
|4342
|35
AI Summary
This research focuses on Samsung's customer experience (CX) strategy for its mobile phones. It explores the significance of CX, omnichannel marketing, and other related topics.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
BPP Business School Coursework Cover Sheet You are welcome to make use of this file as the cover sheet for the very first page of your evaluation. Please fill out the following table — the grey columns Module NameCUSTOMER EXPERIENCE STRATEGY Student Reference Number (SRN) BP0254269 Assessment TitleSamsung's customer experience (CX) approach for its many mobile phone product lines ` Please complete the yellow areas of the statement that follows: To the best of my knowledge, I have read and understood BPP's anti-plagiarism regulations, and I thus certify that the work I have submitted here is entirely original and has been completed in accordance with the requirements of the BPP School of Business and Technology. Included in the word count are appendices and the table of contents is_2561_words. Student Reference Number: __BP0254269_Date:_09/08/2022 BPP's standards regulating programme evaluations and issuing certificates and degrees will be adhered to if you submit this assignment Please keep in mind that by submitting this form, you are declaring your readiness to take the test. BPP University reserves the right to use any materials submitted for educational purposes and to request that work be made available to a broader audience. BPP University.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
SUMMARY OF FINDINGS: The objective of this research is to concentrate on one facet of Samsung's customer experience (CX), as well as to analyze the CX strategy that Samsung employs in order to sell their mobile phones. In addition to this, the report will make use of practical insights in an effort to fulfil the overarching purpose of the organization. Throughout this study aspects of customer experience, including the significance of CX, omnichannel marketing, and other topics, will be emphasized, and they will all be connected to Samsung mobile in some way. INTRODUCTION: During the course of their relationship, consumers and organisations engage in a series of interactions known as the customer experience. Attracting and cultivating customers may be as simple as educating them about your products and services or as complex as getting them to buy your stuff. It is also possible to evaluate it based on the experiences of persons at various points of interaction. In this research, we will be concentrating on Samsung mobile products. Samsung's customer experience strategy will be taken into consideration. It just so happens that Samsung is one of the best mobile phone businesses on the whole wide planet. When mobile phones first appeared in 1983, there were many various phone types and styles to choose from, according to a Microsoft study in 2014. Because of the fierce rivalry in the smartphone sector, every manufacturer, including Samsung, must devise new ways to stay at the top of their game. Accordingtoa2013sustainabilityassessment,customerexperienceiscriticaltothe profitability of a firm.Nonetheless, in this paper, the CX strategies that characterise the success of Samsung mobile will be studied, and its projected goals by Samsung mobile firm UK to give meaningful experiences to its consumers will be discussed in detail. THE SIGNIFICANCE OF THE USER EXPERIENCE (UX) FOR CUSTOMERS: When it comes to marketing, one of the most crucial components is creating memorable experiences for customers by concentrating on their own views of the product or service. Customer experience (CX) has recently risen to the forefront as an innovative concept that has piqued the attention of a wide range of companies. This is true when it comes to both theories and practise. This strategy is used by a large number of companies in order to
provide outstanding value to customers while simultaneously achieving differentiation and long-term advantage in terms of market competition. CX is an idea that is not all that old. the study of which has recently gotten more attention, both in the academic community and in the public eye Additionally, it may be seen as a strategic process that is implemented by companies in order to provide comprehensive customer value, realize differentiation, and maintain a sustainable competitive advantage. CX has been characterized in so many different ways, some of which include the following: It is possible to characterize CX as holistic. The social and sensor aspects of a product are related to the interactions that may take place amongst consumers who are using it. Various marketing ideas and strategies are also studied in-depth since client happiness is one of the primary goals. Companies, on the other hand, need to have a holistic picture of their client experience through time in order to comprehend it and generate genuine value from it. The digital, the physical, and the social aspects will all be integrated as a result of this. If this integration does not take place, however, organizations are more likely to face some type of difficulty in both the business-to-business market as well as the business-to-customer market. Importance of Customer Experience with Regards to Samsung Mobile Phones in the United Kingdom: A strong customer experience (CX) might be a deciding element in the success or failure of Samsung's mobile phone products here in the UK. Analysis of consumer behaviour, as well as how well the brand connects with its client base, is included in this report. CX is the key to Samsung's success in the UK telecom industry, and the company can definitely say so. As a result of building strong customer connections in addition to a strong brand image, they have been able to continue in business. CX has provided Samsung mobile with positive results so far since the firm has been able to meet the needs of its customers with each new model that is produced. This is due to the fact that the business has established a relationship with its clients. CONSUMER PERSONA DEVELOPMENT:
Consumer personas are semi-fictional models that show the essential features of a large proportion of your customers based on the information gathered through user research and sometimes from web analytics. Customers may be divided into broad categories based on the characteristics revealed by a consumer persona. customer experiece CX PRICECUSTOMER EXPERIENCEPRODUCT QUALITYBRAND RECOGNITION The seven ways listed below may be used to evaluate the effectiveness of the CX strategy: The first step in applying this strategy is to create a clear picture of what a happy consumer looks like. An organisation has to have a thorough understanding of its target market and the challenges they confront. When it comes to the customer experience, a lot of it is about creating emotional connections with your customers. For a successful plan, you need to know who your customers are and where they come from. The implementation of a quality framework will be one of the approaches used in the establishment of the team responsible for the customer experience.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Real-time input from customers is essential. Frequentfeedbackfromregularemployersmayhelpenhancecustomerservice. Demographics and storyProfileMotivations for using a Samsung mobile Goals for using a SamsungPainpoints a Samsung mobile solves 0 1 2 3 4 5 6 7 8 Consumer persona personacustomers feedbackservices In the 15-45 age range, Samsung has a group of people that like digital media and are eager to keep up with the latest trends. Thus, Samsung has created a character for this group based on the most recent technological advancements. What stories they have to tell, or which stories they are most interested in hearing, from whence they came. Initially, the persona-level profiles are shown in this section. Samsung mobile phones are popular because of the following reasons: What elements influenced the customer's decision to go with Samsung? To what extent do they intend to stick with Samsung after purchasing a smartphone from the company? Samsung's solution to the problem of poor internet connection is deemed to be a benefit.
CREATING A CUSTOMER JOURNEY MAP: A customer journey's importance to a CX strategy is delineated in this article in simple terms. Customers' expectations can't be predicted, therefore it's important to know what they expect from your product via the lens of their persona customer journey. When it came to providing unique experiences to individuals throughout the globe, the organization was able to do it regardless of where they were stationed at any one moment. A firm's ability to interact with its customers is important to its success, as Samsung has shown by giving the means of mapping its customer's character. Since consumers spend more time with the product and suggest it to others, it provides a positive customer experience where the user may share their facts. 48% 23% 18% 11% customer experience initiatives expect slight decrease stay the same expect increase revenue sufficient technology As an example of the "customer journey," consider the "awareness" phase. This stage is methodically organised to provide the client with multiple possibilities to satisfy their requests from the firm in terms of their particular preferences and to increase awareness among other consumers about the products and services of the brand that they provide. During this phase, the consumer will also have the opportunity to provide feedback on their experiences with the company's products and services. There are now a lot of additional media choices available, such as social media, print media, and video media, that may be used to promote the products. The following graphic provides a concise summary of the customer persona interaction experience with Samsung.
Pathways to take TasksFeelingsPotential opportunities AwarenessCustomers who are looking for information about mobile devices use the internet to do so. Confused about the current trends in mobile Discounts on websites must also be improved. ConsiderationIn this context, the cost of mobile phones is taken into account together with their specifications, such as camera quality, battery life, and so on. Taking into consideration the most useful and cost-effective device for them to use to meet their requirements There is a need for development in the areas of internal memory and battery power. PurchaseThey go to the shops or visit stores physically because they are drawn to the discounts that are offered on the internet. The eagerness of the consumers to buy may be seen on their faces. It is imperative that the offline personnel be more kind to the clients. RetentionCustomer comments and issues may be sent to Samsung and the company responds to them. Samsung's consumers like the company's openness. The instant response of queries can be helpful AdvocacyCustomers that are happy with the company's services spread the word about it via word of mouth. Customers want to assist their loved ones to have the same features at a reduced price point. Customers' input should take precedence above all other considerations. OMNICHANNEL MARKETING: It is a strategy that provides the client with a seamless and integrated customer experience that starts at the very first touch point and ends at the very last one. There is unified information across the messages since each channel is different in some fashion. It might be a verbal message, an email, or even an updated version of the company's logo. As long as customers buy online or on their mobile devices, the shopping experience is the same wherever they go. It is possible to spread information about customized products by employing a single message or voice across all of the company's communication channels. In
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
today's competitive environment, consumers want firms to produce products and services that can be supplied across several channels to be successful. Customized customer experiences are delivered through certain channels based on consumers' behaviour on other channels in the Omnichannel Customization effort. This information might be obtained via numerous means of customer communication with the company. Samsung and other e-commerce companies use client data to offer a tailored experience across several touchpoints. As an added benefit, omnichannel customization enables an e-commerce firm to collect, interact, and give a consistent consumer experience across all of its channels as well. Providing product features that enable clients to get information about a product from a variety of sources has proven to be another effective marketing tactic. The market's features are essential to finding items and factors that impact purchasers. In the market, customers may come across a wide range of products and even change their minds. Marketing over the internet is the most important mobile marketing channel for a company like Samsung, which is located far away from most of its customers. Samsung's business procedures have changed as a result of technological advancements. According to the investigation, the following are the repercussions of Samsung's use of various channels on ensuring a smooth journey for customers. Recognizing the many ways in which Samsung mobile devices are marketed: Since today's clients don't only buy online or in stores, having a multichannel retail strategy is crucial for today's companies. Thus, the company's smartphones are advertised via a range of channels including word-of-mouth, social media and email, as well as its website and physical retail stores. When it comes to showcasing NFC's advantages, Samsung uses the Galaxy Studios Live platform (Near Field Communication). This firm offers four live music events a year, including some of the greatest names in music from a range of genres. A smartphone app will let you check in at the entrance, locate cloakrooms, and much more. LiveExperiencebySamsunghasresultedinapositivecustomerexperienceforthe company's customers. Samsung's devices are sold in brick-and-mortar shops as well as online merchants like Amazon and eBay, unlike Apple's items. Using Samsung's integrated and mobile point of sale, retailers can simply sell Samsung smartphones at Samsung retail locations (POS). At the O2 Retail Conference, held at Samsung Connected House, this company also had an interactive display on hand. In this method, Samsung's cutting-edge mobile capabilities and the way they work together to provide a pleasant user experience may be described to customers in an understandable manner. Samsung's consumers will have a
better purchasing experience with virtual reality if consumer demand increases and more people try it. This virtual reality smartphone accessory from Samsung is called the Gear. Simplifying mobile payments by integrating Samsung Pay into Samsung devices is a well- received move. METRICS FOR CX SUCCESS: Analyzing the four best measures to measure customer experience (CX) Metrics used to assess the quality of the customer experience include loyalty, wallet share, and client retention. But in this case, NPS and the other four CX performance indicators are mostappropriate(NetPromoterScore).CATERPILLARAUTONOMY(Customer Satisfaction). Retention and churn rates are discussed. How about this? Only two questions need to be asked of customers: "Would the consumer suggest Samsung mobile phones to their colleagues and friends?" and "Why did they give that exact score?". ThisindicatorprovidesSamsungwiththesingleCX-relatedfiguretheyrequirefor establishing goals and awarding incentives. In terms of customer experience, SAT is an essential statistic that may be measured in a variety of ways, the most popular of which is a scale from 1 to 5. Samsung might use this indicator to see whether their clients are happy with a one-time engagement. For example, Samsung may utilize it to learn more about how well their customer care department handles questions from clients concerning their mobile phone purchases and subsequent usage. A 'churn rate' might be useful in determining how many consumers have given up on Samsung phones. ' Although Samsung signed 1000 contracts with a value of $100 at the beginning of the year, it lost a total of 1,000 consumers in the first few months. Customers were only interested in using the phone for 800 days by the end of 2013. SAMSUNG's strategy shifts away from new client acquisition in favour of maintaining its current base of loyal consumers. It is important to consider client retention from a customer engagement standpoint. Word-of- mouth and the importance of customer influence (Customer referral value). Because of this, Samsung could determine how long their firm can keep its clients by examining its customer retention rate. Because the retention rate is inversely related to the churn rate, Samsung's churn rate is likely to be lower. consider this as an example. If Samsung's retention rate for its mobile phones is ninety per cent, then the company's churn rate for the same mobile phones would be ten per cent.
The justification for recommending two primary metrics for Samsung mobile devices When assessing the quality of Samsung's mobile phones, two useful measures to look at are their Net Promoter Score (NPS) and their Customer Satisfaction Index (CSAT). in order to get information on their performance that demonstrate whether or not the client experience after acquiring their mobile phones is favourable for their firm. It is vital for Samsung to undertake a surveying assignment in which they ask simply two inquiries of their clients who would have obtained the mobile phone in order to assess whether or not they would market the identical mobiles to their near ones. If a client says that they would recommend this phone to their friends or family, this is an indication that the customer had a great experience with the company on the whole. It is recommended that this idea be put into action since it has the ability to attract attention to Samsung in terms of where they are in terms of customer experience (CX), and it is also simple, fast, and convenient for Samsung's customers to answer. CSAT is one of the flexible and adaptable methods that Samsung utilises to evaluate customer feedback on the use, feature, and convenience of the same phone, as well as the excellence, quality, and price of the product. Comparing and describing the customer service methods used by Samsung and a company in a different sector using five CX CSFs: The five CX Critical Success Factors may be used to compare and contrast how Samsung and other companies in different industries handle customer experience (CX) (CSFs). Successful corporateinitiativesdependonanumberofessentialsuccessfactors,includingthe performance of the project and the marketability of the product. Identifying and emphasizing the critical success criteria in your project's planning will help you save time and money. Thus, less important areas were spared from using the company's resources, allowing them to be saved for more critical ones. Customer experience (CX) processes from Samsung and Arcadia Group will be compared based on five CSF, which are: timing, top-management support, necessary availability; digital platform; and awarding organizations. BasicSamsung CXArcadia Group Timelinessbelievesitsrelationships with its customers to be the most important aspect of its Thecompanyismoving awayfromfocusingon providingcustomerservice
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
business.across many touchpoints and instead will concentrate on offeringcustomer experience only online. Top-management supportParticipates in a wide range ofdifferentproactiveand technicalquality collaborations,including Qualityimprovement, RequirementManagement, andanumberofother activities. This company demonstrates itscommitmenttothe successofitsThird-Party retailpartnersby recognizingandrewarding thosepartnerswhenthey provide a positive shopping environmentforits customers. Digital platformAssistivesellingsolutions arehelpingbusinesses convertthattrafficinto revenuebydelivering informationthatcustomers have come to expect from theironlineexperienceto theirin-storeexperience. Thisallowscustomersto feelasthoughtheyare gettingthebestofboth worlds when they shop. Oracle Retail Solutions has become a strategic partner of this company in an effort to enhancetheoverall shoppingexperiencefor customers in every region of theglobe.Theyaimto providetheirconsumersa purchasingexperiencethat is simplified, intriguing, and engagingallatthesame time. Essential availabilityCapabilities in areas such as flexibility,application programminginterfaces (APIs),cybersecurity, softwaredevelopment, demand-relatedknowledge, help,andnetworkingare desired. Areceptiveattitude, communicationskills,the abilitytomanageonline orders, persuasiveness, and a host of other attributes are also essential. Awardsmanagement of the "VoiceWhen it comes to incentives,
oftheCustomer,"also knownasVOC,forthe company'sclientele,which mayincluderankingand rating services, interviews or surveys,quarterlyquality- reviewmeetings,anda rangeofotheravailable alternatives. theArcadiaCXmethod offersdiscounts, opportunitiestogetgift cards, and a broad range of otheralternatives.Because of this, the customer has a stronger sense of attraction foritintermsofthe benefits. CONCLUSION: What a successful Samsung customer experience approach is by doing an examination of the situation in its entirety. It is possible to get the conclusion that one of the components of Samsung's business that seems to be one of the most successful is the strategy that the firm uses to improve the customer experience. This company has a solid CA strategy, and as a consequence, its employees have a solid understanding of what their customers expect from them and how the company satisfies the needs and wishes of its customers. Because Samsung's customer experience (CX) strategy is so effective, the firm is able to maintain its existing customers for a longer period of time; as a result, Samsung's retention rate is reasonably productive and efficient enough to bring down the churn rate of its rivals.. An improvement in the company's in-store and online consumer engagement efforts is the company's goal. Customers are less likely to leave Samsung than they otherwise would be, and as a consequence, Samsung's customer retention is high. This is because of the company's aim for improving the customer experience (CX). This organization is going to place a greater emphasis on enhancing its customer service both in-store and online in order to strengthen its connections with its clientele. REFERENCES: STRATEGIC DIRECTION published an article titled "How Innovation Keeps Samsung One Step Ahead: A Chip Off the New Block" on pages 21-24 of their February 2006 issue. 2012 edition of the Asian Journal of Innovation and Policy had an article written by S. Hong titled "Modes of Combinative Innovation: Case of Samsung." These pages contained pages 219-239.
Notes to the Consolidated Financial Statements for Samsung Electronics Co., Ltd. and Its Subsidiaries, Samsung, Korea, 2013. On September 9, 2013, V. W. Hwang published "What the Hack Is Business Culture?" [Online]. Forbes.com/sites/victorhwang/2013/09/13/what-the-heck-is-business-culture/ is the URL. As of April 21, 2022, [Accessed] Mobility, "About Motorola, "Motorola, [On-line]] Motorola's history may be found at: http://www.motorola.com/us/consumers/about-motorola-us/AboutMotorola-History- Timeline/About Motorola-History-Timeline.html. "[As of May 28, 2022]". Microsoft Research, "Simon," Microsoft [Online]. If you're interested, you can find it here: http://reseaarch.microsoft.com. On the 28th of May 2022, I was able to access this page. CustomerSatisfaction,NetPromoterScore(NPS),andOrganizationalEffectiveness: Relationships and Efficient Management. Sustainability, vol. 14, no. 4, 2011, p. 2011 Google Scholar [Accessed 26 May 2022] provides access. There is a 2020 edition of Becker and E. Jaakkola's paper. Defining customer experience as a starting point for research. Marketing Science, 48(4), pp.630-648. [Accessed on May 26, 2022] through Google Scholar. Future plans for the company's website. Solution for Tomorrow - Samsung UK & United KingdomCompetition.[online]Formoreinformation,visit https://solvefortomorrow.solvefortomorrow.com.uk/competition/>.[AccessedMay26, 2022]. ] 2022, according to Statista.com. Samsung: revenue forecasts from 2005 to 2020 According to Statista,[online].Youcangetmoreinformationaboutthisstatisticbygoingto: https://www.statista.com/data/236607/global revenue of Samsung electronics since 2005/ This page was last modified on May 29, 2022.