Importance of Customer Experience in Digital Business: A Case Study of Samsung

This report highlights the role of customer experience in digital business, with a focus on Samsung. It covers the importance of customer relationship management, background of the company, development of customer experience, technology and software used, and its relationship with course content and new technologies.

CW1
How important is customer experience for
digital business in Samsung company?
2000 Words

Table of Contents:
Introduction.............................................................................................................................3
MAIN BODY...........................................................................................................................3
Importance of the topic:..........................................................................................................3
Customer relationship management:.....................................................................................4
Background of the company:.................................................................................................5
Development of customer experience in the company:.........................................................5
Technology and software used:.............................................................................................5
Businesses using these tools and the effectiveness:............................................................6
Top industries that use the software:.....................................................................................7
Relationship with course content and new technologies:......................................................7
Conclusion:.............................................................................................................................8
References:............................................................................................................................9

Introduction
Customer experience comprises of every element that an organisation offers
to them in order to engage and retain them for a long term (Jaiswal and Singh,
2020). Digital consumer experience is considered as sum of all the the aspects that
an organisation provides through online transactions. It can be start through using
various tools such as social media, chat bots and company's website. Assessing
customer experience in digital business is significant for modifying products or
services. For better understanding of customer experience in di9gital business,
Samsung company is taken into consideration. Samsung Electronics Ltd. Is a South
Korean based multinational company deals in manufacturing mobile phones, lithium
batteries, camera modules and many more. Company was established in 1969 and
has its headquarters at Suwon, South Korea.
This project critically highlights the role of present as well as future
technologies in business environment. This project report depicts demonstration of
customer experience and its importance in performing digital experience effectively.
MAIN BODY
Importance of the topic:
A excellent customer experience which is analyzed through digital means
ensures that consumers felt valued and their purchase journey is going on a smooth
basis (Trivedi, 2019). Through evaluation of customer experience, managers of
Samsung get insights into their perceptions and tastes. Customer experience is
assessed through their constructive feedback given through organization's website
or review platform. Importance of customer experience in respect to Samsung are
underneath: Aids in making successful business- Analysis of customer experience is
helpful in making business successful as it helps to modify products or
services accordingly. Effective evaluation of customer experience helps
managers of Samsung in bringing innovations and modifications in their
products or services. Positive feedback of consumers assists organisation in
maintaining a sustained growth. Aids in making loyal customers- Through gaining insights in a effective
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manner about customer experience, helps in making them loyal towards
brand. In relevance with Samsung, it assists them in making their customers
loyal towards their brand. Brand recognition- Gaining insights into customer experience helps
organisation in framing their promotional campaigns in order to attract
targeted segment of customers strategically (Chepur and Bellamkonda,
2019). This exercise assists in making brand recognizable through logos,
jingles, slogans and many more.
 Provides accurate data- Customer relationship management is beneficial to
gather data about customer experiences which helps in analyzing information
in an effective manner. It also helps in framing accurate marketing strategies
to Samsung which in turn helps in increasing customer base. It os desirable
for managers of Samsung to deal in an efficient manner in order to access
data.
Customer relationship management:
Customer relationship management can be described as a technology which
is used by establishments for managing its alliances and interactions with varied
stakeholders as well as consumers (Chaffey, Edmundson-Bird and Hemphill, 2019).
This practice is significant for companies as it assists them in making strong
connections with customers, streamline processes and generate more profitability.
This can be done through by making their customers happy and satisfied. This can
be done by sending birthday greetings or discount coupon to loyal customers. This
assists organisation in showing that their customers are valued and understood. In
relevance with Samsung, managers gains insights through assessing their visit on
their website. Through login their website, managers get access to social media
activities of consumers. This practice provides them to create personalised
advertisements and recommendations about new product launch. Managers of
Samsung believe that information of social media when combined with other
analytical tools aids in having in-depth understanding of customer experience.
This login practice also provides access to e-mail accounts of consumers.
This helps managers of Samsung in sending mails to their existing consumers about
new products. It also helps them in making constant interactions with their
customers.
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Managers of Samsung has adopted solution for maintaining customer
relationship management through SAP application which helps them to launch
integrated marketing campaigns and choosing targeted audience.
Background of the company:
Samsung Electronics Limited is South Korean based company which
essentially has diverse business operations. It majorly deals in manufacturing
semiconductors, batteries, mobile phones any many more. Samsung has taken first
mover advantage in asking its customers for registrations at its official website.
Samsung Group is founded by Lee Byuing-chul as a trading corporate in 1938.
Company has diversified its operation into many segments such as electronics,
skyscrapers and many more. In late 1960s, they entered in electronics industry and
majorly manufactures telecommunications, conductors and many more. Company
has performed extensive research through its research & development department
by offering reasonable mobile phones which helps to connect the whole world. Later
on, company has globalised its operations and also started to manufacture digital
television and smartphones.
Development of customer experience in the company:
Customer experience has emerged as a significant factor which helps
organizations in framing their marketing strategies accordingly (Waqas, Hamzah and
Salleh, 2021). Managers of Samsung actively listens to their customers through
varied channels and evaluate obtained data by using different analytical tools. It
helps them to provide excellent products or services in order to maintain sustainable
quality. In order to gain sustainable competitive advantage, managers of Samsung
has developed their digital platforms in order to gain insights through constructive
feedback from their customers.
This data assists Samsung in developing their marketing strategies in an
effective manner. It is useful in understanding their customer journey which
stipulates them to analyze their acquisition stage. Managers of Samsung has
evolved their SAP application in order to enhance customer experience in overseas
competitive market which helps it to gain sustainable competitive advantage. This
application helps them to be in touch an increase customer interactions which helps
them to get better insights (Ieva and Ziliani, 2018).
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Technology and software used:
Managers of Samsung has adopted SAP (System application and products)
which help them into gaining accurate and reliable insights about customer
experience towards their services provided. This software is used by managers of
Samsung in order to effectively manage their customer engagement. With this, they
overlook the frequency of sales of their products and how customers reacted to their
services. This practice also helps them in gaining insights about their market reach
and share. Through this, managers of Samsung has perform extensive market
research in order to evaluate existing as well as potential perceptions. These positive
reviews has helped them to create brand awareness as well as recognition in
market. Strategists of Samsung has modified their application and rename it with
mySAP which helps them to enhance customer satisfaction in global market. This
helps them to optimize their marketing strategies by keeping needs of targeted and
potential customers in mind (Weill and Woerner, 2018).
This has helps them in increasing their sales in different countries and
determine their market segmentation and targeted customers (Ciuchita, Mahr and
Odekerken-Schröder, 2019). Managers of Samsung can use other software in order
to collect customer data as well as store that in a centralised location. Samsung can
use cloud-based software for customer relationship management as these provides
data security and is flexible in approach. There are other tools which can be used by
managers of Samsung in managing their customer relationships in an effective
manner. These tools are Hub Spot, Zoho, Scoro and many more. Hub Spot is a tool
which is used by managers of Samsung in gathering customer information which can
be used by them in order to provide recommendations about products or services.
Businesses using these tools and the effectiveness:
Managers of Samsung are using SAP application for effective customer
relationship management. Other companies which are using this application in order
to mange their customer experience are Unilever, Reliance, TCS and many more.
This software helps Unilever in capturing real-time customer through digital channels
in order to capture their reviews (Chen and Yang, 2021). Unilever adopts SAP in
order to provide information technology system. Managers have implemented “One
Unilever” program which is used by streamlining their operations on a global level.
Managers of Unilever have effectively use this software in all its subsidiaries which
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helps them to take challenges and become more competitive. SAP software is
effectively used by managers of Tata Consulting services as it aids them in
managing their advanced data strategically. It is cost-effective worthy for gathering
consumer insights in order to be more effective. This software is so prepared with
highly advanced technology and assists in avoiding any sort of duplication. It helps
managers of TCS in revamping performance efficiency. It helps to make
organisational functions smooth and streamlines with business operations.
Top industries that use the software:
Various industries used SAP software in order to operate their business
operations effectively. These industries are manufacturing, health service, retail and
finance. SAP is a software which is used by companies in order to connecting form
their workers as well as consumers (Roggeveen, Grewal and Schweiger, 2020). This
is used by industries as it is flexible and innovative in nature. This software is
adopted strategically in various fields in order to manage customer information
effectively. This helps them in improvising their products as per customer's needs.
Hospitals use SAP application as it provides them proven solutions, high return on
investment which helps them to integrate patient services and record realise data.
Relationship with course content and new technologies:
New and advanced technologies that are used by organisations are software
and tools for assessing organisational needs (Yerpude, Singhal and Rathod, 2019).
Management theory of customer relationship management can be described as an
idea of make integrations with customers. As most business practices are consumer-
orientated and focusing on fulfilling their needs and wants. Due to this rationale,
customer relationship management is significant for businesses. In earlier times,
organisations were tend to focus on manufacturing or trading of products. As they
essentially concentrates on selling their goods rather than understanding market
trends and customer demands.
New technology of SAP application also collects customer's information and
provides ways to develop products or services (Osmundsen, Iden and Bygstad,
2018). Managers of Samsung has modified their software in order to effectively
manage their customer relationship. They also tried to get access to customer's
personal social sites in order to access their activities and provide personalised
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advertisements. This is related to theory of management as they also advocated the
need of efficiency and proficiency. New technologies comprises of digital channels
and social media sites which helps them to gain knowledge through getting reviews
form customers. Even in management theory of Henri Fayol, initiatives and
innovations are getting much importance.
Conclusion:
From the above report, it has been concluded that assessing consumer
experience is significant for businesses in order to develop their products and
services in an orderly manner. It is desirable for managers of organisations to
carefully and critical evaluate the pre-determined outcomes. Organisations are not
just relying on digital channels and social networking sites but should take help of
new software and tools present in market. As these tools helps them to get reliable
and accurate information about customer's reviews and feedback. There are many
other software that is used by establishments such as Hub Spot, Zoho etc. Customer
relationship management is referred to experience that is given by organisations in
order to engage and retain them with brand for a longer time period. This essentially
helps to develop varied insights which helps corporates to operate their activities
effectively. In order to get accurate outcomes, these insights are collaborated with
analytical tools. By understanding customer experience in an efficient way, they felt
valued and satisfied and remain loyal with brand.
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References:
Books & Journals:
Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-
commerce management. Pearson UK.
Chen, N. and Yang, Y., 2021. The impact of customer experience on consumer
purchase intention in cross-border E-commerce——Taking network
structural embeddedness as mediator variable. Journal of Retailing and
Consumer Services. 59. p.102344.
Chepur, J. and Bellamkonda, R., 2019. Examining the conceptualizations of
customer experience as a construct. Academy of Marketing Studies
Journal. 23(1). pp.1-9.
Ciuchita, R., Mahr, D. and Odekerken-Schröder, G., 2019. “Deal with it”: How coping
with e-service innovation affects the customer experience. Journal of
Business Research. 103. pp.130-141.
Ieva, M. and Ziliani, C., 2018. Mapping touchpoint exposure in retailing: Implications
for developing an omnichannel customer experience. International Journal of
Retail & Distribution Management.
Jaiswal, S. and Singh, A., 2020. Influence of the determinants of online customer
experience on online customer satisfaction. Paradigm. 24(1). pp.41-55.
Osmundsen, K., Iden, J. and Bygstad, B., 2018, September. Digital Transformation:
Drivers, Success Factors, and Implications. In MCIS (p. 37).
Roggeveen, A. L., Grewal, D. and Schweiger, E. B., 2020. The DAST framework for
retail atmospherics: The impact of in-and out-of-store retail journey
touchpoints on the customer experience. Journal of Retailing. 96(1). pp.128-
137.
Trivedi, J., 2019. Examining the customer experience of using banking chatbots and
its impact on brand love: The moderating role of perceived risk. Journal of
internet Commerce. 18(1). pp.91-111.
Waqas, M., Hamzah, Z. L. and Salleh, N. A. M., 2021. Customer experience with the
branded content: A social media perspective. Online Information Review.
Weill, P. and Woerner, S., 2018. What's your digital business model?: six questions
to help you build the next-generation enterprise. Harvard Business Press.
Yerpude, S., Singhal, T. K. and Rathod, H. R., 2019. Achieving service process
excellence with connected customer: A winning approach. International
Journal of Information Systems and Supply Chain Management
(IJISSCM). 12(1). pp.66-80.
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