Customer Experience Strategy

This report discusses the importance of customer experience, consumer persona creation, mapping the customer journey, omnichannel marketing, customer experience metrics, and customer experience processes in different industries. It also includes a case study of Samsung.

Customer Experience Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Importance of Customer Experience...............................................................................................3
Consumer Persona Creation.............................................................................................................4
Mapping the Customer Journey.......................................................................................................4
Omnichannel Marketing..................................................................................................................5
Customer Experience Metrics..........................................................................................................7
Customer Experience processes in different Industries...................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience strategy is a designed plan which is used to provide positive
experience to customer touchpoint (Kim, Beckman and Agogino, 2018). The report is based on
customer experience strategy in which the importance of customer experience, consumer persona
creation, mapping of customer journey, omni channel marketing, customer experience
performance metrics and customer experience in different industries.
Importance of Customer Experience
Customer experience is a concept of managing relationship between customer and
business. It mainly includes customer interaction with business at all stages of customer journey.
There are many ways through which customer interacts with companies such as mobile apps,
support forums, social media, traditional brick and mortar stores visits and creative endeavours
from marketing. In order to become an effective customer experience specialist they must have
few skills that helps in improving the customer experience and build strong connection with
them such as empathy, listening skills, collaboration, project management, speed, flexibility, data
management and analytical skills (Sahu, Deng and Mollah, 2018). The main role of customer
experience specialist is to identify the ideal customer profile and focus on mapping their journey
in order to identify the gaps in customer experience. They ensure that customer experience
strategy must be aligned with business goals and marketing plans. Customer experience is
important as t helps in improving the growth and profitability of business. It mainly focuses on
improving the customer experience by providing satisfied products and services that gives
seamless experience to consumers throughout their journey. The growth and profitability of
business gets increased through customer experience. Samsung is also focusing on improving the
customer experience by offering high quality of products at affordable price. Company is
boosting their efforts to improve customer service nationwide. For example, Samsung Malaysia
Electronics has upgraded their Smart service programme for ensuring the customer satisfaction
in regards of the appliances and devices of Samsung. Organisation also focusing on providing
services to their customers through multichannel approach such as 24/7 careline, mysamsung
application, smart care packages and Live Chat. Samsung provides services to their customer
who are unable to visit service centers by serving them one stop solution hub, customers can
easily drop their devices for repairing and collect later at same location.

Consumer Persona Creation
Customer persona is a representation of target customer that ensures all activities must be
involved in acquiring and serving the customers by fulfilling their needs and requirements.
Through consumer persona companies can understand and empathize their customer in order to
give them better experiences (Brun and et. al., 2017). The consumer persona is required to
develop reliable and realistic representation of consumer segment. Samsung has created effective
consumer persona that improves their conversion rates by identifying the target market, relating
customer persona with brand, including information about their income and career and
identifying their interest and behaviour regarding the products and services provided by
company. Consumer persona helps in understanding the needs and wants of customer in order to
improve the business performance and productivity.
Consumer persona
Key Elements Consumer Persona
Demographics Age: 25
Occupation: Managing Director
Status: Unmarried
Profile Single earning member, always stay ahead of
latest trends in devices and gadgets.
Motivations for using Samsung Mobile Samsung mobile phones are known for world's
best phone displays. They also provide curved
screen on their phone.
Goals for using Samsung The goal of using Samsung product is that they
offer different range of phones at different
price.
Pain points Samsung mobile solves Samsung must solve their high battery drainage
problem. And also their screen get struck and
unresponsive.

Mapping the Customer Journey
Customer journey depicts the experiences which is gained by people while interacting
with company. Mapping the customer journey is important as it helps in illustrating the overall
experience gained by customer with brand, physical experience, digital products and services.
Through customer journey map company can improve and optimise the experience of customer.
There are three stages of customer journey they are awareness, conversion and consideration. In
order to create an effective customer journey map it is necessary to set clear objectives of map,
develop consumer persona and define the goals, highlight the target audience, mention
touchpoints and determine the resources (Batat, 2019). Organisation avails various benefits
through customer journey mapping as it helps in identifying the gaps in services, increase the
sales, reduce the costs and leads to greater employee and customer satisfaction.
Elements Perspective of customers
Stages of Journey Awareness, consideration, decision of mobile
phones, retention and advocacy.
Activities Purchasing the devices and gadgets that is of
latest trends and technology.
Feelings and needs The needs and feelings of customers is to adapt
latest technology gadgets at affordable price.
Potential opportunities for improvement Samsung must focus on reducing high battery
drainage problem and trouble while connecting
to Wi-Fi.
Omnichannel Marketing
Omnichannel marketing is a process to improve customer experience and build better
relationships on different channels and touchpoints. It generally includes traditional channels,
physical experience, digital channels, point of sale and online experience. In simple term, omni
channel means using multichannel sales approach in order to provide better shopping
experiences to customers (Kuuru and et. al., 2020). The few examples of Omnichannel
marketing includes customer receiving a cart abandonment email, receiving SMS message

related to sale or promotion and receiving retargeting ads for abandon cart products.
Omnichannel marketing helps in improving the profit, enhancing customer satisfaction and
reaching to large number of customers. Samsung implements omnichannel marketing approach
as the products of brand is available on store, online and on different digital channels through
which customer can avail the products easily. Omnichannel strategy helps in improving customer
lifetime values by offering better quality of products and services to customers. It also focuses on
increasing the operational efficiency and sale of company by attracting maximum customer and
offering them better experience. Omnichannel marketing strategy boosts the customer loyalty as
they purchase the products of brand that creates value and trust. It provides consistent experience
at all different platforms and offers personalised experience for each customer. Omnichannel
marketing approach helps in improving overall customer experience and focus on enhancing
customer loyalty and retention (Kumar, Steward and Morgan, 2018). Samsung is focusing on
improving their store experience by indulging in Riverflex and StoreDNA. Omnichannel
marketing strategy for Samsung is all about connecting digital and physical retail together and
providing better shopping experience to customers. Company has faced various challenges for
achieving customer centric experience such as wide product range, broken customer journey and
reliance on retail partners. The retail partners working with Samsung also faces many issues such
as high inventory cost, rapid technology changes, complex product specifications and limited peg
space. In order to reduce the problems Samsung has implemented endless aisle kiosks that helps
in offering full product line to customers whether in store or third party provider. In order to
implement more effective omnichannel strategy Samsung must incorporate few critical elements
such as customer experience, accurate inventory, data driven decision making, competitor
intelligence, segmentation and personalisation. There are few steps through which Samsung can
create effective omnichannel strategy they are conducting customer journey mapping,
determining the strength of each channel, perform competitive analysis, ensure security, consider
non digital options and invest in right technology. Samsung must focus on improving their sales
and revue by offering effective omnichannel marketing strategy. They must think customer first
by evaluating their journey and providing them consistent experience. It is necessary to know the
target audience and their perspective regarding the devices and gadgets provided by Samsung.
They must develop consumers personas, identify target audience, understand their needs,
preference, behaviours, demographics and goals (Jacob, 2019). Samsung must create

omnichannel customer engagement as it act as a brand differentiator, the approach also helps in
giving better user experience as it mainly focus on individual experience instead of channel.
Company must focus on the customers rather than platform as it helps in improving the sales and
gives better retention rates. The first priority of Samsung must be to create seamless strategy
across different channels in order to build positive brand image of company.
Customer Experience Metrics
Customer experience metrics is a tool through which company can measure the
experience of customer. Through customer experience metrics Samsung can know the
satisfaction level and loyalty of customer towards the brand. There are few customer experience
metrics through which company can calculate and measure the experience of customers they are
net promoter score, customer satisfaction, customer churn rate and customer effort score. The
customer experience metrics helps in understanding the satisfaction of customer after key
touchpoints in customer journey.
Net Promoter Score:
Net promoter score is one of the customer experience metrics which helps in ascertaining
the loyalty and satisfaction level of customer by asking them how likely they recommend
products and services to people on scale of 0-10. It is simple and short metrics for the customers
to answer and company can also easily track it. Net promoter score is mainly used to rate service,
products and brand in general (Chen and et. al., 2019). In order to calculate net promoter score it
is important to calculate the percentage of promoters among surveyed customers, percentage of
detractors and subtract the promoter percentage from detractor percentage. Samsung should
implement new promoter scorer in order to identify the level of satisfaction among customer.
Customer satisfaction:
Customer satisfaction is another customer experience metrics which have many scales
and forms but one of the common scale is from 1 to 5. The few examples of customer
satisfaction metrics is Facebook and Google ratings. Organisations mainly use Net promoter
score and customer satisfaction together in order to understand the experience of customers.
Customer satisfaction metrics is one of the effective tool for measuring the satisfaction level of
customer. In order to calculate the customers experience from this metrics company ask
customer to rank how satisfied they were on average of 1-10. After the ratings the sum of score

is divided by total number of respondents. Samsung can use customer satisfaction metrics as it
helps in calculating the experience of customer in terms of ratings.
Customer effort score:
Customer effort score is also customer experience metrics which includes the input of
consumers. It is different metrics as comparison to net promoter scorer and customer satisfaction
as company and customer has to follow the average scores and distribution scores. Through
customer effort score company can analyse the complexity of service. Samsung can also use
customer effort score for ascertaining the customer experience.
The effective customer experience metrics which must be used by Samsung is Net
promoter scorer and customer satisfaction. As, these two metrics is easy and simple to implement
and company can also find out the satisfaction level of customer with the products and services
of Samsung. Company must use net promoter score as it is fast and simple for companies and
customer. The metrics also helps in predicting the future revenue loss and gain, it also utilized to
measure the word of mouth marketing strategies. Through net promoter score company can avail
feedbacks that gives deep views and big picture. They can also implement customer satisfaction
metrics as it is simple and efficient metrics to implement. Through this metrics customers are
asked after transaction about the services they gained. Samsung can easily identify from which
part of the product customer is satisfied or unsatisfied.
Customer Experience processes in different Industries
Customer experience team of Samsung keep track of customer journey, interacts with
consumers at different platforms and coordinates with internal stakeholders such as sales,
account management, marketing and product design. In order to improve the customer
experience it is necessary to empower the employees, embrace an omnichannel mindset and use
tech to create breakthrough customer experience. There are few customer experience critical
success factors that helps in improving the experience of consumers they are as follows:
Clear understanding of ideal customer profile:
It is one of the factor that helps in improving the customer experience, Samsung must
understand the profile of customers and focus on fulfilling their needs and requirements. They
must know the ideal customer and identify their needs and expectation in order to improve the
sales and profitability of business.
Deep product understanding:

Deep product understanding is also the important factor that helps in enhancing the
experience of customer. Samsung must know how the product can be leveraged for attaining
better results. It is the responsibility of manager to communicate the detail introduction of
product to customer in effective manner.
Customer centric culture:
Samsung must focus on creating customer centric culture where they can raise their
issues and get solution. The customer centric culture helps in attracting more and more customer
towards the brand. It is important to focus on the journey of customer and improve the systems,
interactions and process of customer.
Resolve issues quickly and efficiently:
Organisation must also resolve the issues of customer in effective and efficient manner as
it attracts more and more customers towards the brand. When organisation solve the problems of
customer quickly they get satisfied with the services of company and become loyal towards the
brand. The factors also helps in maintaining positive relationship with customer due to which
strong customer base get created (Direction, 2019). It is essential to focus on improving the
customer experiences by resolving the issues and problems of customer quickly.
Process of Customer Experience
Process of customer
experience
Samsung Panasonic
Engage new customers In order to engage new
customer, Samsung mainly
focuses on producing new and
trendy gadgets.
Panasonic engage new
customer by producing safe
and reliable products with
strict quality control.
Reinforce the purchasing
decisions
The purchasing decision of
buyers is influenced by
offering wide range of
products at different price
according to the pocket of
consumers.
The purchasing decision of
customers is reinforced by
providing products and
services according to their
needs.
Strengthen relationship Company is focusing on Panasonic also focus on

strengthening their relationship
with customer by asking their
opinions or feedbacks and
providing better customer
support.
strengthening the relationship
with customers by listening
them and resolving their issues
quickly.
Grow their account Samsung maintains healthy
and positive relationship with
customer that creates loyalty
among them and improve the
customer base. By identifying
the target audience and
providing them better
experiences helps in gaining
strong customer base.
Panasonic is focusing on
growing their customer base
by providing them better
customer experience and keep
in touch with them at different
channels.
CONCLUSION
From the above information it is being concluded that for every organisation customers
are considered as top priority as they can make the business successful and also affects its
activities. Customers are the key ingredients for every company so it is necessary to provide
better customer experience for improving the growth and sale of business. There are various
approach through which customer experience can be improved and measured. Organisation can
implement the metrics and understand the satisfaction level of customer. In order to create a
great customer experience it is necessary to develop customer journey map, build consumer
personas, develop healthy relations with customer and ask for feedback. The experience of
customer influence the perception and feelings of audience related to the product, services and
brand. For running the business in smooth and successful manner it is necessary to maintain
healthy relationship with customer.

REFERENCES
Books and Journals
Batat, W., 2019. The new luxury experience: Creating the ultimate customer experience.
Springer.
Brun, I and et. al., 2017. Impact of customer experience on loyalty: A multichannel
examination. The Service Industries Journal, 37(5-6), pp.317-340.
Chen, J. S and et. al., 2019. Effect of multichannel service delivery quality on customers’
continued engagement intention: A customer experience perspective. Asia Pacific
Journal of Marketing and Logistics.
Direction, S., 2019. Enriching the customer experience: An innovative approach is needed.
Jacob, F., 2019. Designing Your Customer Experience. Augmented Customer Strategy: CRM in
the Digital Age, pp.133-147.
Kim, E., Beckman, S. L. and Agogino, A., 2018. Design roadmapping in an uncertain world:
implementing a customer-experience-focused strategy. California Management
Review, 61(1), pp.43-70.
Kumar, A., Steward, M. D. and Morgan, F. N., 2018. Delivering a superior customer experience
in solutions delivery processes: Seven factors for success. Business Horizons, 61(5),
pp.775-782.
Kuuru, T. K and et. al., 2020. Emotions in customer experience. Society as an Interaction Space:
A Systemic Approach, 22, p.247.
Sahu, N., Deng, H. and Mollah, A., 2018. Investigating the critical success factors of digital
transformation for improving customer experience. In International Conference on
Information Resources Management (CONF-IRM). Association For Information
Systems.