Customer Experience Strategy: Importance, Persona Creation, Journey Mapping, Metrics and Processes in Different Industries

The report highlights about the customer experience strategy in which the importance of customer experience, consumer persona creation, mapping the customer journey, omnichannel marketing, customer experience metrics and customer experience process in different industry is determined.

Customer Experience
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Importance of Customer Experience...............................................................................................3
Consumer Persona Creation.............................................................................................................4
Mapping the Customer Journey.......................................................................................................5
Omnichannel Marketing..................................................................................................................6
Customer Experience Metrics..........................................................................................................7
Customer Experience processes in different Industries...................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The report highlights about the customer experience strategy in which the importance of
customer experience, consumer persona creation, mapping the customer journey, omni channel
marketing, customer experience metrics and customer experience process in different industry is
determined. Customer experience strategy is a set of plans which is framed to provide better and
positive experience to customers (Evelina and Safitri, 2019).
Importance of Customer Experience
Customer experience generally means the perception which is created by the customers
about the brand throughout buyer’s journey. For organisation, customer journey plays an
important role as it helps in making business successful by offering products and services that
satisfy the needs and demand of customers and make them happier customers. Every interaction
of customers with the brand contributes to customer experience whether they are coming in store
or via online (Hinnenberg and Löfstedt, 2017). Nowadays, customers are highly educated and
empowered due to which they can switch to other brand if company is not able to fulfil their
needs and desire. The positive customer experience helps in increasing the profitability and
growth of business. It is necessary for company to make their customers happy so that they
become loyal towards the brand and also helps in boosting the revenue of business. A positive
customer experience aims in promoting loyalty, encouraging brand advocacy and retaining
customers (Baran and Galka, 2016). For improving the growth of Samsung, customer experience
plays a vital role. It is important for Samsung to offer high quality products to its customers that
satisfy their needs and demand. In order to improve the customer experience, it is necessary to
develop the strategy that must be useful, enjoyable and usable from the customer’s point of view.
Samsung is working on improving its customer experience by offering them various services and
facilities that attracts more and more customers towards the brand (Mousavi and et. al., 2021).
The main focus of Samsung is to improve end to end customer journey by not only selling the
product or fixing the problem, they are also ensuring that they build positive and healthy
relations with customers throughout their entire journey. By building relationship that solve
problems and enhance consumer’s lives requires resources into their programs which mean
Samsung must deliver amazing experience to its customer so that they can invest more in brand.
Moreover, if Samsung deliver positive customer experience in UK by making them satisfied with

their mobile phones then it helps to make them engaged with the services, offerings and store as
well. Customer experience is important for Samsung as it helps in increasing the profitability and
sale of mobile phones.
Consumer Persona Creation
Consumer persona generally represents the key traits of large segment of customers which
are based on the data collected through web analytics and user research. It mainly includes the
information related to the customers that involves name, location, age, background information,
interest and other personal information (Kushwaha, Kumar and Kar, 2021). Consumer persona is
important for market segmentation so that company can segment their customers into different
groups. It is important for organisation to know different motivations and purchasing habits of
customers in order to target different groups appropriately (Ciuchita, Mahr and Odekerken-
Schröder, 2019). Samsung has also created effective customer persona by targeting particular
segment of audience. For their mobile phones, Samsung targets audience from the age of 15 to
45 who have an interest in latest technology trends.
Consumer persona
Key Elements Consumer Persona
Demographics Age: 27
Occupation: General Manager
Status: Unmarried
Profile Family oriented person, having interest in
latest technology and trends in smart phones
and gadgets.
Motivations for using Samsung Mobile Samsung mobile phones provide multitasking
facilities to its customers so that they can
perform more than one task at a time and also
it provides curved screen on their phone.
Goals for using Samsung The main goal of using Samsung mobile phone
is that they offer variety of mobile phones with
different features and at different price

according the budget of customers.
Pain points Samsung mobile solves Samsung must focus on solving their high
battery drainage issue and also solve the
problem of unresponsive screen.
Mapping the Customer Journey
Customer journey mapping is a process of depicting the stages from which customers go
through while interacting with company. It mainly includes the touch points which consumers
have with the brand (Hodgkinson, Jackson and West, 2021). Customer journey mapping is
important for Samsung as it helps in developing strategic approach for understanding the
customer expectation in better manner. Through customer journey mapping, company can adopt
customer oriented approach, prioritize activities that make an impact on customers, improve
internal collaboration and implement customer experience strategy with more confidence.
Stages Activities Feelings and
need
Potential
areas
1 Identifying the needs
to purchase Samsung
smart phones
Feeling: interesting
and excitement
Needs: A budget
friendly mobile
phone with better
quality.
Patience level
2 Researching and
taking opinions
Feeling: Anxiety and
stress
Needs: To make
effective decision on
specific phone.
Listening ability
3 Visiting the website
and physical store of
Samsung in UK
Feeling: Confusing
and Curious.
Needs: To get better
offers within budget
Communication and
quality centric
approach
4 Purchasing Samsung Feeling: Confident Thanksgiving

mobile phones and excitement
Needs: to avail the
phone
approach
Omnichannel Marketing
Omnichannel marketing is a process of using various channels to interact and communicate
with customers by creating consistent brand experience. Through Omnichannel marketing,
company can engage their customers with company on their own terms which helps in giving
better customer experience. Omnichannel marketing mainly includes physical experience, point
of sale, traditional channels, digital channels and online experience that helps in attracting more
and more customers towards the brand. In today’s world, Omnichannel marketing becomes more
important as emerging new platforms and channels in order to connect and engage with
customers. For marketers, Omnichannel marketing is important as it gives clear and full picture
of their advertising campaigns. It also helps in giving 360-degree view of customers engaging
with brand reflecting every step of customer journey. Omnichannel marketing approach helps in
increasing the profitability, reaching maximum number of audience, improving growth and
enhancing the satisfaction level of customers (Zaki and Neely, 2019). Samsung also focus on
implementing Omnichannel marketing approach as they offer their products through online,
physical stores and various other social media platforms so that their customers can reach to
products easily. Through Omnichannel marketing, company can improve the customer lifetime
values by delivering them high quality of products and services that satisfies their needs and
demand. It also helps in increasing the loyalty of customers by offering them better quality of
products that creates value and trust. Samsung is improving their store experience by getting
involved in StoreDNA and Riverflex. By Omnichannel strategy, company can deliver wide range
of products and services by modifying according to the needs and demand of customers.
Moreover, Omnichannel personalization is related to data driven marketing effort which helps in
providing personalized experience to its customer (Keiningham and et. al, 2017). Samsung also
focuses on providing personalize experience to its customers by collecting user data from
anywhere and offering personalized experience through various touch points. Through

Omnichannel personalization, organisation can capture, engage and deliver consistent experience
to its customers across several possible channels.
The marketing channels which are used by Samsung are social media, website, retail stores,
email marketing, word of mouth and their own website. Company utilizes its Galaxy Studios
Live in order to show the incredible benefits of near field communication by creating series of
four music events including some biggest names of celebrities in pop, rap and rock. In this event,
consumers can do everything on their phones including assessing cloakrooms, sacking the tickets
at door and many others (Jain and Kumar, 2017). The live experience helps in making customers
satisfied and confident while making purchase decision of Samsung mobile phones and also
helps in creating seamless customer journey. Samsung uses different marketing channels such as
in-store, e-commerce platforms, brick and mortar, website and online platforms in order to attract
more and more customers towards the brand. The brand also uses Samsung connected house in
which company host interactive exhibition to showcase their range of mobile phones during O2
retail conference. It helps in providing better knowledge to customers about the innovative
feature used by company to build their mobile phones (Rallis and et. al., 2020). Samsung has
also implements Samsung pay for payment system into its mobile phones which help in offering
seamless customer journey to its consumers.
Customer Experience Metrics
Customer experience metrics generally includes the KPI’s which are followed by business
involving the input of customers. Through these customer experience metrics, company can
understand how satisfied and loyal the customers are. The few effective and popular customer
experience metrics are net promoter score, customer effort score and customer satisfaction. It is a
business approach which helps in measuring the performance of customers in terms of retention,
satisfaction and response time. By understanding and implementing the customer experience
metrics, company can grow their business and also make their customers satisfied through
programs and promotions (Micu and et. al., 2019). Samsung must focus on measuring the
customer experience metrics as it helps in telling about how easy or difficult it is to for
customers to use their mobile phones. The experience and satisfaction of customers creates direct
impact on whether consumers will refer mobile phones of Samsung to their colleagues and
friends or stay loyal with their business.
Net Promoter Score:

It is one of the tools of customer experience metrics in which the loyalty and satisfaction
level of customers are determined by asking them how likely they recommend mobile phones of
Samsung to other people on the scale of 0-10. Net promoter score is considered as short and
simple tool for measuring the customer experience. It is mainly used to rate the rate the product,
service and brand so that company can understand its position in market. Calculating net
promoter score is simple organization must tally up their response and subtract the percentage of
detractors from the percentage of promoters.
Customer satisfaction:
It is also a customer experience metrics that have many forms and scales to measure the
satisfaction level of customers with the products and services of brand. But the common scale
which is used is from 1 to 5. The companies which use customer satisfaction metrics are Google
and Facebook. Customer satisfaction metrics is considered as effective tool as it helps in
measuring the satisfaction and experience level of customers with Samsung mobile phones. For
calculating the customer experience from customer satisfaction metrics, organisation asks
consumers to rank their satisfaction level on the average of 1-10. After ranking, sum of score is
divided by the total number of respondents (van de Sand and et. al., 2020).
Customer effort score:
Customer effort score is another customer experience metrics which mainly includes the
input of consumers towards the brand. It helps in analyzing the complexity of services and also
the company can ascertain the experience and satisfaction level of consumers. This metric is
used after service interactions and other moments like after purchase in order to identify the
satisfaction level of customers.
Churn rate:
Churn rate is also a metrics for customer experience which helps in reflecting how many of
customers have stopped using Samsung mobile phones. Through churn rate, company can count
number of lost customers within defined time period.
It is being analysed from the above discussion that Samsung must use net promoter scorer
and customer satisfaction metrics in order to analyze its customer experience and their
satisfaction level towards the company. Both the metrics are simple to implement and use, it also
helps in predicting the future revenue loss and gains.

Customer Experience processes in different Industries
There are various factors which affects the customer experience while using the mobile
phones and it also help the marketers to judge the experiences. The few factors are ease of use,
usefulness of technology, convenience, customization, compatibility, effort expectancy and
personalization. For improving the customer experience, organisation must focus on empowering
the staff, using technology to create breakthrough customer experience and create Omnichannel
mindset. The customer experience team of Samsung mainly focuses on interacting with
customers, keep tracking of customer journey and coordinating with internal stakeholders such
as marketing, sales, product design and finance management (Petermans, Doucé and Willems,
2021). Samsung also understand the customer profile and fulfils the need and requirement of
customers. The two companies for explaining the consumer experience process are Samsung and
Tesco. Samsung comes in mobile retail industry whereas Tesco comes under grocery retail
industry.
Basis Samsung Tesco
Ease of use Samsung mainly focus on
improving its manufacturing
process in order to provide
ease to its customers. Through
this, customers get connected
with their mobile devices and
become loyal towards the
company.
The main focus of Tesco is to
cut the price and hire more
talented employees in store.
Therefore, Tesco focuses on
in-store ease as compare to
products and service ease.
Attitude Samsung is also focusing on
changing its attitude towards
customer experience strategy.
The main motive is to build
healthier and positive
relationship with customers
rather than selling mobile
phones only.
The company continues to
invest in their price dynamic.
The attitude of Tesco
throughout customer journey
is constant.
Convenience Samsung is expecting to The customers of Tesco

launch more devices in order
to build loyal customers and
increasing the convenience
level of consumers.
mainly prefer to buy the
products from convenience
stores rather than buying from
Tesco. Customers generally
shop little instead of buying
items in bulk due to which
they feel convenient to go on
small shops rather than going
to supermarket.
Responsiveness Samsung is building strong
relationship with its customers
by offering them high quality
of mobile phones and solving
their issues related to the
mobile phones. The brand
provides training to their
employees so that they can
apply their power and go
above and beyond for giving
delightful experience to its
customers.
Tesco provide training and
development opportunity to
their staff in order to reduce
their stress, inactive approach
and unproductive outcomes so
that they can give 24*7
services to its customers. It
helps in attracting more and
more customers towards the
brand and also enhances the
satisfaction level of customers
by offering them 24*7
services.
Compatibility The company is focusing on
developing its Chatbot ability
by suing bots so that they can
answer the questions of
customers frequently and
quickly.
In order to increase the
computability, Tesco is
shutting its unprofitable stores
and opening supermarkets in
UK.

CONCLUSION
It is being concluded from the above information that it is important for organisation to
ascertain the experience and satisfaction level of customers towards the products or brand.
Customer satisfaction plays a vital role in improving the productivity and efficiency of
organization due to which company can gain competitive advantage over its competitors. It is
necessary for organisation to fulfill the needs and demand of customers so that they become
loyal towards the company and develop strong customer base. In order to enhance the customer
experience, it is essential to offer them personalize experience which helps in satisfying their
need and requirements. There are various metrics through which company can measure and
assess the level of experience and satisfaction of customers such as net promoter scorer, churn
rate, customer satisfaction and many others. These tools help in understanding the satisfaction
level of customers towards the products and services.

REFERENCES
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