Customer Experience Strategy for Desklib Online Library

This report discusses the importance of customer service, customer persona, mapping customer journey, omnichannel marketing, and customer experience performance metrics in the context of Samsung, a multinational electronic company. It also provides insights on how these strategies can be used to improve customer experience and increase profitability. The report includes relevant examples and metrics to evaluate customer experience.

Customer Experience
Strategy

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
Importance of customer service...............................................................................................4
Customer persona and its role in developing customer experience strategy.......................4
Mapping customer Journey......................................................................................................7
Omnichannel marketing...........................................................................................................9
Customer experience performance metrics...........................................................................10
Customer experience processes in different industries........................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
As customer experience is considered as the important part in an organisation as without
their point of view and perspective no business can move forward without there suggestion and
their requirements. As an positive customer experience are crucial for the success of business as
it also benefits in maintaining the customer base and expanding it and converting it into an loyal
customer base which helps in increasing the profitability level and also helps in increasing the
rate of revenue. It has been known that the marketing money which can be received is in the
form of customers, this not only promotes the business but helps in advertising the brand in the
market. This report is the analysation of customer service in Samsung company which is known
as the multinational electronic company which was founded in 1969. This report also involves
the importance of customer experience and also had evaluated the role of consumer persona.
This report also includes the mapping of customer journey along with this omnichannel
marketing is also been involved. It also involves the performance matrix of customer experience
and how customer experience possesses in various industries. The analysation is described
below.

TASK
Importance of customer service
Customer experience is known as the sum up of impression which is associated with an
brand with an effective customer base and targeted audience. As customer experience has
various stages of journey which encompass all the interaction(Schoeman, Bick, and Barnardo,
2021). In customer experience it can be either negative or positive expectations, feelings and
incidents. It also involves various aspects which are quality pleasure, convenience, speed,
aesthetic and responsiveness. As if good customer service is delivered then betters the customer
retention, enhances positive reviews and also develops an loyal customer base of an organisation.
Samsung provides better customer experience to all the customers as by being available for each
targeted customer as they focus on potential customer which enhances the rate of profit.
Samsung is also intuitive as they products are easy to understand and also had proper website
navigation as principles of UI and UX also directly impacted on the experience of customer(Li,
2021). As Samsung also provides it digitally and online context as it reduces the efforts of
customers by sharing the experience online and it can easily track and measure by an company.
Samsung uses the best practices as they enhance the digital communication, listen to their
customers and also by updating website and UX design. In an industry there are mainly two
primary points which involves products and people in it. This factor is important ot consider by
Samsung as it increases the loyalty of customer along with this it also increases the customer
satisfaction and it also better the word of mouth as advertising, recommendation and positive
reviews. As customer experience is basically involves two elements which are interaction and
perception. This factor is important to manage and balance in an effective form as this develops
the brand name, fame and profit of an organisation(Kumar, 2022).
Challenges faced in relation to customer experience
In order to improve customers experiences various kinds of changes is required to be
followed by an organization like Samsung. These changes has been discussed as follows:
 Culture: This is an important challenge which is faced by within an organization as
positive culture leads over developing customer experiences by enhancing product
required to be produced(Villani, 2018) . In relation to Samsung it has been observed that

culture impacts customer experience as quality of product is dependent over working
culture of an organization.
 Identifying & prioritizing obstacles and opportunities: This is most common
challenge which exists is based upon making identification about needs of customers
which helps Samsung in attaining position within market.
Customer persona and its role in developing customer experience strategy.
Demographics and
story
profile Motivation of
using Samsung
mobiles
Goals in order
to use Samsung
products
Samsung mobile
solves
The most common
demographics are
gender, age marital
status, occupation,
education level,
geographical
location and
household incomes.
This factor is
known as one of the
segments of
customer
segmentation(Bhati
a, and Priya, 2021).
This factor helps in
utilizing appropriate
resources in right
strategies and right
practices in order to
make better
experience to there
targeted customer
Profile in
customer
experience is
known as the
interest,
demographic
characteristics
and buying
patterns of an
organisation
customers. As
by building an
appropriate
company profile
it also helps in
marketing
campaigns and
also helps in
increasing the
level of
profitability.
As this is a well-
known company
of mobile phones
and had a
goodwill in the
market everyone
just wait for
launching of new
products in order
to buy it as
because of its
amazing and
sustainable
features which
attracts the
customer base
and the targeted
audience to
choose Samsung
instead of
different
competitive
There are many
goals which can
be achieved in
order to using
an Samsung
model phone as
an smart phone
is a necessity of
an individual
and this phone
with amazing
features attracts
the customers in
order to do and
explore new
things.
The main
objective of this
company is to
reduce customer
effort and solve
there issue or
problem as soon
as possible so
that they can
rely on the
company and
start trusting the
customer service
and betters the
customer
experience.

base. company(Hasan,
2021).
Samsung usually
targets the audience
of each age groups
but mainly teenage
adults as every one
is fond of new
electronic items and
this company
mainly has the
products from lower
to middle and to
upper class
audience as it
basically segments
their customer base
which lies in
between 22 to 55
age group.
Customer
profiling is used
by Samsung in
order to
maintain the
targeted content
of an
organisation and
enhances the
base of loyalty
customers. This
factor involves
the revenue rate
of company,
company size,
location and the
industry which
helps in
expanding and
enhancing the
business in the
industry.
Samsung mobile
has amazing
features like it
has an amazing
design as
compared to
other models and
it is high tech
water resistant
which attracts
the customer to
buy it. It mobile
has expandable
storage which
benefits their
customers. It
also has the
feature of app
customization
and with this it
also has UI
customization.
Its mobile
phones also
contain
impressive
display and
fastest speed as
compared to
The goals
which an
customer can
achieve in order
to have
Samsung phone
as it helps in
setting daily
goals by setting
alarm and
tracking the
progress. It also
helps in
commuting
with each other
in the spare
time.
There are main
pain points
which can solve
the issues related
to the product as
support pain
points which
look after
delayed
response.
Productivity
points which
involves the
inconvenience
causing in order
to use the
product.
Financial points
which involves
the issues related
to membership
fees or high cost
on an repeat
purchase and
lastly process
point which
involves
connection with
the right

other mobile
brands. It also
has a good
battery life and
amazing camera
inserted.
department.
Mapping customer Journey
Customer journey map is known as a powerful technique which helps is understanding various
facts which helps in motivating the customers which involves there needs, concerns and
hesitations. As this map visual the relationship of the company with customers from an specific
period of time(Ramesh, 2022). This is used by Samsung company and in that company this
mapping process is used as the strategy which helps the customers in getting better customer
experience as it helps in providing a bird eye view to the entire journey of customer and it also
brings the departments together in order to resolves the issues of customers in an effective way
and it also fills the gap in between the departments and various channels. This map also expands
the customer base of an organisation.
Stages of journey Activities Needs and feelings Opportunities for
improvement
There are six stages of
journey which
involves firstly
defining the persona
which involves all the
basic analysation of
customers and target
audience. Second
stage is defining
customer phases to
maintain the
There are various
activities which are
involved in this
mapping process and
proving an better
customer experience
by there products and
services as they
mainly focus on the
segmenting the
problems according to
As if any individual
buys any product
from any industry or
organisation than it
has there feeling
attached to that
product and money,
they had invested
therefore they requires
a proper customer
service and
There are many
opportunities for
improvement in
serving better
customer experience
by improving it in
various strategies and
ways and it can
change by analysing
and researching where
an customer is facing

relationship with
customers and make
them choose Samsung
over other
competitors(Sithole,
Mort, and D'Souza,
2021). Third stage is
describing the
touchpoints to the
customer which they
can use to interact
with Samsung. Fourth
stage is conducting
research and fifth step
is determining the
points of friction and
lastly resolving it in
an effective and
efficient manner.
the department which
makes easier in
resolving it more
effectively and
efficiently with
including activities
like interacting with
them and making
them feel secure with
there purchase with
Samsung.
experience in order to
fulfil there needs and
requirements and
respect their feelings
by reacting fast
toward the issues and
by not delaying it as
to make them thing of
wrong
purchase(Bonfanti,
Vigolo, and Yfantidou,
2021).
problem and making a
plan accordingly to
solve it effectively to
achieve better and
expanded customer
base and earing
maximum profit and
along with huge
customer base.

Figure 1Customer experience,2022

Omnichannel marketing
Omnichannel marketing is known as embedding the brand message in many multiple
channels of marketing in order effectively working with the customers as per there new and
developed requirements as this is also considered as a strategy and used by Samsung In order to
attain maximum profit and also for better customer experience and by using digital channels
which is resulting more effective in order to increase customer experience. It is also known as
the marketing strategy which automatically update the contend in customer journey stage and
this can also be customised approach to an potential customer. By using this strategy, It had
benefit the company in many ways as it better the customer experience, betters the conversion
rates, helps in data collection and increases the level of profitability(Sharma, and Dass, 2021).
Illustration 1
Text 1: Customer Journey Mapping

Role of customisation and interaction with customers is know an omnichannel personalisation
which is known as the personal effort and provides an personalized experience to the customers
as it is basically based in collecting data and provide them touch prints. This is used by Samsung
as they collect the data of customer from the store and creates an loyalty program which
introduces more sales and it helps in making the customer experience better. It has many benefits
of using it as a strategy as it helps in higher ROI and conversion and also allows on on one
communication with the customers(Kuppelwieser, and Klaus, 2021).
Samsung is using STEP strategy in order to increase the sales of Samsung moblies as
comparative to other competitive industry as this strategy also makes easier for providing
solution and support in an effective way as STEP indicates of SAMSUNG TEAM OF
EMPOWERED PARTERNS program as this known as the global effort by this company in
order to consolidate all the available resources and also in simplifying the accessibility for the
partners. As recently this company channel is divided by product line and decisions so it creates
more opportunities. It is also introducing new tools, marketing strategies and technical support in
order to get better sale and profit with Samsung mobiles and attain better and positive customer
experience.
Figure 2Costomer experience,2022

Marketing channels of Samsung
This is an important perspective which has helped in making organization more popular
in nature. These channels are given as follows:
Social media: As per the aspect it has been marked out that Samsung has used social media to
promote its products more effectively. This made Samsung reach its customers more effectively
making it popular in nature.
Distribution: It is an important aspect that is based over distributing products more effectively
which made customers deal upon making product reach to dealer and distributors. Samsung with
the help of this channel is able to improve distribution system.
Customer experience performance metrics
There are mainly four customer performance metrics which is used in order to evaluate
the customer experience that is described below.
 Satisfaction: This is an important metrics which is used for managing and measuring
customer experience with time as it provides the baseline measurement of the
performance and it identifies the change and it is important to satisfy the customers in
order to get better customer experience of product as well as service of an company.
 Net promoter: This is measured in the form of scores and it is the record of how an
customer feels about the company what are there opinion and perspective(Pine II, 2020).
This is easy to analyse the customer service and also relevant with each function and
level of organisation. This is considered as the best indicator for analysing the
performance of company.
 Task completion and visitor intent: These are two different metrics but is interrelated
with each other as In this digital touch points are considered as most effective measurable
service and sales channel and it is stored in the form of huge data which is regarding
visitors’ opinion. As this also helps in decision making process and it calculate the
feedback on the basis of pages visited, conversion rated etc.
Recommendation
It is recommended to Samsung to use satisfaction and new promoter metric in order to
attain better customer experience as it helps in allowing customer satisfaction by fulfilling there
needs and requirement by developing the product with proper strategy management and this

metrics which helps in easily analysing the level of customer satisfaction(Iorga, and Sapatnekar,
2022). Net promoter is also recommended to use as an metric as helps to increase reputation of
business as by customers feedbacks and opinions and this metrics is also known as convenient in
order to provide and analyse better customer experience to the customers and this also be used by
any level of the organisation and with any functional department.
Customer experience processes in different industries.
Critical success factors are known as the key factors which an company uses as the
strategy in order to attain success in future and provide better customer service and product to the
customers for the better customer experience. These are the factors which reduces the wastage of
time, effort and resources of a company and they can reserve those essential resources by
following these factors which are described below.
 Strategic focus: For attaining success in an organisation, it is important to make effective
strategy which saves the overall cost and enhances the profit of the organisation by
proper planning and management process in an effective way. These strategies also
involve leadership which helps an organisation towards success(Klaus, 2021).
 People: people are the most important resource of an organisation which helps in
achieving success in an effective form as by training and development of employees in
order to increase there skills and knowledge for the effective working in an company.
 Operations: It is important to be focus on better business operations in an effective and
efficient manner as a failure in an operation can make a huge loss and can affect on
company’s profit and productivity level(Villani, 2018).
 Marketing: This involves the marketing strategies and relation in between the customers
which helps in an responsive results of customer service. This also helps In increasing
and expanding the customer base.
 Finance: This is a important factor which is important to be considered as it involves all
the latest technologies, assets, financial resources and equipment’s of an organisation.
As Apple is considered as a competitor of Samsung as they make high end similar
features and always remains in competition in order to attain maximum profit and success in the
industry with an reasonable and competitive pricing. This is also coming an industry which
provides mobiles, laptops and tablets but they always remain competitive with each other in the

race of mobile phones(Perazzo, 2020). Therefore, Samsung uses various king of performance
indicators and success matric in order to expand their customer base effective which will
automatically effect the revenue of the organisation.

CONCLUSION
This report had concluded that customer experience is important in each industry as well
as each organisation in order to attain profit and also increase productivity and profitability level
of an organisation. This report also concluded that there are various strategies which is used by
Samsung in order to attain positive customer experience. This report also concluded that it is
important to map customer journey in an organisation in order to develop and make changes in
the strategies which can enhance the customer base and which also lead in expanding customer
base. This report also concluded that there are various customer metrics which is important to be
analysed in an organisation as it has also concluded as there are different industry and different
organisation but everyone focusses on customer experience and try to develop best from them.

REFERENCES
Books and Journals
Bhatia, M. and Priya, P., 2021. The Business Case for Customer Experience: Ignoring Customer
Experience Is an Expensive Mistake. In Crafting Customer Experience Strategy.
Emerald Publishing Limited.
Bonfanti, A., Vigolo, V. and Yfantidou, G., 2021. The impact of the Covid-19 pandemic on
customer experience design: The hotel managers’ perspective. International Journal of
Hospitality Management, 94, p.102871.
Hasan, G., 2021. Hasil Cek Similarity-Effect of Develop Strategy, Ethical Climate, on Quality
Service to Customer Experience With Local Wisdom as a Moderating Variable.
Iorga, A. and Sapatnekar, D., 2022. Leveraging Neuroscience-Based Insights to Improve
Customer Experience. In Neuromarketing in Business (pp. 79-89). Springer,
Wiesbaden.
Klaus, P.P., 2021. What matters most to ultra-high-net-worth individuals? Exploring the UHNWI
luxury customer experience (ULCX). Journal of Product & Brand Management.
Kumar, D., 2022. Digital Transformation: Technology and New Business Models as Drivers of
Customer Experience. In Impact of Digital Transformation on the Development of New
Business Models and Consumer Experience (pp. 57-73). IGI Global.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: the EXQ scale
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Li, S., 2021. How Does Digital Transformation Improve Customer Experience?. In The Palgrave
Handbook of FinTech and Blockchain (pp. 473-502). Palgrave Macmillan, Cham.
Perazzo, S., 2020. A roadmap towards the implementation of an Omnichannel customer
experience strategy.
Pine II, B.J., 2020. Designing employee experiences to create customer experience
value. Strategy & leadership.
Ramesh, N., 2022. The Success (or Failure) of Your Digital Transformation Hinges on Digital
Customer Experience. IEEE Engineering Management Review.
Schoeman, A., Bick, G. and Barnardo, C., 2021. Cape union mart: digital transformation and
customer experience during a crisis. Emerald Emerging Markets Case Studies.

Sharma, D. and Dass, S., 2021. Customer Experience: A Business to Business Context.
In Crafting Customer Experience Strategy. Emerald Publishing Limited.
Sithole, N., Mort, G.S. and D'Souza, C., 2021. Building blocks of financial inclusion through
customer experience value at financial touchpoints in Southern Africa. International
Journal of Bank Marketing.
Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.
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