Customer Experience Strategy for Desklib Online Library

This report discusses the importance of customer experience, creating consumer persona, mapping customer journey, omnichannel marketing, CX performance metrics, and CX processes in different industries. It includes a case study of Samsung and its CX process. Critical success factors are also discussed. The report is relevant for students studying marketing, business, and customer experience.

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................2
TASKS.............................................................................................................................................2
1. Importance of customer experience ...................................................................................2
2.Consumer persona creation.................................................................................................3
3. Mapping the customer journey 200....................................................................................4
4.Omnichannel marketing .....................................................................................................5
5. CX performance metrics ....................................................................................................6
6. CX processes in different industries .................................................................................7
CX process of Samsung .........................................................................................................8
CX process of Tesco...............................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Customer experience is the reason for the success of the company as it tends to bring a loyal
customer base and to generate the revenue. The company chosen for the project is Samsung
which was founded Lee Byung-chul which is a leading brand deals in consumer electronics such
as TVs, home appliances, mobile phones and appliances (Yun, Lee and Aoshima, 2019). Its
products are sold globally that is why it is a global company. The report further elaborates about
the role with importance of the customer experience and the importance of the CX in the case of
chosen company's. It also explains the customer mapping journey process with persona creation
and measurement metrics.
TASKS
1. Importance of customer experience
Concept of customer experience
Customer experience includes the two main segments that is people with products and it is a way
to interact with customers and business on the basis of products o services which the company
offers to the customers. Providing the best customer experience is necessary to get the positive
response from the customers (Roy, 2018). CX is the image of the brand on the customers to
create a impact on the overall journey of buyers. The concept of customer experience is the main
in growth of the business to promote the loyal customers which can help to bring new customers
and retain the existing one. Various surveys can be done on the regular basis to analyse the level
of customer experience so that the new innovative ideas can be implemented to make the
experience better (Dey, and Shukla, 2020).
Importance of customer experience in Samsung mobile phones
All the businesses can improve their customer services in order to improve the customer
experiences. Importance of customer experience in the Samsung mobile phones are as follows-
 It helps the company to make the customers a priority in the business
 A good customer experience helps the company to be more competitive in the market
with the competitors that can be an opportunity for Samsung because the customer
experience can allow to bring the competitive advantage.
 Customers are willing to buy from the companies which delivers the best customer
experiences which is directly linked to the sales and revenue of the company. There are
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various problems of the customers that can also be resolved with the help of CX and the
customers will share and spread the positive word of mouth of Samsung to bring more
customers with the help of positive customer experience. Samsung can also avail the
loyal customers with the help of making great products with proper system of customer
experience.
 CX allows to keep the employees engaged and aligned ion the desired goals of th
company as CX and employee are closely linked because in the positive customer
experience, employees play an important role to deliver the new and innovative ways to
keep employees satisfied. CX allows the companies to be a better company in the market
.
 CX allows to bring the long term loyal customers that will surely increase the revenue of
the Samsung. As the customers, nowadays prefer speedy,convenient and great customer
experience from the operations and management of the company.
 It allows to ascertain the level of customer's satisfaction and their engagement with the
products and services of the company (Özbük, Ünaland Oktay, 2020).
2.Consumer persona creation
Consumer persona
It represents the main trends of the audience which is based on the research done by the
company and the data provided. It is like segmenting the target audience in the different sets and
groups such as on the basis of age, preferences, demographic, socio-economic status, behaviour,
cultures or many others. In reference to the company, customer persona are the people who
follow the latest trends of the technology from teenagers to middle age people.
Role of consumer persona in developing effective CX strategy
Demographics and story The users of the Samsung are the people from
the teenagers, lower middle class to upper
middle class who follow the technology trends
of the market.
Profile It provides various category of appliances such
as mobile phones, laptops, TVs and many
others.
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Motivations for using a Samsung mobile People like Samsung because it provides best
services even after sales and the warranty they
provide and the service center to fix the
devices of the customers.
Goals for using a Samsung The quality of the camera in the Samsung
phone.
Pain points a Samsung mobile solves  Customers used to have the issue in
launching two apps in split screen and
Samsung solved this issue by providing
this easy feature in an easy manner by
swiping left to open the Edge menu. It
also offers the app such as Samsung
Health or Office for the customers.
 Customers used to have the issue on the
basis of battery and power sharing.
Samsung solved this by providing the
extra battery life for the phones.
Customer persona of Samsung
Name of customer Personality Preferences Age
Rachel Taylor Expressive Quality and price 25
Brandi Smith Analytical Features 36
Steve Johnson Introvert Easy features 49
3. Mapping the customer journey
Customer Journey
Customer journey is a journey which can be a roadmap from choosing the brand to purchase and
the main target is to make the customers feel better with the company. This is a journey in which
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the company can understand its customers and the activities done by them in order to improve
the experience so that they can come back Roman and Emmons, 2018).
Importance of CX Strategy
CX Strategy allows the company to retain the customers for long term in the company to
increase the revenue of the business (Sharma and Dass, 2021).
Customer Journey
Before buying a product every customer has a journey from start to end. Customer journey is a
journey which can be a roadmap from choosing the brand to purchase and the main target is to
make the customers feel better with the company.
Importance of customer journey in the CX Strategy
This is important as it is a way to approach the customers in order to understand them which is
useful for all types of businesses either big or small. The experiences of the customers are keep
changing with their demands.
 Stages of journey
There are the five stages of the customer journey which are as follows-
◦ Awareness- It is a stage before sales and a discovery stage which is required for the
company to know about the brand with the help of advertising, social media or
referrals.
◦ Consideration- At this stage, the promotion process is done and the market research
supports to identify the options to make the best decision.
◦ Purchase- At this stage, customer decides to purchase the selected product and the
company can approach the customers to provide them their products or services for
the better experience (Helmy and et.al., 2020).
◦ Retention-The retention of the customers can be done by keeping the customers
happy with the company. This stage is difficult but it can be
◦ Advocacy- The words and reviews which are said by customers about the product in
the market.
 Activities- The company can use social media to reach out to more people and attract as
social media is a attractive way to make a bond with customers. At the social media,
company can post about its products or services and communicating through comments,
posts or videos.
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 Feelings and needs- Customers approaches for the budget friendly phones with best
features, battery with the durability of the smartphone.
 Potential opportunities for improvement- Samsung can target the growing middle class
of the developing regions and can also grow in the online market for the sales of the
mobile phone. Moreover, bringing innovative and affordable mobiles can boost the
brand.
4.Omnichannel marketing
Meaning
Omnichannel marketing is the marketing which provides the ways to improve the customer
experiences with the better level of relationships among all the segments and channels. This
comprises of all the new and traditional techniques of marketing that can be online and physical
both. Under this customers can shop physically, online with the help of applications or stores.
The main task is to keep the customers engaged with the brand and the customers can interact
with the physical stores, application, laptop or by mobile. The main target of the omnichannel
marketing is to provide the best experience for the consumers in order top bring the best
opportunities. Consumers can get the various channels to boost the overall customer experience.
It makes the brands available on both online and offline channels to bring out the best results
(Mishra and Verma 2021). The chosen company can make use of various sales channels, social
media, website, advertising, mobile app, customer services staff that can be done by increasing
the use of digital platforms. Along with it, making an analysis on content of the product and by
mapping out the journey of the customers
Role of interaction and customisation in omnichannel
Omnichannel focuses on the providing the best customer experience by bringing them various
platforms for new sales and profitability. Omnichannel provides the best shopping experience for
the customers and it targets the customers on the basis of content saved by them so that theb
customer can buy the more products ( Silva and et.al., 2020).
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5. CX performance metrics
Performance metrics are the metrics which are used to monitor and measure the various
activities, behaviour and performance of the company. Performance metrics supports the
company in order to achieve the desired goals of the company and to grow the brand by keeping
the customers satisfied with the best quality of products or services. Performance metrics is
determined by representation of company's actions, quality served, and abilities in the form of
data and figures. It is an integral part of the success of the company and it has various forms such
as profit, customers, quality and abilities. All the organisation have their own indicators which
can be easily managed and improved. For example sales performance metrics, financial metrics,
people metrics, business performance metrics, employee performance metrics or project
performance metrics. CX performance metrics are the metrics which allows the company to
understand the level and type of customers they have. Performance metrics such as customer
effort score, customer satisfaction, net promoter Score and many others.
Customer Effort Score (CES)
CES is a customer experience metrics to measure the service experience in the organisation.
This metric is also a popular metric for the customers and it is slightly different from other
metrics. It targets to monitor the level of complexity of the service and it is a five score point to
determine the way and ease of doing the business such as extreme positive, positive, neutral or
negative to collect the data from customers. Customers can choose reaction as per their
experience with the company. CES leads to help in predict the loyalty of the brand with the ease
of interaction to satisfaction (Prayag, Spector and Finsterwalder, 2020).
Customer Satisfaction(CSAT)
Customer satisfaction is the main point that matters and It is a very good and the most used CX
performance metrics under which there are different scales and forms to interact with customers.
The thinking of the customers can be understood with the help of CSAT and allows to evaluate
the overall efficiency of company to treat customer right. It allows to understand that the
products and services are helpful for customers or not. It also projects the situation of customer
that whether they are satisfied or not with the experience. The satisfaction is done on the scale of
very unsatisfied to very satisfied which provides a basic insight into the customers with their
experiences (Bu, Jin and Li,, 2020).
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Net promoter Score (NPS)
This technique is simple and effective for both the companies and the customers as it allows to
have a big picture to understand the previous benchmarks to ascertain the possibilities of the
future gains or losses. It allows to measure the loyalty of the customers in the company and the
higher score of the company is desirable (Zaharia and Schmitz, 2019). NPS will be improved by
the leader of the organization by keeping a track of the factors of the company reviews. That can
be done by holding regular meetings to discuss about the hurdles regarding customer
experiences.
6. CX processes in different industries
CX process allows the company to ascertain the different customer experience and designs
which are helpful in identifying the problems and opportunities in the internal working of the
business.
Five CX Critical success factors
Critical success factors were developed by D. Ronald Daniel in 1961 are the tools of strategy
which are required for new opportunities to achieve the objectives for the goals. For the success
of the company Critical success factors are necessary and these are the elements which helps in
implementing the strategic objectives (Sithole, Mort and D'Souza, 2021). CSF are necessary to
determine the ways of success and to plan a new business initiative. CSF supports the
management by contributing in the strategic goals of the company for the business unit,
department or function. Such factors are necessary to support the teams and employees. In
reference of Dorchester, it can follow the success factors to get support in prioritizing the
allocation of resources. As the factors allow to identify the main resources of the company which
are required for greater performance of the management. The chosen company can set the goals
and benchmarks to compare the performance. If they are lack in goals that can cause an issue for
the employees and achieving the new level of the company. For example quality service,
increased customer feedback, marketing strategies or executive support. (Fernandes and et.al.,
2020).
CX process of Samsung
Samsung always tried to listen the customers for their feedbacks and problems to resolve them
for better experience of customers and sustainable growth. Samsung has its customer care
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services in order to measure the various surveys done on the social media or various marketing
tools such e- mail marketing or influencer marketing to make the products more famous among
the audience. Samsung use social media to set the realistic goal in order to enhance the brand
awareness. Various campaigns are used by the company to improve the brand value and
communicate with the customers. Social media is the direct link between the business and
customers. The chosen company make use of the upgraded information on the social media sites.
CX process of Tesco
Tesco is known for its communication and relationship with customers and it's main goal is to
keep customer happy and create a value for the them by offering affordable price with more
convenient facilitates and best customer experience. Tesco also make use of e-mail marketing to
communicate with the customers that is a powerful tool to manage the marketing strategies of the
company and that will be a unique opportunity to expand the brand by nurturing the relationship
with the customers (Wiedenhoefer, 2021).
CONCLUSION
It can be concluded from the above report that the better experience customer have the better the
customers retention. It also helps in reducing the number of negative feedbacks, reviews,
complaints or returns. Customers will be more satisfied and the company can have loyal
customers with better word of mouth marketing and positive review. The report explained the
role of customer experience in the chosen company as the customer experience also keep the
both employees and customers engaged in the organisation the employees can be more loyal,
productive, dedicated and align with the goals of the company. That will lead to improve the
efficiency of the staff. This report further demonstrated the customer persona with the various
elements such as demographics, profile, motivations for using the particular brand and many
others. Moreover, it explained how the customer journey affects the company with its role in the
customer experience strategy and the importance of the omnichannel marketing.
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REFERENCES
Books and Journals
Silva, J.H.O., Mendes, G.H.S., Cauchick-Miguel, P.A. and Amorim, M., 2020, February.
Customer experience literature analysis based on bibliometry. In International
Conference on Exploring Services Science (pp. 3-20). Springer, Cham.
Bu, Q., Jin, Y. and Li, Z., 2020. How does a customer prefer community or brand? The impacts
of customer experience on customer loyalty based on the perspective of value co-
creation. Journal of Contemporary Marketing Science.
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.
Mishra, A.A. and Verma, M., 2021. Low-literate versus literate customer experience:
Dimensions, consequences and moderators. International Journal of Market Research,
p.14707853211007785.
Helmy, Y.M., Abdelgaber, S., Fahmy, H. and Montasser, H.S., 2020. A conceptual ontological
framework for managing the social business process to enhance customer experience. Knowledge
and Process Management, 27(4), pp.262-271.
Sharma, D. and Dass, S., 2021. Customer Experience: A Business to Business Context.
In Crafting Customer Experience Strategy. Emerald Publishing Limited.
Özbük, R.M.Y., Ünal, D.A. and Oktay, B., 2020. The Melody of Omnichannel Customer
Experience Management (OCCEM). Managing Customer Experiences in an Omnichannel
World: Melody of Online and Offline Environments in the Customer Journey, Emerald
Publishing Limited, Bingley, pp.133-152.
Dey, S. and Shukla, D., 2020, March. Analytical study on use of AI techniques in tourism sector
for smarter customer experience management. In 2020 International Conference on Computer
Science, Engineering and Applications (ICCSEA) (pp. 1-5). IEEE.
Roman, E. and Emmons, S., 2018. Achieving customer experience excellence at seven critical
life cycle points. Journal of Digital & Social Media Marketing, 6(3), pp.249-258.
Prayag, G., Spector, S. and Finsterwalder, J., 2020. Customer experience in tourism: An
overview. The Routledge Handbook of Tourism Experience Management and Marketing, pp.67-
76.
Zaharia, S. and Schmitz, M., 2019, July. Customer Experience in Online-Retailing–An Analysis
of the Main Segments in German Online-Retailing. In International Conference on Applied
Human Factors and Ergonomics (pp. 177-188). Springer, Cham.
Wiedenhoefer, L., 2021. Digital Customer Experience Engineering. In Digital Customer
Experience Engineering (pp. 9-18). Apress, Berkeley, CA.
Yun, B.S., Lee, S.G. and Aoshima, Y., 2019. An analysis of the trilemma phenomenon for Apple
iPhone and Samsung Galaxy. Service Business, 13(4), pp.779-812.
Roy, S., 2018. Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
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Fernandes, G., Pinto, E.B., Araújo, M. and Machado, R.J., 2020. The roles of a Programme and
Project Management Office to support collaborative university–industry R&D. Total Quality
Management & Business Excellence, 31(5-6), pp.583-608.
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