Customer Experience Strategy in Samsung Industries

This article discusses the importance of customer experience and CX processes in Samsung industries. It covers topics such as customer journey, persona creation, and omni channel marketing. Learn how to improve customer experience and develop effective CX strategies.

Customer Experience
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
The importance of customer experience ....................................................................................1
Customer journey........................................................................................................................2
Persona creation..........................................................................................................................3
Mapping the customer journey....................................................................................................5
Omni channel marketing.............................................................................................................6
CX performance metrics.............................................................................................................6
CX processes in Samsung industries ..........................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience is basically a holistic approach or perception of any business or
brand to get success in future through their attempts in improving the qualities of the services
and product, this will meets the better customer experience. Organisation globally makes an
efforts to establish the strategies which are quite impactful whenever the customer will going to
experience any of their products and services. Customer experience (CX) is the result of each
and every interaction between the customer and the business. The below report is based on
Samsung a multinational conglomerate, headquarter in Samsung town, Seoul. Industry type is
private and the founder of this company is Lee Byung-chul and this report covers the topic
related to what will be considered in term customer experience and importance of CX in the
context of Samsung mobile phones and the purposes of each of the element;journey
stage,activities ,feelings and needs.
MAIN BODY
The importance of customer experience
Customer experience CX is a perception and holistic approach through which any
business or brand industry will get to know about the approach of their customer in respect of the
term experience whether good or bad(Keiningham and et. al., 2020) . Business will need to find
out the better strategies in respect to the better experience of their customers on each and every
interaction with their business like wise while talking in the sense of Samsung mobile phones
they have to make sure about the proper formulation of their strategies in order to attain the
customers with quite ease manner. Through taking several approaches like provides them better
services in respect to the mobiles phones with latest techniques and generates the strategies to
give them surety of providing the best aftersales services after the buying interaction between the
customer and that of business person. Delivering a great customer experience has to be the main
motive of every business by taking care of the needs and requirement in meeting the best
experience of them there are lots of elements which are include in the phase of customer
experience strategy is that:
Make a customer as a top priority: In every business criteria there will be the most important
motive is to provide the customers with best experiences in respect of dealing in the services
1

which are attain by them. By giving them priority through solving the problems and queries
related to particular services.
Using the feedbacks of the customer: Responses from the customer will going to be the best
source of helping any business to improve their qualities or better their interaction with the
customer as well .
Importance of CX in the case of Samsung mobile phones
 By analysing the customer experience in respect of the past handling of the customers
through Samsung mobile phones industry generates the importance to serve more
effectively through understanding the past records interaction with them(Roy, 2018).
 Importance of receiving the customers feedback on their particular product and services
regarding customer after sales services will help the business to attain more profitability
in handling the customer according to their responses.
 By applying the approach of regularly maintaining the customer experience data towards
the Samsung mobile phones through better system process and analyse them also.
 By checking on the CX it will going to help the other department to do their activities
according to the customer's approach toward their services.
Customer journey
Customer journey is a approach of understanding your user in respect of the business
point of view,customer journey relates with the behaviour of the particular customer while
interacting with any business or brand through visiting any websites or particular physical stores
is that if customer will going for mobile phone and reaching in Samsung mobile store so by
interacting with the business person their through interactions and taking information so aspect
of their behaviour will get notices in the business this will leads to the important factor for the
Samsung store is to maintain the records of the responses towards their particular services.
To identify the needs of the customers through interacting them for their particular suggestions in
respect of the services in which this mobile phone company works(Goodman,2019).
2

Its important in making the customer experiences strategies because they have to make sure
about the customer journey maps and approaches through which each and every interaction of
the customer experience will get notify by the mobile phone industry so some of the points are
including while making this journey is that: Awareness which includes PR radio TV-print ,word
of mouth will be the main aspect on which this company works well, by creating the online ads,
through providing emails regarding the particular product and PPC. Considerations which relates
to the social Ads ,reviews,blog and media and the process of direct mail. The next process is
purchase which involves e-commerce stores and websites etc. with having the retention value
which guided in community forum and FAQS and last step is advocacy which involves social
networks relation with the company Samsung.
Persona creation
Persona are based on the real customers in respect of containing their data related
information to create the representative sample of an audience, this will provide the much more
effective detailed picture of the holistic customers including what they are like about the value of
the product or services ,what type of communication they liked and personal motivation in the
part of their behaviour (Scherpen, Draghici and Niemann, 2018).Persona creation needs the
specific information about the particular customer keyword research is one which deals in
generating the information relates to the customers, allows the brands to determine the customer
needs and requirement for the particular product or services which are relatively covers while
3
Illustration 1: source: 4 Ways Customer Journey Maps can Improve Customer Experience

interacting with the particular customer in relation to the specific product or services for which
they are serves the customers through persona.
Its role in developing effective CX strategy:
 The role of customer persona in developing the effective customer experience strategies
through making the appropriate information is that a relevant information which are
necessary during the course of making the customer experience strategies is that through
understanding the point related to the customer approach towards the particular product
or services which are needed by them.
 As person contains the identity of the customer which will provides the assistance to the
businesses to make the strategies according to that data by creating the value for their
retain customers which are the main source in the customer experiences strategies .
 Persona relates with the specification which defines the customer value as per according
to the different interaction and behaviour responses of the customers towards the
particular product like whether the product is relatable or not with that customer ad
whether they find the product satisfactory or not clearly mentioned on that this will leads
in making the customer experience strategies more effective and efficient by analysing
the aspects under it.
Justify three key, different consumer personas:
Goal directed persona: It describe the main focus of what customer wants to do with
that company products in respect of buying that product. This type of persona relates with the
examine the processes and workflow which would prefer to utilize the specific tasks and achieve
their objectives and targets when the process of interaction will happen in the course of product
and services. Goals oriented design help the customers and businesses to meet the targets
through developing the persona with the motive aspects.
Role based persona: This type of persona relates with the goals directed persona, but
they mainly focus on the behavioural aspects of the customer in which its clearly mentioned
about the huge data driven and incorporate qualitative and quantitative approach through mainly
focused on the role of the user inside the organisation. This persona relates with the some
questions inside it which relates with the aspects of product and services oriented terms which
deals in the Samsung mobile stores (Sahu, Deng and Mollah, 2018). In the context of motivation
for using the Samsung phones is that by maintaining the performance of interaction with the
4

particular customer will enhance the motivational factor for them which will direct it to the
better role based persona activities.
Engaging persona: This persona relates with the understanding of system for the user
point of view, by entering and experiencing the life of the user in respect of the product in which
they are dealing and required by the customers and understanding the needs and demands of the
user by the appropriate system in which they are dealing ,engaging persona comprises of a bodily
expression , a background present emotions and opposition character traits in it.
Mapping the customer journey
BASIS Consumer persona (Engaging persona)
Stages of
journey
In this engaging the persona approach , the journey depends upon on the
process which are relates to the understanding the system aspect while
making the stages of persona it consists with the customer's life through
experiencing on initial level by checking the persona as an individual, by
evaluating the persona mentally and state of mind and the context where the
action will be taken will relates with the stages of the engaging persona
journey(Nobar and Rostamzadeh, 2018).
Activities Activities which are concern with the persona making is that a bodily
expression, a psyche and background and present emotions which are relates
with the behavioural aspect of the customers itself towards the products and
services in which they are dealing right now through proper handling of the
appropriate data of the customers by checking on the traits values of them .
Feelings and
needs
What kind of needs that an persona have while using the system which
relates with the particular persona ,which is totally depends upon the product
and services in which a particular company works through maintaining the
traits value of the customer while attending the customer on the basis of their
particular behaviour.
Potential
opportunities for
improvement
This persona relates with the how much impact that an organisation or
industry puts while interacting with the particular customers which will again
going to be act as an potential opportunities by dealing in large customers
base and handling lots of experience of them leads to effective persona
5

making.
Omni channel marketing
Its a process which deals with the cross channel content strategies which will use to
improvise the customer's experience in order to maintain the stability of the operations and also
to generates the better understanding relationship between the possible channels and touchpoints
relates with department. This approach and process includes digital channels as well as
traditional channels and point of sale and through online and physical experiences so as to
provides the opportunities to deal with the large number of customers who can be of potential as
well as their loyal customer through improving the channel or sources of dealing with the
customers experiences in a better manner(Schallehn and et. al., 2019). This channel of
marketing refers to the multichannel of sales approach which provides the customers with
integrated experiences in relation with the shopping from different sources. Basically the motive
of this marketing style is to create the platform in which customer can be reach to the market
through online and offline methods too.
Manufacturer sell directly to consumers:
In this process of distribution channel here the Samsung mobile deals in the process of providing
the product directly to the business customer on the basis of retaining aspect of the business
which will directs to the better relations with the business customer and provided product to the
further more customer who will engage in the distribution channel of the Samsung mobile.
Manufacturer sell to retailers then to consumers:
In this process which relates with the simple formation of dealing in the distribution channels
where the manufacturer sale to the retailers which are relates with the Samsung store outlets that
will engage with the customers who will going to purchase or buying products or services
accordingly.
CX performance metrics
Customer experience strategies involves making the customer as a top most priority with
giving relevant information towards their business products or services, by using the concept of
customers feedback in the context of their past and present experience towards the particular
services by any of the brand industry, by inducing the system which will help the organisation in
6

collection of the feedback and proper analysing process involves in it and by reducing the
friction by solving customer's services related problem(Ban and Kim, 2019) .
BASIS Customer experience strategies
Net
promoter
score
In this process here the main aspects is for customer satisfaction related with any
product or services and through a perception of brand. This metric helps the
businesses to evaluate the loyalty of the customers in respect of buying behaviour
Intent This metrics deals with the reach of customers through why users visit a webpage
or webpage this metrics will help the company to find out what the user wants
when they are using this webpage ,and what sort of problem visitor wants to
solve.
Surveys To determine how customers are satisfied with the particular product or services
by collecting the data regarding that process.
Customers
efforts score
To determine the customers perceived level of ease when using a product, this
basically deals with the evaluation where customer don't have to work while
using the product or services.
Customer
churn
In this metrics there is a determination of calculating overall churn of the
customer during particular time phases.
Two important metrics for the Samsung mobile phones:
Surveys and net promoter score which are relatively the important metrics which will used in a
customer experience strategy because it will directs to the interaction with the customers through
the surveys on customer satisfaction level, and net promoter score which are induced with the
customer satisfaction too(Zaki and Neely, 2019).
CX processes in Samsung industries
This process deals with the aspect which are necessary in understanding the concepts of
behavioural approach of the customer is that :
Connect the dots:
7

With having the multiple numbers of agencies and client stakeholders involved in the company
Vivaldi group takes the operation as a chief strategist to establishing the objectives , vision
strategies and roll out the plan for the new retailing concepts in the industry.
Big data analytics:
by adopting the strategies which are essential in making the data possible relates in this process
by developing the channel to support the organisation through collecting and recording the
analysis of the customer's who are engage with the activities of interacting with the company.
Social media platform:
As this company attains the channel of omni channel marketing which are relates with both the
online and offline method to deal with the customers through websites and social media sites
useful in this process.
Process other industry(TESCO)
Set expectations:
By determining the value of the customers through maintaining the qualities of the services and
product by continuously working on the process of improvising the product qualities and dealing
the large customer base is the basic dealing process of TESCO which will be the main source for
the customer as well to attain the better products and services(Smit and Melissen, 2018).
Don't Redirect
This industry works on the proper balance between the social media sites and physical platform
which are the important source in the formation of any process or step which is require in the
proper balancing methods and acquiring the resources which are beneficial to the customers as
well.
CONCLUSION
It has been concluded from the above report is that every global industry needs to deals with the
customer experiences which are necessary in the formation of dealing with them through
analysing the customer behaviour towards the particular product and services. Basically its
relates with the customer journey and important customer experience strategy which are
important in the course and their basic elements are also considered in that which relates with
8

the needs and feelings of the customers , industry are trying to built their reaching factor to their
customers through omni channel marketing which deals in the both online and offline approach
in dealing the customer.
REFERENCES
Books and Journals
Ban, H.J. and Kim, H.S., 2019. Understanding customer experience and satisfaction through
airline passengers’ online review. Sustainability. 11(15). p.4066.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Keiningham, T. and et. al., 2020. Customer experience driven business model
innovation. Journal of Business Research.116. pp.431-440.
Kumar, V., 2018. A theory of customer valuation: Concepts, metrics, strategy, and
implementation. Journal of Marketing. 82(1). pp.1-19.
Mihardjo, L. and et. al., 2020. Maximising co-creation strategy through integration of distinctive
capabilities and customer experiences in supply chain management. Uncertain Supply
Chain Management. 8(1). pp.187-196.
Nobar, H.B.K. and Rostamzadeh, R., 2018. The impact of customer satisfaction, customer
experience and customer loyalty on brand power: empirical evidence from hotel
industry. Journal of Business Economics and Management.19(2). pp.417-430.
Pencarelli, T. and et. al., 2020. Enhancing customer experience through technological innovation
in traditional travel agencies: evidences from Italy. Current Issues in Tourism, pp.1-7.
Roy, S., 2018. Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
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.
Schallehn, H. and et. al., 2019. Customer experience creation for after-use products: A product–
service systems-based review. Journal of Cleaner Production.210. pp.929-944.
Scherpen, F., Draghici, A. and Niemann, J., 2018. Customer Experience Management to
Leverage Customer Loyalty in the Automotive Industry. Procedia-Social and
Behavioral Sciences. 238. pp.374-380.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Zaki, M. and Neely, A., 2019. Customer experience analytics: dynamic customer-centric model.
In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
9