Customer Experience Strategy for Samsung

Customer experience
strategy

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Importance of customer experience.............................................................................................3
Customer persona creation..........................................................................................................4
Mapping customer journey..........................................................................................................5
Omnichannel marketing...............................................................................................................6
Customer experience performance matrix...................................................................................7
Customer experience process in different industry.....................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience strategy is defined as the interaction of customers with relative
organisation in pre as well as post sale services. Basically, it is the actionable plan that deliver
the positive and meaningful experience to through interact effectively. Effective customer
experience strategy includes various factors that facilitates the business to enhance competitive
insight, collect market place data, ensure customer reachability and attaining all organisational
missions and vision efficiently. It focuses on the creating profitable and long-lasting relationship
of customers with organisation and retain them for long period of time. In this report the chosen
organisation is Samsung Which is founded in 1 march 1938 by Lee Byung-chul. The
organisation has various affiliated businesses in United Kingdom. The headquarter of respective
organisation is situated in Seoul, South Korea. It deals in various products such as automotive,
electronics and telecommunication equipment. In this report importance of customer experience,
customer service matrix and process in discussed. Apart from that various omnichannel
marketing and customer journey is being covered in this project report.
TASK
Importance of customer experience
Customer experience: Customer experience is defined as the cognitive, affective and
behavioural response of customers in the process of consumption that includes various stages
such as pre-purchase, consumption as well as post purchase phrases. There are various
dimensions are included that affect the overall experience of customers such as their emotions,
perceptions, involvement, and behavioural initiatives (Batat, 2019). It is basically the cumulative
impacts of various multiple touchpoints that are take place during the customer’s interaction with
customers. Samsung maintains the effective relation with potential customers to enhance their
overall experience with customers in order to improve their loyalty level. Some importance are
discussed below:
Improve business KPIs: Better customer experience enhance the enhance the overall
business KPIs through enhancing organisational revenues, sales as well as increase the repeated
number of employees. Samsung focus on the customer satisfaction through providing better
quality mobile phones and add various new features in mobile that satisfy the current

requirements of customers that facilitates the respective organisation to enhance customer
engagement and reduce customers switching to other brand.
Improve customer satisfaction and loyalty: Effective customer experience improve
customer satisfaction as well as loyalty level. As the Samsung organisation provides better
quality mobile phone to their potential customers and offer pre and post services that satisfy
customers efficiently. Better customer experience builds effective relationship with customers
that retain them with organisation for long period of time (Bernier, 2018). Customer satisfaction
and loyalty influence customer emotions and experience that that enhance the effective brand
image. As Samsung analyse whole market through conducting research and evaluates the needs
and desires of potential customers and provide products and services accordingly that satisfy the
needs of customers and enhance brand loyalty so, they will retain with organisation for long
period. Positive customer experience enhances the organisational image in market and
profitability level.
Provides a competitive edge in vital market: Effective and positive customer satisfaction
provides various competitive advantages to the organisation than other competitors. As Samsung
adopts various latest technologies to design their mobile phones that contains new features that
attracts customers towards the organisation. There are various offers and discounts are provide
by the respective organisation differentiates it from others and enhance customers experience
with brand.
Customer persona creation
Customer persona creation is defined as the semi-fictional presentation of ideal customers on the
bases of data and research. Effective customer persona help Samsung to focus on qualified
prospects and develop in products that fulfil the needs and demands of targeted customers.
Effective buyer persona is being created by conducting proper research, taking customer
interview and survey that facilitates the organisation to align with potential customers (Bishop,
2018). The process that is used by the Samsung organisation is discussed below:
 First of all organisation choose three questions for customers survey. In the initial stage
three things are required to identify for creating a customer persona. All demographics
and other relative information is gathered about customers than whole data is analysed
and selecting it to build persona.
 In the most visited page a survey is conducted that includes various questions.