Customer Experience Strategy for Samsung Mobile Phones

This article discusses the importance of customer experience for Samsung mobile phones, including the creation of consumer personas, mapping the customer journey, implementing omnichannel marketing, using customer experience metrics, and improving customer experience processes in different industries. It also covers the customer experience process and how Samsung can use it to attract and retain customers.

Customer Experience Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Importance of Customer Experience...............................................................................................3
Consumer Persona Creation.............................................................................................................4
Mapping the Customer Journey.......................................................................................................5
Omnichannel Marketing..................................................................................................................5
Customer Experience Metrics..........................................................................................................7
Customer Experience processes in different Industries...................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The project is based on Customer Experience strategy of Samsung for their mobile phone
product line. It covers importance of customer experience, customer journey mapping process,
customer experience performance metrics, omni channel customer journey and evaluation of
customer experience processes in different industries.
Importance of Customer Experience
Customer experience is a concept of interacting and developing strong relationship with
customer in order to increase the brand image of Company. It is a process which defines how
customer perceives the Organisation through having interaction across the life cycle of
consumers (Pour, Hosseinzadeh and Mansouri, 2021). It is necessary for firm to deliver great
customer experience in order to increase the growth and profitability of business. The better
experience customers give positive response and also become loyal towards the brand due to
which there is a decrease in customer return and complaints. Organisation gain various benefits
by delivering excellent customer experience such as increase in customer satisfaction, better
word mouth marketing, increase in customer loyalty and positive reviews. There are various
importance of Customer experience in case of Samsung mobile phones but company has to focus
on enhancing its customer base. Samsung becomes one of the market leader of smartphone
industry and also they are constantly adapting changing smartphones trends of future in order to
grab the attention of people. The Brand has several competitors in Market that gives tough fight
like Vivo, Xiaomi, OnePlus, Oppo and Huawei. Through increasing customer experience,
Samsung can improve customer retention, creates competitive advantage, boost sale and reduces
customer churn. Samsung is focusing on maximising satisfaction of customers in order to
enhance the profitability and growth of business (Gao and et. al., 2021). By providing great
customer experience they can reduce consumers churn as people demand high quality services
that can make them satisfied with the complexity or issues related to product. The poor quality of
customer services can leads to people churn which create a huge impact on the image or
reputation of brand. Samsung also gain competitive advantage by delivering superiors customer
experience and solving the problems of people immediately. Company is still improving
customer experience by proving live chat, self service resources, social support, mobile support
and omni channel support.

Consumer Persona Creation
Consumer persona is a fictional depiction of customers which are based on market
research, behaviours, motivation, objectives and demographics. Organisation collects the data of
consumer through web analytics or user research in order to find out the key trait of large
segment of people. The main purpose of consumer persona is to identify the need and demand of
people and make changes accordingly. Through customer personas Samsung can build effective
strategies that can help in attracting and offering suitable products according to the need and
demand of people (Bansal, Burden and Swartout, 2021). It can help in increasing customer
experience by making company understand how consumers interact throughout the entire life
cycle. Personas also provide awareness of journey that customers may take so that Organisation
can improve them. It plays an important role in overall consumer journey mapping process. So, it
is necessary for Samsung to create valuable personas that provide great opportunity to brand in
order to increase the growth of business.
Consumer persona
Key Elements Consumer Persona
Demographics Age: 20
Occupation: Planning Director
Status: Unmarried
Profile Single earning person of family having interest
in team sports and always maintain strong
relationship with friends and family.
Motivations for using Samsung Mobile Samsung mobile helps in staying connected
with people and also provide sense of security.
The products of Samsung are of High quality
with high tech engrained into phones and
camera. The products are also available at
reasonable price.
Goals for using Samsung The main goal of using Samsung is that they
adapt latest technology and stay connected

with new trends.
Pain points Samsung mobile solves Samsung must solve overheating issues and
high battery drainage problem.
Mapping the Customer Journey
Customer Journey is a path that provides complete sum of experiences which is gained by
consumers while interacting with Company. It is important for the Organisation to map customer
journey in order to understand customer experience. There are five stages of customer journey
such as Awareness, Purchase, Consideration, Retention and advocacy (Hodgkinson, Jackson and
West, 2021). The Customer Journey defines the interaction of people with brand for specific
goals. Samsung must focus on customer journey as it reduces pain points and attrition rates of
consumers by providing excellent experiences that makes them happy and stay connected with
Company.
Elements Perspective of customers
Stages of Journey Awareness, consideration and decision of
mobile phones
Activities Purchasing the smart phone that is of latest
technology
Feelings and needs The need of customers is to get latest
technology of mobile phone at affordable price
with all the features.
Potential opportunities for improvement The Company must improve their overheating
issues and trouble connecting to Wi-Fi.
Omnichannel Marketing
Omnichannel marketing is a process of creating presence of brand on different online and
offline channels that leads to better customer experience. It takes a consumer centric view of
marketing tools and techniques. Brand can interact with consumers on innumerable channels and

connect with them through social media to customer service hotlines (Sidaoui, Jaakkola and
Burton, 2020). The main role of Omnichannel is to ensure that consumers must have positive
and consistent experience on each channel by offering personalised messaging based on specific
interest, content that is informed by past interaction and consistently identifying brand vision.
There are various benefits of Omnichannel approach such as better use of experience, cohesive
brand strategy, increase revenue and better attribution data. Companies usually prefer two types
of Omnichannel attribution such as media mix modeling and Multi Touch attribution. In order to
create an Omnichannel experience it is important to take into account how consumers interacts
with brand. There are few steps for leveraging Omnichannel marketing they are data collection,
data analysis, customer journey mapping, brand guidelines and testing. Many industries applies
Omnichannel tactics such as retail, healthcare, automotive and financial services. It is becoming
popular due to he emergence of several trends that can helps in increasing customer satisfaction
and maximise marketing ROI (Doherty and et. al., 2017). The few trends in Omnichannel are
Integration of In-Store and Online, Focus on the brand rather than channel, more devices for one
purchase and multiple channel means better customer. Samsung must build perfect Omnichannel
marketing strategy that can help in maximising customer satisfaction and improving their
experience they must plan the experience of customer, use data as a base while strategizing,
segment the users and personalise the journey, get the right context, select right marketing
automation tools and make Organisation customer centric. The role of interaction and
customisation in Omnichannel marketing is that it bring touchpoints of consumers together while
communicating and coordinating across channels. Through Omnichannel company can give their
customer seamless and expertly integrated experience of buying according to their expectation. It
also help to connect with customer through personalised experience through which Samsung can
build strong customer base. There are different marketing channels which can be used by
Samsung in order to increase their market presence and growth of business such as email
marketing, social media marketing, video marketing and search engine optimisation. To improve
the sale of Samsung mobile, the marketing team can focus on these marketing channels. Social
media marketing is one of the effective marketing channels that can provide access to potential
customer and also Organisation can reach to maximum number of people. It give unique
opportunity to company so that they can engage with people and continue to build their brand
community (Sindhu and Bharti, 2020). While implementing social media marketing, Samsung

must focus on integrate their marketing efforts, know their target consumers and create social
media calender. Organisation is focusing on improving customer service by retaining their loyal
customer and attracting new ones through positive word of mouth and strong customer service
portfolios.
Customer Experience Metrics
Customer experience is a impression that Organisation leaves with their customer as now
a days it is important for the company to improve the experience of people in order to enhance
the growth and productivity of business. Customer experience metrics are the tools through
which company can calculate customers inputs. Through the metrics, Samsung can understand
how loyal and satisfied customer they have (Han, Lee and Kim, 2021). There are different types
of customer experience metrics such as Net promoter score, customer effort score, customer
churn rate and customer satisfaction.
Net promoter score is one of the customer experience metrics which is easy and simple
for the people to answer and can be easily track by companies. The net promoter score consist
only two questions that helps in providing customer experience related number that is needed by
leadership for target setting. If there is increase or decrease in net promoter score helps company
to predict future revenue gain or loss and also it can be utilized to measure word of mouth
marketing strategy. Samsung a calculate NPS by calculating the percentage of promoters among
surveyed customer, calculate the percentage of detractors and subtract the detractor percentage
from promoter percentage (Bolton, 2018). Net promoter score is fast and easy tool for companies
and customers and it provide dive deep and big picture of customer experience.
Customer Satisfaction is another tool through which company can ensure customer
experience. Organisation mainly use Net promoter score and customer satisfaction together. The
metrics has many scales and forms but the commonly used scale is from 1 to 5. It is an effective
tool through which company can measure its satisfied customer with one time interaction. If
people are happy with the services they give rating that expresses their perception and
satisfaction.
Customer Effort Score is also a popular customer experience metric that includes
customer input. It involves few questions which must be addressed by consumers by answering
five to seven point scale system. It is one of the unique and different metrics from Net promoter
score and customer satisfaction as it follows both distribution of scores and average score. The

few examples of customer effort score implementation is how easy was it to solve problem with
Samsung today or Company made easy for you to solve the issues.
Churn rate is another effective customer experience metrics that shows how many
customer have stopped to use Samsung products or services. Through customer churn rate,
Company can count the total number of lost customers or their percentage within a defined
period of time. It is also calculated as a lost business value and doesn't affect the profitability of
Business. Samsung can calculate customer churn rate by dividing number of lost customer with
number of active people.
The Two metrics which is suitable for Samsung mobile phones are customer satisfaction
and customer efforts score. As, Customer effort score helps in analysing the complexity of
service and also reveal detraction drivers and Customer satisfaction is simple metric tool to
implement and it is asked to customer after transaction in order to evaluate the efficiency of
customer services.
Customer Experience processes in different Industries
The few customer experience success factors are as follows:
C-suite Commitment is one of the customer experience process in different industries. It
is necessary for Samsung to implement customer centric transformation by committing towards
the work. There must be engagement of all the executives at the time of transformation of
company's culture. If there is involvement of all the active boars of directors and executives than
only they make effective decision for the betterment of Samsung and focus on improving
customer experience.
Employee buy-in is also a critical success factors of customer experience that includes
the number of employees required for improving and providing great customer experience. The
Employees buy-in helps in creating positive customer experience and increase the brand image
of Company by contributing their best efforts in accomplishing the task.
Customer centric culture is another factors of customers experience which must be
implemented by Samsung in order to improve the performance and efficiency of business. It is
necessary for the Organisation to create customer centric culture in order to attract more and
more customer and improve their experiences (Hilken, 2018). Samsung must look at their
customer journey and redesign their journey and they must also improve the process, systems
and interaction with customer.

Visibility and real understanding is also a factor that can improve customer experience
for Samsung. It is necessary to create strong visibility in market and understand the behaviour of
customer. The Company must focus on increasing the visibility and know about the customer
approach and behaviour so that they can attract target customer.
Technology is one of the effective factors of customer experience, the company is
focusing on implementing latest technology in producing smart phones that can attract target
people. By following latest trend in technologies helps in improving the customer experience and
also grab the attention of more and more people.
Process of Customer Experience
Customer is first step of in consumer experience process in which Samsung has to
understand the audience and create personas of buyers. It is important for the company to
identify target customer and develop their personas in order to enhance their experience and
provide better services.
Promise is another step in customer experience process in which organisation has to
define what they are expecting and what makes them stand out from competitors and the benefit
and experience they are promising.
Journey is also a step in customer experience process that provide clear road map of
customer journey including touch points with customer engagement levels.
Measurement is another stage of customer experience process in which company has to
decide on methodology and frequency of customer experience measurement and also company
has to define the metrics which they are set to be applied.
Analysis is also a stage of customer experience process in which company has to
determine the way they will analyse the customer feedbacks and steps to improve their pain
points.
Improvement is last stage of customer experience in which Samsung has to plan the
efficiency enhancement aimed at customer experience by using proper corrective actions (Pei
and et. al., 2016).
Samsung uses the customer experience process in order to attract and retain the customer
and make them stay with Organisation for long period of time. The Company focus on
implementing the customer experience process by identifying the target customer, making them
promise to provide better quality mobile phones and also improve their customer journey so that

Organisation can take cation in order to improve customer experiences. Tesla is a renowned
brand that deals in electric cars, solar panels, battery energy storage and solar roof tiles. The
Company also implement customer experience process in order to gain strong customer base and
increase the growth of business.
CONCLUSION
From the above information it is being concluded that it is necessary for the company to
improve the customer experience in order to improve the growth and efficiency of business.
There are various customer metrics which can be used by Organisation in order to provide better
customer experience. Organisation must fulfil the need and demand of people in order to make
them satisfied and gain competitive advantage in Market.

REFERENCES
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