Customer Experience Strategy for Samsung Mobile Phones in UK

Customer Experience
Strategy

Table of Contents
Introduction .....................................................................................................................................1
Main Body ......................................................................................................................................1
Importance of customers experience......................................................................................1
Consumer Persona Creation...................................................................................................1
Mapping the customers Journey.............................................................................................1
Omni-channel marketing........................................................................................................1
Customers experience performance metrics...........................................................................1
Customers experience processes in various industries...........................................................1
Conclusion .....................................................................................................................................1
References .......................................................................................................................................3

Introduction
The customer experience strategy is defined as the various actions taken into
consideration by the business organisation in order to provide positive experience to their each
and every customers. Customer experience is defined as the sum total of consumer's feelings
resulting from the their interaction with the brand. It is the cognitive and behavioural customer's
response throughout their buying process. Creating positive customers experience helps the
business organisation to build strong and long lasting relationship with their target customers
(Bermanand Thelen, 2018). For this report, Samsung company is taken as the base company for
the customers’ experience strategy for their mobile phone product line in United Kingdom.
Samsung is one of the top multinational company headquartered in South Korea, having the
highest global brand value. Samsung company was founded in 1938 by Lee Byung Chul as one
of the trading business, it entered the electronics business in the late 1960s. This report highlights
the detailed analysis of the customer experience along with its importance. And the consumer
persona and how it helps in effective customer experience strategy, also the customer journey
along with its benefits in the customers’ experience strategy is also highlighted in this report. In
addition to this, the detailed analysis of the Omni-channel marketing along with the customer
experience performance matrix is also highlighted in this report. Also the customer experience
process in various industries is also mentioned in this report.
Main Body
Importance of customer experience
Customers experience is defined as the viewpoint of the customers about the company's
brand particular about their product and services throughout their purchasing journey will leads
them to experience either good or bad. It is the effective relationship between the business
organisation and its target customers also, every aspect of the business organisation which
directly leads to influencing the perception and feelings of the customers. Customer's good
experience leads the business organisation towards continuous growth and success (Chiang,
2020). The customers experience is one of the essential concept of marketing which has gathered
large attention in the recent time in term of creating unique and memorable experience among
customers. It is also the process used by the business organisation in order to create customers
value, enhance differentiation and sustain competitive advantage in the marketplace. In context
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to Samsung mobile phone, the customers experience can be one of the major determinant behind
the success and growth of the company in the UK market through analysing the satisfaction
level, behavioural and attitude of the target customers. Analysing the relationship quality
between the company and the target customers (Debruyne and Tackx,2019). Samsung UK can
enhance their customers experience to gain the competitiveness in the telecom industry in the
UK through creating long lasting relationship with their target customers. Creating and
maintaining positive relationship with the customers will help the company to enhance their
performance in the UK market it can be done through satisfying them through their quality
smartphone. Customer experience is the main key factor behind the success of the business.
Maintaining and enhancing the positive customers experience will help the Samsung mobile to
capture large market share in the UK and retain them for long period of time.
Consumer Persona Creation
The term consumer persona is defined as the detailed analysis of the person who
represents the whole target audience It is the description of ideal consumers of the business
organisation on the basis of effective market analysis. The effective use of persona helps the
business organisation in analysing the behaviour of the consumers in the different stages.
Building effective customer persona allows the business to analyse their customers also how
their interact with them throughout their entire life cycle (Gardiner and Scott, 2018). It plays an
essential role in creating effective customers experience strategy, as in order to analyse the
personal experience of the target customers company needs to be aware of their customers and
their taste and preference. Customers persona helps in getting this information effectively. In
case of Samsung mobile phones, interest is the main consumer persona. Consumers of UK has
shown three different interest in buying of Samsung mobile phones such as hunters, quality
seekers and nomads wandering for the latest innovation and technology.
Consumers persona
Demographics and story  Male
 Age 48
 Annual income 100000 dollars
Profile  Head of human resources
 Working from the last 8 years
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