Customer Experience Strategy for Samsung Mobile Phones

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Importance of customer experience............................................................................................4
Consumer Persona Creation........................................................................................................5
Mapping the customer journey ..................................................................................................8
Customer experience performance metrics...............................................................................10
Customer experience process in different industries................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer experience strategy can be defined as plan of action in place to deliver a
meaningful and positive experience across those interactions. A successful customer experience
strategy takes into account certain kinds of factors which includes competitive sensibility,
consumer research, marketplace data and vision & mission (Pavlović and et.al, 2020).If Samsung
is successful in delivering a positive experience to its customers by satisfying them with their
mobile phones then company could find its customers get busy due to their offering services and
stores as well. The chosen organisation is Samsung. The Samsung group is a south Korean
multinational manufacturing conglomerate which is headquartered in Samsung Town, Seoul,
South Korea. It is one of the company who is world's largest producers of electronic devices.
Company is specialised in the wide variety of consumer and industry electronics. The analysis of
CX strategy in UK is helpful in increasing the number of sales of mobile phones.
MAIN BODY
Importance of customer experience
Customer experience refers to the impression that has customer with respect to brand of a
company as a whole throughout all aspects of the buyer's journey. Benefits of delivering a
greater customer experience which includes increased customer loyalty, increased customer
satisfaction.
Challenges of customer experience: There are majorly six biggest challenges of customer
experience. It is a challenge to develop customer experience culture and setting a particular
customer mindset. It is also difficult to ensure about deep customer understanding and defining
great customer experience. Its a challenging task to discuss about customer experience initiatives
and also customer experience has some problems related to delivering demonstrable and
measurable experience improvements.
Samsung understand needs of their customers through surveys done on social media or through
follow up calls or company could use email marketing for making better experience to their
customers with respect to their products. Importance of customer experience plays a very
important role for Samsung company because on the basis of that company's sales has been
increased into a positive manner(Li, 2020). Customer experience also supports Samsung
company in terms of building brand image and its position into international market. This

concept is important for Samsung mobile phones because customer experience could be act as
determinant for Samsung .
Consumer Persona Creation
A consumer persona is defined as it is a fictional character which represents a business
customers or potential customers. A consumer persona is also known as a buyer persona which
is a semi-frictional archetype that represents the major traits of a large segment of a business
audience. Through the research data is collected by the business with web analytics. The use of
persona is basically for purpose of better understanding & explaining the complexity of
sustainable consumer behaviour(Lee and et.al, 2017). This consumer behaviour is concerned
with different stages which includes acquisition, use and post-user within the behavioural
functions of mobility, housing, food and clothing. Throughout the entire life cycle, creating an
effective customer persona is basically for purpose of understanding how customers get interect
with brand. By creating a persona would provide awareness of the many journeys that a brand's
customers may take, in this way the brand can improve them.
Role of consumer persona: Consumer persona gives an opportunity to develop and segment the
customers into different groups. It also gives different motivation and purchasing habits of the
customers will also allow to target groups appropriately.
Samsung mobile phones has a key named as interest where three different types of interests are
shown by the consumers of UK.