Customer Experience Strategy for Samsung Mobile Phones

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