Customer Experience Strategy for Samsung in UK

CUSTOMER EXPERIENCE
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Importance of customer experience.............................................................................................3
Consumer persona creation..........................................................................................................4
Custumer journey mapping..........................................................................................................5
Omnichannel marketing...............................................................................................................6
CX performance matrix...............................................................................................................8
CX processes in different industries............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Customer Experience (CX) strategy refers to the actions of the organization in relation to
improve the healthy feedback or offer positive experiences to the customers for growth and
development of business (Purcărea, 2019). Samsung is a South Korean international company
that manufactures mobile phones and other electronic devices such as T.V., Refrigerators and Air
conditioners. Samsung is popularly known for its mobile phones in various countries including
United Kingdom(Samsung, 2021). This report will discuss the importance of customer
experience, along with it analysis strategies that are used by Samsung in UK. furthermore it
discuss the customer persona creation and its role in development of CX strategies. Study will
also determine the customer journey, Omni-channel marketing, and customer experience
performance matrix and CX process used by companies in similar industry.
MAIN BODY
Importance of customer experience
Customer experience is the interaction of customer with the business. CX is very
important for the company (Becker, and Jaakkola, 2020). Positive experience works as blessing
for the growth of the business. It ensures that the customer will have long association with
company or not. CX can be both good or bad. Positive customer experience improves customer
satisfaction but a bad customer experience decrease the demand of the company's product.
Experience changes the behaviour of the person towards any specific company. It is a challenge
for any business to improve the customer experience. So, a better service always lead to the
positive customer experience that has become more important in the field of mobile phones.
Samsung's mobiles are used in a great range across UK. So importance of customer
experience in Samsung has a great impact on the image and the sales of the company. Use and
purpose of mobile phone has increased these days, people prefers more specifications in their
smart phones. Using phones and their service availability creates an experience towards the
product. Samsung's sales are depended on the experience of the customer. If experience is bad,
customer will not purchase Samsung mobile phone again. In addition to this, Samsung has to
create positive CX on the customer to create grow in mobile phone industries of UK. Likewise,
in UK people are more specific in brands of mobile phone. Most of the customers had positive
experience towards Samsung thus it motivates them to stick with the brand for long time. It has

lead in also increasing good feedback of the products and adding new as well as existing
customer in the organisation. This has given opportunity to the company to increase more
happily customer in UK. Thus, analysing customer experience for the company has become most
important task. Therefore, it can be stated that Samsung's future in the country of UK rely on the
customer experience.
Consumer persona creation
Customer persona refers to the data collected by the company about particular group of
customers in a key-note manner (An and et.al, 2018). It helps the company to understand the
customer experience easily. Customer persona includes basic details of the customer such as
demographics and story, pain point solves, goals, profile and motivations and many other
information.
Following is the customer persona of John Smith, customer of a Samsung Mobile in UK.
Profile
DEMOGRAPHICS
AND STORY
 Male
 Age 62
 Annual income
$125000
SAMSUNG MOBILE SOLVES
 Repair water damage
 Broken headphone jacks
 Poor battery power
PROFILE- JOHN SMITH
MOTIVATIONS FOR
USING A SAMSUNG
MOBILE
 Updated
technology
 Android OS
 Functional
Features
GOALS FOR USING
A SAMSUNG
 More attractive
the image and
design of the
telephone.
 A long-lasting
battery.
 Plenty of
storage space.
 Great camera.
 Crystal-clear
display.

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
The importance of customer experience.....................................................................................3
Consumer persona creation.........................................................................................................4
Mapping the customer journey....................................................................................................4
Omni channel marketing.............................................................................................................5
CX performance metrics ............................................................................................................7
CX processes in different industries...........................................................................................8
CONCLUSION .............................................................................................................................10
REFERNCES:................................................................................................................................11
Books and Journals:..................................................................................................................11

INTRODUCTION
Customer experience management is a discipline that helps in understanding the
customers and forming plans that assists in improving customer satisfaction and loyalty. In this
report customer experience (CX) strategy of Samsung in UK is taken into consideration (Jain,
Aagja and Bagdare, 2017). It is a multinational organisation that works according to the needs
and wants of customers. The report is about the importance of customer experience. There is
formulation of customer journey map as well various metrics to measure the performance is also
part of this report. Omni channel marketing and its role in an organisation is evaluated. In the
end of the report there is discussion related to CX processes used in different industries that their
success factors.
MAIN BODY
The importance of customer experience
Customer experience is the holistic perception of customer's experience with business.
CX is related to each and every point of business that has impact on customer's perception. It can
be understood as sum of all the interactions that customers has with the organisation. It is the
relationship of customer developed with brand (Anh, 2020). Each and every organisation focuses
on enhancing the experience of customers so that they are able to achieve goals and objectives.
The points that show importance of customer experience are discussed below:
Improve customer satisfaction: It is seen that organisation makes efforts to enhance the
satisfaction level of customers. It is seen that in relation to Samsung the management of
organisation works in such a manner that helps to engage the customers. It is beneficial for
customer's as they get the products as per their desire and it enhances the satisfaction level of
customer's.
Gain competitive advantage: The company that is able to enhance the customer
experience gains advantage over the competitors. In regard to Samsung the try to provide best
quality goods to customers as well as at affordable price to the customers. This makes the
customers loyal towards the organisation and this helps in gaining advantage over the
competitors.
Boost Sales: The satisfied customers are loyal towards the company. They are ready to
pay money to the organisation (Zolkiewski and et. al., 2017). In relation to Samsung the get

support of of customers. It helps in enhancing the sales of the organisation. Each and every
organisation plans to enhance their sales and achieve goals and objectives successfully.
Consumer persona creation
A consumer persona is a semi-frictional image of the ideal customer that is identified
with the help of research and analysis of data related to present customer's. There are various
points that are considered such as consumer demographics, motivations, behaviour patterns, and
objectives. It helps to understand group of customer's. By knowing about the group of customers
and their needs, Samsung is able to develop effective CX strategies that focus on customers. It is
necessary to first create customer persona. The customer persona in relation to Samsung is
below:
Demographics and story They target the people of age group above 25
that are able to understand the features and use
them effectively.
Profile The basically provide quality features to
customer's (Nagasaw, 2021). They target
middle income group as well as high income
group people.
Motivations for using Samsung mobile The company has established strong image in
market and the brand value of Samsung is
motivation for customers to buy the products.
Goals for using a Samsung The company provides various quality
products that have all new and innovative
features.
Pain points a Samsung mobile solves Samsung provides easy to use phones that
provides all the features that a person wants in
the product.