Importance of Customer Experience Strategy for Samsung: A CX Analysis

This report analyzes the importance of customer experience strategy for Samsung, including consumer persona creation, customer journey mapping, omni channel marketing, CX performance metrics, and CX processes in different industries.

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Consumer persona creation.........................................................................................................4
Mapping the customer journey....................................................................................................5
Omni channel marketing.............................................................................................................6
CX performance metrics ............................................................................................................7
CX processes in different industries...........................................................................................8
CONCLUSION .............................................................................................................................10
REFERNCES:................................................................................................................................11
Books and Journals:..................................................................................................................11

INTRODUCTION
The report aims to provide the importance of customer experience strategy for Samsung. A
business works mainly to satisfy their customer needs in order to retain them for long time. It
gives benefits by boosting sales, increase revenue and expand market reach. How organisation
product and services satisfy customer needs and meet with their expectation is termed as
customer experience. Therefore, businesses come with effective techniques and strategies to
make their experience better day by day. This report is going to focus on the significance of
customer experience strategy for Samsung company (Pavlić, and Ćukušić, 2019). The company
is a Japanese brand which serve a great technology by providing electronics, equipment,
chemicals and other diversified products (WHAT IS SAMSUNG?, 2021). This report is going to
evaluate about why customer experience strategy is necessary for the company which develop
their operations in the UK. The report will present customer mapping journey, performance
metrics and ensure omni channel marketing in order to ascertain industry competition and boost
their sales in the future years. as the company facing declines due to many competition and
market intermediaries which have stops company growth as they require to know what actually
customers wants and how it could achieved.
MAIN BODY
TASK
The importance of customer experience: customer experience is basically shows how a
person feels and experience after purchasing a particular brands product. This experience might
makes them happy or even unsatisfying if the product will not as much worthy as per their
expectations. As customer buys to get their money worth satisfaction which keeps them satisfied
and retained in organisational favour. Therefore, it is necessary to get an insight about customer
experience for organisation. It will show whether the company delivering valuable product into
society or wasting their time to repeating same ineffective practices. Therefore, in case of
Samsung, it is very crucial to know how consumer felt at the time of purchase. The main product
sold in the last so many year is Samsung mobile phones, as it become necessaries for every
person to have a digital device which gives all in one features like camera, network connectivity,
adaptability and many more. The company launched many smartphones with new features but
somehow it lacks in competing with other brands in terms of camera quality, battery life and

many more. For examples, Samsung M31 has great features but the camera does not work well
in night mode and make the pictures blur. This makes an average experience for customers
which lowers down the growth of company and requires regular innovation.
Ascertain competitive advantage: Through customer experiences strategy, Samsung could gain
competitive advantage into market. As competition lowers down the potential of Samsung
mobiles and other electronic item. Samsung provide quality goods to take competitive
advantages with other brands like Redmi, Apple Inc.
Enhance customer satisfaction: Involving customer experience strategy will satisfy customer
and their demands at its best (Nguyen, Quach, and Thaichon, 2021). The more company will
focus on customer demand and tries to make their experience fantastic, the more customer will
remain loyal towards organisation. Therefore, Samsung needs to take customer retention to boost
their sales and earn maximum profit. It is important for the company as there are many products
substitutes and brands which may garb customer attention. So, it is essential to create CX
strategies for Samsung mobile phones before it get too late to re capture the market again.
Consumer persona creation
Consumer persona is an image built by organisation about the customer. It analysis by
doing market research and indulging with people to know about their wants, demands and
strength points which company could use to attract them. It includes large groups of customer
which divides into different categories like behaviours, patters, demands., demographical factors
and more. The customer personas is crucial requirement for Samsung to identify exactly what
their potential customer demand from the company. so that, the CX strategies will be based upon
relevant ideas and consideration of important factors. The customer persona for Samsung is
presented underneath:
Demographics and story The company mainly focus on the age group of
25 and above with the medium level of
income. The aim is to deliver product features
appropriately among the customers.
Profile Samsung mainly wants to target people who
are of middle and high income group as well as
high income level group as they serve quality

products in according to buyers purchasing
power.
Motivations for using Samsung mobile The customers have various advantages for
using Samsung phones as company has good
brand reputation which satisfy both needs of
customer I.e., status symbol and product need
of customer.
Goals for using Samsung The Samsung established a process of
innovation and frequent carnage in products as
per market demands. Giving vast features and
quality is the main goal of company (Raina,
Chahal, and Dutta, 2019).
Pain points a Samsung mobile solves The Samsung gives a pain point solution of
customer wants by providing all the features in
one mobile phone.
Mapping the customer journey
A customer come along with many paths or ways while making decision for purchase.
Different people have different kinds behaviour to choose and select product. This could only
understand by marketers who gets involve with their taste and preference and try to find out what
exactly they want. Mapping out customer journey is a necessary concept for Samsung to
acknowledge how they could make a better experience of purchase by forming appropriate CX
strategies.
Mapping of customer journey
Stages of journey The Samsung needs to map out customer journey by following
various stages of their journey which will be helpful to take strategic
decisions effectively.
 Awareness

 Evaluate
 Acquisition
 Retention
 Advocacy
These stages are essential for Samsung in order to frame customer
journey. It is vital to take decision which accomplish each stage in
order to gain desired results. the company will focus on minimum
level of age group so that people will understand the motive of
company.
Activities Samsung serves various kinds of products in electronic items like
mobiles, earphones, television and many more (Micheaux, and
Bosio, 2019). the company provide quality and durable goods but
not attractive as much as their competitors.
Feelings and needs Customer feels that, Samsung products must be more attractive and
with unique features. Sometimes, they does not feel money worth
satisfactions In products as the same features are available in
products substitutes of other brands. Therefore, there is need for
quality and attractive features.
Potential opportunities
for improvement
Improvements and changes are requires very often in company.
Samsung needs to enable feedbacks, reviews form customer after
making sales to know whether the strategies performed well or not.
Omni channel marketing
Omni channel marketing is a traditional as well as modern concept of marketing. It is a
way to market products and services in order to reach large customer simultaneously. The main
motto of using this channel is to collaborate with different channels so that, customer will get
aware about products and service. The purpose of this marketing is to provide a versatile
experience of purchase by being convenient and user friendly. Through this mode of channel,
customer experience wide choices to select their path of purchase. It could be offline and online
both. It provides many benefits to the customer in the modern scenario and all with the help of

digital technology which makes the process easy and quick through social media platforms to
buy and pick products. Basically, business which use Omni channel marketing provide products
and service through multi channels and collaborations. (Bernard, and Andritsos, 2017). This
way of marketing is effective as products reach to many individuals with convenient platforms.
Customer get advantage to interact with other brands and company directly and ask their
doubts or queries before making decision for purchase. Due to digitalisation, Omni channel is
rising rapidly and people prefer to shop online rather than visiting stores when they could get
online deliveries and customer services at home. As, Samsung provides both offline and online
facilities to experience products and service. Customers could easily look at products by
checking images on websites or feel and touch mobile or other electronic items by going to
stores. Samsung has many stores across UK at most of the streets and towns so that, customer
could choose the mode of purchase by their own. Omni channel marketing is beneficial to
reaching out to the customer and grab every opportunity top boost its sales.
Consumer connects with several brands though omni channel strategies with the aim to
achieve a useful experience of their journey at each stage. For example, in online marketing,
customer could analysis product features by go through description, images and to reviews a that
helps customers to create their interest and be able to compare it with other brands. Also, there
are some special facilities and messages provided by Samsung as per customer preference on
some occasions and interactions (Aliekperov, 2020). for example, the Company launch campaign
on occasion of festivals and showcase new features of camera and many others. Also,
Samsung use many marketing channels such as social media like Email, website, collaborations.
Whereas, offline channels include promotional platforms like advertisements, campaigns,
articles, news and media and many more. With the effect of this strategy, the company is still
being capable to exist in this competitive market. It does not slower down its growth by
analysing customer journey and creates well strategy which suits customers taste, wants and
worth of money. The role of interactions and customisation is also get fulfil under this strategy.
Samsung become able to interact with customer through various challenges as per customer
convenience. Also, the products and services could provide as per special demand of customer
which customise products in according to their wants.

CX performance metrics
Customer performance metrics is an indicator to track the satisfaction level of customers with
organisation product or service. It is need for every organisation in order to check the overall
performance of the company. It gives an insight about how their products and services affecting
the demand of customer in the competitive market. These performance metrics help to
understand the positive and negative aspects of strategies and helps in improvising it in the
nearby future. In context of Samsung, loyal customers are the very first target of the company as
they give benefits in boosting sales and brand name of the company. So that, their strategies
largely focus on customer experience, performance and how it could be better. The effective
metrics are described below:
Customer Satisfaction
This metric is the most essential one as the performance of company is depend on it.
These performance would get analyse through undertaking customers reviews by defining it as
some point of gestures like good, better, excellent or bad (Balaraman, 2021). This will
acknowledge the company about how much people are satisfied and unsatisfied with the
products and service.
Brand Sentiment Score
A business work hard to establish a reputed brand name in the eyes of customers and
eliminate all the negative perception or rumours. This metrics is helpful for the Samsung to
interact with people directly and make them understand about company and its objective. This
concept work effectively as customer will not get influence by others perception without
experiencing the product by themselves (Berman, and Thelen, 2018). This could be done
through providing free giveaways, counselling and demo usage of products to the localities.
Net Promoter Score
This metric is useful for both customer and organisation. The company will get rating of
their brand by number of people which will showcase the potential of organisation. Whereas,
customer will get help in taking purchasing decision by knowing brand rating and what are the
pros and cons of using Samsung products. NPS is effective and is very common nowadays due to
rise of social media platforms.
Frictionless Interaction Score

This metric is useful for the customer as they will get to know about organisation process
and analyse whether it works to fulfil their expectations. In this, customer make efforts to give
their opinion for analysing companies performance.
It has evaluated from the four metrics discussed above that all are vital for the company
in order top look upon companies performance.
Recommendations:
 Samsung needs to use customer satisfaction metric through which, they could make
changes in products and services as per their expectations.
 The metric of brand sentiments is also vital for the company to avoid misunderstanding
and convert customers negative perception into positive way.
CX processes in different industries
There is requirement of comparison in order to analyse critical success factor. It evaluates about,
the two different organisation which has different strategies and organisational process (Imhof,
and Klaus, 2020). Samsung and Tesco are both reputed firm of UK and Japan respectively which
have great brand positioning. The comparison is listed below:
CX Critical Success Factors Samsung Tesco
Organizational Structure Samsung provide diversified
range of products at many
locations. Therefore, they
follow divisional structures in
which their departments are
segmented into three parts.
That is, IT, electronic, device
solutions and mobiles.
Tesco is also working at large
level and has many diversified
range of activities. Therefore, it
follows hierarchical
organisational structure. The
company maintain efficiency
by following proper structure
by dividing work, power and
responsibilities in systematic
manner.
Interaction Strategy Samsung use many channels
of marketing and
communication to interact
with worldwide customers.
Tesco is also scattered its reach
to worldwide level. they use
social media channels like
Instagram, Facebook, twitters

Social media platforms like
websites and other promotions
ways like advertising and
events are the best way to
communicate with people.
to get interact digitally and
launch campaigns for more
customer participation.
(Shankar, and Kushwaha,
2021).
Technology Samsung believes in frequent
technology up gradation. The
company use new and graded
technology to produce
electronics and make customer
experience better though AI,
CRM and many more.
Tesco is not very well
updated in technology as the
products are day to day goods
which does not require any
frequent innovation or
techniques. Technology is
used at Tesco for supply,
delivery and customer support
like AI, CRM and other
management support.
Data and Analytics Analysing data and analytics is
the most prominent element of
customer mapping journey,
when company looks for data
of customer retention and sales
analytics, it gets beneficial for
the firm to have insight about
what customer are liking and
what are their expectations.
Samsung use big data analytics
and AI technology to ascertain
customer activity at every
level so that, mapping
customer journey will be easy
and prominent.
Tesco is also working to
provide great customer
satisfaction in order to map
strategies and enhance success
rate. The company needs to
analyse customer preference in
food, clothing and other
diversified range of products.
The company use many ways
to gain customer insights about
behaviour and choice through
conducting surveys and
feedbacks.

Success Measures Measuring success is the most
vital task which needs to look
at annual basis. Samsung use
many KPI methods to measure
success at every divisional
sector. These are operational,
strategical and functional.
Tesco believes in performance
reviews and measure all the
area of working. Therefore, the
company present all the annual
data and KPI indicators to
ascertain profits and growth.
CONCLUSION
The report has concluded about the concept of customer experience strategies. This strategy
plays a vital role in order to gain success in the market as customer is the potential elements for
company. The report presented all the significance of CX strategies also, it has created customer
persona, customer journey and evaluation of metrics. Also, in order to analyse the success rate of
different industry, there is comparisons on two different firms which shows different structure,
technology, interaction and measures. There is discussion about omni channel marketing,
Customer strategy process in different industry. This has shown that, the company needs to use
various channels and provide convenient service as per market demand. Customer performance
metrics helped to measure the journey of customer mapping.

REFERNCES:
Books and Journals:
Aliekperov, A., 2020. The Customer Experience Model. Routledge.
Balaraman, M., 2021. Customer to Human: The CX Factor in Modern Business. Penguin
Random House India Private Limited.
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Bernard, G. and Andritsos, P., 2017. A process mining based model for customer journey
mapping. In Forum and Doctoral Consortium Papers Presented at the 29th International
Conference on Advanced Information Systems Engineering (CAiSE 2017) (Vol. 1848,
pp. 49-56). CEUR Workshop Proceedings.
Imhof, G. and Klaus, P., 2020. The dawn of traditional CX metrics? Examining satisfaction,
EXQ, and WAR. International Journal of Market Research, 62(6), pp.673-688.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education, 41(2), pp.127-140.
Nguyen, T.M., Quach, S. and Thaichon, P., 2021. The effect of AI quality on customer
experience and brand relationship. Journal of Consumer Behaviour.
Pavlić, D. and Ćukušić, M., 2019, September. Conceptualizing the convergence model of
business process management and customer experience management. In International
Conference on Business Process Management (pp. 328-332). Springer, Cham.
Raina, S., Chahal, H. and Dutta, K., 2019. Customer experience and its marketing outcomes in
financial services: A multivariate approach. In Understanding the Role of Business
Analytics (pp. 119-143). Springer, Singapore
Shankar, V. and Kushwaha, T., 2021. Omnichannel marketing: Are cross-channel effects
symmetric?. International Journal of Research in Marketing, 38(2), pp.290-310.
Online
WHAT IS SAMSUNG?, 2021. [online]. Available through:
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