Customer Experience Strategy for Samsung Mobile Phones in UK

Customer experience strategy

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Importance of customer experience.............................................................................................3
Customer persona creation..........................................................................................................4
Source: Koetsier, 2019.................................................................................................................6
Mapping customer journey..........................................................................................................6
Omni channel marketing..............................................................................................................8
Customer experience matrix......................................................................................................10
CX process in different industries.............................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journals....................................................................................................................13
Online........................................................................................................................................13
Appendix........................................................................................................................................14

INTRODUCTION
Customers are the soul of any business. Companies are looking forwards to establish
business strategies which focus on customers. Customer experience strategy is on such business
strategy which defines the sum of interaction which customer has with the company’s business.
It includes both happened before and after the purchase of the product or services (Schanz, and
De Lille, 2017). Customer experience service is an action plan in order to offer positive and
meaningful experience to the customers with the help of interactions. Samsung company offers a
wide of range of electronics with the best updated technology to its customers. It sells products
from smart phones to tablets to other home applications. This report deals with the customer
strategy of Samsung for their range of mobile phones in UK.
MAIN BODY
Importance of customer experience
Customer experience is also known as CX. It is the approach to determine the perception
of customer and their experience with company’s business. Customer experience refers to every
interaction a customer has with the organisation starting from searching from website till the
product is delivered to the customers. Customer experience impacts the decision of the customers
to continue with the products and services provided by the organisation. A great customer
experience is the key to successful business (Weber and Chatzopoulos, 2019). Investing in a
better customer experience which adds up to the growth of revenue and increase the loyalty
points from customer’s side. It is the way how company can understand the needs and
requirements of customers It also refers to the business discipline related to the design and
management of customer interactions. Customer experience accumulates the relations with the
customers with the help of communication, trust and loyalty. CX provide its users to receive
desired results just like they expected.
Customer experience is important for business as the company will receive more repeated
customers and positive reviews and on the other hand, customer complaints and returns are
reduced. CX helps in increasing customer commitment to the company. It will help in more
customer satisfaction and is a great way of marketing the brand with the help of good reviews
and recommendations. Samsung company has promoted their mobile phones with the help of
customer experience. It is dependent on CX for its success. It is one of the major companies in

manufacturing smart phones. Samsung started making basic handsets at the beginning and has
changed with the changes in technology (Hinnenberg, and Löfstedt, 2017). They are also
changing their attitude towards customer experience. Samsung has used customer experience to
make the customers be interested in their products. CX has helped the company to increase
retention and reduce agitation.
Customer persona creation
Customer Persona is the organisational approach in which a fictional character is being
developed by the companies which is used to represent specific customer group. This is being
developed by the companies because with this approach businesses can identify the type of
experience which the user can achieve while utilising organisational services and products.
Customer Persona is an effective approach which is being developed by companies like Samsung
because of the fact that it is having a large number of customer base and due to which it has to
ensure that a product is being provided such that it is able to fulfil customer requirement of every
group. Therefore the customer persona power businesses (Lapitan-Ashtiani, 2020). To check the
satisfaction level with the appropriate steps, with this approach proper strategies can also be
developed such that company is able to fulfil the specific customer requirements. Customer
persona not only reduces the amount of complexities faced by companies in order to develop
specific products while also at the same time this is highly beneficial in terms of identifying
appropriate steps which can be taken to maintain customers high level of engagement with the
corporate by which chances of brand switching can be reduced. Since Samsung tends to develop
technology based products, therefore because of this company uses customer persona of various
types primarily uses behavioural market segmentation due to their buying behaviour.