Customer Experience Management

This report explores the concept of customer experience management and its application in real-life companies like Samsung and Nokia. It discusses the customer experiences with both companies, highlighting the importance of personalized service and innovative features. The report compares the experiences and concludes that Samsung excels in meeting customer needs and providing a delightful experience.

Customer Experience Management
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Management 1
Contents
Introduction......................................................................................................................................2
Experience with companies.............................................................................................................3
Proto-persona diagram (Nokia Company).......................................................................................4
Two significant pain points.........................................................................................................4
Poor customer service..............................................................................................................4
Unmet needs and wants of the customers................................................................................5
Proto-persona diagram (Samsung Company)..................................................................................5
Two most significant touch points...............................................................................................6
Improved customer service......................................................................................................6
Mobile with innovative features..............................................................................................7
Comparison between the experiences..............................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
Appendix........................................................................................................................................10
Appendix 1.1..............................................................................................................................10
Appendix 1.2..............................................................................................................................11

Management 2
Introduction
In the present competitive world, it is essential for the company to manage the customer
experience. Customer experience management is refers to as the collections of the processes that
are majorly used by the organisations to track, oversee as well as to organise every interaction
that occurs between the organisation and its customers during the customer journey that include
the stage of before, during and after. The purpose of the report is to reflect upon the customer
experience concept and theories that are majorly applied on the real life companies. The
companies who experience is considered in this report include Samsung and Nokia who are
major competitors of each other. The experience of Samsung is positive while comparing it with
Nokia it has negative experience.

Management 3
Experience with companies
Both Nokia and Samsung deals their business operations in same industry due to which they
offer the similar sort of products. I have availed service of both the company as I bought their
mobile phones. I have very positive experience with Samsung company as there features met all
my requirements and offered effective service. The feature that was offered by the company
includes high pixel camera quality, quality display screen, updated version, processor, and
numerous other effective smart features (Shin, 2015). However, when I availed the services
offered by Nokia they shown their emphasis on the better battery backup, long life instead of
innovative features. Thus, I had a good experience when I appealed for the service of Samsung
instead of Nokia.

Management 4
Proto-persona diagram (Nokia Company)
The characteristics of the customer are clear with the proto-persona diagram that reflects their
needs towards the mobile phone. The experience of the customer can easily be analysed with the
help of characteristics of person.
Two significant pain points
Poor customer service
Nokia Company is not able to meet the criteria of the poor customer service through the
customer journey that include the stage of before, during, and after (Lemon, & Verhoef, 2016). It
Name- Margareta
Carry Smart Phone
Behaviors
She remains in touch with the
new technology
Social media user/Online
extrovert
Want to use advance products
Demographics
Youth
(Age- 22 years)
Lives in Australia
Student in college
Needs/Goals
Requires a safe phone that is
equipped with security and new
technology
High quality new features
Improved customer service

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has been witnessed that before the purchase customers wants the staff of the store to explain the
features. In addition, if customer is purchasing the product through online mode there should be
effective service that can be offered by mentioning effective features with the products. I realised
that during the product purchase it is essential for the company to offer the personalised service
that is possible by interacting with the customers and encounter the issues faced by them (Chang,
2012). However, I found that neither the company is able to offer the service during the customer
journey nor they are able to offer the post purchase. Once the mobile phone is purchased by me,
there was no sales service provided to me related to product even after the complaint.
Unmet needs and wants of the customers
I found that most adverse touch point was incomplete needs and wants of the customers that
affected the customers experience at the customer journey. The needs and wants are essential to
achieve by the company when they want to maintain customer to be loyal (Homburg, Jozić, &
Kuehnl, 2017). This reflects that this touch point lead to violation of the customer centricity
theory. This theory states that company should always focus on forming the effective as well as
the positive engagement with their clients (Sparrow, Hird & Cooper, 2015). Nokia focuses on the
long-lasting battery life instead of the innovative features that are required by customers.
Proto-persona diagram (Samsung Company)
This proto-persona diagram reflects the major characteristics of the person that helps in
evaluating the experience with the company.

Management 6
Two most significant touch points
Improved customer service
I believe that customer service is essential to be offered by Samsung Company effectively which
is offered by offering the personalised service and making the customer feel valuable. I
witnessed that Samsung listens to the needs of customers in markets so that they can put extra
efforts to meet the needs. This include the theory of customer journey that major consist of
collective series of interaction with customers that remain present at different stages of customer
lifecycle (McColl-Kennedy, Zaki, Lemon, Urmetzer, & Neely, 2019). Samsung contributes in
Behaviors
Prefer products that meet the
needs for innovative products,
advance features
Behaviour is to use advance
gadgets
Name- Albert
Gadget love
Demographics
Adult
Age group- 25 years
Lives in Australia
Needs/Goals
Personalised services
Effective customer experience
Smart phones that are equipped
innovative features

Management 7
making the customer lifestyle effective that include before, during and after experience of the
customers with the product.
Mobile with innovative features
I believe that Samsung major touch points that effectively contribute in improving the experience
of the customer is offering new as well as innovative features. I believe value added services
helps the company in offering the delight customer experience to customers. According to me,
Samsung believes that offering the product that has innovative features is not effective enough
until the company offer improved services (Versace, 2013). Thus, I found that they make the
customer satisfy at each stage, before the purchase they ask for the needs suggest for the phone
and then during the purchase they engage with them to offer the post purchase services.
Comparison between the experiences
Considering my views as the customer, I found that it is essential to ensure post-purchase and
after sale service that is linked with the product as well as service. After purchasing the mobile
phones of Nokia and Samsung in same price, I realised that interface of the mobile is different
that makes the change in their operations. (Refer Appendix 1.1)
I witnessed that Nokia customer care is not effective because they do not listen to the complaints
and they not even try to solve the same. Further, sometimes the company does not get aware
about the faults that are present in their device. I found that somehow the experience of the
customer get affected which makes the Samsung on the positive side. Samsung services are
easily accessible as they have their service stations at different places and they are able to
understand the needs of the customers related to the features. (Refer Appendix 1.2)

Management 8
Conclusion
In the end, this can be said that customer experience is attained by the company at customer
journey that gives the opportunity to customers to achieve the success. I found that Nokia
Company is unable to meet the needs of customers due to which they failed in offering the
delight experience. On the other hand, Samsung Company is well aware about the way through
which they can adhere to the needs of customer for offering delight experience. The customer
experience management is discussed with the help of the CEM concepts and journey of
customers.

Management 9
References
Chang, A. (2012). 5 Reasons Why Nokia Lost Its Handset Sales Lead And Got Downgraded To
'Junk'. Retrieved from: https://www.wired.com/2012/04/5-reasons-why-nokia-lost-its-
handset-sales-lead-and-got-downgraded-to-junk/
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining
customer experience insights that matter. Journal of Service Research, 22(1), 8-26.
Shin, D. H. (2015). Effect of the customer experience on satisfaction with smartphones:
Assessing smart satisfaction index with partial least squares. Telecommunications
Policy, 39(8), 627-641.
Sparrow, P., Hird, M., & Cooper, C. L. (2015). Customer Centricity and People Management.
In Do We Need HR? (pp. 54-85). Palgrave Macmillan, London.
Versace, C. (2013). What Do Consumers Want In A New Smartphone?. Retrieved from:
https://www.forbes.com/sites/chrisversace/2013/08/21/what-do-consumers-want-in-a-
new-smartphone/#1011c4d12ee8

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Appendix
Appendix 1.1
Proto-persona diagram (Nokia Company)
Name- Margareta
Carry Smart Phone
Behaviors
She remains in touch with the
new technology
Social media user/Online
extrovert
Want to use advance products
Demographics
Youth
(Age- 22 years)
Lives in Australia
Student in college
Needs/Goals
Requires a safe phone that is
equipped with security and new
technology
High quality new features
Improved customer service

Management 11
Appendix 1.2
Proto-persona diagram (Samsung Company)
Behaviors
Prefer products that meet the
needs for innovative products,
advance features
Behaviour is to use advance
gadgets
Name- Albert
Gadget love
Demographics
Adult
Age group- 25 years
Lives in Australia
Needs/Goals
Personalised services
Effective customer experience
Smart phones that are equipped
innovative features

Management 12