Customer Management - Study on Samsung's Customer Experience

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This study evaluates Samsung's customer experience and discusses activities taken by the organization to improve it. Includes methodology, customer personas, journey map, competitor analysis, and results summary.

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Running Head: MANAGEMENT
Customer management
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MANAGEMENT 1
Table of Contents
Introduction of Samsung.......................................................................................................................2
Methodology.........................................................................................................................................2
Customer Personas................................................................................................................................4
Journey map..........................................................................................................................................5
Analysis of Competitor..........................................................................................................................8
Results Summary.................................................................................................................................10
CEM concepts.....................................................................................................................................10
Conclusion...........................................................................................................................................10
References...........................................................................................................................................12
Appendices..........................................................................................................................................14
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MANAGEMENT 2
Introduction of Samsung
This study is emphasized in the evaluation of different framework and past experience of
consumers in Samsung. Samsung is famous for delivering electronic goods and services to
their specified consumers at affordable prices. This company is South Korean conglomerate
hence this organization is selected to complete this study. This report discusses the customer
experience of people. It also demonstrates different activities that are taken by the
organization to improve its customer experience.
Methodology
For performing this study, the research scholar has considered both methods data collection
named as the secondary as well as primary tool. For collecting fresh information, survey
through questionnaire method is considered while the secondary information is obtained by
the literature review, articles, and books that already exist.
Primary data
In this study, 17 consumers of Samsung have been selected by the researcher as it would be
effective in getting their opinion towards their experience in Samsung. The open-ended
interview method is used as it is more suitable for getting eh accurate result in the favor of
concern (Homburg, Jozić, & Kuehnl, 2017). It is founded that the investigator previously
informs the participants about the questionnaire before conducting the study for making the
result effectively. It would be intended to get factual information towards the research
concern.
Secondary data
The secondary data is selected by the researcher to get the conceptual information towards
the research matter. The investigator could consider certain sources named as textbooks,
journals,
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MANAGEMENT 3
It could also be effective for considering certain sources as it could be known as the articles,
books, and online sources (Wilson, Zeithaml, Bitner, & Gremler, 2016).
Survey through questionnaire
Gender
Male
Female
Do you use a Smartphone?
Yes
No
Which smartphone brand are you currently using?
Samsung
Mi
Apple
Other
Why do you buy a smartphone?
Business purposes
Software flexibility
Want to keep updated with technology
Sales promotion
Others
When do you change your mobile?
New mobile versions
When it is ruined
Feel bored from phone
You make the decision to buy a SAMSUNG Smartphone based on.

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MANAGEMENT 4
TV
Internet Reviews
Good previous experience
Friends Recommendations
Social media
What do you know about Samsung mobile phones?
I heard something
I do not interested in it
I know everything about it
I don't know
I don't know it, but I would like to know
When you buy a cell phone, what's your preferred payment method?
Credit Card
Cash
Other
How would you describe your current smartphone?
Durable
Light
Classy
Easy to use
Others
Which outlet do you prefer buying your mobile from…
Hypermarkets & Malls
Mobile shop
Doesn't matter (any place)
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MANAGEMENT 5
The nearest store to my home or work
Customer Personas
Outcome via a collection of data from survey through questionnaire
Persona Demographic Behaviors and
actions
Needs Pain Points
Millennial 17-40 years old
consumers have
been selected to
perform the study.
Experience:
Workforces who
have experienced
in the Samsung
(Kandampully,
Zhang, & Jaakkola,
2018).
Buy good and
services of
Samsung
Desires to
have
innovative
goods and
services
Premium
cost
Lack of
innovation
as
compared to
competitors.
Family
customers
30-45 years
experienced people
to conduct this
study.
For increasing
consumer
loyalty, the
organization
could use a
discount
method.
Depth
information
about the
product is
expected by
the
consumers
to the
organization
(Lemon, &
Verhoef,
2016).
If the
product is
different in
range and
offers the
quality
products
and
services
then they
could
increase
their
number of
consumers.
Journey map
Customer Awarenes Resear Purc Memb Offline Online
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MANAGEMENT 6
Journey s ch and
evaluat
ion
hase er
Rewar
ds
retail
store
retail
services
Accountable
of Division
Marketing Marketi
ng
Servi
ce
and
sales
depart
ment
Effecti
ve
adverti
sing by
conside
ring the
digital
marketi
ng
method
Services
departme
nt
Department
of services
Touch
Points
•Email
Social
Advertisin
g
An
online
method
by
entailin
g the
website
's
search
Purch
ase
online
goods
and
servic
es by
differ
ent
servic
es
(McC
oll-
Kenn
edy,
Gusta
fsson,
Jaakk
ola,
Klaus
,
Radn
or,
Perks,
&
Frima
n,
2015)
.
Promot
ion and
Adverti
sing
The
organi
zation
increas
e its
securit
y on
the
offline
depart
ments
Product
range
Sales
Discount
Quality
Products
Millennial Customer
Feelings
Good

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MANAGEMENT 7
BAD
Brand and Value
perception
Organi
zation
believ
es
toward
s their
produc
ts and
service
as it
offers
the
lowest
cost
produc
t that
is a
primar
y
concer
n
(Surrid
ge,
Verrall
Smith,
Hedge
s, & te
Booij,
2018).
The
company
could
requisite of
work on
the quality
of goods
for
increasing
their
number of
consumers.
Onlin
e
metho
d is
more
suitab
le as
comp
ared
to the
offlin
e
metho
d
Reward
s of the
compa
ny
could
not be
compar
ed with
others.
This
organizat
ion has a
lack of
communi
cation
tool that
declines
the
probabilit
y of
customer
satisfacti
on
Quality of
products
and has
been
improved
Family
customers
Customer
Feelings Good
BAD
Brand
as
well
as
Value
perce
Believes that it
offer a higher
quality of products
The
product
evaluation
is relied on
three
factors
The
consu
mer
has
select
ed the
Deliver
ing
higher
quality
goods
and
The
company
could
requisite
to keep
its quality
Requisite to
improve the
quality of
goods and
services of
the firm.
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MANAGEMENT 8
ption products
delivery
time, cost,
and quality.
online
metho
d at
the
time
of
lack
of
retail
stores
neare
st to
them.
service
s as
compar
ed to
their
compet
itors
by
consideri
ng the
research
and
developm
ent
method.
Analysis of Competitor
Customer Experience
Concern 1
Price (what is involved in
the price and what is
additional)
Customer Experience
Concern 2
Delays
Samsung A large number of Samsung
customers suffered frame the
refundable products and
sales voucher (Grønholdt,
Martensen, Jørgensen, &
Jensen, 2015).
If goods of a firm are
replacing and managed by
its customers then the
company offered the
message for assuring its
matter has been consumer
valuable.
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MANAGEMENT 9
LG LG delivered business
loyalty and reward points. E-
deal could be imperative for
offering a low-cost solution
as compared to the
membership services
(Marutschke, Gournelos, &
Ray, 2019).
LG implies the online
technique for increasing the
awareness of goods and
services (Stark, 2015).
Value proposition map
The following map demonstrates the value proposition map of Samsung:

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MANAGEMENT 10
As per the Value proposition canvas, it is founded that Samsung delivered added value to its
customers for increasing their satisfaction level and get higher competitive advantages. This
organization is using an innovative tool for increasing the demand of consumers. This
organization has focused on the quality of products caused to meet consumer expectation.
This organization could deliver innovative products to its customers for encashing the firm
profitability (Kranzbühler, Kleijnen, Morgan, & Teerling, 2018). The cost is a major factor
that might be affected the consumers buying decision hence this organization offered their
goods and services at a reasonable cost. The company made positive customers experience
with respect to the organization’s goods and services. It is examined that consumers are
happy to use the cell phone the Samsung (Jain, Aagja, & Bagdare, 2017). The main cause that
attracted to customers to have the products and services of Samsung is the emotional
attachment of people towards the brand. This company using the corporate social
responsibility and make an emotional connection between the society and organization that
affected to the demons of goods and services of the firm. There are different consumers’
needs that are considered by the firm named as a battery, privacy, status, and camera. Privacy
is an imperative concern in the current competitive atmosphere. Hence, an organization
considers the same to get positive advantages (Andajani, 2015).
Results Summary
From the analysis of the result, it is addressed that there is a different type of services with
superior quality at a higher price is provided by the Samsung Company. On the basis of
accumulated information, the Company has to develop an innovative idea to make its
products and services unique and different from others. It aids in generating the revenue and
enhancing the sale of goods and services of the company. It is also founded that Samsung
Company should also analyze the innovative strategy of its competitors as it would support
the company to sustain its good position in the market. It is also evaluated that organization
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MANAGEMENT 11
should decide the product price on the basis of the region because it would positively
influence a large number of customers to purchase their products. VOC program should be
organized by the company to make its customers more loyal towards their products and
services. It is also illustrated that the organisation should give more priority to their
customer’s views and opinion to make their product better from competitors.
CEM concepts
For delivering the prompt services and products for its consumers, the company can practice
the Customer experience management concept. Due to modifying the customer lifestyle and
their needs, the company could face major challenges for sustaining their business and
making a decision effectively (Marchesani, Piccoli, & Lui, 2017). The organization can use
the customer centricity theory for leading the consumers and making a decision effectively.
This strategy could be usually practiced to complete business needs and operate the business
in a significant manner (Burton, Nasr, Gruber, & Bruce, 2017).
Conclusion
From the above discussion, it can be concluded that customer relationship management is
essential for the growth of any business. It would be affected by the overall productivity of
the firm. CEM and VOC are practiced by the organization for making a transparent
relationship with the consumers.
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MANAGEMENT 12
References
Andajani, E. (2015). Understanding customer experience management in retailing. Procedia-
Social and Behavioral Sciences, 211, 629-633.
Burton, J., Nasr, L., Gruber, T., & Bruce, H. L. (2017). advancing customer experience and
big data impact via academic-practitioner collaboration. Journal of Services
Marketing, 31(2), 142-147.
Grønholdt, L., Martensen, A., Jørgensen, S., & Jensen, P. (2015). Customer experience
management and business performance. International journal of quality and service
sciences, 7(1), 90-106.
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.
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research
agenda. Journal of Service Theory and Practice, 27(3), 642-662.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in
hospitality: A literature synthesis, new understanding, and research
agenda. International Journal of Contemporary Hospitality Management, 30(1), 21-
56.
Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The multilevel
nature of customer experience research: an integrative review and research
agenda. International Journal of Management Reviews, 20(2), 433-456.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.

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MANAGEMENT 13
Marchesani, D., Piccoli, G., & Lui, T. W. (2017). The Impact of IT-Enabled Customer
Experience Management on Service Perceptions and Performance. In Information
and Communication Technologies in Tourism 2017 (pp. 377-386). Springer, Cham.
Marutschke, D., Gournelos, T., & Ray, S. (2019). Understanding Fluency and Friction in
Customer Experience Management. In Predicting Trends and Building Strategies for
Consumer Engagement in Retail Environments (pp. 88-108). IGI Global.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., &
Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), 430-435.
Stark, J. (2015). Product lifecycle management. Product lifecycle management (Volume
1) (pp. 1-29). Springer, Cham.
Surridge, M. J., Verrall, A. T., Smith, C. D., Hedges, G. J., & the Booij, M. (2018). U.S.
Patent Application No. 10/135,982.
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing:
Integrating customer focus across the firm.
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Appendices
Appendix 1
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Appendix 2
Appendix 3
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Appendix 4
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Appendix: 5
Survey link: https://www.surveymonkey.com/r/8D2ZYBV
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