Customer Management - Study on Samsung's Customer Experience

[Date]
Running Head: MANAGEMENT
Customer
management
Student Id:

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

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,

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.

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)

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