Customer Experience Management: A Comparative Study of Nokia and Samsung

This report compares the customer experience management of Nokia and Samsung, highlighting the pain points and touch points of each company. It also includes a proto-persona diagram for each company.

Customer Experience Management
6/22/2018

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

Customer Experience Management 2
Introduction
The report is based on the customer experience management concepts and theories that are
applied to the 2 companies. Customer experience management is the collection of the processes
that are mainly used by the companies to track, oversee and organize each and every interaction
that takes place between a customer and organization throughout the lifecycle of the customers
(Nokia, 2018). The two companies that are selected for the analysis of the CEM include Nokia
and Samsung. These companies fall under the same industry that is telecommunication and out
of these companies the Samsung is one who ensures the positive or good Customer experience
but Nokia is lacking behind in customer experience. The concept of CEM reflects how one
company become poor and another positive one in terms of experience.

Customer Experience Management 3
Description of companies
Samsung
Samsung Company is the well-known South Korean multinational conglomerate company with
the headquarters in Samsung Town, Seoul. The company was established by Lee Byung-Chul in
the year 1983 (Samsung, 2018). The company moved quickly into the market of smartphones
because of its updated features in the android.
Nokia
Nokia is one of the Finnish multinational telecommunication that came into existence in the year
1865 with the headquarters in Espoo. The company put in contribution to the mobile telephony
industry (Nokia, 2018). The company failed in the market as they were not able to meet the
needs the changing needs of the customers. The company was not able to update themselves in
the market which results in losses in their value in the operating market (Chang, 2012).
Experience with companies
Both Nokia and Samsung deal in the same industry and as the customer, I have availed the
services of both the companies. While using the phone I found that there are numerous advanced
features that are offered by the Samsung Company which include high pixel camera quality,
updated version, quality display screen, storage, processor, and many other components. Though,
on the other hand, in Nokia mobile phone the major focus of the company was better battery
backup instead of the features and innovation. This failed the needs which I was able to meet
with the help of the Samsung mobile phone.

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Proto-persona diagram (Nokia Company)
The above diagram reflects the characteristics of the customer or user who are making use of the
products of company. The analysis of the personal characteristics is important for analysing the
experience with the company.
Two most significant pain points
Non-fulfillment of the needs and wants of the customers
The most significant pain points of the company include the non-fulfillment of the needs and
wants of the customers. Nokia Company is not able to meet the needs of the customers in terms
of the new and advanced features.
Name
Carry a smart phone
Behaviors
Loves to make use of advanced
technology
Remain updated with the technology
used
Social media user/Online extrovert
Demographics
Adult (Age- 20-30 years)
Studying College level
Lives in Australia
Needs/Goals
Numerous new features with new
technology such as voice
recognition system, better security,
and many other
Effective customer service

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This shows the violation of one of the important theory of CEM that is Customer Centricity. This
is the fact that needs and wants of customers play a vital role for the business decisions. This
concept states that the company should focus on creating the effective and positive engagement
with the customers (Michiels, 2014). The major focus of the Nokia Company is to ensure they
are offering the long-lasting battery life and it became the priority of company for which they
were not able to focus on other components that include style, design, and innovative features
with effective technology. Therefore, they were not able to maintain the customer centricity.
Poor customer service
The non-fulfillment of needs and wants of the customers affect customer experience with the
company. Nokia Company is not able to provide the effective features like Samsung due to
which the customer experience get affected. This shows the violation of the Customer experience
concept which refers to as the sum total of all the interactions with the customers and prospects
as they encounter and engage with the company (Schmitt, 2016). I was not able to avail the
effective customer service from the company due to which the experience with the company
becomes poor.
Proto-persona diagram (Samsung Company)
The proto-persona diagram reflects the four important characteristics of the company. This is the
only way through which the company is able to understand their customers and according to that
the analysis of the customer experience with the company is done.

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Two most significant touch points
Mobile with new and innovative features
Samsung offers new and innovative features such as better voice recognition, better security, and
many others to their customers who enhance the company’s value and also contributes in
delivering effective services to their customers (Versace, 2013). This value-added service helps
the company in meeting the needs of customers which is the way through which they can
enhance the sales and revenue. This reflects the CEM concept of the Customer lifecycle which is
a structured way that is essential to describe the steps a customer takes to engage while making
the decision for the purchase of a product (Kumar & Reinartz, 2018). The customer engages with
the different teams of the company while making a decision for purchase of a product. Samsung
Company ensures that customer gets satisfaction at each and every stage while making the
Behaviors
Keep the updates related to the
technology advancement
Make use of advanced gadgets
equipped with features
Name
Make use of the effective
gadgets
Demographics
Lives in Australia
Adult (20-30 years)
Studying
Needs/Goals
Need good customer experience
Personalised services
Devices those are equipped with
advanced features.

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decision for purchase. The quality products with new and innovative features help the company
to generate the positive experience with the additional service.
Effective customer service
Samsung Company ensures that they provide personalized services to customers in which they
make the customer feel valued. Along with this, the company listen and understand the needs
and issues of customers which is one of the positive factors which improve the customer
experience and leads to loyalty. This involves the theory of customer journey which includes the
collective series of interactions on a particular segment or target audience that might involve at
various stages of customer lifecycle (Lemon & Verhoef, 2016). Samsung Company makes the
customer lifestyle smooth which enhances the customer experience management.
Comparison between the experiences
This section of the report includes the comparison between the experiences of Nokia and
Samsung. According to me, I believe that it is very important to ensure the post-purchase and the
after sale service of the products and services. I made the purchase of the Nokia and Samsung
mobile phone with the same price range. In Nokia mobile phone include window operator, on the
other hand, Samsung mobile includes android version. I found that Android mobile phones are
easy to use instead of windows.
Talking about the after sales service, Nokia customer care didn't effort to resolve the problem
faced and when they were trying to resolve same they were not updated for the faults in the
devices. Along with this, the customer service centers of the Nokia Company are limited due to
which it is not accessible for the customers for after-sales services problems. Comparing it with
Samsung they do offer the effective service after understanding the issue. It is very easy to

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access the customer service center of Samsung company. Nokia Company was only focused for
the battery backup with the durable use of it. Though, Samsung Company understands that there
is need of other features also due to which they are able to deliver effective customer service.

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Conclusion
In the end, it can be concluded that it depends on the company’s product and services for making
the customer experience effective or not. Being a customer I found that Nokia is not able to meet
the desire and wants of the customer and on the other hand Samsung Company knows the ways
in which they can manage the customer experience. The experience of the customers is explained
with the help of the CEM concepts and theories.

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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/
Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and
tools. New York: Springer.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Michiels, J. (2014). Sorting Out Key Concepts in Customer Experience Management. Retrieved
from: http://customerthink.com/sorting-out-key-concepts-in-customer-experience-
management/
Nokia (2018) Customer Experience Management. Retrieved from:
https://networks.nokia.com/solutions/customer-experience-management
Nokia (2018). Our history. Retrieved from: https://www.nokia.com/en_int/about-nokia/who-we-
are/our-history
Samsung (2018). Our history. Retrieved from:
https://www.samsung.com/in/aboutsamsung/company/history/
Schmitt, B. (2016). Customer experience management. Handbuch Sozialtechniken der
Kommunikation: Grundlagen–Innovative Ansätze–Praktische Umsetzungen, 1-13.

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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