Customer Experience Management: A Comparative Study of Nokia and Samsung

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.