Customer Experience Strategy for Samsung: Importance, Persona Creation, Journey Mapping, Omni-channel Marketing and Metrics

This report discusses the importance of customer experience, consumer persona creation, mapping of customer journey, omni-channel marketing, and customer experience metrics for Samsung. It also includes recommendations on two customer experience metrics for Samsung.

Customer experience
strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body .......................................................................................................................................3
Importance of customer experience............................................................................................3
Consumer persona creation.........................................................................................................4
Mapping customer journey.........................................................................................................5
Omni-channel marketing:............................................................................................................6
Customer experience metrics .....................................................................................................7
Customer experience processes in different industries...............................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience strategy is defined as set of various customer interactions with
business. It is actionable plan that is used by the business to provide positive meaningful
experience to customers in every interaction. There are various factors are included in customer
experience such as competitive insights, marketplace data, customer research and organisational
mission and vision (Järvi and et. al., 2020). In this report, the chosen organisation is Samsung
which is South Korean multinational conglomerate organisation founded in 1 March 1938 by
Lee Byung chul (All mission and value, 2021). The respective organisation serves its products
such as automotive, consumer electronics, telecommunication equipment and home appliances
worldwide and headquarter situated in Samsung town, Seoul, South Korea. In this report,
importance of customer experience, consumer persona creation and mapping of customer
journey is covered. Furthermore, concept of omni-channel marketing, customer experience
matrix as well as customers’ experience process of different industries are discussed in this
project report.
Main body
Importance of customer experience
Customer experience: Customer experience is considered as the relationship between
business and its customers. It is the sum of various interactions through which customers interact
with business. Basically, Samsung maintains effective relationship with customers through
identifying their feeling as well as satisfy them through providing better quality products and
customer experience (Al-Mashraie, Chung and Jeon, 2020). The respected organisation conducts
various marketing campaigns on social media. Samsung launches various mobile applications
and support forums to enhance connectivity with customers and engage them with business
throughout buying journey.
Importance of customer experience
As customer experience is the sum of customers feeling, emotion and perception
resulting that are raise from the interaction of customers with business. Customer experiences
affect buying behaviour and decision making of customers. Samsung enhances effective
customers experiences through meeting customer expectations. It facilitates organisation to gain

competitive advantages than other competitors as well as enhances brand loyalty of customers
towards brand. Importance of customer experience are mentioned below:
Enhance business KPIs: Effective customers experience facilitates Samsung to improve
organisational KPI through enhancing business sales, number of potential customers, customer
engagement rate, revenue as well as reducing customer's churn. If business maintains proper
relationship with customers throughout the stages of their journey then it helps business to gain
success in competitive market. Through providing quality mobile phones, Samsung enhances
customer experience with organisation. It facilitates business to gain higher revenue.
Enhance customer loyalty level: Customers loyalty and satisfaction is affected by the
experience and their emotions with brand(Song, 2020). Samsung provides various pre and post
sales services in mobile phones to its customers that help business to increase customer lifetime
value as well as retain loyal customers for longer period of time. Loyal customers help business
to gain competitive advantages then other competitors.
Provides competitive advantages and inspire advocacy: Better customer experience
differentiate organisation from other competitors and provide competitive advantages. Samsung
takes various actions for providing quality experience to customers that improves advocacy rate
of business. Through adding extra features in mobile phones organisation, organisation attracts
new customers and retain existing one. It provides competitive advantages to organisation for
sustaining in business environment.
Consumer persona creation
Consumer persona: Consumer persona or buyer persona is defined as the semi-fictional
archetype that shows various key traits of specific large segment of audience as per the data
which is collected by the user research and web analytics (Peng and Turel, 2020). It facilitates
business to understand how perspective customers are thinking about organisational products and
services.
Role Consumer persona in developing effective CX strategy:
As consumer persona provides various valuable information and insights to business
about customers. It plays important role in developing effective and efficient customers strategy
through develop understanding about customers needs and how they solve their problems. It

guides in developing products with new features and create alignment all hierarchical level of
organisation to fulfil the customer-centric visions.
This consumer persona is belongs to Rachel who is owner of Samsung retailing store. She works
on social media marketing of organisational mobile phones to customers. She takes decisions
related to target market.
Description form the perspective of Rachel
(consumer persona – owner of Samsung's
retail store)
Demographics and story Samsung identifies the demographic segment

of potential customers. Organisation conducts
market research than then provide them
products according to their requirements that
satisfy them. Rachel age is between 32-39 and
she is skews female having master's degree.
Profile Samsung creates customers profile that
facilitates business to target potential
customers that contains information about their
preferences and behaviour. As Rachel
consumer persona profile includes her
demographic information, goals, challenges
and other information.
Motivations for using a Samsung mobile Differentiated features of Samsung mobile are
displayed through various advertisements that
motivates and inspire consumers to use
Samsung mobile phones.
Goals for using a Samsung Samsung mobile phones have various features
and these phones are available at diversified
prices. It facilitates consumers to get mobile
phones with desirable features at affordable
prices.
Pain points a Samsung mobile solves As Samsung develops various pain points to
creates customers persona to enhance
organisational sales and revenue. Customers
check out organisational online reviews,
competitors and directly contacts with sales
team to get information about phone.

Mapping customer journey
Customer journey: customer journey is defined as the integration of customers
experiences that are felt by them throughout the interaction with specific brand and company. It
is the roadmap that contains various information about how customers become aware with
specific brand and interact with it (Hossain and Azmi, 2020). Customer journey focuses on full
experience of customers instead of just a part of their experience. It helps Samsung to identify
customers experience with brand across various touchpoints.
Importance of customer journey in CX strategies:
Customer journey map is used in business for the purpose of analysing customer's
behaviour and their their experience in entire sales process as well as how they feel during the
stages. Proper mapping of customer journey facilitates Samsung to develop effective customers
experience strategies that retain customers with brand. It facilitates to take effective decisions to
stay concentrated on particular customers as well as make each step of buying experience easier
for potential leads.
Description form the perspective of Rachel
(Consumer journey map – owner of
Samsung's retail store)
Stages of journey There are various stages that are followed by
the Rachel in her customer journey such as
awareness, evaluate, acquisition, retention and
advocacy that enhances overall experience of
customers.
Activities There are various activities and functions are
performed by the Rachel to evaluate mobile
phones. She conduct survey in market and
direct contact with salesman to gather
information related to features of phone.
Feelings and needs Rachel requires phone that contains latest
features so she chose the Samsung mobile
phone. Organisation provides better services to

her that enhances her loyalty towards brand.
Potential opportunities for improvement There are some features in mobile phone that
need to be improved for gain potential
opportunities in market place. Customers
provides their reviews on social media
channels for improvement.
Omni-channel marketing:
Omni-channel marketing: Omni-channel marketing is defined as the integration as well
as cooperation of various marketing channels that are used by the organisation to interact with
customers for the purpose of creating consistent experience of customers with the brand. There
are various modes of marketing such as physical (stores) and digital modes (websites, social
media marketing). These mediums helps business to connect with customers directly. The main
objective of Omni-channel marketing is to develop convenient and seamless customer
experience with consumers (Zulkfli and et. al., 2020). It provides facility to customers to find as
well as purchase desirable products online, offline or their combination. Samsung adopt the
marketing to enhance the rate of customer engagement and leading towards better customer
experience. There are online as well as offline modes are used by the Samsung to connect with
customers.
Role of interaction and customisation in omni channel marketing: Interaction as well
as customisation plays important role in Omni-channel marketing. Omni-channel marketing
provides various competitive advantages to business. In fast moving digital landscape, omni-
channel marketing help business to connect with customers and provide them personalised
experience that retain them with business for longer period of time (Malik, Budhwar and
Srikanth, 2020). Omni-channel marketing creates various customer touch points that maintains
seamless connection with customers. Some role of interaction and customisation are discussed
below:
 It maintains continuous interaction with consumers and enhance their engagement as
well as loyalty with brand. Samsung publishes various social media advertisements that
enhance customer interaction with customers.

 Customisation in Omni-channel marketing provides competitive advantages to Samsung.
It increases interaction of business with consumers at every touch point. Interaction and customisation in Omni-channel marketing improve business
performance, customer base and market share of organisation. Samsung creates various
improvements in its mobiles phones and keep in touch with customers through various
social media channels.
Marketing channels of Samsung mobile phones:
Marketing is defined as the activities or functions that are performed by the business to
promote and advertise organisational products and services to customers for the purpose of
enhancing business awareness in market place and attract customers. There are various channels
of marketing are used by the Samsung to maintain brand reputation. Samsung provides series of
smartphones and tablets to customers (Hu and Li, 2021). there are various promotional and
distribution strategies are used by the organisation that help it to connect with customers directly.
Various marketing channels are used by the Samsung are mentioned below:
Traditional marketing channels: Traditional marketing is the channel of advertisement
through printed media, billboards, direct marketing, telemarketing and window display (The
marketing strategy of Samsung, 2019). Samsung uses various traditional or offline medium of
marketing such as broadcast and print marketing to maintain direct connection with customers.
Digital or online marketing channels: To maintain awareness in market, organisation
uses various modes of digital marketing like social media marketing, advertisements on
Facebook, YouTube and Twitter. Samsung maintains social media accounts on various websites
for the purpose of interacting with customers and make them aware about their new phones
(Slack, Singh and Sharma, 2020). Respective organisation maintains effective relationship with
customers through maintaining social media presence.
Effectiveness of Samsung to achieve seamless customer journey
Samsung adopts various marketing strategies to enhance overall experience as well as
interaction of customers with brand that help to maintain differentiate marketing positioning and
competitive advantages than other competitors. Respective organisation conducts market
research to identify customers’ needs and demands than provides products and services to
customers accordingly. Through maintaining better relationship with customers, organisation
maintains differentiated brand positioning in market than other competitors. At each stage of

customer journey, respective organisation provides better buying experience to customers that
helps Samsung to achieve defined goals and objectives.
Customer experience metrics
CX performance metrics:
Customer experience metrics are defined as the tools that is used by organisation to
measure customer's experience with brand. It facilitates organisation to identify that what
difficulties are faced by the customers to use organisational products and services. Some metrics
that are implemented by the Samsung to improve business products and services are mentioned
below:
Customer Effort Score (CES): Customer Effort Score is the most efficient customer
experience matrix that describes that how much effort customers are putting to complete a task.
Basically, it is the transactional metrics that measures how simply customers are finding their
desirable products and services in market (Pahlevi and Suhartanto, 2020). If organisation make
effortless experience with customer that enhances customers engagement rate with brand. The
matrix facilitates organisation to understand customer's satisfaction as well as dissatisfaction
with brand and its mobile phones.
Customer Satisfaction (CSAT): Customer satisfaction matrix is related to identify how
happy or unhappy customers are with organisational products and services. It is an effective tool
to measure customer's satisfaction with one-time interaction. Through this matrix, organisational
identifies that which feature of mobile phone is the cause of customers satisfaction or
dissatisfaction. After analysing this, Samsung bring various innovation or improve some features
to satisfy customers needs and demands.
Net Promoter Score: This customer experience matrix is related to measure how many
customers are likely to recommend organisational products and services with their friends and
colleagues. It is measured on the scale from 1 to 10 which is divided in three categories such as 1
to 6 are detractor, 7 to 8 are neutrals and 9 to 10 are promoters. It helps organisation to identify
loyalty level of customers with brand.
Customer retention rate: This customer experience matrix is related to measure how
many customers are retaining with brand for specific period of time and purchasing
organisational products and services regularly. Business makes various improvements or add
extra features in products to enhance retention rate and customers experience with brand (Ullah,

Al-Turjman and Nayyar, 2020). On boarding new customer is expensive process than retaining
the current one. Samsung provides quality mobile phones to customers that retain them with
brand.
Recommendations on two customer experience matrix for Samsung
Customer satisfaction metrics is beneficial for the Samsung because it facilitates
organisation to measure customers’ satisfaction level. Respective organisation makes
improvement in specific part of mobile phone that are the cause of customers’ dissatisfaction
(Solberg, Traavik and Wong, 2020). Samsung conducts immediate survey and ask customers to
rate their satisfaction on scale of 1 to 10. Customer retention metrics is also important for
Samsung to identify the rate of retaining of customers. It enhances customers’ loyalty level and
reduce their churn rate. hat contains various stages which reflects overall experience of
customers with business in sales process. There are various success factors that are used by
Samsung for the purpose of enhancing customer's experience with brand. Business can achieve
the success through meeting various success factors such as implementing consumer experience
management (Raza and et. al., 2020). These success factors in the context of Samsung and Marks
& Spencer are mentioned below:
Customer experience processes in different industries
Customer experience is the process that contains various stages which reflects overall
experience of customers with business in sales process. There are various success factors that are
used by Samsung for the purpose of enhancing customer's experience with brand. Business can
achieve the success through meeting various success factors such as implementing consumer
experience management (Raza and et. al., 2020). These success factors in the context of
Samsung and Marks & Spencer are mentioned below:
Factors Samsung Marks & Spencer a tabular
format.
Create something on which
employees can believe
As employees of organisation
are the first one who interacts
with customers so Samsung
develop strategies on which
employees can believe.
Marks & Spencer provides
training to employees and
develop effective strategies
that facilitates them to handle
customers effectively and

Organisation ensures that it
create experience that have
value for both customers and
employees.
enhance their experience with
brand and its products.
CEM us the base of corporate
strategy
Samsung makes customer
experience management is
essential determinant of
organisational corporate
strategy. If business includes
the perspective of customers
value in strategies then it
enhance overall experience
with brand and their products.
As Marks & Spencer deals in
clothing so it conducts proper
market to know customers
perspectives and their view
point than formulates
strategies that works as a
success factor for improving
customer experience with
brand.
Calculate customer life time
value
It is the most important
success factors in customer
experience. Through the
calculating customer life value
organisation get stronger
business results. As
organisation deals in mobile
phones so it becomes
important to analyse customers
value and formulate strategies
accordingly.
Marks and Spencer
organisation being in
connection with potential
customers through various
social media channels, get
customers feedbacks and use
them in organisational
operating plans as well as
customer experience
experience in business
practices (Bao, Wei and Di
Benedetto, 2020).
Funding cross-organisational
CEM collaboration
Samsung funding to cross-
organisational culture and
collaborate CEM in business
to maintain trust of customers.
Organisation helps employees
Marks & Spencer maintains
score card that shows most
success area in market in
which customers experience is
high with business. Effective

to understand experiences of
customers and perform
functions accordingly (Khairi,
Raouyane and Bellafkih,
2020).
collaboration of cross-
functionality improve overall
experience of customers with
business.
Presentation of survey result to
employees
Samsung adopts decentralised
organisational structure to
convey the results of survey to
employees at all hierarchical
level of organisation.
Marks & Spencer
communicate all information
of customer survey of sales
department and other
functional areas so they can
produce products accordingly
to improve customer
experience with brand.
CONCLUSION
From the above report, it can be concluded that customer experience strategy is defined
as the plan that guide and direct various business activities and facilitates effective allocation of
resources for the purpose of delivering desirable experience to customers that meet their
expectations. Samsung adopts various strategies that help to enhance overall experience of
customers within an organisation. Customer experience is important for an organisation to
enhance revenue, sales and reputation. Samsung creates consumer persona and customer journey
mapping that help to identify potential customers for business. Organisation uses various
channels of marketing that help to spread awareness regarding products and services to
customers. There are customers experience performance metrics are used by the business to
measure overall experience of customers with brand.

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Online:
The marketing strategy of Samsung. 2019 [Online] available through
:<https://www.profolus.com/topics/the-marketing-strategy-for-samsung-galaxy/>
All mission and value.2021 [Online] available through :<https://www.samsung.com/in/about-
us/company-info/>