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

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