Customer Experience Strategy for Samsung: Persona Creation, Journey Mapping, and Metrics

This report analyzes Samsung's customer experience strategy, including the importance of CX, consumer persona creation, customer journey mapping, omni-channel marketing, and CX performance metrics like NPS and CSAT. It provides a detailed overview of Samsung's approach to CX and how it has helped the company retain customers and achieve success.

Customer experience strategy

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Analysing the importance of customer experience......................................................................3
TASK-2............................................................................................................................................4
Consumer persona creation for Samsung....................................................................................4
TASK-3............................................................................................................................................6
Mapping customer journey for Samsung.....................................................................................6
Omni-channel Marketing.............................................................................................................7
CX performance metrics..............................................................................................................9
Analysing CX process in different industry within using five CX critical success factors.......10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience is concerned with the values & utilities that has been gain by the
consumer while using the product and services. Moreover, CX leads to create the effective
interaction among the company and the customers. Consumer prefer to invest in utilities rather
than product and services (Becker, 2018). The current study in based on the concept of Customer
experience that is aligned with the satisfaction rate of the consumers. This report will address the
CX strategies of the Samsung that has been performed in the UK. It has been considered as one
of the leading mobile company in the world. Furthermore, the report will shed a light over the
consumer persona creation for the Samsung. Moreover, the customer journey map for Samsung
will be highlighted in the report. Apart from this, concept of Omni-channel marketing, CX
metrics will be described in report. Lastly, the comparison of CX process in Samsung and any
another industry will be done.
MAIN BODY
Analysing the importance of customer experience
Customer experience has been defined as the thoughts and desires of the customers that
provide the impact over the purchasing power of the consumers. Customer experience refers to
the perception of the customers over the brand of the business. Also, it has been considered as
the process that creates the effective interaction among the organization and the customers. The
concept of customer experience plays the vital role in terms of sustaining the customers in the
business (Mele and et.al., 2021). The concept of Experience economy determines the value of
experience that has been sense by the customers. Customers invest in the experience rather than
investing in the products and services. The major base of investing derives from the experience
that has been gained by the customers. Therefore, CX plays crucial role in order to attract and
sustain customer for longer period. Samsung Company has adopted the effective CX strategies
that is assuring the effective experience to their customers.
Samsung is concerned with the belief that customer experience refer to the personal
experience of the customers that has been emerged after using the products and services of the
company. Therefore, the company provides the effective focus over creating the effective CX.
Moreover, CX is the major determinant for the Samsung in terms of gaining the success. The
Customer Satisfaction Theory is entitled with the satisfaction rate of the customers. The

Samsung company often use the concept of customer satisfaction theory in order to track the
satisfaction rate of the customers (Husemann and Eckhardt, 2019). It has been found from
various studies that, Samsung is just not limited to building the effective brand name.
Furthermore, the company is moving toward implementing the effective CX strategies that can
assure the unique experience to the customers. In terms of assuring the true values to the
customers, it is important to analyse the experience of the customers within changing pace of the
time. Thus, Samsung is providing the keen focus over monitoring the experience of the customer
in order to ensure the effective experience to the customers.
TASK-2
Consumer persona creation for Samsung
Consumer Persona has been defined as the fictional archetype that is based on the deep
research. It represents the key elements that is related to the large segment of the consumers. It
helps in analysing the needs and wants of the customers and on the basis of that CX strategies
has been prepared Mainly there are four type of Personas and those are Competitive,
Spontaneous, Humanistic and Methodical.
Competitive persona has been adopted when the business is looking upon to take
competitive advantage. Spontaneous persona has been created when the product that has been
developed by the company is exactly meeting the demand of the consumes. Quick decision has
been taken by the consumers Humanistic persons is based on those consumers who take time in
making buying decision and emotionally takes the decision (Shahid and et.al., 2022). The
methodical persona has been determined as slow and logical in making buying decision. In case
of Samsung, Spontaneous persona which has also been known as quick persona has been
adopted by the company as the consumers of the company are concerned with adopting the
technologies and takes decision on the basis of the service assurance of the company.
Consumer Persona for Samsung customer:

HELLY
Background
HELLY is a housewife and a working woman as well & she has three children. She is doing
online business and therefore she spends most of the time on phone
Demographics
Female
Age- 35
Married
Liverpool
Highest education; Bachelor's degree
Identifiers
Highly organized
Passionate about technology
prefers online platform
Goals and motivation
Maximise social media resource
Use technology in terms of exploring business
Pain-points Samsung mobile solves
By assuring effective features in the phone
By ensuring long-lasting battery that enable her to make his interaction at online platform.

TASK-3
Mapping customer journey for Samsung
Customer Journey has been determined as the entire experience a customer has within
interacting with the brand. Customer journey map plays the vital role in implementing the CX
strategies for the company as the customer journey map outlines all the mandatory interaction
that has been take place among the customer and business (Chaisuwan, Chantamas and
Prasongsukarn, 2019). Thus, it plays the vital role in implementation of CX strategies. RACE
Model refers to the research, action, communication and evaluation that can be taken in
consideration while mapping the customer journey. This model enables to make effective
research and then on the basis of that, the action has been taken and communicated and finally
the evaluation has been done for mapping the customer journey (Smith, R.P., 2020).
Mapping customer journey from the perspective of consumer
The stages of journey concerned with identifying information and then, looking for information
afterwards find information and then seek for help. In similar manner, customers of Samsung
identify information and then, looks for information. Afterwards, find information and seek help.
Thus, customer journey map is consist with the numerous feelings of customers that affects their
purchasing power. Here is the example of Samsung journey map for Helly
Stages Awareness Consideration Acquisition Service Loyalty
Steps Wants to find
a phone
Need to select
best company
Subscription Using the
service
After
services
Thoughts What is best
in market in
regards of
phone
Which
company is
best.
What are the
How to make
payment
Any discount
is available
How good the
quality is?
Will the
prices change

prices
What is the
offering
over phone
Doing Started
researching
in order to
know the best
phone.
Making
discussion
with family
and friends.
Searching over
social media.
Taking
decision and
buying
Samsung
Mobile
phone.
Using the
services along
with
understanding
it.
What are
other features
will be add in
phone
Feeling 🙂 🤔 😐 😊 😃
Pain points Does not
know which
phone is best
Does not know
how to use
some apps
The payment
process is not
clear and the
usage of
features
Hard to
understand
the features.
High level of
discount
Effective
features in
phone
Opportunities Empowering
the word of
mouth.
Positive image
of the product
has been
developed
Improved
features
Improved
payment
mechanism
More apps
has been
installed.
Organizes
loyalty
programmes
Consumers face numerous issues while making purchase, there are large number of thoughts
comes in the mind of the customer, therefore it is highly important that, all the needs and desire
of the customers understand by the business. Thus, the consumer journey framework plays the
vital role making focus over the major points that is required to change the perception of the
consumers. Samsung has been proven effective enough in changing the desire of the customers
in the products and services.
Omni-channel Marketing
Omni-channel marketing refers to the procedure in which the integration has been made
among the various channels in order to get interact with the customers. This has been considered

as the effective process of creating a cycle with the help of various number of channels. Thus,
omni-channel marketing works as a mediator among the business and customers. It assures
effective shopping experience to the customers. Omni-channel marketing has been considered as
that methods through which the business promote its products and services across the different
types of channels, platforms and devices within using messaging concept and cohesive visuals
(Cui and et.al., 2021). The major aim of omni-channel marketing is to reach the large number of
customers. In order to understand this concept with clearance, here is the description of role of
interaction and customisation in omni-channel marketing:
Bringing touch-points together- It brings all the touchpoints together as interaction has been
communicated and cooperated among different communication channels. As a result, it becomes
easy for the customers to make purchase. After making purchase an email has been sent to
customers and the transaction has been noted in browsing history.
Advertising strategy- In omni-channel marketing, advertising strategies is based on the
behaviour pattern of consumers rather than on the basis of brand. Thus, in this way
Customisation plays crucial role in omni-channel marketing (Berman and Thelen, 2018). The
behaviour pattern of the customer has been dictated and on the basis of that, strategies has been
prepared.
Identification of various marketing channel used by Samsung:
Samsung is one of the leading company that has numerous consumers around all over
world. It has been found from various studies that, in UK, there are large number of users using
Samsung products and services. Therefore, the company has adopted the effective omni-channel
marketing strategy in UK as it helps in creating effective interaction with customers. Often
concept of Omni-channel marketing has made Samsung enable in terms of achieving seamless
customer journey. The company is using social media, official websites, email-marketing and
their stores. The company is using their Galaxy studios in order to show the new parameters that
has been added in the products and services. Furthermore, company organizes live music series
event where the Samsung customer can easily scan tickets and get discount over passes. The
efficient live experience that has been given to the customers of Samsung leads to influence their
purchase decision in terms of buying the products of Samsung, Channels of Distribution Crucial
to Success? SAMSUNG ELECTRONICS, 2018. As a result, Samsung has been proven effective
enough in achieving seamless customer journey. Samsung has adopted different marketing

channel in order to bring all touch point together and creating the effective shopping experience
for customers. For example: Samsung organizes exhibition in which the newly add features in
the phone has been explained. As a result, this makes contribution in shaping customer journey.
Thus, Samsung changes their virtual reality in their actual practices in order to increase and meet
the demand of the buyers. Moreover, VR software such as, Samsung Pay and Samsung Gear is
often playing as the role of customization in Omni-channel marketing strategies of Samsung.
CX performance metrics
The customers performance metrics has been considered as the KPI that is concerned
with the customers input. These metrics helps in knowing the extent up-to which the customers
are loyal and satisfied with the respect of product and services. There are mainly four types of
customers performance metrics and those are, Net promoter score, Customers Satisfaction,
Retention rate and Churn rate:
Net promoter score- This CX metric enables to measure customer experience and enables
business growth. With the help of this, Samsung becomes able to ask question to customers such
as, “To what extent customer would recommend Samsung mobile phones to their family and
friends” also, the reason behind giving the specific ans and score has been known. The response
of customers clears the scenario related to customer satisfaction rate in front of business.
Customer satisfaction- Under this, the customers has been given the options concerned with the
scale of 1-5. After every interaction, the experience has been ask to the customers with the help
of this CX metric (Villani, 2018). Consumers rate their experience and this leads to provide idea
to the company related to theirs services.
Churn rate- This CX metric helps in knowing the number of customers that has been lost by the
company. For example: Samsung has signed the 1000 contracts that consist the value of 150
pounds. However, at the end of the year only customers up-to 800 has been found using the
products and services of the Samsung. Thus, it directly depicts that, Company must focus on
retaining their existing customers in comparison of approaching new customers.
Customer Retention rate- This metric is based over the Churn rate. After identifying the number
of customer that are getting distracted from the business, the focus over the customer retention
rate has been made. This rate helps in identifying the ways in which the business can retain the
customers (Keiningham and et.al., 2020). This rate has been considered as the opposite to churn

rate. Samsung is using customer retention rate as their CX metric in order to retain the customers
and assuring them higher satisfaction.
Justifying recommendation for two key metrics in context of Samsung:
The most suitable metrics that must adopted by Samsung are NPS (Net promoter score)
and CSAT (Customer satisfaction). NPS leads to enable the company in order to know the actual
satisfaction rate that has been experience by their consumers. Within asking the questions related
to recommending phone to family and friends. Company can have idea in relation of the reach of
their phones. Furthermore, this helps in knowing the opinions of customers regarding their
services and products. CSAT CX metric enables Samsung to know the experience level of
customer just after making interaction (Lee and Lee, 2020). Rating scale among 1-5 leads to
have idea related to the satisfaction level of customers. If buyers select 5 then it means, they are
highly satisfied. On the other hand, if they select 1 then, the company has to make focus over
theirs services. Thus, NPS & CSAT are most appropriate CX metrics that enables the higher
growth and success to Samsung.
Analysing CX process in different industry within using five CX critical success factors
The major five CX critical factors are Ease of use, Convenience, compatibility, attitude
and Responsiveness. The major factors that affects the consumer while using mobile phone are
Hedonic and Utilitarian. It helps the marketer in order to make judgement over the customer
experience. Hedonic is concerned with the factors such as, Compatibility, Convenience, effort
expectancy and personalization (King, 2022). While, Utilitarian involves factors such as, ease of
use and customization. Here is the complete analysation of CX process between Samsung and
TESCO(Retail-industry) within using CX (CSFs)
Comparison of CX process in Samsung and TESCO
Basis of comparison Samsung TESCO
Ease of use The major focus of the
company has been assured in
developing the products within
including features that makes
the phone easy to use. Thus,
this leads to connecting more
customers with the company.
This company focus on cutting
down prices and reducing staff
in terms of improving
customers experience. Thus,
organization puts focus over
organization ease instead of
focusing on making products

and service ease.
Convenience Samsung focuses over
increasing the loyalty rate of
customers within increasing
the quality in services (Zerbino
and et.al., 2018). The company
is often providing effective
customer service within
adopting number of channels.
The customers of company
feel convenient within making
shopping from small stores
rather than TESCO STORES.
Often, customers arrives once
in a week or month at stores.
Compatibility Samsung is creating effective
customized experience for
customer within creating bots
that can assure answer to the
questions of customers.
TESCO has made plans
regarding shutting down their
unprofitable stores and
opening new stores in UK in
terms of performing
compatibility (Aliekperov,
2020).
Attitude Samsung has adopted new
attitude towards CX after the
changes has been take place in
the world of mobile and
technology. The organization
is concerned with the attitude
of creating long-lasting
interaction with customers.
The focus of the TESCO has
been only made over changing
price tactics. No big change
has been witnessed in
changing attitude towards
management of customer
relation.
Responsiveness Samsung makes effective
dedication in terms of assuring
efficient response to
customers. All the major
demand of the customers has
been changed into the actual
TESCO ensure training to
employees in terms of
increasing their productivity
so, they can contribute in
assuring effective services to
the customers in UK. Thus,

practices by the company.
Often, employees of
organization are guided
towards making effective
contribution in their working
within taking the needs of
customers in consideration.
company only focuses on
making changes at the internal
level (Ziliani, 2019).
The above comparison clearly states that, CX strategies of Samsung is completely
concerned with managing the aspects of the customers. While, TESCO only focuses on changing
the internal dynamics related to the employees. Thus, there is large number of difference has
been witnessed in both the industry in context of performing CX strategies. Thus, Samsung has
been proven highly effective in performing the major aspects of CX in UK.
CONCLUSION
From the above report it has been concluded that, customer experience plays the vital role
in terms of creating the effective interaction among the customers and the organizations. Also,
the effective strategies of CX assures the trust of the customers towards the organization. Along
with this, the report has described the role of Consumer Persona. It helps in developing the
effective CX strategies for the organization. The report has highlighted the customer journey
map. The Samsung company has been proven highly effective in terms of implementing the
effective CX strategies and assuring the effective experience to their customers. Samsung has
adopted the effective omni-channel marketing strategies that leads to assure effective interaction
with the customers. Furthermore, the report has shown CX metrics that should be adopted by
Samsung. Lastly, the comparison related to CX process among Samsung and another industry
has been made which clearly states that, Samsung has been proven highly effective in terms of
performing CX process.

REFERENCES
Books and Journals
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marketing program. International Journal of Retail & Distribution Management.
Chaisuwan, B.N., Chantamas, M. and Prasongsukarn, K., 2019. Consumer persona:
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In Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and
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Cui and et.al., 2021. Informational challenges in omnichannel marketing: Remedies and future
research. Journal of Marketing. 85(1). pp.103-120.
Husemann, K.C. and Eckhardt, G.M., 2019. Consumer spirituality. Journal of Marketing
Management. 35(5-6). pp.391-406.
Keiningham and et.al., 2020. Customer experience driven business model innovation. Journal of
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King, K., 2022. AI Strategy for Sales and Marketing: Connecting Marketing, Sales and Customer
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Lee, S.M. and Lee, D., 2020. “Untact”: a new customer service strategy in the digital
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Intellectual Legacy and Influence in the Social Sciences, p.25.
Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.
Zerbino and et.al., 2018. Big Data-enabled customer relationship management: A holistic
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Ziliani, C., 2019. The evolution of loyalty management. Loyalty Management: From Loyalty
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Online reference
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<https://contentmarketinginstitute.com/2019/05/method-buyer-personas>.
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