Customer Experience Strategy for Samsung Mobile Phones in London

This report evaluates the customer experience strategy of Samsung for their mobile phone product lines in London. It covers the importance of CX, consumer persona creation, and customer journey mapping. The report also identifies the key characteristics of Samsung's customer persona and stages of the customer journey.

CUSTOMER EXPERIENCE STRATEGY

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Customer experience (CX) strategy.......................................................................................1
Consumer persona..................................................................................................................2
Customer journey mapping ...................................................................................................3
CONCLUSION................................................................................................................................4
References ......................................................................................................................................5

INTRODUCTION
The customer experience strategy is the process of evaluating and presenting the holistic
experience of the customers with organization (Dabrynin and Zhang, 2019). This develop by
the evaluation of the results of the every touchpoint which customer has with organization and its
products. Samsung is the south Korean multinational company which deals with the production
and selling of consumer and industry electronics. In this report the importance of CE, consumer
person creation and mapping of the customer journey is done in context to the selected
organization for the selective area London.
MAIN BODY
Customer experience (CX) strategy
Customer experience (CX) strategy of Samsung for their mobile phone product lines is
evaluated below with the brief explanation of CX.
Customer experience- This is the important concept which is crucial in the business
marketing and customers satisfaction (Lin, 2020). CX is defined as the interactions and
experience of the customers, which they have been develop throughout entire customer journey.
This is involving the organization efforts, which contribute in the satisfaction of customers needs
in context to each interaction and touchpoint expectation (Khamwon and Pathchayapanuchat,
2020). Below is the analysis of Samsung CX strategy and importance.
Customer experience strategies of Samsung and its importance – In the Samsung
customer experience strategy in context to their mobile phone product line is involving the
various effective and interactive approaches , which is important for their customers satisfaction
through fulfilment of all their touchpoint expectations. Such as Samsung create the visual
impact, which provide the customers effective display of the all essential product features.
Company is very creative and focus about their customers experience management in context to
which they deliver superior message clarity, which helps the customers to effectively go through
their purchasing journey (Alnawas and Hemsley-Brown, 2019). For the each touchpoint of the
customers service and awareness organization is managing the create and attractive content
which helps the customer to get all essential information and support they need. Samsung
Interactive Displays, Deliver lifelike quality QH55H model. As the customers first look at the
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reviews before purchasing, so in context to providing the best reviews to the customers
organization, create compelling customer engagement and manage the feedbacks.
Importance
For the Samsung CX strategy is important in context to the management of effective
customer relationship. That is essential for the management of organization values and awareness
among the customers. This aid to the effective customer journey and development of the good
reviews for company. This is important for organization in context to the achievement of
continuous productivity and growth.
Consumer persona
In relation to the business organization consumer persona is the type of semi-fictional
archetype, which use to represent the key characteristics of large group or segment of the
customers or audience (Vakulenko, 2019). This is based on the information or data, which is
collected from the customers or user research.
Role of the consumer persona in CX strategy
In context to the CX strategy the role of consumer persona is identification and
prioritization of the selected customers needs in organization offering. This helps to build the
effective CX strategy for good customers journey and satisfaction. For the management of each
touchpoint expectation of the customers in order to make them satisfy the important tool which
can be useful is customer persona. Because this aid to understand and effectively address each
needs and requirements.
Identification of one key consumer persona in context to the Samsung
The key segment of the Samsung is adults from the demographic segment who are
interested in the innovative technology and mobile phones. The important characteristics and
traits of the customers are needs and interest which is selected from their psycho-graphic
segment (Jotikasthira, Onputtha and Aimsaard, 2020).
Demographics and story
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Organization key segment of the customers in London are from the adult factor of
demographics. Because know a day adults are the important users of the mobile phones due to
their Daly life needs.
Profile- Age of 15-45, interested in latest technologies, higher TV and digital media
consumption life style.
Motivations for using a Samsung mobile- Its attractive display options, big screen,
brand value and effective customer support services.
Goals for using a Samsung- Best smart phone at affordable price along with innovative
features and technological efficiency.
Painpoints a Samsung mobile solves- Enclose frustrations in a series of ads and
application issues is effectively solve by the customer service system of the Samsung.
Customer journey mapping
Customer journey
This is the long process or route, which taken by the customers to analyse, evaluate the
brand and make perches of the products. This journey is involving different steps which
contribute in the customer experience and satisfaction. Such as awareness, consideration,
purchase, retention and advocacy. In all theses steps customers go through organization
touchpoint and this play important role in the customer experience (Kamp, 2020).
Customer journey importance in CX strategy
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Customer journey mapping is important in order to understand the customers needs and
traits which can be further use to provide best touchpoint supports, which can further aid to the
effective customer experience. The customers journey stages analysis aid to collect the
important information for the development of best CX strategy (Gawankar, Gunasekaran and
Kamble, 2020).
Stages of journey
Awareness- This is the stage at which peoples at which customer realise their need and
then make effort to get information about the right place from where they can get the solution of
their problem. such as in case of the Samsung customers make search on the google or amazon
regarding mobile phones and get aware about the contemporary offers of the company.
Consideration- This is the stage at which Samsung offers the relevant or customers
search related information, in context to which customer make more research and consider about
the purchasing by reviewing the ratings.
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Purchase- At this stage customer make the purchasing discussion and make the
purchases, during this stage sells manager can make some efforts to add some good things on
customers experience.
Retention/Usage- This is the stage at which customer use the product and organization
have to manage the effective customer relationship building practices, by effective customer
support services.
Advocacy- This is the stage at which customer become more then customer and get
interested in the company as fan, in context to which customer start doing mouth promotion.
Feelings and needs
 premium
 Engaging and innovative products
 Affordable
Potential opportunities for improvement
 Over come the geographical barriers
 provide digital alternatives
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CONCLUSION
From the above study it has been concluded that customers experience is the important
strategy for the business organization in order to make higher profit through customers
satisfaction. There are the different steps of the customers journey which go through different
touchpoint such as online website, reviews etc. and in order to manage this effectively that is
important to use consumer persona along with the continuous assessment of the customers
journey mapping.
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REFERENCES
Books and Journals
Dabrynin, H. and Zhang, J., 2019. The investigation of the online customer experience and
perceived risk on purchase intention in China. Journal of Marketing Development and
Competitiveness, 13(2), pp.16-30.
Khamwon, A. and Pathchayapanuchat, N., 2020. Service Quality, Customer Experience Quality,
Brand Love, And Brand Advocacy: A Case Of Counter Brand Cosmetic. International
Journal of Business and Economy, 2(3), pp.26-33.
Alnawas, I. and Hemsley-Brown, J., 2019. Examining the key dimensions of customer
experience quality in the hotel industry. Journal of Hospitality Marketing & Management,
28(7), pp.833-861.
Jotikasthira, C., Onputtha, S. and Aimsaard, P., 2020. Customer-Contact Business Strategies
Affecting Organizational Reputation of Airway Businesses in Thailand 4.0. Journal of
Logistics and Supply Chain College, 6(2), pp.129-142.
Kamp, B., 2020. Assessing the financial aptitude of industrial firms to implement servitised
earnings models. International Journal of Business Environment, 11(1), pp.1-10.
Gawankar, S.A., Gunasekaran, A. and Kamble, S., 2020. A study on investments in the big data-
driven supply chain, performance measures and organisational performance in Indian
retail 4.0 context. International Journal of Production Research, 58(5), pp.1574-1593.
Vakulenko, Y., Shams, P., Hellström, D. and Hjort, K., 2019. Service innovation in e-commerce
last mile delivery: Mapping the e-customer journey. Journal of Business Research, 101,
pp.461-468.
Lin, M., Li, F.Y. and Ji, Z., 2020. How to Innovate the Service Design of Leisure Farms: The
Innovation of Sustainable Business Models. Journal of Open Innovation: Technology,
Market, and Complexity, 6(3), p.45.
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