Customer Experience Strategy: Samsung, Omnichannel, and Performance

This report provides a comprehensive analysis of customer experience (CX) strategy, using Samsung as a case study. It begins by defining CX strategy and its importance, followed by an exploration of customer persona creation and customer journey mapping, crucial elements for understanding and meeting customer needs. The report then delves into omnichannel marketing, highlighting its role in providing seamless customer experiences across multiple channels, and examines customer experience performance metrics such as Net Promoter Score (NPS), Customer Effort Score (CES), and Customer Satisfaction Score (CSAT) to measure the effectiveness of CX initiatives. The report also discusses the application of CX processes in different industries. The report concludes by emphasizing the importance of a customer-centric approach for business success, supported by data-driven insights and continuous improvement.

Customer experience
strategy

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Importance of customer experience.............................................................................................3
Customer persona creation..........................................................................................................4
Mapping customer journey..........................................................................................................5
Omnichannel marketing...............................................................................................................6
Customer experience performance matrix...................................................................................7
Customer experience process in different industry.....................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience strategy is defined as the interaction of customers with relative
organisation in pre as well as post sale services. Basically, it is the actionable plan that deliver
the positive and meaningful experience to through interact effectively. Effective customer
experience strategy includes various factors that facilitates the business to enhance competitive
insight, collect market place data, ensure customer reachability and attaining all organisational
missions and vision efficiently. It focuses on the creating profitable and long-lasting relationship
of customers with organisation and retain them for long period of time. In this report the chosen
organisation is Samsung Which is founded in 1 march 1938 by Lee Byung-chul. The
organisation has various affiliated businesses in United Kingdom. The headquarter of respective
organisation is situated in Seoul, South Korea. It deals in various products such as automotive,
electronics and telecommunication equipment. In this report importance of customer experience,
customer service matrix and process in discussed. Apart from that various omnichannel
marketing and customer journey is being covered in this project report.
TASK
Importance of customer experience
Customer experience: Customer experience is defined as the cognitive, affective and
behavioural response of customers in the process of consumption that includes various stages
such as pre-purchase, consumption as well as post purchase phrases. There are various
dimensions are included that affect the overall experience of customers such as their emotions,
perceptions, involvement, and behavioural initiatives (Batat, 2019). It is basically the cumulative
impacts of various multiple touchpoints that are take place during the customer’s interaction with
customers. Samsung maintains the effective relation with potential customers to enhance their
overall experience with customers in order to improve their loyalty level. Some importance are
discussed below:
Improve business KPIs: Better customer experience enhance the enhance the overall
business KPIs through enhancing organisational revenues, sales as well as increase the repeated
number of employees. Samsung focus on the customer satisfaction through providing better
quality mobile phones and add various new features in mobile that satisfy the current

requirements of customers that facilitates the respective organisation to enhance customer
engagement and reduce customers switching to other brand.
Improve customer satisfaction and loyalty: Effective customer experience improve
customer satisfaction as well as loyalty level. As the Samsung organisation provides better
quality mobile phone to their potential customers and offer pre and post services that satisfy
customers efficiently. Better customer experience builds effective relationship with customers
that retain them with organisation for long period of time (Bernier, 2018). Customer satisfaction
and loyalty influence customer emotions and experience that that enhance the effective brand
image. As Samsung analyse whole market through conducting research and evaluates the needs
and desires of potential customers and provide products and services accordingly that satisfy the
needs of customers and enhance brand loyalty so, they will retain with organisation for long
period. Positive customer experience enhances the organisational image in market and
profitability level.
Provides a competitive edge in vital market: Effective and positive customer satisfaction
provides various competitive advantages to the organisation than other competitors. As Samsung
adopts various latest technologies to design their mobile phones that contains new features that
attracts customers towards the organisation. There are various offers and discounts are provide
by the respective organisation differentiates it from others and enhance customers experience
with brand.
Customer persona creation
Customer persona creation is defined as the semi-fictional presentation of ideal customers on the
bases of data and research. Effective customer persona help Samsung to focus on qualified
prospects and develop in products that fulfil the needs and demands of targeted customers.
Effective buyer persona is being created by conducting proper research, taking customer
interview and survey that facilitates the organisation to align with potential customers (Bishop,
2018). The process that is used by the Samsung organisation is discussed below:
 First of all organisation choose three questions for customers survey. In the initial stage
three things are required to identify for creating a customer persona. All demographics
and other relative information is gathered about customers than whole data is analysed
and selecting it to build persona.
 In the most visited page a survey is conducted that includes various questions.

 In this step whole collected data which is gathered by the prospected customers in
analysed properly in order to remove unnecessary information.
 In the last step customer persona is being created on the bases of gathered information.
Mapping customer journey
Customer journey mapping is defined as the visual representation of overall customer experience
with organisational products and services. It facilitates the Samsung company to identify the
image of organisation in customer’s mind, their perception and how they interact with
organisational product and gaining the pain points that influence them to purchase respective
product continuously. It ensures that organisation solve all customer issues for maintaining
smooth experience (Calmejane, 2021). Effective customer journey plays important role in
enhancing customer experience with organisation. There are various steps that reflects the
customers journey are described below:
Stages of journey
 In the first step, qualitative and quantitative information about customers in being
collected.
 The collected data is used by the Samsung to create effective customer persona and set of
clear objectives.
 Effective touchpoints of customer is identifies.
 Properly analyse the different stages of customer journey.
 In the last stage effective customer journey mapping is prepared.
Activities: There are various activities are performed by the organisation in the process of
mapping customer journey properly such as various survey and research is con ducted, data is
organised and proper decisions are taken (Föhr, 2018).

Feelings and needs and Potential opportunities for improvement: Effective customer journey
mapping is necessary for the business to get information about customers and covert prospective
customers in potential one in order to enhance organisation sales of mobile phones.
Omnichannel marketing
Omnichannel marketing is defined as the effective approach that provides a complete seamless
integrated shopping experience of customers form the starting touchpoint to the last touchpoint.
It is the multichannel sales approach that creates the unified experience and facilitates customers
to do online shopping through using various desktop and mobile devices. It maintains better
relationship of customers and organisation across various touchpoints and channels. There are
various channels are included in the omnichannel marketing such as digital channels and various
physical and online experiences (Gogua, and Smirnova, 2020). Samsung adopts the omnichannel
marketing to attract potential customers and spread information about new products and services.
Samsung use the omnichannel personalized marketing channel for mobile phone in which real
interaction and customisation is done according to demands of customers. It is basically data
driven marketing that that provides personalised experience to customers through various
channels in order to collect data and information about user’s behaviour.
Role of e role of interaction and customisation in omnichannel marketing
 It builds consistence and seamless personalised experience to the to customers that pays
important role in Samsung business activities and functions in order to sustain in
competitive environment. As respective organisation knows about customer’s interaction
so, brand maintain the one-to-one interaction with customers to enhance their loyalty and
experience.
 The interaction and customisation in the omnichannel marketing builds long term loyal
customer base as well as enhance the customer lifetime values. Proper personalisation
helps to Samsung to covert first time buyer into loyal customer.
 Proper interaction facilitates the organisation to enhance average order values, direct
connection with customers and increase organisation conversion rate and ROI in order to
attain goals and objectives efficiently.
Marketing channel is defined as the medium through which physical distribution of goods are
taken from producer to the final customers directly or by various intermediaries. Samsung adopt
various marketing channels to distribute their mobile phones to customers efficiently (Havir,

2021). Mostly three marketing channels used by respective organisation. In first marketing
channel the manufacturer sells mobile phones direct to potential customers. On the other hand,
Samsung sales their products to retailers and retailers sell them to customers. So, organisation
adopts direct and indirect channels to distribute their products. Samsung have its own existing
distribution channels for existing business.
As Samsung provides better quality mobile phones to customers and various services
regarding phone that maintains effective customer relationship with customers. Various online
and offline services are offered to employees enhance loyalty of customers and retain them with
organisation for long period of time. Because of these reasons Samsung is able to achieve
seamless customer journey effectively
Customer experience performance matrix
In order to measure customer experience, it is required to implement layered approach that
includes in-depth user interview for the purpose of gathering data and information about
customer satisfaction level. Sone customer experience performance matrix are defined below:
Net promote score: net promote score is the customer experience performance matrix that
gauges the level of customer satisfaction and their perception towards the specific brand and
organisation. It is the sample and practical matrix that is developed by Fred Reichheld for the
purpose of analyse that how business maintain their relationship with customers. Organisations
use this matrix to access the loyalty of customers and maintain the effective relationship between
organisation and customers (Katsamakas, Saharia and Galvin, 2020). In order to measure the net
promote score, organisation conduct the proper survey and analysis of customers through asking
the relative questions are asked and their answers are measured on the scale of 0 to 10. The
higher score reflects the loyalty of customers towards the organisation. So, respondents are
categories on the bases of their answers that are described below:
Promoters: Customers who gave the score 9 -10 are considered as the positive experience
form the organisation and remain loyal towards it. These customers are purchase organisational
products more as well as promote them to other customer also.
Passives: Customers who respond between 7 or 8 are satisfied with the products and
services of organisation but they are not loyal for the brand and most probably leave the
organisation if competitors offer products.

Detractors: Customers who give scores 0 to 6 are considered as the dissatisfy and have
negative brand perception about the company.
Customer effort score: This customer experience matrix is related to measure the ease level of
customers during the using organisational products and services. This is used by the organisation
to identify the loyalty level of customers towards brand and their product throughout the
customer journey. In this matrix a question is asked to customers that how much efforts they
have to expand in order to handle their request and they have to respond on numerical scale. It is
used to improve the system that may frustrate customers. customer satisfaction in the most
important attribute on the other hand, exceeding customer experience also getting impact the
loyalty level (Nwagboso, 2019). The respective survey help organisation to identify the
obstacles, resolve problems customers find success with great ease.
Customer satisfaction score: It is the most effective and popular transactional matrix. In
this survey a question is asked by the customers such as how much satisfied they are with recent
interaction, or organisational product and service as well. Customers respond on rating scale.
This matrix is highly flexible and customizable. There are various multiple questions are asked
in simple manner. As there are various survey are conduct that are based on smiley faces on e-
mails. In this matrix customer satisfaction is measured in interaction with support personnel. It is
an effective tool to identify the need of training to supportive agent.
Surveys: There are various surveys are conducted to measure the satisfaction of
customers with organisational products and services. It becomes necessary in the age of
digitisation in which customers satisfaction is most important factor for growth and success of
business. Organisations conduct various surveys throughout customer journey. In this matrix
customers are asked to give score 1 to10 and their answers shows their satisfaction and
experience level.
It is recommended that Samsung must adopt the net promote score and customer satisfaction
score matrix in order organisation in order to identify the customers satisfaction level as well as
their brand loyalty. These customer satisfaction strategies are most important in the case of
Samsung mobile phone. When organisation know about the customers satisfaction level properly
and prepare policies and do extra effort to satisfy customers who have feeling of dissatisfaction
from Samsung and its mobile phone products (Sammour, 2017). Respective organisation deal
with customers according to their feedbacks and scores which they have given to company.

Customer experience process in different industry
There are various customer experience critical factors that help the Samsung to grow and
develop in competitive environment. These factors differentiated business from others and
provides various sustainable competitive advantages as well (Sengpiehl, 2017). Some critical
success factors of Samsung are discussed below:
 Samsung latest technology in producing mobile phones that enhance organisational
efficiency and reduce the cost of production.
 Development is the critical success factor that facilitates the organisation to grow at fast
rate than other competitors. As Samsung ensures the growth through diversifying
business globally and by targeting the specific market segments.
 Effective reputation among market for producing better quality mobile phones that help
company to attain growth and development objectives.
 High capital investment in the business is the important success factor that help to
conduct organisation operations at high level.
 Better and effective customer services facilitates Samsung to enhance customer base and
sustain competitive business environment.
Customer experience process:
Customer experience process is defined as the process in which includes design of
frictionless experience of customers when they interact with organisation. It is improving process
that includes meeting all customers experience and solve their problems efficiently. Samsung
adopts the process to enhance overall experience of customers are described below:
Reviewing current customer service strategy: In the first step of customer experience
process, first of all current approach of customer support is being evaluated. Samsung improves
determined the whole functioning of organisation and improvement areas as well. respective
organisation uses Net Promote Score to identify the customer satisfaction and churn rate. If the
rate is below expectation then organisation solve customers problem.
Create customer journey map: In the next step customers journey map is being prepared
by the Samsung that defined all interaction between customers and respective business and
identify the pain point in the process.
Training to customer service staff: Once the need od improvement is identified than this
information is shared to whole staff and provide them training to fulfil customers need. Samsung

provides effective training to their employees so, they can provide better services to customers
and enhance their overall experience with organisation.
Determine customer expectations: In the next step, Samsung determine customer
expectations with brand. Respective organisation examines changing needs and demands of
customers and provide them products and services accordingly.
Solving customer problems: In this step Samsung focus on the solving problem of
customers efficiently that enhance the overall experience and brand loyalty (STRAUSS, 2021).
Omnichannel services provides the better solutions of customer effectively.
Collecting feedback regularly: Samsung gather regular feedback from customers about
their products and services and make changes in them according to requirement in order to
satisfy customers effectively.
Tracking team performance: For continuous customer experience Samsung organisation
track team performance regularly in order to measure effectiveness of customer experience
process.
CONCLUSION
As per above report, it can be concluded that customer experience plays important role in
the growth and success of any organisation. A satisfied customers is more productive for
business and help organisation to gain defined goals and objectives efficiently. There are various
strategies are formulated by the organisation to enhance customers experience as well as their
loyalty towards business. Customer experience matrix is the technique that help organisation to
know about their loyalty level and enhance their better experience as well. Omnichannel
marketing is the activity of enhancing customers awareness about organisational products and
services. Customer experience process is different in various organisations according to their
requirements.

REFERENCES
Books and Journals
Batat, W., 2019. Customer Experience to Keep Up with Changing Consumer and New Luxury
Consumption Trends. In The New Luxury Experience (pp. 55-74). Springer, Cham.
Bernier, A., 2018. Measuring Customer Experience in the Italian retail grocery
sector (Bachelor's thesis, Università Ca'Foscari Venezia).
Bishop, S., 2018, August. A Practical Guide for Managers in Using the Customer Experience to
Assist in Data-Driven Decision Making for Co-Creative Innovations. In 2018 Engaged
Management Scholarship Conference: Philadelphia, PA.
Calmejane, C., 2021. Are banks serious about customer experience? How to deliver market-
beating customer experience. Journal of Digital Banking. 5(4). pp.305-312.
Föhr, J., and et. al., 2018. Customer Experience Evaluation in the Omnichannel
Environment. Information Modelling and Knowledge Bases XXIX, 301, p.21.
Gogua, M. M. and Smirnova, M. M., 2020. Revisiting personalization through customer
experience journey.
Havir, D., 2021. What is so special about the sharing economy: The customer experience view.
In SHS Web of Conferences (Vol. 92). EDP Sciences.
Katsamakas, E., Saharia, A. and Galvin, R., 2020. Enhancing Customer Experience and
Achieving IT Prominence at PANYNJ. Available at SSRN 3612834.
Nwagboso, C., 2019. A framework for assessing the appropriateness of a customer-centric
strategy and its outcomes aimed at improving product development and service
design (Doctoral dissertation, Coventry University).
Sammour, A., 2017. Corporate heritage brand identity, customer experience and satisfaction: the
case study of John Lewis Partnership.
Sengpiehl, J., 2017. Car Sales in the Throes of Change: Aims for Total Customer Experience in
the Digital Era. In Out-thinking Organizational Communications (pp. 157-164).
Springer, Cham.
STRAUSS, P., 2021. Driving better customer experience in digital supply chains. Supply Chain
4.0: Improving Supply Chains with Analytics and Industry 4.0 Technologies, p.16.