BIZ104 - Customer Experience Strategy: Research Outcomes Report

This report provides a comprehensive analysis of Samsung's customer experience (CX) strategy. It begins with an introduction to Samsung and the methodology employed, which includes both primary data collection through surveys and questionnaires and secondary data from literature reviews. The report delves into customer personas, mapping their demographics, behaviors, needs, and pain points. A detailed customer journey map outlines customer interactions across various touchpoints. A competitor analysis, comparing Samsung with LG, is presented, highlighting strengths and weaknesses. The report also explores CEM (Customer Experience Management) concepts and concludes with a summary of findings and recommendations. The research aims to evaluate Samsung's CX, identify areas for improvement, and provide insights for enhancing customer satisfaction and loyalty. The report also includes references and appendices with supplementary data such as questionnaires.

Running Head: MANAGEMENT
[Date] Customer
management
Student Id:

MANAGEMENT 1
Table of Contents
Introduction of Samsung ......................................................................................................................... 2
Methodology ........................................................................................................................................... 2
Customer Personas .................................................................................................................................. 4
Journey map ............................................................................................................................................ 5
Analysis of Competitor ........................................................................................................................... 8
Results Summary .................................................................................................................................. 10
CEM concepts ....................................................................................................................................... 10
Conclusion ............................................................................................................................................ 10
References ............................................................................................................................................. 12
Appendices ............................................................................................................................................ 14

MANAGEMENT 2
Introduction of Samsung
This study is emphasized in the evaluation of different framework and past experience of
consumers in Samsung. Samsung is famous for delivering electronic goods and services to their
specified consumers at affordable prices. This company is South Korean conglomerate hence
this organization is selected to complete this study. This report discusses the customer
experience of people. It also demonstrates different activities that are taken by the organization
to improve its customer experience.
Methodology
For performing this study, the research scholar has considered both methods data collection
named as the secondary as well as primary tool. For collecting fresh information, survey
through questionnaire method is considered while the secondary information is obtained by the
literature review, articles, and books that already exist.
Primary data
In this study, 17 consumers of Samsung have been selected by the researcher as it would be
effective in getting their opinion towards their experience in Samsung. The open-ended
interview method is used as it is more suitable for getting eh accurate result in the favor of
concern (Homburg, Jozić, & Kuehnl, 2017). It is founded that the investigator previously
informs the participants about the questionnaire before conducting the study for making the
result effectively. It would be intended to get factual information towards the research concern.
Secondary data
The secondary data is selected by the researcher to get the conceptual information towards the
research matter. The investigator could consider certain sources named as textbooks, journals,
It could also be effective for considering certain sources as it could be known as the articles,
books, and online sources (Wilson, Zeithaml, Bitner, & Gremler, 2016).
Survey through questionnaire

MANAGEMENT 3
Gender
Male
Female
Do you use a Smartphone?
Yes
No
Which smartphone brand are you currently using?
Samsung
Mi
Apple
Other
Why do you buy a smartphone?
Business purposes
Software flexibility
Want to keep updated with technology
Sales promotion
Others
When do you change your mobile?
New mobile versions
When it is ruined
Feel bored from phone
You make the decision to buy a SAMSUNG Smartphone based on.
TV
Internet Reviews
Good previous experience

MANAGEMENT 4
Friends Recommendations
Social media
What do you know about Samsung mobile phones?
• I heard something
• I do not interested in it
• I know everything about it
• I don't know
• I don't know it, but I would like to know
When you buy a cell phone, what's your preferred payment method?
Credit Card
Cash
Other
How would you describe your current smartphone?
Durable
Light
Classy
Easy to use
Others
Which outlet do you prefer buying your mobile from…
Hypermarkets & Malls
Mobile shop
Doesn't matter (any place)
The nearest store to my home or work
Customer Personas
Outcome via a collection of data from survey through questionnaire

MANAGEMENT 5
Persona Demographic Behaviors and
actions
Needs Pain Points
Millennial 17-40 years old
consumers have
been selected to
perform the study.
Experience:
Workforces who
have experienced in
the Samsung
(Kandampully,
Zhang, & Jaakkola,
2018).
• Buy good and
services of
Samsung
• Desires to
have
innovative
goods and
services
• Premium
cost
• Lack of
innovation
as compared
to
competitors.
Family
customers
30-45 years
experienced people
to conduct this
study.
• For increasing
consumer
loyalty, the
organization
could use a
discount
method.
• Depth
information
about the
product is
expected by
the
consumers
to the
organization
(Lemon, &
Verhoef,
2016).
• If the
product is
different in
range and
offers the
quality
products
and services
then they
could
increase
their
number of
consumers.
Journey map
Customer
Journey
Awarenes
s
Resear
ch and
evaluat
ion
Purc
hase
Memb
er
Rewar
ds
Offline
retail
store
Online
retail
services
Accountable
of Division
Marketing Marketi
ng
Servi
ce and
sales
Effecti
ve
adverti
Services
departme
nt
Department
of services

MANAGEMENT 6
depart
ment
sing by
conside
ring the
digital
marketi
ng
method
Touch
Points
•Email
• Social
Advertisin
g
An
online
method
by
entailin
g the
website
's
search
Purch
ase
online
goods
and
servic
es by
differ
ent
servic
es
(McC
oll-
Kenn
edy,
Gusta
fsson,
Jaakk
ola,
Klaus
,
Radn
or,
Perks,
&
Frima
n,
2015)
.
Promot
ion and
Adverti
sing
• The
organi
zation
increas
e its
securit
y on
the
offline
depart
ments
• Product
range
• Sales
Discount
• Quality
Products
Millennial Customer
Feelings
Good
BAD
Brand and Value
perception
Organi
zation
believ
es
toward
The
company
could
requisite of
work on the
Onlin
e
metho
d is
more
Reward
s of the
compa
ny
could
This
organizat
ion has a
lack of
communi
Quality of
products and
has been
improved

MANAGEMENT 7
s their
produc
ts and
service
as it
offers
the
lowest
cost
produc
t that is
a
primar
y
concer
n
(Surrid
ge,
Verrall
Smith,
Hedge
s, & te
Booij,
2018).
quality of
goods for
increasing
their
number of
consumers.
suitab
le as
comp
ared
to the
offlin
e
metho
d
not be
compar
ed with
others.
cation
tool that
declines
the
probabilit
y of
customer
satisfacti
on
Family
customers
Customer
Feelings Good
BAD
Brand
as
well
as
Value
perce
ption
Believes that it
offer a higher
quality of products
The
product
evaluation
is relied on
three
factors
products
delivery
time, cost,
and quality.
The
consu
mer
has
select
ed the
online
metho
d at
the
time
of
lack
of
Deliver
ing
higher
quality
goods
and
service
s as
compar
ed to
their
compet
itors
The
company
could
requisite
to keep
its quality
by
consideri
ng the
research
and
developm
ent
method.
Requisite to
improve the
quality of
goods and
services of
the firm.

MANAGEMENT 8
retail
stores
neare
st to
them.
Analysis of Competitor
Customer Experience
Concern 1
Price (what is involved in
the price and what is
additional)
Customer Experience
Concern 2
Delays
Samsung A large number of Samsung
customers suffered frame the
refundable products and sales
voucher (Grønholdt,
Martensen, Jørgensen, &
Jensen, 2015).
If goods of a firm are
replacing and managed by its
customers then the company
offered the message for
assuring its matter has been
consumer valuable.
LG LG delivered business
loyalty and reward points. E-
deal could be imperative for
offering a low-cost solution
as compared to the
membership services
(Marutschke, Gournelos, &
Ray, 2019).
LG implies the online
technique for increasing the
awareness of goods and
services (Stark, 2015).
Value proposition map
The following map demonstrates the value proposition map of Samsung:

MANAGEMENT 9
As per the Value proposition canvas, it is founded that Samsung delivered added value to its
customers for increasing their satisfaction level and get higher competitive advantages. This
organization is using an innovative tool for increasing the demand of consumers. This
organization has focused on the quality of products caused to meet consumer expectation. This
organization could deliver innovative products to its customers for encashing the firm
profitability (Kranzbühler, Kleijnen, Morgan, & Teerling, 2018). The cost is a major factor that
might be affected the consumers buying decision hence this organization offered their goods
and services at a reasonable cost. The company made positive customers experience with
respect to the organization’s goods and services. It is examined that consumers are happy to
use the cell phone the Samsung (Jain, Aagja, & Bagdare, 2017). The main cause that attracted
to customers to have the products and services of Samsung is the emotional attachment of
people towards the brand. This company using the corporate social responsibility and make an
emotional connection between the society and organization that affected to the demons of
goods and services of the firm. There are different consumers’ needs that are considered by the
firm named as a battery, privacy, status, and camera. Privacy is an imperative concern in the

MANAGEMENT 10
current competitive atmosphere. Hence, an organization considers the same to get positive
advantages (Andajani, 2015).
Results Summary
From the analysis of the result, it is addressed that there is a different type of services with
superior quality at a higher price is provided by the Samsung Company. On the basis of
accumulated information, the Company has to develop an innovative idea to make its products
and services unique and different from others. It aids in generating the revenue and enhancing
the sale of goods and services of the company. It is also founded that Samsung Company should
also analyze the innovative strategy of its competitors as it would support the company to
sustain its good position in the market. It is also evaluated that organization should decide the
product price on the basis of the region because it would positively influence a large number
of customers to purchase their products. VOC program should be organized by the company to
make its customers more loyal towards their products and services. It is also illustrated that the
organisation should give more priority to their customer’s views and opinion to make their
product better from competitors.
CEM concepts
For delivering the prompt services and products for its consumers, the company can practice
the Customer experience management concept. Due to modifying the customer lifestyle and
their needs, the company could face major challenges for sustaining their business and making
a decision effectively (Marchesani, Piccoli, & Lui, 2017). The organization can use the
customer centricity theory for leading the consumers and making a decision effectively. This
strategy could be usually practiced to complete business needs and operate the business in a
significant manner (Burton, Nasr, Gruber, & Bruce, 2017).
Conclusion

MANAGEMENT 11
From the above discussion, it can be concluded that customer relationship management is
essential for the growth of any business. It would be affected by the overall productivity of the
firm. CEM and VOC are practiced by the organization for making a transparent relationship
with the consumers.