MSc Management Customer Experience Strategy: Samsung UK Report

This report provides a comprehensive analysis of Samsung UK's Customer Experience (CX) strategy. It emphasizes the importance of CX in improving customer satisfaction, gaining a competitive advantage, and boosting sales. The report details the creation of a consumer persona for Samsung, mapping the customer journey through stages like awareness, evaluation, acquisition, retention, and advocacy. It further explores the role of omni-channel marketing in creating a seamless customer experience and discusses key CX performance metrics such as customer satisfaction, brand sentiment score, net promoter score, and frictionless interaction score. Finally, the report compares CX processes between Samsung and Tesco, highlighting critical success factors in different industries. Desklib provides access to this document along with other solved assignments and past papers for students.

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
The importance of customer experience.....................................................................................3
Consumer persona creation.........................................................................................................4
Mapping the customer journey....................................................................................................4
Omni channel marketing.............................................................................................................5
CX performance metrics ............................................................................................................7
CX processes in different industries...........................................................................................8
CONCLUSION .............................................................................................................................10
REFERNCES:................................................................................................................................11
Books and Journals:..................................................................................................................11

INTRODUCTION
Customer experience management is a discipline that helps in understanding the
customers and forming plans that assists in improving customer satisfaction and loyalty. In this
report customer experience (CX) strategy of Samsung in UK is taken into consideration (Jain,
Aagja and Bagdare, 2017). It is a multinational organisation that works according to the needs
and wants of customers. The report is about the importance of customer experience. There is
formulation of customer journey map as well various metrics to measure the performance is also
part of this report. Omni channel marketing and its role in an organisation is evaluated. In the
end of the report there is discussion related to CX processes used in different industries that their
success factors.
MAIN BODY
The importance of customer experience
Customer experience is the holistic perception of customer's experience with business.
CX is related to each and every point of business that has impact on customer's perception. It can
be understood as sum of all the interactions that customers has with the organisation. It is the
relationship of customer developed with brand (Anh, 2020). Each and every organisation focuses
on enhancing the experience of customers so that they are able to achieve goals and objectives.
The points that show importance of customer experience are discussed below:
Improve customer satisfaction: It is seen that organisation makes efforts to enhance the
satisfaction level of customers. It is seen that in relation to Samsung the management of
organisation works in such a manner that helps to engage the customers. It is beneficial for
customer's as they get the products as per their desire and it enhances the satisfaction level of
customer's.
Gain competitive advantage: The company that is able to enhance the customer
experience gains advantage over the competitors. In regard to Samsung the try to provide best
quality goods to customers as well as at affordable price to the customers. This makes the
customers loyal towards the organisation and this helps in gaining advantage over the
competitors.
Boost Sales: The satisfied customers are loyal towards the company. They are ready to
pay money to the organisation (Zolkiewski and et. al., 2017). In relation to Samsung the get

support of of customers. It helps in enhancing the sales of the organisation. Each and every
organisation plans to enhance their sales and achieve goals and objectives successfully.
Consumer persona creation
A consumer persona is a semi-frictional image of the ideal customer that is identified
with the help of research and analysis of data related to present customer's. There are various
points that are considered such as consumer demographics, motivations, behaviour patterns, and
objectives. It helps to understand group of customer's. By knowing about the group of customers
and their needs, Samsung is able to develop effective CX strategies that focus on customers. It is
necessary to first create customer persona. The customer persona in relation to Samsung is
below:
Demographics and story They target the people of age group above 25
that are able to understand the features and use
them effectively.
Profile The basically provide quality features to
customer's (Nagasaw, 2021). They target
middle income group as well as high income
group people.
Motivations for using Samsung mobile The company has established strong image in
market and the brand value of Samsung is
motivation for customers to buy the products.
Goals for using a Samsung The company provides various quality
products that have all new and innovative
features.
Pain points a Samsung mobile solves Samsung provides easy to use phones that
provides all the features that a person wants in
the product.

Mapping the customer journey
Customer journey is defined as the interaction between customer and company. It is
necessary for decision makers as they can easily able to understand the path which follows by
customers. Decision makers are able to know that what they should do for increasing customer
experience (Malkamäki, 2020). That's why it is necessary to mapping out a customer journey. It
is concerned with the process that followed by customers while they are deciding to purchase a
products.
Mapping of customer journey
Stages of journey For mapping out the Samsung's customer, they need to follow the
stages in customer journey which are mentioned below:
 Awareness
 Evaluate
 Acquisition
 Retention
 Advocacy
These are the stages which needs to be followed by Samsung in order
to map the customer journey. They are targeted to 25 or above age
people which can be analysed with the help of mapping.
Activities Samsung is providing electronic products such as mobile phones,
earphones, chargers, etc. These type of activities should be analysed
by comparing needs and wants of customers.
Feelings and needs It is necessary for an organisation that they should understand the
feelings and needs of customers (Theopilus and et. al., 2021). This
will helps in analysing their behaviour towards organisational
products.
Potential opportunities
for improvement
Samsung should take feedback from the customers so that they get to
know what are the changes needed in their products.

Omni channel marketing
Omni channel marketing is defined as the integration of different marketing channels that
used by organisations for the purpose of interacting with the customers. The main objective of
this method is creating a consistent brand experience. It also aims to create a seamless and
convenient user experience to customers (Havíř). Due to omni channel marketing, customers get
many choices to find and purchase products and services. It involves many channels such as in-
store, online, or a combination of both channels. In omni channel marketing, various types of
channel used by Samsung so that they can increase the interaction with customers. Interaction
plays an important role in the marketing as organisation is able to know the customers' wants and
needs. This will lead to effective planning that is able to achieve organisational goals and
objectives. This is necessary for a company that they should use various types of channel so that
they can reach to every customer (Gerea, Gonzalez-Lopez and Herskovic, 2021). There are many
people who are not using any online channel for purchasing. In this situation, a company needs
to offer products through their offline stores. For example, the user of Samsung wants to touch
and see the features physically so that's why Samsung has many offline stores. On other hand,
there are many people who have not time to go for purchase a mobile. They believe in time and
cost saving so they are using online platforms from which they can easily purchase goods.
Samsung is using many marketing channels in their organisation in order to promote their
goods. Currently they are using many types of marketing channel such as online marketing that
include social media, email marketing, etc. They also uses offline marketing channel in which
they uses newspapers, campaigns, exhibitions, mass media, etc. Due to their strategy, they are
performing very well in the market. Their brand value shows their success rate which is possible
only because of competitive and promotional strategies. They use direct as well as indirect
marketing.
It is found from the surveys and feedbacks from customers that Samsung is doing very
well for mapping the customer journey. They are very effective in achieving a seamless customer
experience. They are doing this because of their mapping strategy. They are continuously trying
to understand the customers' path that they followed in order to purchase products. For analysing
customer's journey, they are using omni channel marketing which gives an idea of their
purchasing pattern (Castillo-Jiménez and Gallardo-Echenique). This can be understood with the
help of example. For example, a person who wants to purchase a mobile phone so for that

purpose, he is doing a surfing on internet in which they are search on websites. Due to this, the
history gets recorded and Samsung is analysing their history so that they can understand the their
choices for mobile phones. They are using different kind of channels so that they can interact
with their customers directly and able to solve their queries effectively. It is really helpful for
them as it increase customers loyalty and brand image.
CX performance metrics
Every organisation needs to use some CX performance metrics in order to analyse the
performance of products which satisfied customers and make them loyal toward organisation.
For every organisation, customer's loyalty is playing a crucial role as they are not switching with
another organisation's products and services (Lee and Lee, 2020). With the help of customer
experience performance metrics, Samsung is able to know that which customers are loyal and
satisfied from their products and services. There are four important CX performance metrics are
mentioned below:
Customer Satisfaction
It is the metric that focused on satisfaction of customers which organisation can analyse
with the help of analysing a scale range that starts from poor and end with excellent. This metric
is very useful for organisations as they can understand their mistakes by taking feedback from
customers. For that purpose, the scale used which not gives number rating.
Brand Sentiment Score

It is concerned with the opinion that changes with the help of interaction between
customers and company. This is necessary for organisation to use this metric as they are able to
change the opinion of customers towards organisation. This can be measured with the help of
rating scale from negative to positive. It is related with the company's efforts that how they
change the customer's perception towards their organisational products and services.
Net Promoter Score
It is the short and simple metric that almost all companies are using in their organisations
for their customers. In this metric, customer need to give the answer of only two questions in
which a customer needs to give rating and why this rating they gave should be evaluated.
Generally NPS is using for rating a brand, product or service.
Frictionless Interaction Score
In this metric, it focuses on company's process in which it identified that how easy for
their customers in order to achieve what they actually intended from organisation. This metric is
also known as Customer Effort Score that measured with a scale ranging from disagree to agree.
From the four important scores, it is analysed that company should use these metrics so
that they can analyse their performance. With the help of these metrics, they are able to take right
decision that what they have to to in future. This will leads to maximisation of customer's
experience. For Samsung, Brand sentiment score and customer satisfaction rating is good to use
(Ruiz and et. al., 2020). The reason is it will helps them to increase their brand image in the
market. It influences other people also as they get attracted due to their good brand sentiment
score. This is helpful in order to make the customers loyal for organisation. On the other hand,

customer satisfaction is the ultimate goals of organisation and that's why it is necessary for
Samsung to use Customer satisfaction metrics.
CX processes in different industries
There is a discussion of CX Critical Success Factors that compare two organisations from
different industries. One if Samsung and other is Tesco. Both are belong from different
industries. Below the table is given which compare both companies:
CX Critical
Success
Factors
Samsung Tesco
Organizational
Structure
Samsung has a divisional
organisation structure and that's why
they are divide their whole
organisation into three parts that are
consumer Electronics, device
solutions, and IT & mobile
communication.
Tesco is following hierarchical
organisational structure. They follow
this structure as they believe that work
efficiency can be increase by dividing
positions and obligation into many
types.
Interaction
Strategy
Samsung is using marketing mix
communication in their organisation
(Ali and et. al., 2018). For that
purpose, they include many channels
such as sales promotion, print and
media advertising, public relations,
and events and experience.
Tesco is the multinational organisation
and they are using online as well as
offline methods for interaction strategy.
Tesco uses many platforms such as
Twitter and Facebook so that they can
interact with customers.
Technology Samsung is fully based on
technology as it is necessary for their
business operations. Their
technology decides the customer
satisfaction. In Samsung, technology
is used in every business function as
their whole products are based on
Tesco is not so much depend on
technology as they are dealing in
consumer goods. They are using
technology but only for payment and
marketing purpose. But still it is
necessary for company that they should
update their technologies so that they

technology. can take competitive advantage.
Data and
Analytics
This is the most essential feature that
create success rate for organisation.
It is concerned with data and
analytics in which Samsung is
focusing on analysing the consumer
data. It will helps them to mapping
the customer's journey. For that
purpose, Samsung is recording the
transactions of customers and always
try to analyse their purchasing
pattern. They also use big data for
the purpose of data analytics.
Tesco is also using many channels so
that they can analyse the data of
customers. For that purpose, they are
recording the data from many websites
and offline stores and trying to track
their customers in order to understand
the path of customers that followed.
The company knows the importance of
data analytics and that's why they
trying to sue tools and techniques for
collecting and analysing the data.
Success
Measures
Success measures is the most
important factors in customer
experience success factors as it helps
in measuring the performances of
company as well as for employees.
For that purpose, Samsung is using
many KPI's so that they can able to
analyse the performance. It helps in
taking further decision for the
success and growth of company.
Tesco is focusing on analysing the
employees' performance and that's why
they use those KPI's which shows
effectiveness of performances.
CONCLUSION
It can be concluded from the above discussion that customer experience strategy is
necessary to formulate as it assists in achieving the customers' satisfaction. For effectiveness of
customer experience strategy, there are some elements which needs to be considered in the
customer experience strategies of Samsung. It includes consumer persona creation, mapping the
customer journey, omni channel marketing, CX performance metrics, and CX six important
success factors. It is crucial for Samsung that they should analyse their customers with the help

of customer persona so that they can understand their needs and wants. They also need to map
out customers' journey as it assist them to understand their buying behaviour. This will assists in
formulating an effective strategy as they are able to maximise the customer satisfaction. This
report also discussed the effectiveness of omni channel which needs to use by organisations so
that they can more and more interact with their customers. This is the best strategy as it is the
combination of various channels. In addition to this, Samsung is using two important metrics that
are customer satisfaction and brand sentiment score.
REFERNCES:
Books and Journals:
Ali, U.L., and et. al., 2018, October. Tweets Competitive Sentimental Analysis of Android
Mobile Brands to Understand Customer Experience. In International Conference on
Intelligent Technologies and Applications (pp. 228-239). Springer, Singapore.
Anh, L., 2020. Developing Customer Experience with Integrify©.
Castillo-Jiménez, A. and Gallardo-Echenique, E., The role of customer experience in the
omnichannel strategy during the purchasing proces.
Gerea, C., Gonzalez-Lopez, F. and Herskovic, V., 2021. Omnichannel customer experience and
management: An integrative review and research agenda. Sustainability, 13(5), p.2824.
Havíř, D., Customer Experience Management Overview.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice.
Lee, S.M. and Lee, D., 2020. “Untact”: a new customer service strategy in the digital
age. Service Business, 14(1), pp.1-22.
Malkamäki, J., 2020. Designing for experiences–Creating the B2B customer experience
foundations of an international IT company.
Nagasawa, S.Y., 2021. Study on Experience Differentiation Strategy (1): Concepts of Customer
Experiences. Modern Perspectives in Economics, Business and Management Vol. 4,
pp.75-82.
Ruiz, E.H., and et. al., 2020. Samsung: Customer loyalty strategy in Malaysia and
Colombia. International Journal of Accounting & Finance in Asia Pasific
(IJAFAP), 3(2), pp.57-67.
Theopilus, Y., and et. al., 2021. Customer experience analysis of cosmetics retail store on
millennial women. ENGINEERING MANAGEmENT, 13(2).
Zolkiewski, J., and et. al., 2017. Strategic B2B customer experience management: the
importance of outcomes-based measures. Journal of Services Marketing.