BIZ104 Customer Experience Strategy: Samsung Analysis Report

This report presents a comprehensive analysis of customer experience management (CEM) within Samsung, a multinational electronics company. The study, conducted for a Customer Experience Management course, investigates customer satisfaction levels, identifies challenges in managing customer experiences, and proposes actionable recommendations for improvement. The research incorporates both primary data, collected through online surveys, and secondary data from journals, articles, and online sources. Key findings include the impact of product scandals, the importance of digital store experiences, and the challenges of personalized customer service in the digital era. The report also introduces CEM concepts and provides specific recommendations for Samsung to enhance its customer experience, including personalized services, operational excellence, and improved monitoring processes. The conclusion emphasizes the importance of customer experience for sustained business growth and provides insights for future improvements.

Running head: MANAGEMENT
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Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Objectives........................................................................................................................................2
Primary research..............................................................................................................................2
Secondary research..........................................................................................................................3
Primary research analysis................................................................................................................3
Secondary research analysis............................................................................................................3
CEM concept...................................................................................................................................5
Problems in service experience and recommendations in Samsung...............................................6
Conclusion.......................................................................................................................................7
Reference list...................................................................................................................................8
Appendices......................................................................................................................................9

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Introduction
Generating the positive customer experience has become necessary for the organizations
to meet the experiences of the customers in the company (Homburg, Jozić & Kuehn, 2017). The
purpose of this study is to design a research framework for understanding the concepts of
customer experience in Samsung. Samsung is a South Korean Multinational conglomerate that
comprises the numerous affiliated businesses in the electronic industry. Developing the report
based on Samsung, the study has focused on managing the skills which are needed in case of
developing the better customer experience management system in the workplace.
Discussion
Objectives
 To understand if the services which are being provided by Samsung, have satisfied the
customer or not
 To analyze the challenges for controlling customer experience management practices in
the workplace
 To identify measurable recommendations for implementing proper customer experience
management initiatives so that the future growth can be assured.
Primary research
Using the online survey method, primary survey has been conducted using the online
survey method (Refer to appendix 6). In order to collect the information random sampling
method has been followed in which 10 customers have been selected and a question has been
developed (Refer to appendix 2). By following the Data protection Act, survey has been

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conducted without forcing any of the participants. By continuing this, it can be said that
maintaining the confidentiality of the participants, the research has been done.
Secondary research
In order to conduct the secondary research, different journals, articles, books and
websites have been reviewed. In order to maintain the authenticity of the research, the proper in
texting off the collected information has been done.
Primary research analysis
In the collected primary information, it has been identified that in most of the cases,
people purchase the smart phone for personal uses. Due to rapid technological innovations in the
mobile industry, near about 45.5% of total respondents have mentioned that they prefer
purchasing new phones when they get bored with the old phones. Most of the customers have
mentioned that frequently they play games in the phone. Most of the customers have mentioned
that due to good previous people prefer buying Samsung (refer to Appendix 1).
Secondary research analysis
With changing socio economic business environment, it has become highly challenging
for the organizations to manage an effective customer experience operations in the workplace.
Analyzing the emerging customer challenges, it has been identified that due to changing needs
and demands of the customers, it has become highly challenging for the management to
understand the actual needs of the customers. On the other hand, customers have become aware
of the technical terms as well as proper uses of technologies. In that case, highly technologically
updated products are being appreciated by the customers in the market. In that case competing in

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the advanced technological business environment, rapid introduction of innovation has become
necessary.
Although social media is an important contributor in case of establishing strong
marketing initiatives in the industry, but it is also true that social media is the platform in which
the viral news can be spread quickly. Analyzing the emerging business operations of Samsung, It
has been identified that due to the scandals in between the year of 2016 and 2017, regarding
Galaxy Note 7, Samsung has faced the negative result from the customers (Npsbenchmarks.com
2019) (Refer to appendix 3). Within the few weeks of launching the phone, large numbers of
customers have reported different picture of the phone with catching fire. Due to this reason, the
incident went viral on the in the internet. Although, the company has made strong action for
quickly replacing the products, but due to the viral news on the internet, customer dissatisfaction
has brought negative impact on the company. In that case the company has faced $26 billion loss
in value (Npsbenchmarks.com 2019).
In a recent article published in 2018, it his mentioned that in order to improve the
customer experiences Samsung has brought innovation in its digital stores. Due to increasing
competition in the market, store environment as well as digitized features in the stores are being
highly appreciated by the customers (Insights.samsung.com). In order to sustain in the hyper
competitive business environment, Samsung has focused on enhancing its product intimacy by
using powerful new selling tools including the mirror display, Kiosks and tablets. It cannot be
denied that near about 85% of the sales comes through the physical stores, in that case assistive
selling tools can help the company to make an effective customer purchase history (Refer to
appendix 4).

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Analyzing the customer experience issue in Samsung, it has been identified that while
purchasing products from the third parties, customers have experienced poor services. Due to
lack of awareness regarding the stock modification process, customers face various challenges
while purchasing the products. In case of European products, the Legal rules are not being met
by the company, which has increased the dissatisfaction among the customers. Specifically in
case of bring the products from third party sellers, it has been identified that improper update of
software as well as huge numbers of damaged devices have brought negative impact on customer
experiences. As a result, negative image regarding the company has been developed on
customers mind (Refer to appendix 5). In some of the cases, warranty on the chargers as well as
headphones has create the dangerous customer experiences. In thee modified devices, Samsung
provides full information regarding its tools and services, however, most of the cases, customers
have faced negative experiences, which has increased dissatisfaction among them
(Insights.samsung.com, 2019).
CEM concept
The term customer experience represents the process for managing the entire experience
of the customers which is being collected based on the service provided by the organizations
(Homburg, Jozić & Kuehn, 2017). By continuing this, it can also be said that the customer
experience helps the service providers to continuously maintain the improvement process so that
level of satisfaction can be raised. It is true that loyalty and the customer satisfaction are the
major strength of the companies that helps the organizations to sustain in the competitive
business environment. In order to analyze the importance of customer experience, the primary
and secondary research have been conducted. The customer experience management helps the
organization to take the effective control on the interaction process of the customers. Using the

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CEM concept, customers’ perspectives as well as their expectations from the particular
organization can be analyzed. The concept of customer experience management encompasses the
entire journey of the organization by highlighting the strong experiences of the customers.
Throughout the business relationship development process, the customer experiences can be
improved. In order to improve the quality of customer experience the management of the
company focuses on sharing the knowledge regarding particular product or services through
different marketing mediums. With this advocacy, purchasing process of the customers is being
handled by the company. In another words, it can be said that the CEM concept is a disciplinary
operational process in which customers play their important role for driving the business growth
(Stein & Ramaseshan, 2016).
Problems in service experience and recommendations in Samsung
1. In the digital era, delivering the personalized experience has become major challenging
situation for the company. It is true that in case of developing the strong customer relationship
and building the strong value, the organizations are faced various challenges.
Recommendation
 In this situation building the personalized services for the target customers can help to
increase interaction between the customers and staffs, which can bring positive customer
relationship.
2. Due to lack of operational excellence, satisfying the expectation of the modern customers has
become highly challenging. In this case, changes of increasing negative experiences among the
customers can drive the negative image of the company.
Recommendations

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 Introducing effective strategic goals aligning with the positive customer experience can
help to improve the key business processes.
 Cultivating strong culture in the stores, positive customer experience can be drive.
3. Lack of monitoring has brought negative service experiences.
Recommendation
 Proper monitoring process through routing auditing process and collecting the customer
feedbacks can help the company to deal with the situation.
Conclusion
In this study, it can be concluded that improving the customer experience has become the
major key element for managing the positive growth in the company. Analyzing the situation in
Samsung, it can be said that the company needs to focus on improving its management practices
and bring positive strategic initiatives in the workplace so that changing demands of the
customers can be satisfied. Based on the analysis, it can be said that the company will, be
properly able to follow the provided recommendations, it will be able to deal with the emerging
customer experience issues. By continuing this, it can also be said that the report will help the
company to analyze the perspectives of the customers, which can help to bring its future
improvements.

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Reference list
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401. Retrieved from:
https://link.springer.com/article/10.1007/s11747-015-0460-7
Insights.samsung.com (2019). Retrieved from:
https://insights.samsung.com/2018/07/25/improving-the-customer-experience-through-
assistive-selling/ [Accessed on 14th April, 2019]
Insights.samsung.com (2019). Retrieved from:
https://insights.samsung.com/2018/07/25/improving-the-customer-experience-through-
assistive-selling/ [Accessed on 14th April, 2019]
Npsbenchmarks.com 2019. Retrieved from: https://npsbenchmarks.com/blog/samsung-customer-
experience-and-crisis-management [Accessed on 14th April, 2019]
Stein, A., & Ramaseshan, B. (2016). Towards the identification of customer experience touch
point elements. Journal of Retailing and Consumer Services, 30, 8-19.
https://doi.org/10.1016/j.jretconser.2015.12.001

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Appendices
Appendix 1

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