BIZ104 Customer Experience Strategy Report: Samsung Case Study

This report examines Samsung's customer experience management (CEM) strategy, focusing on customer personas, journey mapping, and the voice of the customer (VoC). The methodology includes primary data collection through interviews and surveys, alongside secondary data analysis. The report identifies two key customer personas, millennials and families, outlining their behaviors, needs, and pain points. A customer journey map visualizes the customer experience across various touchpoints. Competitor analysis compares Samsung with LG, focusing on customer experience concerns like pricing and service. The value proposition map highlights Samsung's strengths in providing quality products and innovative features. The results section summarizes findings, emphasizing the importance of innovation and competitor analysis. CEM concepts are discussed, and the report concludes with recommendations for enhancing customer relationships through CEM and VoC initiatives. The appendices include survey links and additional data.

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

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Table of Contents
Methodology..............................................................................................................................2
Customer Personas.....................................................................................................................3
Journey map...............................................................................................................................4
Analysis of Competitor..............................................................................................................8
Results Summary.......................................................................................................................8
CEM concepts............................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................10
Appendices...............................................................................................................................11

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Introduction of Samsung
The primary aim of this study is to examine the framework of the study and comprehend
different concepts of the consumer experience in Samsung. This organization delivers many
electronics things to specified consumers. This organization is a South Korean Multinational
conglomerate as it could be effective for the attainment of the organizational task. This report
is relied on Samsung, as it is concentrated on controlling the skills that are required in order
to develop an effective customer experience management structure in the working place.
Methodology
For conducting this study in a systematic manner, an investigator will practice both primary
as well as a secondary data collection tool. These tools will facilitate to consider the sources
of qualitative and quantitative method. It could also facilitate to get a favorable result
(Yakhlef, 2015).
Primary data
For conducting the research study, 11 consumers have been selected for conducting this study
and make a decision accordingly. For conducting the interview, open-ended questionnaire
method is practiced by the researcher as it could effective for collecting the factual
information towards the accomplishment of the organizational task. The interview method is
effective in conducting the study in an effective manner. It could also facilitate to assure an
effective result. It is examined that each research participants could maintain the
confidentiality of the research outcome (Yakhlef, 2015). The research scholar will use survey
through questionnaire method to imply the collected data by entailing different sources and
make a decision effectively. It intended to get the conceptual as well as numerical data in the
context of current matter. It could also be effective for collecting reliable information about
the research matter. It is also evaluated that the investigator has selected survey through
questionnaire method to conduct the study and make a decision accordingly. This method is

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effective for collecting reliable information towards the research issue. The researcher has
ensured to the participants in securing the data of the research issue. In addition, it is also
evaluated that the data is formulated into two customer’s personas.
Secondary data
The secondary information was collected to evaluate the research outcome and support to
make a decision effectively. It could also be effective for considering certain sources as it
could be known as the articles, journals, books, textbooks, and organization’s websites for
collecting the feasible information about the research matter (Tynan, McKechnie, & Hartley,
2014).
Customer Personas
Outcome via a collection of data from survey through questionnaire
Persona Demographic Behaviours and
actions
Needs Pain Points
Millennial 18-50 years old
people have been
selected to conduct
this study.
Experience:
employees who
have experienced
in to worked in
Samsung.
 Purchase
products and
services of this
organization in
frequently
manner
(Ordenes, et al.,
2014).
 Needs
innovative
products
 Premium
cost
 The lower
level of
innovation
Family
customers
30-55 years of
experience to
 Offer a special
discount to
 Customer
needs to
 If the
product

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purchase these
products and
services as it would
lead to getting a
reliable outcome.
their specified
consumers for
increasing
consumer
loyalty
(Situmorang,
H., Rini, &
Muda, 2017).
attract
consumers
by offering
detail
services to
its
consumers.
range is
small and
the quality
of goods
are bad.
Journey map
Customer
Journey
Awarenes
s
Resear
ch and
evaluat
ion
Purcha
se
Mem
ber
Rewa
rds
Offline
retail
store
Online
retail
services
Accountable
of Division
Marketing Marketi
ng
Service
depart
ment
and
sales
Mark
eting
as
well
as
Servi
ce
sectio
Services
section
Services
department

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n
Touch
Points
• Email
method
• Social
 And
Advertis
ing
Online
compar
ison of
sites by
conside
ring the
website
searchi
ng
(Bilgih
an,
Kanda
mpully,
&
Zhang,
2016).
Online
purchas
e by
conside
ring
affiliate
sites
Adve
rtisin
g and
prom
otion
 In the
offline
stores,
the
organi
zation
has
needed
to
increas
e the
securit
y
 Sales
Discount
 Product
range
 Quality
Products
Millennial Customer
Feelings
Good

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BAD
Brand and Value
perception
The
organi
zation
believ
es that
they
offer
their
service
s at the
lowest
cost
that is
a
major
concer
n for
the
firm.
The
organizatio
n has
needed to
do the
research of
quality of
products an
services
that will be
offered by
the firm to
its
consumers.
The
online
purchas
e
method
could
be quite
complic
ated as
compar
ed to
another
method
.
The
rewar
ds of
mem
ber
do
not
comp
are
the
sites
to
others
There is a
lack of
communi
cation
tool for
managing
the
customer
issue
The
organization
has needed
to improve
the quality
of the
products
and
services.
Family
customers
Customer
Feelings Good

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BAD
Brand
and
Value
perce
ption
Feels that they
advertise higher
quality products
and services to
deliver the
promises
Investigatio
ns, as well
as
evaluations
, are relied
on the
product’s
quality,
timing and
reliability
of the
product
(Sharma, &
Chaubey,
2014).
A
consum
er has
purchas
ed the
online
product
if they
have
not
another
option.
It could
also
lead to
conduct
suitable
behavio
r.
Order
ing
goods
mem
ber
Rewa
rds as
an
organ
izatio
n do
not
share
the
produ
ct by
the
comp
etitor
An
organizat
ion could
need to
assure the
quality of
the
research
outcome.
Requisite to
improve the
quality of
goods and
services of
the firm.

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s.
Analysis of Competitor
Customer Experience
Concern 1
Price (what is involved in
the price and what is
additional)
Customer Experience
Concern 2
Delays
Samsung Most of the consumers have
been suffered from the
issues of refundable items as
well as appropriate sales
coupon discounts (Sharma,
& Chaubey, 2014).
If a product of the
organization is replacing or
changed by their consumers
then the organization has
provided the message to
assure their concern has
been valuable for
consumers.
LG LG offers the loyalty of
business cards and reward
points. E-deal could be an
inexpensive solution, which
is nearest to Samsung’s
membership services
(Mondal, Ghosh, & Nair,
2015).
LG use the online tool
wherein the consumers
could check the status of a
product’s status and
accessibility of goods and
make assure that they are
aware of the specification of
products.

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Value proposition map
The following map demonstrates the value proposition map of Samsung:
On the basis of above chart, it can be stated that there are certain factor Samsung has offers
added value to their consumers, as it leads to get higher competitive benefits. Samsung
delivers the powerful tool that could be effective in completing the demand of consumers. It
is stated that Samsung’s could meets to the expectation of consumers. This product could
offers innovative features to their consumers to increase the profitability of the firm. Samsung
has also delivered the quality products at reasonable cost to their consumers for covering the
huge number of consumers and make decision effectively. Moreover, it is evaluated that this
organization has make positive experience of consumers with products and services that
supports to make decision effectively (Nysveen & Pedersen, 2014). Most of the consumers
are happy with the use of smartphone of Samsung. This product has emotionally attached to
the consumers by using the corporate social responsibility acts. This activity has made their
positive relation between consumers and organization. It could also give an effective method
to get higher competitive benefits. There are certain hidden needs of the consumers that
might be considered by the organization to have higher competitive benefits like battery,

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status, privacy, and camera. The privacy is major concern for consumers, as it leads to get
higher competitive advantages. Moreover, it is stated that this products has focus on primary
aim of the consumers and satisfied their needs accordingly. It is also illustrated that company
does not have fear from substitutes as it has make their unique image among the consumers
that decline the switching cots of firm. It is stated that organization has lack of risk towards
the additional skills that offer an opportunity to get higher competitive benefits (Khan, et al.,
2015).

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Results Summary
Samsung offers many services to its consumers with premium quality at a higher cost. It is
also examined that the data analysis, it is also founded that the consumer persona considers
by considering the promise. As per the collected data, an organization has needed to make
innovation in their goods and services of increasing the sale of products and services and
make the decision accordingly (Nysveen, & Pedersen, 2014). The organization should also
evaluate the competitor’s innovation strategy for sustaining the position of the organization in
the marketplace. It is also founded that prices should be decided on behalf of the region due
to attracting a higher number of consumer sin same time and cost. The organization should
also be needed to conduct the VOC program to improve the loyalty as well as the value of the
consumer to differentiate themselves by competitors with respect to offer products and
services.
CEM concepts
For offering prompt products and services to their consumers, an organization could use
CEM concept. Due to changing in the customer lifestyle as well as its needs, organization
face major issue to sustain their business in the marketplace and make the decision
accordingly. For eliminating this issue, an organization has needed to imply customer
centricity theory that leads to getting a reliable outcome. This approach could concentrate on
desires, requirements, and business needs as well as leads to each business act to effectively
operate the business and make the decision accordingly. This approach facilitates to the firm
to grab the different opportunities to get the higher outcome (Khan, Garg, & Rahman, 2015).
Conclusion
With respect to the above interpretation, it can be summarized that customer relationship
management is a major concern for the firm, as it would directly influence the overall result
of the productivity. It can also be concluded that there are certain methods that are considered

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by the organization named CEM and VOC to make an effective relationship with their
consumers.

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References
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience
in online shopping environments: Antecedents and outcomes. International Journal
of Quality and Service Sciences, 8(1), 102-119.
Khan, I., Garg, R. J., & Rahman, Z. (2015). Customer service experience in hotel operations:
An empirical analysis. Procedia-Social and Behavioral Sciences, 189, 266-274.
Mondal, S. C., Ghosh, S., & Nair, M. K. (2015). U.S. Patent No. 9,026,851. Washington, DC:
U.S. Patent and Trademark Office.
Nysveen, H., & Pedersen, P. E. (2014). Influences of co-creation on brand
experience. International Journal of Market Research, 56(6), 807-832.
Ordenes, F. V., Theodoulidis, B., Burton, J., Gruber, T., & Zaki, M. (2014). Analyzing
customer experience feedback using text mining: A linguistics-based
approach. Journal of Service Research, 17(3), 278-295.
Sharma, M., & Chaubey, D. S. (2014). An Empirical Study of Customer Experience and its
Relationship with Customer Satisfaction towards the Services of Banking
Sector. Journal of Marketing & Communication, 9(3).
Situmorang, S. H., Rini, E. S., & Muda, I. (2017). Customer experience, net emotional value
and net promoter score on muslim middle class women in medan. International
Journal of Economic Research, 14(20), 269-283.
Tynan, C., McKechnie, S., & Hartley, S. (2014). Interpreting value in the customer service
experience using customer-dominant logic. Journal of Marketing Management, 30(9-
10), 1058-1081.
Yakhlef, A. (2015). Customer experience within retail environments: An embodied, spatial
approach. Marketing Theory, 15(4), 545-564.

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Appendices
Appendix 1

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Appendix 2
(Refer to PDF)
Appendix 3
Appendix 4

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Appendix 5
Appendix 6
Survey link

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https://docs.google.com/forms/d/e/1FAIpQLSfD_j12vA81OsTgOZpy2oCNYYsQO824fx-
UT7MtgKjJjmfFzw/closedform