BPP Business School: Samsung Mobile Customer Experience Report

This report analyzes Samsung's customer experience (CX) strategy for its mobile phone product lines, focusing on the UK market. It explores the significance of CX, customer persona development, and the creation of customer journey maps. The report delves into omnichannel marketing strategies, highlighting how Samsung uses various channels to provide a seamless customer experience. Key aspects covered include the importance of CX for Samsung's success, the development of consumer personas to understand target audiences, and the use of customer journey maps to optimize interactions. The report also examines how Samsung leverages omnichannel marketing to deliver customized experiences and maintain a competitive edge. The research emphasizes practical insights, connecting customer experience elements to Samsung mobile's overall business objectives, and ultimately aims to understand how Samsung achieves customer satisfaction and brand loyalty in the competitive smartphone market. The report highlights the importance of understanding consumer behavior, building strong brand image and customer relationships.

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Module Name CUSTOMER EXPERIENCE STRATEGY
Student Reference
Number
(SRN)
BP0254269
Assessment Title Samsung's customer experience (CX) approach for its many
mobile phone product lines
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SUMMARY OF FINDINGS:
The objective of this research is to concentrate on one facet of Samsung's customer
experience (CX), as well as to analyze the CX strategy that Samsung employs in order to sell
their mobile phones. In addition to this, the report will make use of practical insights in an
effort to fulfil the overarching purpose of the organization. Throughout this study aspects of
customer experience, including the significance of CX, omnichannel marketing, and other
topics, will be emphasized, and they will all be connected to Samsung mobile in some way.
INTRODUCTION:
During the course of their relationship, consumers and organisations engage in a series of
interactions known as the customer experience. Attracting and cultivating customers may be
as simple as educating them about your products and services or as complex as getting them
to buy your stuff. It is also possible to evaluate it based on the experiences of persons at
various points of interaction.
In this research, we will be concentrating on Samsung mobile products. Samsung's customer
experience strategy will be taken into consideration. It just so happens that Samsung is one of
the best mobile phone businesses on the whole wide planet. When mobile phones first
appeared in 1983, there were many various phone types and styles to choose from, according
to a Microsoft study in 2014. Because of the fierce rivalry in the smartphone sector, every
manufacturer, including Samsung, must devise new ways to stay at the top of their game.
According to a 2013 sustainability assessment, customer experience is critical to the
profitability of a firm. Nonetheless, in this paper, the CX strategies that characterise the
success of Samsung mobile will be studied, and its projected goals by Samsung mobile firm
UK to give meaningful experiences to its consumers will be discussed in detail.
THE SIGNIFICANCE OF THE USER EXPERIENCE (UX) FOR CUSTOMERS:
When it comes to marketing, one of the most crucial components is creating memorable
experiences for customers by concentrating on their own views of the product or service.
Customer experience (CX) has recently risen to the forefront as an innovative concept that
has piqued the attention of a wide range of companies. This is true when it comes to both
theories and practise. This strategy is used by a large number of companies in order to

provide outstanding value to customers while simultaneously achieving differentiation and
long-term advantage in terms of market competition. CX is an idea that is not all that old. the
study of which has recently gotten more attention, both in the academic community and in the
public eye Additionally, it may be seen as a strategic process that is implemented by
companies in order to provide comprehensive customer value, realize differentiation, and
maintain a sustainable competitive advantage. CX has been characterized in so many
different ways, some of which include the following:
It is possible to characterize CX as holistic. The social and sensor aspects of a product are
related to the interactions that may take place amongst consumers who are using it. Various
marketing ideas and strategies are also studied in-depth since client happiness is one of the
primary goals.
Companies, on the other hand, need to have a holistic picture of their client experience
through time in order to comprehend it and generate genuine value from it. The digital, the
physical, and the social aspects will all be integrated as a result of this. If this integration does
not take place, however, organizations are more likely to face some type of difficulty in both
the business-to-business market as well as the business-to-customer market.
 Importance of Customer Experience with Regards to Samsung Mobile Phones in
the United Kingdom:
A strong customer experience (CX) might be a deciding element in the success or failure of
Samsung's mobile phone products here in the UK. Analysis of consumer behaviour, as well
as how well the brand connects with its client base, is included in this report. CX is the key to
Samsung's success in the UK telecom industry, and the company can definitely say so. As a
result of building strong customer connections in addition to a strong brand image, they have
been able to continue in business. CX has provided Samsung mobile with positive results so
far since the firm has been able to meet the needs of its customers with each new model that
is produced. This is due to the fact that the business has established a relationship with its
clients.
CONSUMER PERSONA DEVELOPMENT:

Consumer personas are semi-fictional models that show the essential features of a large
proportion of your customers based on the information gathered through user research and
sometimes from web analytics. Customers may be divided into broad categories based on the
characteristics revealed by a consumer persona.
customer experiece CX
PRICE CUSTOMER EXPERIENCE PRODUCT QUALITY BRAND RECOGNITION
The seven ways listed below may be used to evaluate the effectiveness of the CX
strategy:
The first step in applying this strategy is to create a clear picture of what a happy consumer
looks like.
An organisation has to have a thorough understanding of its target market and the challenges
they confront.
When it comes to the customer experience, a lot of it is about creating emotional connections
with your customers.
For a successful plan, you need to know who your customers are and where they come from.
The implementation of a quality framework will be one of the approaches used in the
establishment of the team responsible for the customer experience.

Real-time input from customers is essential.
Frequent feedback from regular employers may help enhance customer service.
Demographics and
story Profile Motivations for
using a Samsung
mobile
Goals for using a
Samsung Painpoints a
Samsung mobile
solves
0
1
2
3
4
5
6
7
8
Consumer persona
persona customers feedback services
In the 15-45 age range, Samsung has a group of people that like digital media and are eager
to keep up with the latest trends. Thus, Samsung has created a character for this group based
on the most recent technological advancements.
What stories they have to tell, or which stories they are most interested in hearing, from
whence they came.
Initially, the persona-level profiles are shown in this section.
Samsung mobile phones are popular because of the following reasons: What elements
influenced the customer's decision to go with Samsung?
To what extent do they intend to stick with Samsung after purchasing a smartphone from the
company?
Samsung's solution to the problem of poor internet connection is deemed to be a benefit.

CREATING A CUSTOMER JOURNEY MAP:
A customer journey's importance to a CX strategy is delineated in this article in simple terms.
Customers' expectations can't be predicted, therefore it's important to know what they expect
from your product via the lens of their persona customer journey. When it came to providing
unique experiences to individuals throughout the globe, the organization was able to do it
regardless of where they were stationed at any one moment. A firm's ability to interact with
its customers is important to its success, as Samsung has shown by giving the means of
mapping its customer's character. Since consumers spend more time with the product and
suggest it to others, it provides a positive customer experience where the user may share their
facts.
48%
23%
18%
11%
customer experience initiatives
expect slight decrease
stay the same
expect increase revenue
sufficient technology
As an example of the "customer journey," consider the "awareness" phase. This stage is
methodically organised to provide the client with multiple possibilities to satisfy their
requests from the firm in terms of their particular preferences and to increase awareness
among other consumers about the products and services of the brand that they provide.
During this phase, the consumer will also have the opportunity to provide feedback on their
experiences with the company's products and services. There are now a lot of additional
media choices available, such as social media, print media, and video media, that may be
used to promote the products. The following graphic provides a concise summary of the
customer persona interaction experience with Samsung.

Pathways to
take
Tasks Feelings Potential opportunities
Awareness Customers who are looking for
information about mobile devices
use the internet to do so.
Confused about the
current trends in mobile
Discounts on websites
must also be improved.
Consideration In this context, the cost of mobile
phones is taken into account
together with their specifications,
such as camera quality, battery life,
and so on.
Taking into
consideration the most
useful and cost-effective
device for them to use to
meet their requirements
There is a need for
development in the areas
of internal memory and
battery power.
Purchase They go to the shops or visit stores
physically because they are drawn
to the discounts that are offered on
the internet.
The eagerness of the
consumers to buy may
be seen on their faces.
It is imperative that the
offline personnel be
more kind to the clients.
Retention Customer comments and issues
may be sent to Samsung and the
company responds to them.
Samsung's consumers
like the company's
openness.
The instant response of
queries can be helpful
Advocacy Customers that are happy with the
company's services spread the word
about it via word of mouth.
Customers want to assist
their loved ones to have
the same features at a
reduced price point.
Customers' input should
take precedence above
all other considerations.
OMNICHANNEL MARKETING:
It is a strategy that provides the client with a seamless and integrated customer experience
that starts at the very first touch point and ends at the very last one. There is unified
information across the messages since each channel is different in some fashion. It might be a
verbal message, an email, or even an updated version of the company's logo. As long as
customers buy online or on their mobile devices, the shopping experience is the same
wherever they go. It is possible to spread information about customized products by
employing a single message or voice across all of the company's communication channels. In

today's competitive environment, consumers want firms to produce products and services that
can be supplied across several channels to be successful. Customized customer experiences
are delivered through certain channels based on consumers' behaviour on other channels in
the Omnichannel Customization effort. This information might be obtained via numerous
means of customer communication with the company. Samsung and other e-commerce
companies use client data to offer a tailored experience across several touchpoints. As an
added benefit, omnichannel customization enables an e-commerce firm to collect, interact,
and give a consistent consumer experience across all of its channels as well. Providing
product features that enable clients to get information about a product from a variety of
sources has proven to be another effective marketing tactic. The market's features are
essential to finding items and factors that impact purchasers. In the market, customers may
come across a wide range of products and even change their minds. Marketing over the
internet is the most important mobile marketing channel for a company like Samsung, which
is located far away from most of its customers. Samsung's business procedures have changed
as a result of technological advancements. According to the investigation, the following are
the repercussions of Samsung's use of various channels on ensuring a smooth journey for
customers.
Recognizing the many ways in which Samsung mobile devices are marketed:
Since today's clients don't only buy online or in stores, having a multichannel retail strategy is
crucial for today's companies. Thus, the company's smartphones are advertised via a range of
channels including word-of-mouth, social media and email, as well as its website and
physical retail stores. When it comes to showcasing NFC's advantages, Samsung uses the
Galaxy Studios Live platform (Near Field Communication). This firm offers four live music
events a year, including some of the greatest names in music from a range of genres. A
smartphone app will let you check in at the entrance, locate cloakrooms, and much more.
Live Experience by Samsung has resulted in a positive customer experience for the
company's customers. Samsung's devices are sold in brick-and-mortar shops as well as online
merchants like Amazon and eBay, unlike Apple's items. Using Samsung's integrated and
mobile point of sale, retailers can simply sell Samsung smartphones at Samsung retail
locations (POS). At the O2 Retail Conference, held at Samsung Connected House, this
company also had an interactive display on hand. In this method, Samsung's cutting-edge
mobile capabilities and the way they work together to provide a pleasant user experience may
be described to customers in an understandable manner. Samsung's consumers will have a

better purchasing experience with virtual reality if consumer demand increases and more
people try it. This virtual reality smartphone accessory from Samsung is called the Gear.
Simplifying mobile payments by integrating Samsung Pay into Samsung devices is a well-
received move.
METRICS FOR CX SUCCESS:
Analyzing the four best measures to measure customer experience (CX)
Metrics used to assess the quality of the customer experience include loyalty, wallet share,
and client retention. But in this case, NPS and the other four CX performance indicators are
most appropriate (Net Promoter Score). CATERPILLAR AUTONOMY (Customer
Satisfaction). Retention and churn rates are discussed. How about this?
Only two questions need to be asked of customers: "Would the consumer suggest Samsung
mobile phones to their colleagues and friends?" and "Why did they give that exact score?".
This indicator provides Samsung with the single CX-related figure they require for
establishing goals and awarding incentives. In terms of customer experience, SAT is an
essential statistic that may be measured in a variety of ways, the most popular of which is a
scale from 1 to 5. Samsung might use this indicator to see whether their clients are happy
with a one-time engagement. For example, Samsung may utilize it to learn more about how
well their customer care department handles questions from clients concerning their mobile
phone purchases and subsequent usage. A 'churn rate' might be useful in determining how
many consumers have given up on Samsung phones. ' Although Samsung signed 1000
contracts with a value of $100 at the beginning of the year, it lost a total of 1,000 consumers
in the first few months. Customers were only interested in using the phone for 800 days by
the end of 2013. SAMSUNG's strategy shifts away from new client acquisition in favour of
maintaining its current base of loyal consumers.
It is important to consider client retention from a customer engagement standpoint. Word-of-
mouth and the importance of customer influence (Customer referral value). Because of this,
Samsung could determine how long their firm can keep its clients by examining its customer
retention rate. Because the retention rate is inversely related to the churn rate, Samsung's
churn rate is likely to be lower. consider this as an example. If Samsung's retention rate for its
mobile phones is ninety per cent, then the company's churn rate for the same mobile phones
would be ten per cent.

The justification for recommending two primary metrics for Samsung mobile devices
When assessing the quality of Samsung's mobile phones, two useful measures to look at are
their Net Promoter Score (NPS) and their Customer Satisfaction Index (CSAT). in order to
get information on their performance that demonstrate whether or not the client experience
after acquiring their mobile phones is favourable for their firm. It is vital for Samsung to
undertake a surveying assignment in which they ask simply two inquiries of their clients who
would have obtained the mobile phone in order to assess whether or not they would market
the identical mobiles to their near ones. If a client says that they would recommend this
phone to their friends or family, this is an indication that the customer had a great experience
with the company on the whole. It is recommended that this idea be put into action since it
has the ability to attract attention to Samsung in terms of where they are in terms of customer
experience (CX), and it is also simple, fast, and convenient for Samsung's customers to
answer. CSAT is one of the flexible and adaptable methods that Samsung utilises to evaluate
customer feedback on the use, feature, and convenience of the same phone, as well as the
excellence, quality, and price of the product.
Comparing and describing the customer service methods used by Samsung and a
company in a different sector using five CX CSFs:
The five CX Critical Success Factors may be used to compare and contrast how Samsung and
other companies in different industries handle customer experience (CX) (CSFs). Successful
corporate initiatives depend on a number of essential success factors, including the
performance of the project and the marketability of the product. Identifying and emphasizing
the critical success criteria in your project's planning will help you save time and money.
Thus, less important areas were spared from using the company's resources, allowing them to
be saved for more critical ones. Customer experience (CX) processes from Samsung and
Arcadia Group will be compared based on five CSF, which are: timing, top-management
support, necessary availability; digital platform; and awarding organizations.
Basic Samsung CX Arcadia Group
Timeliness believes its relationships
with its customers to be the
most important aspect of its
The company is moving
away from focusing on
providing customer service

business. across many touchpoints and
instead will concentrate on
offering customer
experience only online.
Top-management support Participates in a wide range
of different proactive and
technical quality
collaborations, including
Quality improvement,
Requirement Management,
and a number of other
activities.
This company demonstrates
its commitment to the
success of its Third-Party
retail partners by
recognizing and rewarding
those partners when they
provide a positive shopping
environment for its
customers.
Digital platform Assistive selling solutions
are helping businesses
convert that traffic into
revenue by delivering
information that customers
have come to expect from
their online experience to
their in-store experience.
This allows customers to
feel as though they are
getting the best of both
worlds when they shop.
Oracle Retail Solutions has
become a strategic partner of
this company in an effort to
enhance the overall
shopping experience for
customers in every region of
the globe. They aim to
provide their consumers a
purchasing experience that
is simplified, intriguing, and
engaging all at the same
time.
Essential availability Capabilities in areas such as
flexibility, application
programming interfaces
(APIs), cyber security,
software development,
demand-related knowledge,
help, and networking are
desired.
A receptive attitude,
communication skills, the
ability to manage online
orders, persuasiveness, and a
host of other attributes are
also essential.
Awards management of the "Voice When it comes to incentives,

of the Customer," also
known as VOC, for the
company's clientele, which
may include ranking and
rating services, interviews or
surveys, quarterly quality-
review meetings, and a
range of other available
alternatives.
the Arcadia CX method
offers discounts,
opportunities to get gift
cards, and a broad range of
other alternatives. Because
of this, the customer has a
stronger sense of attraction
for it in terms of the
benefits.
CONCLUSION:
What a successful Samsung customer experience approach is
by doing an examination of the situation in its entirety. It is possible to get the conclusion that
one of the components of Samsung's business that seems to be one of the most successful is
the strategy that the firm uses to improve the customer experience. This company has a solid
CA strategy, and as a consequence, its employees have a solid understanding of what their
customers expect from them and how the company satisfies the needs and wishes of its
customers. Because Samsung's customer experience (CX) strategy is so effective, the firm is
able to maintain its existing customers for a longer period of time; as a result, Samsung's
retention rate is reasonably productive and efficient enough to bring down the churn rate of
its rivals.. An improvement in the company's in-store and online consumer engagement
efforts is the company's goal. Customers are less likely to leave Samsung than they otherwise
would be, and as a consequence, Samsung's customer retention is high. This is because of the
company's aim for improving the customer experience (CX). This organization is going to
place a greater emphasis on enhancing its customer service both in-store and online in order
to strengthen its connections with its clientele.
REFERENCES:
STRATEGIC DIRECTION published an article titled "How Innovation Keeps Samsung One
Step Ahead: A Chip Off the New Block" on pages 21-24 of their February 2006 issue.
2012 edition of the Asian Journal of Innovation and Policy had an article written by S. Hong
titled "Modes of Combinative Innovation: Case of Samsung." These pages contained pages
219-239.