MSc Management Coursework: Customer Experience Strategy

This report outlines a customer experience strategy for Samsung phones, emphasizing the importance of customer experience in driving satisfaction and profitability. It details the creation of customer personas, specifically focusing on a retail store owner named Rachael, and maps her customer journey through various stages like awareness, acquisition, and retention. The report also explores the role of omnichannel marketing in creating a seamless customer experience, highlighting the importance of interaction and customization. Key marketing channels, both traditional and digital, are discussed in relation to Samsung's efforts to achieve a seamless customer journey. Furthermore, the report delves into customer experience metrics such as Customer Effort Score (CES), Customer Satisfaction (CSAT), Net Promoter Score (NPS), and customer retention rate, explaining how these metrics can be used to evaluate and improve customer experience. The report concludes by underscoring the significance of a well-defined customer experience strategy in enhancing customer loyalty and driving business success for Samsung, suggesting continuous improvement through social media feedback and problem-solving.

Customer experience
strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Importance of customer experience............................................................................................3
Customers persona creation .......................................................................................................4
Mapping Customers journey.......................................................................................................6
Omni-channel marketing.............................................................................................................7
Customer experience metrics .....................................................................................................8
CX process in different industries ............................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Customers experience refers to perception of customers about business and its products
and service (Bansal, Burden and Swartout, 2020). Customers experience is one of important
aspect for an organisation as it helps them to increase customers satisfaction also also increase
profit of company. For this purpose, organisation adopt different strategy which helps them to
get advantage of positive customers experience. This report includes importance of customer
experience related to Samsung phones. Customers persona creation and mapping customers
journey is consisting in this report. It also includes Omni channel marketing and customers
experience performance matrix.
TASK
Importance of customer experience
Customers experience is perception of customers towards business and brand. Customers
experience is ultimate result of interaction of customers with business through navigating
websites to talk to customers service (Bhatia and Priya, 2021). Customers experience is
impression that customers have for band of organisation throughout various aspect of journey of
customers. It is results of view of brand and also its impact related to bottom lines like profit.
There are basically two main touch point of customers experience including product and people.
Customers experience is important for growth and success of business. Positive customers
experience helps company like Samsung to promote loyalty among their customers and helps to
retain customers along with encouraging brand advocacy.
Importance of customers experience:
Customers experience is importance for a business as its helps hem in promoting loyalty
among their customers. Positive customers experience helps company to get success and growth
in market. Customers experience is important for Organisation like Samsung for various reason
which are as follows:
Improve customers satisfaction: Focus of organisation should be on maximising
satisfaction of their customers in entire journey of customer which helps hem in increasing
satisfaction of customers with huge among (Chikovani, 2018). Organisation should also ensure
that it provide positive customers experience to their customers across different touch points by

providing experience throughout their journey. Positive customers experience with products and
service of company helps company to increase loyalty among their customers.
Provide competitive advantage: Positive customers experience helps to provide
competitive advantage to an organisation (Direction, 2019). It also helps company to
differentiate their business from those of their competitors. Company can differentiate their
products and organisation on basis of tow main aspects including positive customers experience
and low prices. Customers experience helps Samsung to promote loyalty and also retain
customers with company for long term which provide opportunity to business to earn more
profit.
Customers persona creation
Customers persona refers to a research based profile which depicts target customers of an
organisation. It helps to describe definition of ideas customers, about their days and challenges
face by them and also their ways of decision making. There are multiple customers personas
available for a business.
Roles of customers persona:
Customers persona is playing important role in business as it provide important
information as well as insights to an organisation related to their customers (Gama, 2020)
(GRAZIANO, 2019). It helps in developing effective and strong customers strategy with
understanding of needs of customers and how to solve various problems arise in their life. It
provide guidance to business to develop products as per requirement of customers and along
new feature in existing products in order to fulfil vision of their customers.

Above mentioned customers persona is of Rachael who is owner of retail store of
Samsung. She is using social media marketing in order to increase sales of their customers
phones and also takes decision related to their target market (Janssens, Beckers and Quartier,
2021). Description of Customers persona of Rachael is mentioned below:
Customers persona of Rachael
Demographics and story Samsung is targeting demographic segmentation in order to sell
their products and service. This organisation is conducting various
marketing research in order to select a segment for targeting their
customers. This research also provide various information related
to requirement and problems faced by customers to company which

allow company to manufacture products as per requirement of
customers. Rachael is small business owner who is selling products
of Samsung in their store. She is of age 30 to 34 years and she has
complete her master degree. Share has knowledge related to digital
marketing and also
Profile Samsung is one of organisation which is creating customers profit
which facilitates organisation to target their existing and potential
customers (Klaus, 2021). This customers profit also contain
information related to preference, requirement and behaviour of
their customers. Customers persona of Rachael includes various
challenges, goals and demographic information.
Motivation for using
Samsung mobile phones
There are different features to be provided by company in their
products and also advertise in order to motivate as well as inspire
customer to use their mobile phones.
Goals Samsung is providing budget friendly phones ad as well as
premium phones to their customers as per their requirement
(Pekovic and Rolland, 2020). This company is also offering
different ranges of prices and different features which is required
by customers in a mobile phone.
Pain points Customers is experiencing problems like life of phones and also
wants different features in their budget. This problems is solved by
Samsung as this organisation is providing budget friendly phones
which has life around 2-3 years.
Mapping Customers journey
Customers journey refers to integration of experience of customers which are felt by
them with interaction of particular company and its product. For mapping of customers journey
of Rachael in an organisation includes different stages which are as follows:
Description of customers journey of Rachael

Stages of journey Different stages to be included in journey of Rachael including
awareness, acquisition, evaluation, advocacy and retention
which helps enhance experience of customers.
Activities Different activities to be performed by Rachael in order to
evaluate different phones (Perazzo, 2020). For this, Rachael
conduct a survey in market and also gather information related
to different features and variety.
Feeling and needs Rachael needed phones with best features and preference of
customers and for this purpose she selected Samsung mobile
phones. She is also providing best customers service in order
to increase loyalty of their customers
Potential opportunities for
improvement
Rachael is using social, media in order to get feedback for m
their customers and also to solve various problems face by their
customers.
Omni-channel marketing
Omni-channel marketing – It is termed as the group action and coordination of several
marketing mediums that are utilised by the management to communicate with their consumer
with the motive of developing consistent experience of consumer (Ponsignon, Durrieu and
Bouzdine-Chameeva, 2017). As there are several mediums of marketing like physical or
websites like social media marketing. As it will connect the management with consumers
directly. The basic aim of Omni-channel marketing is to create favourable and smooth consumer
experience with customers. As there are both online and offline mediums that are utilised by the
Samsung to relates with consumers.
Role of interaction and customisation in omni channel marketing – As the interaction and
customisation will plays an essential role in Omni-channel marketing. Omni-channel marketing
will supports the management to get linked with the consumer and offers them individualized
experience that will retain them with business for longer period of time. As there are various role
of interaction and customisation that are as follows -

 It will hold the constant interaction with customer and increase their involvement ad
commitments with brand. Samsung hold up several social media promotion that will
increase the management interaction with consumers.
 Customisation in Omni-channel marketing offers competitive benefits to Samsung. It will
enhance the communication of management with customer at every section. Interaction and customisation in Omni-channel marketing will enhance the managerial
performance, consumer base and market share of management. Samsung will develops
several enhancements in its mobile and keep in touch with consumers by several modes
of social media.
Marketing channels of Samsung mobile phones:
Marketing is termed as the activities or operations that are presented by the management
to advertise managerial goods and facilities to consumer with the motive of improving
managerial awareness in the field of market and influence consumers (PUGLISI, 2018). As there
are several mediums of marketing that are utilised by the Samsung to maintain the company's
goodwill. Samsung offers varied mobile and tablets to their consumers. As there are several
advertised and distribution tactics that are utilised by the management that will supports in
linking with consumer directly.
Traditional marketing channels – Traditional marketing is the medium of promotion by digital
media, billboards, direct marketing, tele-commerce and window display. Samsung utilised
several traditional mediums of marketing to maintain direct connection with consumer.
Digital or online marketing channels – To maintain the awareness in field of market the
management utilise several modes of digital marketing such as social media marketing,
promotions on Twitter, You tube and many more. The management maintains efficient dealings
with consumer by maintaining social media existence.
Effectiveness of Samsung to achieve seamless customer journey
Samsung adapt several marketing tactics to increase the global experience and interaction of
consumers with brand that will supports to maintain distinguished marketing positioning and
competitive benefits than other competitor (Srivastava, Kishore and Dhingra, 2021). By
maintaining good dealings with consumer, management maintains differentiated brand
orientation in field than other competitors. At every section of consumer journey the

management offers effective buying experience to consumers that will supports the Samsung to
accomplish defined targets and aims.
Customer experience metrics
CX performance metrics
Consumer experience metrics are termed as the tool that are utilised by the management to
evaluate consumer experience with management. It will provide services to management to
ascertain that what hurdles are faced by the consumer to utilise managerial goods and facilities.
As there are several metrics that are executed by the Samsung to increase the goods and facilities
that are as follows - Consumer Effort Score (CES) – Consumer effort score is an effective consumer
experience metric that will termed that how much efforts consumers are putting to
execute the task. Generally, it is the transactional metrics that will evaluates that how
easily consumer are determining their wanted goods and facilities (Yoon, and Lee, 2017).
If the business of management create effortless experience with consumes that will
increase the consumer involvement sections with management. The matrix will provide
services to management to know consumer's satisfaction and dissatisfaction with brand
and its mobiles. Consumer Satisfaction (CSAT) – Consumer satisfaction matrix will related with the
manner to determine how satisfied or dissatisfied consumers are with managerial goods
and facilities. It is an efficient technique or tool to evaluate consumer's satisfaction with
one time interaction. By this matrix, managements determines that which aspect of
mobile phone is the reason of consumer satisfaction or dissatisfaction. After evaluating
it, Samsung brings several creative and enhanced aspects and characteristics to satisfy the
consumers requirements and desires as effectively and efficiently. Net Promoter Score – The consumer experience matrix is connected with the manner to
evaluate that how many consumers are basically mannered to recommend managerial
goods and facilities with their family and colleagues. It is evaluated on the scale from 1 to
12 which is divided in four categories like 1 to 5 are detractor, 6 to 9 are neutrals and 10
to 12 are promoters. It will supports the business of management to determine loyalty
section of consumer with the brand.

 Customer retention rate – This consumer experience matrix is termed with the section to
evaluate that how many consumers are holding with the brand for particular period of
time and buying managerial goods and facilities as effectively and efficiently.
Management creates several enhancements or add additional aspects in goods to increase
the ownership rate and consumer experience with the management. On boarding new
consumer is not cheap procedure than holding the present one. Samsung offers qualitative
mobiles to consumers by which they will have an impact on consumers and it context to
it higher number of consumers will get acquired in an effective manner.
Recommendations on two customer experience matrix for Samsung
Consumer satisfaction metrics is advantageous for the Samsung as because the
management will offers facilities to the management to evaluate consumer satisfaction level. The
business of management will creates enhancements in a particular field of mobile phone that are
the reason of consumer dissatisfaction as effectively and efficiently. Samsung present the
immediate section of the survey and ask the consumer to rate their satisfaction on the scale of 1
to 12. Customer retention metrics is also an essential term for the Samsung to determine the rate
of acquiring of the customers. It will increase the customers’ loyalty level and decrease their
moving rate that will include the several sections that will reflects global field of the experience
of consumers with business in sales procedure as effectively and efficiently. As there are several
success factors that are utilised by Samsung with the motive of increasing the customer's
experience with brand. The management of the business might get accomplish the success by
meeting several sort of the success factors like as the executing the manner of the consumer
experience management.
CX process in different industries
Factors Samsung Apple
Gain trust of the customers It is important for the Samsung
to gain trust of different
customers. Samsung follow
ethical customer practices to
deal with various
Apple follow development
plan which has main target to
achieve customer satisfaction.
The main aim of Apple is to
follow a plan which is helpful

consequences of service and
the company is also honest
with operations.
in gaining trust of the
customers. Apple also provide
quick services to customers for
development of business in
precise manner.
Receive positive customer
feedback
Samsung mainly take help of
market survey in order to
provide effective services
Apple provides best after sales
service in order to receive
positive customer feedback.
Apple also takes online
feedback in order to provide
quick solutions to the
customers.
Development of innovative
products
Samsung has hired various IT
experts and professionals to
deliver effective and
innovative products.
Apple tries various innovative
techniques with the help of
experts to promote different
products. The company also
performs a market survey
which is beneficial for the
introduction of innovative
products by also focusing on
quality.
Customer relationship
management
In order to gain trust of
different customers it is the
major responsibility of
management to develop a
precise customer relationship
management.
Apple company has hired
skilled and trained staff to
manage good relationship with
customers..
Market survey Samsung generally takes
assistance of market survey
which is important for the
In various countries takes
online and offline survey of
different customers to meet

business growth. customer requirements.
CONCLUSION
From above mentioned project report, it can be concluded that Customers experience is
important for any business for various reason as it provide competitive advantage and also
provide opportunity to increase profit of business. To understand customers, business prepare
customers persona which provide detail for their preference, needs and their ways for making
decision. Customers journey is important for company to developed different strategy to improve
experience of customers which includes different aspects like stages of journey, different
activities and feeling and needs of customers.