MSc Management Coursework: Customer Experience Strategy Samsung

This report provides an analysis of Samsung's customer experience (CX) strategy for mobile phones. It emphasizes the importance of customer experience, detailing how it impacts customer loyalty, satisfaction, and brand image. The report includes the creation of a consumer persona to better understand customer behavior, motivations, and pain points related to Samsung mobile phones. It also maps the customer journey, highlighting omnichannel marketing strategies and various marketing channels used by Samsung, such as social media, email marketing, and retail stores. Furthermore, the report discusses customer experience performance metrics, recommending Net Promoter Score (NPS) and Customer Satisfaction (CSAT) for measuring customer experience effectiveness. The analysis aims to provide insights into improving Samsung's CX to enhance customer satisfaction and drive sales.

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Importance of customer experience............................................................................................4
Consumer Persona Creation........................................................................................................5
Mapping the customer journey ..................................................................................................8
Customer experience performance metrics...............................................................................10
Customer experience process in different industries................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer experience strategy can be defined as plan of action in place to deliver a
meaningful and positive experience across those interactions. A successful customer experience
strategy takes into account certain kinds of factors which includes competitive sensibility,
consumer research, marketplace data and vision & mission (Pavlović and et.al, 2020).If Samsung
is successful in delivering a positive experience to its customers by satisfying them with their
mobile phones then company could find its customers get busy due to their offering services and
stores as well. The chosen organisation is Samsung. The Samsung group is a south Korean
multinational manufacturing conglomerate which is headquartered in Samsung Town, Seoul,
South Korea. It is one of the company who is world's largest producers of electronic devices.
Company is specialised in the wide variety of consumer and industry electronics. The analysis of
CX strategy in UK is helpful in increasing the number of sales of mobile phones.
MAIN BODY
Importance of customer experience
Customer experience refers to the impression that has customer with respect to brand of a
company as a whole throughout all aspects of the buyer's journey. Benefits of delivering a
greater customer experience which includes increased customer loyalty, increased customer
satisfaction.
Challenges of customer experience: There are majorly six biggest challenges of customer
experience. It is a challenge to develop customer experience culture and setting a particular
customer mindset. It is also difficult to ensure about deep customer understanding and defining
great customer experience. Its a challenging task to discuss about customer experience initiatives
and also customer experience has some problems related to delivering demonstrable and
measurable experience improvements.
Samsung understand needs of their customers through surveys done on social media or through
follow up calls or company could use email marketing for making better experience to their
customers with respect to their products. Importance of customer experience plays a very
important role for Samsung company because on the basis of that company's sales has been
increased into a positive manner(Li, 2020). Customer experience also supports Samsung
company in terms of building brand image and its position into international market. This

concept is important for Samsung mobile phones because customer experience could be act as
determinant for Samsung .
Consumer Persona Creation
A consumer persona is defined as it is a fictional character which represents a business
customers or potential customers. A consumer persona is also known as a buyer persona which
is a semi-frictional archetype that represents the major traits of a large segment of a business
audience. Through the research data is collected by the business with web analytics. The use of
persona is basically for purpose of better understanding & explaining the complexity of
sustainable consumer behaviour(Lee and et.al, 2017). This consumer behaviour is concerned
with different stages which includes acquisition, use and post-user within the behavioural
functions of mobility, housing, food and clothing. Throughout the entire life cycle, creating an
effective customer persona is basically for purpose of understanding how customers get interect
with brand. By creating a persona would provide awareness of the many journeys that a brand's
customers may take, in this way the brand can improve them.
Role of consumer persona: Consumer persona gives an opportunity to develop and segment the
customers into different groups. It also gives different motivation and purchasing habits of the
customers will also allow to target groups appropriately.
Samsung mobile phones has a key named as interest where three different types of interests are
shown by the consumers of UK.

Illustration : Demographics of Samsung
Demographics of Samsung: With reference to above graph, it has been observed that people of
age group of 35 to 44 are using Samsung mobile phones on a larger scale. In order to sell their
products and services Samsung is targeting demographic segmentation. For targeting their
customers in order to select a segment this particular organisation is conducting market research.
This type of research provide information with respect to problems and requirement faced by
customers. Company has to manufacture products according to needs of their customers. Rachael
is a small business owner who is selling products of Samsung in their store. She is in the age
group of 30 to 35years and also completed its master degree. She has also shared knowledge
with respect to digital marketing and in terms of business as well.

Profile of Samsung: With respect to Samsung company, it has been observed that Samsung
smartphones are in the most solid position within age group of 45 to 54.
Motivation for using Samsung mobile phone: There are various kinds of parameters which gives
motivation for using Samsung mobile phones. It includes multitasking, android app system,
office productivity.
Goals for using Samsung: Samsung global goals app is that to empower everyone in terms of
building a brighter future. Their goal is also that to inspire future of electronics for creating and
developing world(Kumar and et.al, 2019). Objective of company is that to lead innovation in
technology, solution and product which inspires communities in all over the world. Samsung has
17 goals which needs to be learned into an appropriate manner for understanding impact of
communities around the world.
Source : Meta facts TUP/Technology user profile 2019

Pain points a Samsung mobile solves: Customers have faced problems with respect to life of the
company and also need different features in their budget. Samsung has solved this problem by
providing budget friendly phones which has life around two to three years.
Mapping the customer journey
Customers journey refers to integration of experience of customers which are felt by
them with interaction of particular company and its product. A customer journey refers to that
process which is a complete sum of experience which customer gets by interacting with preferred
brand or company(Hansen, R. and Sia, 2015).
The aim of these tactics is for purpose of enhancing customer service provider interactions
through improving the customer experience with respect to every kind of touch point(Glattes,
2016). That's why customer journey management is very important for understanding the
customers expectations and needs and is also critical to optimize the customer experience.
Customer journey map: When products of the company has launched into the market then
customers feel very excited and happy about using these new features. Customers feel very
attracted towards this new change and technological trends. But somewhere customers feel that
the features, knowledge and experience can become more impressive and result-oriented as well.
Illustration : Goals for using Samsung

Omni channel Marketing :
This kind of marketing refers to a particular practice where continuously offering shoppers
information, service, products and support through more than two synchronized distribution
channel in a very seamless manner. Information related to customised products can be
transmitted in the form of unified message or voice of the company on which every channel of
that company starts working.
When company's goal is that to deliver a wide -market goods and services which has been
modified for purpose of satisfying the customer's needs and wants. In this manner omni channel
marketing has been involved in it(Gao, 2018). Omni channel marketing personalisation is
basically for purpose of data driven marketing effort which provides a personalised experience.
Various marketing channels used for Samsung mobiles: For purpose of success of current
merchants multichannel retailing is very crucial because there are some retail customers who are
not totally dependant on online stores.
With respect to Samsung, there are some marketing channels which is used for mobile phones
are social media, email marketing, website and their retail stores. Samsung has taken initiative
with respect to utilizing galaxy studios live for purpose of showing it's benefits of near field
communication. This company also works in the context of creating a series of four live music
events that is headlined by some biggest names in rap and rock.(Identifying various marketing
channels used for Samsung mobiles). Scanning the tickets at the door, assessing cloakrooms can
be done with support of mobile phone and this activity can be done by gig fans.
Customers become more confident and satisfied in terms of purchase of Samsung mobile phones
when they have live experience related to it and in this manner Samsung receives a seamless
journey. There are different kinds of marketing channels which has been used by Samsung
which includes brick-and-mortar, online in store, websites and various kinds of e-commerce
platforms such as Amazon. There are online stores of Samsung which have integrated and
mobile point of selling that enables the merchants associated with selling Samsung mobile
phones that takes full advantage of seamless integration(Dishongh and et.al., 2019). The another
channel for marketing is Samsung connected house where it gives facility with respect to

interactive exhibition stand for showing its different range of mobile phones. For a comfortable
customer journey Samsung has also implemented Samsung pay in their mobile phones for secure
payment system.
Customer experience performance metrics
Consumer experience metrics are termed as the tool that are utilised by the management
to evaluate consumer experience with management. There are certain kinds of metrics used for
customer experience performance which includes loyalty, wallet share and retention. With
respect to this context, there are four suitable customer experience performance metrics which
includes net promoter score, customer satisfaction, churn rate and retention rate. Net promoter
score help the company in terms of answering two questions of customers. It includes Is
customer recommended for Samsung mobile phones to their peers or friends and about reason of
giving that particular score. CSAT is another metric which is important for customer experience
which has many scales and forms and the scale ranges between 1-5. This kind of metric helps in
terms of measuring the satisfaction level of customers with one time interaction.
The company can also use it for their customers for purpose of customer support ticket in terms
of evaluating the efficiency of their customer service department with respect to purchase
decision of mobile phone. Churn rate is also kind of rate which helps in evaluating that how
many customers are stop using Samsung mobile phones. It also reflects about total number of
lost customers within a specific period of time.
It has also been observed that in the initial year company has signed thousand contracts of a
value of thousand pounds by selling mobile phones. As in the result form, it has been observed
that at the end of year only eight hundred customers keep using that mobile phone.
Company is using customer retention rate for purpose of identifying the process of retaining their
customers over a specific period of time. This particular kind of rate has been observed as in the
inverse proportional form to the churn rate(De Graaf, 2017). It has been observed that if
company has obtained a higher retention rate than their churn rate would be lower. If the
Samsung has retention rate equal to 90 % than their churn rate of the same mobile phones would
be 10%. Recommendations of two key metrics for Samsung mobiles: NPS and CSAT are the two
metrics which is suitable for Samsung mobile phones.
For extracting reports in terms of performance reveals that the customer experience after buying
mobile phones which is in favour of company or not. Company is required to perform a

surveying task by asking only two questions from their customers that for finding out people
who have bought the mobile phone are interested in promoting mobile phones to their closed
ones. As a result, if customers recommend mobile phones to their closed ones then customer
experience in company favour. It needs to be applied because it helps in finding out stand in
terms of customer experience and it is simple for their customers to answer into an appropriate
manner. In terms of marketing channel and its strategy the company has tied up with some
celebrities. By this relationship company is able to promote its phones and technical abilities and
business across variety of social media platforms. They have worked with various well-known
celebrities which includes BTS, blackpink, human qureshi etc.
Customer experience process in different industries
Critical success factors are also known as key result areas and these are those factors which
contribute in the areas and projects of business which are important for success of business.
These are factors which is basically an indicators of opportunities, conditions which are required
to achieve objectives within a project or mission(D’Emidio and et.al, 2017). The five CX critical
success factors which explains the customer experience process in Samsung
mobile industry which includes ease of use, convenience, compatibility, attitude and
responsiveness.
Basis Samsung Sainsburry
Ease of use Company is continuously
working at a constant rate in
terms of manufacturing of
mobile phones for providing
ease of use to their
customers(Batat, 2019).By
adopting this particular kind of
approach, customers get more
connected with their devices
and as per result they become
highly connected with this
particular brand.
Sainsburry top priority is that
to make shopping more
convenient. So for that purpose
they are focusing more
towards in building brand
heritage and reputation with
respect to quality of their
products and also offer more
consistent value to their
customers.

Convenience For building loyal customers
to their life they are focusing
on launching more devices for
their customers. This can only
be achieved in that case when
they are aiming for high
quality customer service via
large channels which results
into an increased convenience
level of customers(Samsung
south korean company)
A convenience store means
that corner shop or
convenience shop in a retail
business. Customers of
Sainsburry also feels
comfortable in that case when
they do shopping in smaller
amount on regular basis rather
than a bulk shopping.
Compatibility Company is also focusing on
expanding its chat boat ability
with support of bots for
efficiently directing to its
customers so that they can
answer these questions. In this
manner, it lead towards more
customized experience.
Sainsburry has taken initiative
towards creating a separate
customer marketing function in
terms of protecting, nurture
and leverage their core assets
(Annual report and financial
statements)In this way,
company has tried to improve
its customer relations.
Attitude Since the mobile and
technology world is changing,
Samsung is changing their
attitude towards it(Connor,
2015). Company is focusing
on building long lasting and
good relationship with their
customers.
Sainsburrry focus is towards
ensuring better lives of their
customers by providing them
with safe, fresh, healthy and
tasty food.
Responsiveness Samsung response towards
their customers in this manner
Employees of Sainsburry are
enough trained to overcome

that to build relationship with
their customers in a better
manner for purpose of solving
problems along with
improving their lives while
putting resources into their
programs. For delighting their
customers employees to go
above and beyond level.
stress situation, unproductive
and inactive approach to
provide all time services to
their customers.
According to experience of customers, the knowledge and features of samsung products
could be better by using the innovative factor. Live chat and web support can become more
impressive by using new technological trends. Whereas Sainsburrry can improve its investment
strategy and use new innovative factors to attract customers on a large scale.
CONCLUSION
It has been concluded from above report that customer experience strategy is very
important for running any kind of business into this world. It has also been observed that
Customer experience strategy for Samsung is one of the important aspect of company's business.
After framing a efficient CX strategy it will help in analysing the customers expectations and
needs according to market requirement. The CX strategy is helpful in that manner that it will
support in holding customers for longer of time. As a result customer retention rate has been
improved as compared to productive churn rate of the company. Samsung also focuses on
improving its channels such as in-store channels and online stores into an appropriate result
oriented form.