Customer Experience Strategy: A Case Study of Samsung Mobile UK

This report provides a comprehensive analysis of Samsung Mobile UK's customer experience strategy, emphasizing the importance of customer experience, consumer persona creation, customer journey mapping, and omnichannel marketing. It delves into the significance of understanding customer viewpoints, building strong relationships, and enhancing brand loyalty. The report explores how Samsung can leverage consumer personas to analyze customer behavior and tailor services to meet expectations. It also highlights the role of omnichannel marketing in delivering personalized experiences across various touchpoints, including social media, in-store interactions, and e-commerce platforms. Furthermore, the report identifies key performance metrics, such as Net Promoter Score and customer satisfaction, to measure and improve customer experience, ultimately driving growth and maintaining a competitive advantage in the UK telecom industry. Desklib provides access to this and other solved assignments for students.

Customer Experience
Strategy

Table of Contents
Introduction .....................................................................................................................................1
Main Body ......................................................................................................................................1
Importance of customers experience......................................................................................1
Consumer Persona Creation...................................................................................................1
Mapping the customers Journey.............................................................................................1
Omni-channel marketing........................................................................................................1
Customers experience performance metrics...........................................................................1
Customers experience processes in various industries...........................................................1
Conclusion .....................................................................................................................................1
References .......................................................................................................................................3

Introduction
The customer experience strategy is defined as the various actions taken into
consideration by the business organisation in order to provide positive experience to their each
and every customers. Customer experience is defined as the sum total of consumer's feelings
resulting from the their interaction with the brand. It is the cognitive and behavioural customer's
response throughout their buying process. Creating positive customers experience helps the
business organisation to build strong and long lasting relationship with their target customers
(Bermanand Thelen, 2018). For this report, Samsung company is taken as the base company for
the customers’ experience strategy for their mobile phone product line in United Kingdom.
Samsung is one of the top multinational company headquartered in South Korea, having the
highest global brand value. Samsung company was founded in 1938 by Lee Byung Chul as one
of the trading business, it entered the electronics business in the late 1960s. This report highlights
the detailed analysis of the customer experience along with its importance. And the consumer
persona and how it helps in effective customer experience strategy, also the customer journey
along with its benefits in the customers’ experience strategy is also highlighted in this report. In
addition to this, the detailed analysis of the Omni-channel marketing along with the customer
experience performance matrix is also highlighted in this report. Also the customer experience
process in various industries is also mentioned in this report.
Main Body
Importance of customer experience
Customers experience is defined as the viewpoint of the customers about the company's
brand particular about their product and services throughout their purchasing journey will leads
them to experience either good or bad. It is the effective relationship between the business
organisation and its target customers also, every aspect of the business organisation which
directly leads to influencing the perception and feelings of the customers. Customer's good
experience leads the business organisation towards continuous growth and success (Chiang,
2020). The customers experience is one of the essential concept of marketing which has gathered
large attention in the recent time in term of creating unique and memorable experience among
customers. It is also the process used by the business organisation in order to create customers
value, enhance differentiation and sustain competitive advantage in the marketplace. In context
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to Samsung mobile phone, the customers experience can be one of the major determinant behind
the success and growth of the company in the UK market through analysing the satisfaction
level, behavioural and attitude of the target customers. Analysing the relationship quality
between the company and the target customers (Debruyne and Tackx,2019). Samsung UK can
enhance their customers experience to gain the competitiveness in the telecom industry in the
UK through creating long lasting relationship with their target customers. Creating and
maintaining positive relationship with the customers will help the company to enhance their
performance in the UK market it can be done through satisfying them through their quality
smartphone. Customer experience is the main key factor behind the success of the business.
Maintaining and enhancing the positive customers experience will help the Samsung mobile to
capture large market share in the UK and retain them for long period of time.
Consumer Persona Creation
The term consumer persona is defined as the detailed analysis of the person who
represents the whole target audience It is the description of ideal consumers of the business
organisation on the basis of effective market analysis. The effective use of persona helps the
business organisation in analysing the behaviour of the consumers in the different stages.
Building effective customer persona allows the business to analyse their customers also how
their interact with them throughout their entire life cycle (Gardiner and Scott, 2018). It plays an
essential role in creating effective customers experience strategy, as in order to analyse the
personal experience of the target customers company needs to be aware of their customers and
their taste and preference. Customers persona helps in getting this information effectively. In
case of Samsung mobile phones, interest is the main consumer persona. Consumers of UK has
shown three different interest in buying of Samsung mobile phones such as hunters, quality
seekers and nomads wandering for the latest innovation and technology.
Consumers persona
Demographics and story  Male
 Age 48
 Annual income 100000 dollars
Profile  Head of human resources
 Working from the last 8 years
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Motivations for using a Samsung mobile  Best smartphones display also with the
colourful display.
 Best quality
 Offering products on time and good
customers services.
Goals for using a Samsung  The goal of using the Samsung phone is
that they have stable software,
durability of the product, quality and
reliability of the products.
Pain-points a Samsung mobile solves  Samsung phone are relatively offered at
the reasonable price with quality added.
Mapping the customers Journey
The customers journey is defined as the detailed analysis of the all the experience that a
customer goes through in the process of interacting with the business organisation and the brand.
(Jiang, 2020). This helps in analysing the various stages the customers go through in their while
buying life cycle. Effectively focusing on the customers’ journey helps the business organisation
in reducing the attrition rates and various pain points for the target customers through offering
them better experience and making them feel valued. It plays an essential role in the customers’
experience strategy through understanding consumers expectations and accordingly offering
them various services (Kronenthal,2020).
Customers journey
Stages Activities Feelings and needs Potential opportunities
for the improvement
1 Searching for the reason to
buy new phone.
Feelings- Needy,
excitement
Needs- looking for a
reasonable budget and
quality added mobile
Patience level
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phone.
2 Doing required research
about the mobile phone and
asking for others opinions.
Feelings- Stressed and
curious.
Needs- Take right
decision about the new
phone
Listening ability
3 Under this stage consumer
will be visiting online
website of the Samsung UK
in order to get required
information about the
phone.
Feeling – Excitement
Needs – To get some
offer from the site
Enhance the time
management
4 Visiting stores to buy the
phone
Feelings- Happy and
excited
Needs- To find the better
Samsung phone with
great features within the
budget
Communication
5 Finally buying the phone Feelings- happy and
satisfied.
Expressive approach.
Omni-channel marketing
The Omni channel marketing is defined as proper integration and cooperation of the
number of channels used by the business organisation in order to effectively interact with their
target customers with the main focus of building positive brand experience among them. It
allows the business organisation to offer quality experience from starting to the end in the buying
journey (Mittal, 2019). The interaction and customisation plays an essential role in the Omni
channel marketing. When company focus on delivering customised products and services to
satisfy the needs of the specific group then that process is known as Omni-channel marketing.
The Omni-channel personalisation marketing helps the business organisation to offer
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personalised experience to the customer's. Interaction also plays an essential role in maintaining
close relationship with the target customers (Nuseir, 2020). The personalised Omni-channel is
one of the essential data driven marketing tool used by the business organisation in order to offer
personalised experience to the customers, which will automatically leads to enhancing their
performance and brand image in the marketplace. In case of Samsung mobile phone, company
focus on gathering data of their target customers and then accordingly offers personalised
experience to them from different touchpoints. Company ensures in capturing, engaging, and
offering regular experience to their customers across different channels using the personalised
Omni-channel.
Various Omni marketing channels used by the Samsung mobile phones
There are various marketing channels used by the Samsung mobile UK in order to make
their customer's aware about their product and services as well as to enhance their brand image in
the marketplace. The various marketing channels includes the social media marketing, word of
mouth, email marketing, company's website and event marketing. The use of various social
media platforms such as Facebook, Instagram, Twitter helps the company to make their
customers aware of their product and services. In addition to this company, company uses its
Galaxy studios live to show the importance of near field communication, these events will help
large number of audience to be confident and satisfied in the buying Samsung mobile phones,
also helping company determine the customers journey (Petersonand Crittenden, 2020). The
other marketing channels used by the chosen company includes the in-store, websites, various e-
commerce platforms such as Amazon. The Samsung in-stores has the facilities of integrated and
mobile POS which allows the company to get benefit of the integration. These experience helps
the company to make consumers aware of various features and quality services offered by them
and enhancing the customer experience more effectively.
Customers experience performance metrics
The customers experience performance metrics is described as the KPIs that a business
organisation follows including the consumer's input. These metrics helps the business
organisation to analyse the loyalty and satisfaction level of their customers. The main customer
experience performance metrics are mentioned below:
Net promoter score: The Net promoter score is one of the most essential metrics used by
the business organisation in order to determine the customer's loyalty in the brand. It helps in
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analysing who will and who will not promote the brand to others. It includes the measuring
consumer's loyalty through the customer's survey including short and simple questions for the
customers to answer and easy for the companies to track it. In case of Samsung, this metrics
allows the company to analyse their loyal customers and build strong relationship with them
(Shukla and Pattnaik, 2019).
Customer satisfaction: Another metrics is the customer satisfaction, this helps in
analysing customers experience performance and their feelings towards a particular brand. This
metrics helps in analysing the customers next move and accordingly they can implement
necessary strategy to retain their customers. This can help Samsung mobile phones to measure
whether their target customers are satisfied or not. It is easy and simple to be implemented in the
business organisation. In case of Samsung, this metrics can be used after the transaction is being
done by the customers to analyse their satisfaction level, also the effectiveness of the customers’
service department in offering required services to their target customers.
Customers effort score: It is another important customers experience performance
metrics used by the business organisation including the customer's input. It is one of the essential
transactional metrics to evaluate the effectiveness of single solution. It focuses on offering
simple and fast experience to the customers, leading them towards enhancing customers loyalty.
In case of the Samsung mobile phone, this metrics can help company to create customer's loyalty
in the easiest way possible (Sigala, 2018).
Customer Churn rate: The customers churn rate is the rate at which the customers of a
particular company stops making repeat buying process, it helps in evaluating the reason why a
particular customer is happy or sad with the brand. It is one of the most essential metrics that can
be used by the Samsung mobile UK to analyse how many customers has stopped using the
company's mobile phone. It also helps company in analysing the total number of customers’
company lost within a specific period of time.
In context to Samsung mobile phones, two of the most essentials metrics that can be used
by the company in order to enhance their customers experience performance includes the net
promoter score and customers’ satisfaction. The net promoter will allow the company to analyse
the loyalty of their customers which includes whether the customers experience after the
purchase of the mobile phone is in favour of the company or not. Also, the customer satisfaction
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metrics will allow company to analyse whether their customers are satisfied with the company
mobile phone or not. (Waghmare, 2019).
Customers experience processes in various industries
The positive customer experiences play an essential role behind the success and growth
of the business organisation. The Hedonic and utilitarian are the major factors that directly
influence the behaviour of the customers especially during the use of mobile phone, this
automatically leads the business organisation to evaluate their experience. The utilitarian factors
includes the convenience, variety and looking for quality in the product whereas the Hedonic
factors focus on fulfilling the emotional needs of the customers (Yu and Yuan, 2019). The main
success factors of customer experience in order to analyse the customers experience process. in
context to the Samsung a mobile retail industry and Sainsbury a grocery retail industry includes
convenience, ease of use, attitude, compatibility and responsiveness as mentioned below:
Basis Samsung Sainsbury
Convenience Company offering quality
products will lead to building
customer loyalty, offering quality
services through different
channels will allow company to
enhance their convenience level
for their target customers.
In case of Sainsbury, the
customers find it more
convenient to purchase from the
small stores rather than
shopping from large stores.
There small stores makes it
more convenient for their
customers to buy products
easily.
Ease of use The company is constantly
working on enhancing their
manufacturing process in order to
offer more ease to use products
and services to their target
customers.
In case of Sainsbury, the
company mainly focus on
creating in-store ease, making it
easier for the customers to buy
products.
Attitude The company is continuously In case of Sainsbury, the
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changing their attitude towards the
customer experience, with
continuous change in the
technology, the company is
focusing on building long lasting
relationship with their customers.
company's attitude towards
their customers in terms of
offering services and enhancing
their customer experience
remain the same and also the
improvement related to
improving their services further
is slow.
Compatibility The company is using advance
technology such as the use of
chatbot in order to directly interact
with their customers and offer
them customized experience. This
helps in creating positive relation
and effective compatibility
between the customers and
company.
In case of Sainsbury, the
company is focusing on
opening new store in the UK in
order to enhance their
compatibility in the UK and
offer quality service to their
target customers.
Responsiveness The Samsung mobile phone
company is effectively utilising
their resources to carry out their
activity and create strong
relationship with their customers
through solving their problems
and enhancing their living
standards. The employees of the
company offers quality services to
their customers.
In case of Sainsbury, company
focus on offering effective
training is given to the
employees in order to handle
the challenges and offer
effective customers services to
their target customers. Also
company focus on being
responsive in terms of
effectively utilising their
resources.
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Conclusion
From the above report it has been concluded that positive consumer experience is the key
drive factor behinds the success and growth of the business, it helps in building loyal customer
base and retain them for long period of time. This report helps in analysing the importance of
positive customer experience in the success of business and it is analysed that consumer persona
helps in creating effective customer experience strategy. In addition to this report also help in
analysing that analysing and evaluating overall journey of the customers also useful in
developing customer experience strategy for the business. In addition to this the importance of
interaction and customisation in omni channel marketing is also analysed along with the
customer performance metrics and the five critical customers experience factors which helps the
business organisation to maintain effective relationship with the target customers is also analysed
in this report.
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References
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