Analyzing Customer Satisfaction for Samsung Mobile Phones

The research focuses on assessing the level of user satisfaction with Samsung mobile phones by examining key features and comparing them to competitors. Using a structured survey report and interview questions, it explores battery performance, camera quality, storage capacity, display excellence, color options, operating system robustness, upgrade availability, overall performance, and value for money. The study involves feedback from individuals named Tom, Harry, Emma, Ted, Dani, Marry, Brooke, Ian, Kate, and Shane, utilizing a 5-point satisfaction scale. Additionally, interview questions aim to understand user preferences, product differentiation, and potential shortcomings of the Samsung smartphones. This analysis will help in identifying areas for improvement and how these devices stand out against competitors in the market.

Running head: CUSTOMER EXPERIENCE
Customer experience
Name of the student
Name of the university
Author note

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Executive summary
The aim of this report is to discuss about the customer personas of Samsung galaxy s8. Customer
experience map is being used in order to identify the customer experience of galaxy s8.
Moreover, competitor analysis will also be done in order to compare the customer experience of
their competitors. This report concludes that, galaxy s8 is having various superior features, which
is helping them in maximizing the customer value more compared to its competitor. However,
there are few issues being identified, which should be rectified by Samsung in order to stay
ahead in the competition.

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Table of Contents
Introduction......................................................................................................................................5
Identified customer personas...........................................................................................................6
Customer persona: 1....................................................................................................................6
Customer persona: 2....................................................................................................................6
Customer persona: 3....................................................................................................................7
Evaluation of the customer experience............................................................................................8
Customer persona: 1....................................................................................................................8
Customer persona: 2....................................................................................................................9
Customer persona: 3..................................................................................................................10
Customer journey map...................................................................................................................11
Customer persona: 1..................................................................................................................11
Customer persona: 2..................................................................................................................11
Customer persona: 3..................................................................................................................12
Competitor analysis.......................................................................................................................12
Conclusion.....................................................................................................................................12
Reference.......................................................................................................................................14
Appendix........................................................................................................................................16
Survey report.............................................................................................................................16
Interview questions....................................................................................................................17

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Introduction
In the present business scenario, one of the fastest growing business sectors is the
telecommunication sector. This sector is rapidly growing with the development in the technology
and change in the requirement of the customers (Yami, Said and Andre Nemeh p. 250). With the
development in the telecommunication sector, more companies are entering to offer diversified
products to the customers. In the telecommunication sector, Samsung is one of the oldest and
leading players offering products across all price levels and in every major region around the
world. The company was founded by Lee Byung-Chull in 1983. The company took its first step
in telecommunication sector back in 1988, when they developed their first handset SH-100. The
company started its global influence in 1996. The company took its time to get them settled in
the global telecommunications sector. The latest offering from them is the galaxy s8, which is
now their flagship product with having various top notch features (Teimouri et al. p. 1).
Their last flagship device note 7 has gathered negative reviews regarding the poor
performance of the battery. Thus, with the introduction of the galaxy s8, they are also trying to
regain the lost goodwill in the market along with maintaining the existing market share. With the
features they are offering with galaxy s8, Samsung is giving tough competition to the other
vendors such as HTC, Apple and various Chinese vendors.
This report will discuss about the customer experience of using and purchasing the
galaxy s8 by using the experience and journey map. Moreover, competitor analysis will also be
done in order to compare the customer experience of their competitors. Customer interview is
being done, based on which the report will conclude.

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Identified customer personas
Customer persona: 1
Name: Gurvinder Singh Behavior and actions: High processor, high
storage capacity.
Gender: Male
Age: 31 years
Occupation: Construction worker
Address: Sydney, Australia
Pain points: Wants to have wireless charging,
lack of physical protection by means of guard
or cover.
Customer persona: 2
Name: Ted Requirement and expectation: High end
display, high RAM capacity, good battery life.
Customer demography: Pain points: Position of the fingerprint scanner,

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Gender: Male
Age: 37 years
Occupation: Engineer
Address: Sydney, Australia
lot of storage used by the inbuilt apps.
Customer persona: 3
Name: Emma Requirement and expectation: Water
resistance, good design, security.
Customer behavior:
Gender: Female
Age: 23 years
Occupation: University student
Address: Sydney, Australia
Pain points: Back glass is easily breakable and
hybrid sim slot.

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Evaluation of the customer experience
Customer persona: 1
For the customer named Gurvinder Singh, the basic need are having processor with high
capacity in order to have seamless capability of multitasking, higher storage capacity in the
mobile device and having good and clear camera (Pirola et al. p. 683). By introducing galaxy s8,
Samsung has provided all the needs of him. This phone is having good camera, high storage
capacity and smooth multitasking ability. Thus, it is been able to meet the requirement of this
customer effectively. The next step in the customer experience maps includes engagement and
evaluation (Parise, Guinan and Kafka p. 411). Due to the fact that, galaxy s8 is premium offering
in the market and thus it is having less number of competitors in the market. However, compared
to its competitors, galaxy s8 is having quality camera along with more storage capacity. In
addition, the multi window feature is only available in galaxy s8, which will help the customer in
doing multitasking effectively.
Thus, from the evaluation of all the alternatives, galaxy s8 emerged as the winner with
having more features and cost effectiveness for the customers (Pang, and Liang p. 294).
Moreover, with having more number of offline stores and other mode of retailing of Samsung
around the world, customers are having more touch points and modes of delivery installations.
However, upon using the device, this customer is having some issues such as lacking of wireless
charging facility (Hui p. 1290). This is due to the fact that, majority of the flagship devices are
having wireless charging facility, which is not been provided by Samsung. Another issue being
notified by him is the lack of protection for the display. This is due to the fact that, the curved
design being inherited by Samsung in s8 is not suitable for any screen protector. Thus, according
to the customer, he is having the fear of breaking the glass panel of the phone.

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Figure: 1
Customer experience map
Customer persona: 2
The second customer is Mr. Ted. This is customer was having the need of good display
quality along with having good internal memory and battery life. Galaxy s8 is having all the
respective features. Display of s8 is top notch compared to the competitors. Moreover, Samsung
is well known for their display panel. Currently, galaxy s8 is being offered with 4 GB of RAM,
which is not the highest in the competition but is decent for the higher end use. Moreover, the
battery capacity of s8 is enough for single day usage. Thus, by evaluating the available

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alternatives in the market in the price point of s8, Mr. Ted has got all his need fulfilled by having
the galaxy s8.
However, in this case also, Mr. Ted is having some issues with galaxy s8 such as having
the fingerprint scanner in the rear (Shoewu and Idowu p. 300). This is due to the reason that, s8
is having screen display of 18:9 ratio, which enable the device to have screen to screen to
display. This, there is no extra space in the front to have the fingerprint scanner. However,
according to him, he is facing the issue of operating it from the rear side. Moreover, after his
usage, he also faced the issue of memory usage of in built applications. This is due to the reason
that, the apps being pre installed by Samsung are occupying a good amount of internal memory
(Seneviratne et al. p. 1). These are the issues being faced by him after using the s8 for few
months.
Customer persona: 3
The last customer persona being determined is of Ms. Emma. She is also an existing user
of galaxy s8. According to her, she was in the need of a higher end phone, which will have good
design and will be water resistance. Moreover, the phone should have enough security features.
In this case also, galaxy s8 is fulfilling all her need. Galaxy s8 is having IP 68 certified water
resistance capacity, which is decent figure for its price range. Moreover, s8 is having the most
attractive design in its competition (Morak et al. p. 17). However, Ms. Emma is also facing some
issues such as the back glass. The rear portion of the device is of gorilla glass, which enhances its
looks but is prone to breaking. Moreover, according to her, the hybrid sim slot of s8 is refraining
her from having two sim cards and a micro sd card at the same time.

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Customer journey map
Figure: 2
Customer journey map
Customer persona: 1
Awareness for galaxy s8 comes from the advertisements and television commercials
promoted by Samsung. Moreover, the up selling being done by the sales executive also
contributes in creating awareness. This customer came to know from the outdoor promotional
activities. During the step of consideration, he considered various alternatives such as Oneplus 5,
Iphone 7 and LG V30. However, in the next stage of acquisition, he went for the galaxy s8 due to
the fact that s8 is meeting most of his criterion. According to him, galaxy s8 met his majority of
criterions and he is satisfied with the service, except for few minor issues. He will be the loyal
customer for Samsung due to the reason of effective customer service.
Customer persona: 2
For Mr. Ted, awareness about the product came from the television commercials of
Samsung. He was in the need of a top end mobile having good display and battery quality. He
evaluated s8 with iphone 7 and 7plus. However, he went for s8 due to having more features and

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cost effectiveness. He is also satisfied with the service of s8 except the issue of the position of
the fingerprint scanner. He is not loyal to Samsung but improvement of his convenience will
enhance his loyalty.
Customer persona: 3
Ms. Emma was having the need of a phone with good design. She came to know about s8
from the advertisements and further from the Samsung stores. She shortlisted iphone 7 and LG
V30 but went for s8 due to its impressive design. She is also satisfied with the device; however,
she is having the fear of breaking of the rear panel of the phone. Currently she is satisfied with
the device and is loyalty to the brand due to the key factor of having good design.
Competitor analysis
Two of the most prominent competitors for galaxy s8 are Apple iphone 8 and LG V30.
Both these devices are having the facility of wireless charging, which is one of the key issues for
s8 (Bigliardi, Ivo Dormio and Galati p. 27). Thus, though there are areas where s8 is way ahead
in the competition, but absence of wireless charging facility is creating paint points for the
existing customers. Another issue with s8 is the rear position of the fingerprint scanner. Majority
of the competitors of s8 are having fingerprint scanner in the front. Thus, these are the areas,
where Samsung have to work.
Conclusion
Thus, from the above discussion, it can be concluded that, galaxy s8 is having various
superior features, which is helping them in maximizing the customer value more compared to its
competitor. However, there are few issues being identified, which should be rectified by