Customer Experience Strategy Report: Samsung Mobile Phones in the UK

This report provides a comprehensive analysis of a customer experience (CX) strategy for Samsung Mobiles in the UK market. It emphasizes the importance of CX in building customer loyalty and achieving a competitive advantage. The report details the creation of a consumer persona for Samsung, focusing on demographics, motivations, and pain points. It also includes a customer journey map, outlining the stages, activities, feelings, and potential areas for improvement in the customer's interaction with Samsung. The significance of omnichannel marketing is discussed, highlighting its role in increasing revenue, improving brand recall, and boosting customer trust, with examples of Samsung's use of physical stores, online stores, and websites. Furthermore, the report examines CX performance metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), customer reviews, and churn rate, explaining how Samsung utilizes these metrics to enhance its products and services. Finally, it compares CX processes in Samsung (mobile industry) and ASDA (retail industry) based on five critical success factors: ease of use, responsiveness, compatibility, attitude, and convenience. Desklib provides students access to this and many other solved assignments.

Customer experience
strategy

Table of Contents
Introduction ....................................................................................................................................3
Main Body.......................................................................................................................................3
The importance of customer experience.................................................................................3
Consumer persona creation....................................................................................................3
Mapping the customer journey...............................................................................................3
Omnichannel marketing ........................................................................................................3
CX performance metrics ........................................................................................................3
CX processes in different industries.......................................................................................3
Conclusion.......................................................................................................................................3
References .......................................................................................................................................4

Introduction
Main Body
The importance of customer experience
Customer experience is the path that create the relationship between businesses and
customers. It includes every interactions that customer had with business operations. Through the
effective CX companies tries to attracts the customer towards using their products and services.
These measures generate the effective customer loyalty towards the company operations as well
as succours them into generate the customer satisfaction level. It plays a major role in marketing
in order to creating, unique and exciting experiences. It is used by several brands in order to
achieve the competitive advantage in market.
The above mentioned concept of CX plays a vital role for Samsung mobiles phones in
order to create effective customer experiences in UK market. It succours the mentioned company
into understand the behaviour, attitude and satisfaction of it potential customers. Through such
customer centric practice the mentioned company successfully established its success in UK
market by leveraging CX. Samsung not only create the strong brand presentation through its
products but also created the effective relationship with its customers. Moreover, the mentioned
CX gives the positive result to Samsung mobile segment in UK market that influenced their
mobile sales deliberately. The mentioned company mainly focuses into understand the customer
demand and create the new models of mobiles accordance to their needs in order to create the
strong brand image in UK market. In instance the mentioned company heavily invest on
marketing and research and development department to understand and create the ideal products
that succours into satisfy the customer requirement as well as enhance the market acquisition
(Ceesay, 2020).
Consumer persona creation
A consumer persona is an archetype that succours into represent the characteristic of
large audiences that segments by companies for its operations. Through the use of data which
collected by the research analytics help into understand the insights of customer behaviour,
wants as well as provides the potential solution for the addressing problems.
To develop the effective CX strategy the foremost thing that matter is to understand the
customer nature and need. Through the development of consumer persona that also known as

buyer persona creates the visual representation of segmenting customer needs, wants as well as
desire with the use of visual tools. It also succours into develop the customer journey that is the
vital aspect for CX (Artusi and Bellini, 2020).
Customer persona For Samsung
Demographics and story Age- 18 to 60
Income- lower to high income class individuals
Status- households, working professional.
Profile Name- James
hobby- Sports enthusiast, like to adopt new
technology.
Motivations for using a Samsung mobile  The phone provided by Samsung are
reliable and good quality.
 Easily availability of stores as well as
fast service centre.
 Strong brand image in market.
Goals for using a Samsung  In built fitness apps of Samsung
provides the details of daily workout
calories burn.
 It also measures the sleeping pattern
that would be helpful in maintain the
good health (Bolton and et. al., 2021).
Painpoints a Samsung mobile solves  Offers the best battery backup in
mobiles that can be helpful for all day
activity.
 By providing the best budgetary phones
with unique and useful features.
Mapping the customer journey
A customer journey is the overall process through which potential customer goes at the
time of interacting with company operations. The CJM(Customer journey mapping) plays a vital

role in order to better understand the customer experience and their exceptions in regards to
using brands service or products. Through the use of mapping covers the every touchpoints of
organisational process that customer gone through and succours the managers in order to better
understand its customer needs. Below are the mapping of customer journey to critically analysis
its experience at the time of interactions (Popli and Rishi, 2021).
Stages of journey Activities Feeling and needs Potential areas
1 Looking for product
that solves the pain
points.
Excitement and burden
free.
Good quality of
smartphone with
decent price.
Patience level.
2 Research for reliable
mobile with laptop as
well as take the
opinion for phones.
Curious and stressed
to take the decision in
order to select the
phone
Listening ability
3 Visiting the official
site of Samsung
Curious
To get the best deals
ans specification.
Time management
4 Contacting with the
physical store of
Samsung in London
Excitement and
curious
to know the price of
selected mobile model
in compare to its
online sites
Communication
5 Visiting the store Happiness
To purchase the
mobile phone
Thanksgiving
approach.
6. Bought one more Satisfied and happy Expression

model for family
member
To give the birthday
gift
Omnichannel marketing
Ominchannel marketing refers to the multichannel sales approach which used by the
companies in order to enhance the customer experience and form an effective relationships in
between the various touchpoints and channels of organisations. It plays a vital role in company
operations as well as provides the edge to their operations through which desired goal achieved
by the company. All the channels work together in order to provide the unified experience to
customer in order to shopping the product through mobile device, online websites as well as
stores. An effective ominchannel marketing can succours the organisation in order to realize
several benefits such as (De Keyser and et. al., 2020);
 Increase in revenue- The mentioned marketing practice helps into improving the
brand recall, customer trust as well boost the purchases in business through their
effective channel development. By such practice succours the company into
attract the number of customer towards its operational activity through marketing
strategy that ultimately increase the business revenue.

 Improve brand recall- It enhance the cross channel consistency which helps into
ensures that the customer see the brand at the same way on all over the devices as
well as platforms at which they offer their services. A strong brand recall across
all the channel help into increase the purchases (Pine II, 2020).
 Boost customer trust- It is one of the most important factor that effects the
company productivity. In order to create the consistent shopping experience
across all the channels the mentioned approach plays a vital role. Through such
effective approach create the personal experience with the customers that leads to
create the loyalty and trust with the brand operations.
Various marketing channel used by the Samsung mobile in order to effective customer journey- bricks and mortars- Samsung has several physical stores in UK that covers almost all the
territory. Through their effective market reach gives the edge to the mentioned company
in order to attract the most the customer. In stores they used several AI technology as
well as displayed the ads of new mobiles on displays that attracts the number of customer
towards purchasing the product (Shi and et. al., 2020). Online stores- The mentioned company sells its mobiles phones through online store to
such as amazon. It ease the customer in order to reach the product because of the easy
availability of its mobile phone.
 website- Samsung have a user friendly websites that offers all the products that company
sell in the market. They systemically attached the mobiles phones details in their
smartphone sections through which customer can easily investigate their product range. It
also represent the events and other offers that company provides to its customer. Their
customer focus websites gives the advantage to mentioned company in order to create the
rush towards their services (Quach and et. al., 2020).
In regard to above channel company also promotes their operations at several social
media sites as well as use the digital marketing analytical tools in order to form the smooth
customer interactions. These type of steps creates the effective customer journey.
CX performance metrics
NPS- The net promoter score is a type of metrics that used by the organisation in customer
experience program. It is used in order to understand the customer loyalty towards the brand. It
includes the one single question with the number of -100 to +100. Lower the score shows the bad

customer influence of company operations and vice versa. This mentioned metrics plays major
role in forming several surveys by the company that provides the effective insights of customer
emotions in regard to product and services. It includes three major category such as
promoter- majorly scores the 8 to 10 scores which includes the loyal customers
Passives- it includes the average rating from 6 to 8 that shows the satisfied customers.
Detractors- It shoes the unhappy customers that can rate from 0 to 6 to company services.
CSAT- The mentioned metrics is used by organisation in order to know the customer satisfaction
level. If they are happy or not with the company functions. The score are measure on behalf of
scaling system that includes the rating from 1 to 10 or 1 to 5. these can be customize by the
companies in according to their requirement. These metrics provide the most reliable data
through which company gain the customer responses and used for their future plans. The
number of happy customer are divided by the number of total customers that gives the overall
scenario (Vidili, 2021).
Customer review- This covers all the apps and other online at which customer offers its services.
It measures all the feedbacks that given by the customer to the company operations.
Churn Rate- The customer churn rate indicates the percentage of customers that lost by the
organisation in a period of time. It plays vital role in retain the existing customers. To form the
new customer base can charge up to 7 times. Therefore, the mentioned metrics helps the
organisation in order to uncover the trends that impacting the customer performance. From such
measures offers the organisation in order to contain the churn.
Customer churn rate= no of customer lost / Total number of customer *100.
Samsung majorly uses the churn rate and NPS for measuring the customer experiences.
The churn rate provides the information to the company about how much customers were stop
using their products in specific period of time. These informations give the clear ideas to the
company into identify the effective loop holes and uses the several safety measures in order to
recreate the rush for their mobile phones.
NPS uses by the Samsung at its various online channels as well official websites through which
they clearly get the idea of their mobile vulnerability by addressing the systemic score that
provided by the audiences. Through such metrics company adopt the strong operating approach
and that gives the guidances in order to improvise its products as well as services. In UK

Samsung majorly rely on these mentioned metrics that created their strong brand image
(Aliekperov, 2020).
CX processes in different industries
The CX process is one of the most important aspect that every company adopt in order to
create better customer experience. The five critical success factors that plays a major role in
company operations i.e., ease to use, responsiveness, compatibility, attitude, and convenience.
These factors helps the marketer in relation to judge customer experience. Moreover, in this
report the five CSFs of CX explaining and comparing the process in Samsung that belongs to
mobile industry and ASDA, a retail industry player (Pekovic and Rolland, 2020).
Basis Samsung ASDA
Ease to use Samsung majorly focuses into
create the mobile phones that
ease to use by its customer.
The mentioned company
constantly works in order to
enhance its manufacture
process. Their phones are
durable and east to carry that
connected more people with its
mobile phone (Rahimian and
et. al., 2021).
ASDA deliver the good
quality of products in a
reasonable price as well as
putting number of staffs in its
stores in order to create the
smooth and impactful
customer experience for its
potential customers.
Compatibility Samsung believes in
improvising the technology in
their operations that succours
into increase their functions
credibility. The mentioned
company expanding its chatbot
experience through that will
answer the customer questions
more frequently. Company
The mentioned company
closing its several unprofitable
stores and focusing into
opening the supermarkets in
more localities in order to
increase its compatibility in
market. By such initiative they
are trying to capture more
audience as well as provide

also regularly works on
enhancing the website
experience for its customer by
developing the new features
such as more payment mode
options, VR product review
etc. this increase the more
customer experience.
them better shopping
experience through their
supermarkets.
Convenience Samsung developed the app
that gives the facility of 24*7
expert guidance in relation to
use the mobiles phones. The
mentioned company also
provides the Samsung experts
at retail stores in order to
enhance the shopping
experience of customers.
ASDA offering the same days
delivery to its customer in
order to enhance their
convenience. They also partner
with century link in order to
managed warehouse services.
Attitude Since the mobile industry is
changing very rapidly so on
the Samsung. The mentioned
company focusing into
creating the strong customer
base that would create the long
term relationship as well as
customer experience. With the
selling of mobiles company
also providing the mobile
insurance as well as inbuilt
mobile tracking system.
Asda mainly focuses of price
lowering and not taking any
innovative steps in its
businesses in compare to its
competitor such as Tesco, and
sainsbury's. Because of this the
customer journey in ASDA are
remained same
Responsiveness Samsung focusing into The mentioned company

response the customer queries
and problems in order to
improving their livelihood.
They started several training
programs in their operations in
order to trained their employee
for providing the better
customer experience in all its
channel.
trained their staff in order to
eliminate the threat of stress as
well as create the positive
working environment for its
employee. These responses
directly create the better
customer experience. By this
practice employee provides
more effective services to its
customer that ultimately
enhance Their CX.
Conclusion
From the analysis of above report it can be said that CX plays a major role in order to
create the loyal customer base for company operations. In above several practice were used by
the mentioned company to understand the needs and desire of customer. It succours into develop
the effective and efficient product in the market through which customer needs can be satisfied
as well as can get the competitive advantage in market. Further, in the report mapping of
customer journey were discussed through which mangers were able to document the overall
experience of customer in interacting with brand operations. By the use of CX performance
metrics the mentioned company measures several attributes that gives the overall scenario of
their operation efficiency in the market. These helped the company into take the major responses
in order to improvise their products as well as encourage their marketing strategy in order to
attracts the more audiences.

References
Books and Journals
Aliekperov, A., 2020. The Customer Experience Model. Routledge.
Artusi, F. and Bellini, E., 2020. Design and the customer experience: the challenge of embodying
new meaning in a new service. Creativity and Innovation Management, 29, pp.152-161.
Bolton, R. N. and et. al., 2021. How customer experience management reconciles strategy
differences between East and West. Journal of Global Scholars of Marketing
Science, 31(3), pp.273-295.
Ceesay, L. B., 2020. Building a High Customer Experience Management Organization: Toward
Customer-Centricity. Jindal Journal of Business Research, 9(2), pp.162-175.
De Keyser, A. and et. al., 2020. Moving the customer experience field forward: introducing the
touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4),
pp.433-455.
Pekovic, S. and Rolland, S., 2020. Recipes for achieving customer loyalty: A qualitative
comparative analysis of the dimensions of customer experience. Journal of Retailing
and Consumer Services, 56, p.102171.
Pine II, B. J., 2020. Designing employee experiences to create customer experience
value. Strategy & leadership.
Popli, S. and Rishi, B. eds., 2021. Crafting Customer Experience Strategy: Lessons from Asia.
Emerald Group Publishing.
Quach, S. and et. al., 2020. Service integration in omnichannel retailing and its impact on
customer experience. Journal of Retailing and Consumer Services, p.102267.
Rahimian, S., and et. al., 2021. A framework of customer experience management for hotel
industry. International Journal of Contemporary Hospitality Management.
Shi, S. and et. al., 2020. Conceptualization of omnichannel customer experience and its impact
on shopping intention: A mixed-method approach. International Journal of Information
Management, 50, pp.325-336.
Vidili, I., 2021. Customer Experience: The New Competitive Advantage for Companies That
Want Their Customer at the Center of Their Business. In Handbook of Research on
User Experience in Web 2.0 Technologies and Its Impact on Universities and
Businesses (pp. 183-209). IGI Global.