MSc Management Coursework: Samsung UK Customer Experience Strategy

This report provides a comprehensive analysis of Samsung's customer experience (CX) strategy in the UK, emphasizing the importance of CX for business growth. It delves into the creation of consumer personas, exemplified by a detailed profile of a Samsung mobile user named John Smith, highlighting how these personas inform CX strategies. The report also explores customer journey mapping, outlining the various stages a customer goes through when interacting with Samsung, from awareness to service and loyalty. Furthermore, it examines the role of omnichannel marketing in enhancing customer experience, focusing on different marketing channels used by Samsung, such as social media, referral marketing, email marketing, SEO, and video marketing. The report concludes by discussing CX performance metrics, including Net Promoter Score, customer satisfaction, customer churn rate, and customer effort score, which are used to measure and improve customer loyalty and satisfaction. The analysis demonstrates how Samsung effectively utilizes these strategies to maintain a strong presence and positive customer relationships in the competitive UK mobile phone market.

CUSTOMER EXPERIENCE
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Importance of customer experience.............................................................................................3
Consumer persona creation..........................................................................................................4
Custumer journey mapping..........................................................................................................5
Omnichannel marketing...............................................................................................................6
CX performance matrix...............................................................................................................8
CX processes in different industries............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Customer Experience (CX) strategy refers to the actions of the organization in relation to
improve the healthy feedback or offer positive experiences to the customers for growth and
development of business (Purcărea, 2019). Samsung is a South Korean international company
that manufactures mobile phones and other electronic devices such as T.V., Refrigerators and Air
conditioners. Samsung is popularly known for its mobile phones in various countries including
United Kingdom(Samsung, 2021). This report will discuss the importance of customer
experience, along with it analysis strategies that are used by Samsung in UK. furthermore it
discuss the customer persona creation and its role in development of CX strategies. Study will
also determine the customer journey, Omni-channel marketing, and customer experience
performance matrix and CX process used by companies in similar industry.
MAIN BODY
Importance of customer experience
Customer experience is the interaction of customer with the business. CX is very
important for the company (Becker, and Jaakkola, 2020). Positive experience works as blessing
for the growth of the business. It ensures that the customer will have long association with
company or not. CX can be both good or bad. Positive customer experience improves customer
satisfaction but a bad customer experience decrease the demand of the company's product.
Experience changes the behaviour of the person towards any specific company. It is a challenge
for any business to improve the customer experience. So, a better service always lead to the
positive customer experience that has become more important in the field of mobile phones.
Samsung's mobiles are used in a great range across UK. So importance of customer
experience in Samsung has a great impact on the image and the sales of the company. Use and
purpose of mobile phone has increased these days, people prefers more specifications in their
smart phones. Using phones and their service availability creates an experience towards the
product. Samsung's sales are depended on the experience of the customer. If experience is bad,
customer will not purchase Samsung mobile phone again. In addition to this, Samsung has to
create positive CX on the customer to create grow in mobile phone industries of UK. Likewise,
in UK people are more specific in brands of mobile phone. Most of the customers had positive
experience towards Samsung thus it motivates them to stick with the brand for long time. It has

lead in also increasing good feedback of the products and adding new as well as existing
customer in the organisation. This has given opportunity to the company to increase more
happily customer in UK. Thus, analysing customer experience for the company has become most
important task. Therefore, it can be stated that Samsung's future in the country of UK rely on the
customer experience.
Consumer persona creation
Customer persona refers to the data collected by the company about particular group of
customers in a key-note manner (An and et.al, 2018). It helps the company to understand the
customer experience easily. Customer persona includes basic details of the customer such as
demographics and story, pain point solves, goals, profile and motivations and many other
information.
Following is the customer persona of John Smith, customer of a Samsung Mobile in UK.
Profile
DEMOGRAPHICS
AND STORY
 Male
 Age 62
 Annual income
$125000
SAMSUNG MOBILE SOLVES
 Repair water damage
 Broken headphone jacks
 Poor battery power
PROFILE- JOHN SMITH
MOTIVATIONS FOR
USING A SAMSUNG
MOBILE
 Updated
technology
 Android OS
 Functional
Features
GOALS FOR USING
A SAMSUNG
 More attractive
the image and
design of the
telephone.
 A long-lasting
battery.
 Plenty of
storage space.
 Great camera.
 Crystal-clear
display.

Creation of customer persona helps the company to understand the customer needs. In
order to develop more effective CX strategy company needs customer persona (Ieva and Ziliani,
2018). Following are importance of creating customer persona for organisation to achieve its
objective and improve experience of customers Qualitative Research : Customer Persona provides qualitative and real information about
the customer that is used as a base for developing customer experience strategies. Goals,
motivations and need of customers are the information that a company needs to create
better customer experience (Barwitz, and Maas, 2018).
 Better Production : Products used by people contribute in creating a good customer
experience. A better product can be created by the information such as problems faced by
customer with last products, desires and goals. Samsung use persona to improve the
customer experience with better design and features that a customer wants in their mobile
phones.
Custumer journey mapping.
Customer journey refers to the total of the experience a customer goes through interaction
with the company (Følstad and Skjuve, 2019). Mapping customer journey helps the company to
improving and optimizing customer experience. CX strategies made with customer journey
mapping also helps in improving after sales service along with the product experience. Following
are the mapping of different stages of customer journey.
1. Awareness Stage : John Smith aware about the Samsung through social media platform
and his friend that were making use of Samsung mobile. John has has rough and tough
use of mobile phones thereby need a better phone which gives him damage protection
warrantee. So the customers saw advertisement of Samsung that was giving one year
screen damage guarantee.
2. Consideration Stage : John did comparison of Samsung with other android OS brands on
the internet on basis of price, updated technology, design, storage and camera. Finally
John decided to purchase Samsung mobile phone.

3. Service and loyalty Expansion Stage : Service provided by the Samsung to John such as
solving poor battery issue, water damage and headphone jack damage. It was satisfied
with the service of the company. Samsung keep connected to the John with mails and
offers related to new phone or existing phone repair cost.
4. Activities: Samsung in order to attract customer provide crystal clear display and
innovative design. Monitoring activities of John and providing better service to it by the
Samsung helps in the improving experience of customers.
5. Feeling and needs : Feelings and needs of John Smith recorded in customer persona are
used by Samsung to motivate him towards buying new feature and updated Samsung
brand new mobile phone.
6. Potential opportunities for improvement : Customer persona and mapping customer
journey of John makes Samsung to understand needs of customer. Thus help in finding
necessary improvement needed to the existing phone in order to reach more customer like
John Smith.
Omnichannel marketing
It refers to the cross-channel content strategy used to improve the customer experience.
This marketing is multi-channel sales approach used to interact with customer and improve
relationships across all possible channels and touchpoints (Micheaux and Bosio, 2019).
The integrating and customization play significant role in Omni channel through making
use of different channel in order to build and retained relationships with the customer's living in
the society. Integration between distribution, promotion and communication channels allows
more flexibility to the customer and help them to switch between channels easily. Customization
refers to providing personal experience to the customer (Jamali and Khan, 2018). It is done with
data driven from one source to other. For examples: Samsung aims high quality service that it is
able to provide with the help of various channel i.,e online as well as offline. If someone searches
phone on any website, Samsung will advertise their phones on the feed of ones various social
media platforms.
Different marketing channel used for Samsung Mobile
Marketing channels refers to the online or offline platforms where customers are
interacted with the business. Various marketing channels are available today in UK. Samsung

uses every possible platform to reach the customer and make new connections. Some marketing
channels used by Samsung are as follows : Social Media : This channel of marketing is most popular and effective in the field of
mobile phones (Grewal and Roggeveen, 2020). Most of the youth generation is active on
social media in UK. Samsung uses this marketing channel as advertisement for new
product launch and improving connection with customer. Company motivates customer
to buy Samsung mobile phones on social media with the use of customized data of the
person. Referral Marketing : It is word of mouth initiative designed by Samsung to convince
existing user to introduce their family, friends and contacts in order to gain new
customers. Network of existing customers is used to recommend others to use Samsung
mobile phone. People are easily convinced by their relatives as compared to other
sources. This marketing channel is Nielsen support the latent of referral marketing, that
people are four times likely to buy when refer by a friend or family (Miller, G., 2021). Email Marketing : This is a powerful marketing channel used by Samsung to promote
their product. It is direct interaction with the customer as it process where commercial
messages are sent by Samsung to the group of customer. It involves advertisement,
request business, sales or donations. Average promotion rate of Samsung by e-mail is
72% (Samsung email marketing overview, 2021). SEO Marketing : SEO stands for Search Engine Optimization. Samsung utilize SEO
marketing channels to attract maximum visitors to their site. This channel brings potential
customers to the website of Samsung. Samsung tries to put themselves on the top list of
search engine contents that has lead in increasing the number of visitors on their site.
 Video Marketing : Videos are more attractive as compared to articles and other
advertisement sources. This marketing channel drives awareness and consideration
among the people. Samsung developed new YouTube strategy to build performance
pillars around brand. This channel of marketing helps the Samsung to reach new
customer on the internet and make use of approach to aware the customer about their new
mobile and their feature.

CX performance matrix
Customer experience matrix are the key performances indicators followed by the
company to involve the customer's input (Tilocca and et.al, 2019). It helps the company to
understand the loyalty and satisfaction of the customer. CX performance matrix data is measured
by the analysis or short online surveys to monitor the satisfaction level of the customers with the
company. Major four matrix of customer experience performances are as follows:1. Net Promoter Score : It helps the company to understand how likely customers are to
promote or refer the company product or services to their friend or family. Satisfied
customers are likely to refer company product to their friends but less satisfied customers
are likely to do so. Net promoter Score is divided into three parts i.e. promoters, passives
and detractors. Promoters are highly loyal to the company. Passives are generally happy
they do not refer their friend. Detractors are those customers who are not satisfied with
the product of the company.2. Satisfaction : Measuring Satisfaction level of the customers is the base line of all the
matrix in customer experience performance. Customer satisfaction score highlight the
number of customer satisfaction. Higher the number, better the experience. Highly
satisfied customers are more likely to do business with the company again but customers
that are not satisfied with the business switch their loyalty to other brands.3. Customer Churn Rate : Customer churn rate refers to the rate at which customers stop
doing business with the company. It directly means to the percent of customer loss within
a given period. Higher churn rate represent the lower customer satisfaction score and
lower churn rate indicates the higher customer satisfaction score.
4. Customer Effort Score : It shows how much effort a customer ready to invest in order to
solve a problem. Greater efforts are invested by the highly satisfied customer and less
effort are invested by the dissatisfied customers.
Samsung is growing in UK market smoothly and effectively. From the above discussion
it can be suggested that, in order to analysis the customer experience matrix performance,
company should follow Satisfaction and Net Promoter Score to get the data of customer
experience in the country of UK.

Satisfaction level of customer is highly needed for the Samsung to develop more
effective customer experience strategy. Satisfaction level along with CX data will available more
accurate information for Samsung to understand the customer and the market of the UK.
Net promoter Score will help the Samsung to get the information about the referring of
existing customer. At the same time, this data can be used in developing Referral marketing
strategies.
CX processes in different industries
Critical success factors refer to the activities required for the growth or success of the
organization (Farhan, Abed and Abd Ellatif, 2018). Following are the comparison between
Samsung and Apple CX processes using five critical success factors.
1. Achieve Financial Performances : Samsung is always ready to invest the assets in order
to gain revenue from them such as investing in advertisement. On the other hand Apple
always work on the better quality of the product and In terms of achieving financial
performance price of product is increased by Apple. CX of Apple is positive but in terms
of consideration on the basis of price Samsung has more CX score.
2. Meeting customer needs : Needs of customers are varied from one another. Both
companies have their own target market. If a customer needs more specification in better
price Samsung has both types of budget and premium phones but Apple only creates
premium phone and has fewer specifications as compared to Samsung. So CX of
Samsung in meeting the needs of customer is highly positive as compare to the products
of Apple.
3. Producing quality products and services : Apple is known for its quality product and
services while Samsung has decent quality with effective range of phones. High priced
phones are produced by apple with very good quality and Samsung keep the price low as
compared to apple to reach the need of both middle and upper class customers Customer
experience in the quality products and services of apple are very positive. Samsung has
less positive CX in quality phones and services.
4. Encouraging innovation & creativity : In context of encouraging innovation and
creativity Samsung has upper hand. Various types of innovative products are launched by
the Samsung such as folding phone. Apple is not innovative as Samsung. Design of every

product of Apple is almost same. Customer experience of Samsung is highly positive as
compared to Apple.
5. Fostering employee commitment : Samsung gives more priority to the customer while
apple is majorly focused on security and quality of the product. In comparison, Samsung
and Apple both have their own perception towards customer. Apple attracts customer
with the quality and security of the product. Samsung act according to the needs and
desire of the people in the country. Customer satisfaction of Apple is low while Samsung
has high satisfaction in fostering employee commitment.

CONCLUSION
From the above report it can be concluded that customer experience is the key to the
growth of the company. It is determined by the various approaches such as satisfaction, net
promote score, customer churn rate and customer effort score. Samsung used customer persona
in order to understand the needs, motivation and goals of the customer. This report also shed
light on various channels of marketing used by Samsung with mapping customer journey. It also
compared Samsung and Apple CX processes with the use of five critical success factors that
helps in understanding the way company has enhanced customers satisfaction.

REFERENCES
Books and journals
An, J., and et.al, 2018. Customer segmentation using online platforms: isolating behavioral and
demographic segments for persona creation via aggregated user data. Social Network
Analysis and Mining. 8(1). pp.1-19.
Barwitz, N. and Maas, P., 2018. Understanding the omnichannel customer journey:
Determinants of interaction choice. Journal of interactive marketing. 43. pp.116-133.
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science. 48(4). pp.630-648.
Farhan, M.S., Abed, A.H. and Abd Ellatif, M., 2018. A systematic review for the determination
and classification of the CRM critical success factors supporting with their
metrics. Future Computing and Informatics Journal. 3(2). pp.398-416.
Følstad, A. and Skjuve, M., 2019, August. Chatbots for customer service: user experience and
motivation. In Proceedings of the 1st international conference on conversational user
interfaces (pp. 1-9).
Grewal, D. and Roggeveen, A.L., 2020. Understanding retail experiences and customer journey
management. Journal of Retailing. 96(1), pp.3-8.
Ieva, M. and Ziliani, C., 2018. The role of customer experience touchpoints in driving loyalty
intentions in services. The TQM Journal.
Jamali, M. and Khan, R., 2018. The impact of consumer interaction on social media on brand
awareness and purchase intention! Case study of Samsung. Journal of Marketing. 114.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-
driven marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Purcărea, T., 2019. Modern Marketing, CX, CRM, Customer Trust and Identity.
Tilocca, A.R., and et.al, 2019. Influence of matrix properties on FRCM-CRM strengthening
systems. In Key Engineering Materials (Vol. 817, pp. 478-485). Trans Tech
Publications Ltd.
Online references
Miller, G., 2021. 42 Referral Marketing Statistic That Will Make You Want To Start A RAF
Program Tomorrow [Online]. Available through
<https://www.annexcloud.com/blog/42-referral-marketing-statistics-that-will-make-
you-want-to-start-a-raf-program-tomorrow/>
Samsung email marketing overview, 2021.[Online]. Available through
<https://www.mailcharts.com/companies/samsung-email-marketing>
Samsung, 2021. [Online]. Available through <https://www.samsung.com/uk/about-us/company-
info/>
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