Report: Analyzing Samsung's Value Proposition and Customer Experience

This report provides a comprehensive analysis of Samsung's value proposition and customer experience strategies. It begins with an introduction to customer experience and its relevance to Samsung, a global technology provider. The main body of the report examines Samsung's value proposition using the value proposition canvas, detailing customer gains, pains, and jobs, as well as the company's gain creators, pain relievers, and product/service offerings. It then explores how Samsung manifests itself according to customer requirements, including its product offerings and pricing strategies. The report also analyzes Samsung's diverse customer base, highlighting its market segmentation approaches. Furthermore, it delves into the six pillars of customer experience: personalization, integrity, expectations, resolution, time and efforts, and empathy, discussing how Samsung implements these pillars. The report concludes by addressing the implications of digital disruption on Samsung's customer experience strategies and provides a list of references.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1: Value proposition of Samsung................................................................................................1
2: Manifesting according to customer requirements...................................................................2
3: Customer base of Samsung.....................................................................................................3
4: Six pillars of consumer experience.........................................................................................3
5: Implementation of Six pillars of customer experience for Samsung......................................5
6: Implications of digital disruption............................................................................................6
CONCLUSION...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience is the totality of cognitive, behavioural and affective customer response
which they achieved during the different segments of engagement with the company. Samsung
is the chosen organization for the evaluation in this report, the company tend to provide
technology based products to its customers all across the globe and because of which has
managed to achieve an efficient economic growth. Evaluation on the values proposition of the
organization is done in this report, with the evaluation on the organizational steps through which
it is able to misfit itself for the achievement of a desired organizational target. With that analyses
on the six pillars of customers experience is also being done within the report.
MAIN BODY
1: Value proposition of Samsung
Value proposition canvas is an tool which is being used by the company through which it tend to
ensure that the organizational products and services are being established in such a way that it is
able to improve the customer experience.
Source: B2B international, 2021
Following is the value proportion canvas which has to be followed by Samsung through which it
can ensure that it is able to improve customer experience.
Customer profile
Gains- This is the organizational benefit which the customers of Samsung will achieve during
their engagement with the company. This will increase the level of experience which the
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Illustration 1: Value Proposition Canvas

customers are having with the organization, Samsung provide gains in the form of specific
discounts and many more additional benefits (Elia, Petruzzelli and Urbinati, 2020).
Pains- It consists of negative factors which tend to make negative impact upon the customer's
experience during their contact with the organization, due to which company has to improve the
areas which is making negative impact upon the customer experience. Company often integrate
pre-developed innovative approaches within new product due to which rare options is not being
provided to customers.
Customer jobs- It consists of the roles which the customers have to pay within the organization
and this consists of providing feedback and suggestions for improvement which the company
has to accomplish to achieve a target. Customers can develop their engagement with company
through social media platform and several physical stores through which feedback can be taken.
Value map-
Gain creator- It consists of organizational activities which tend to develop positive impact upon
the customer experience due to which customer's level of engagement with the company tend to
be increased (Kundu, 2020). Integrating new technological advancement in new products will
fulfil customer requirement.
Pain relievers- This is the organizational steps through which it tend to overcome the problems
which the customers are facing regarding the organizational services or the products quality,
therefore by resolving the product related issues of customers organization can develop its
positive image for customers. Company uses Communication Bridge like email and several
customer centres by which customer issues are being resolved.
Product and services- Organizations develop products and services in such a way that it is able
ensure customers that company is able to fulfil their requirements through which it tends to fulfil
the customer requirements. In order to achieve this Samsung is having various customer centres
to fulfil their requirements and different customer touch-points.
2: Manifesting according to customer requirements
Samsung tends to provide smart electronic products like smart phones, smart watches,
etc. to its customers and through which it tends to ensure customers that they are having best in
class products in terms of affordable quality smart phones (Leivo, 2019). Samsung tend to
integrate specific customer requirements within the developed products as well. Due to this
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customers are ensured that they are having a value of money product and because of which
company tend to achieve a high organizational sales.
In terms of manifesting itself according to the customer expectations Samsung tends to
establish and integrated pricing strategy on its products and because of which it implements
competitive pricing strategy on its budget smart phones and premium pricing on new smart
products. Through this evaluation company tend to ensure that it is able to attract the majority of
the customer base and with that also is able to achieve an efficient economic growth.
Company concentrate its efforts on ensuring that it is able to improve the quality of
service which the customer are having and because of which it convey several surveys and take
suggestions from the customers (MuneebMehta and et.al, 2021). Than on that bases company is
able to identify customer requirements and then by integrating the specific customer
requirements in the upcoming projects it is able to manifest itself as per customer's expectations.
3: Customer base of Samsung
Samsung tend to provide its products all across the globe and because of which has
managed to achieve a large customer base which is having a high amount of diversity as well.
Samsung tend to implement market segmentation on the bases of psychographic market
segmentation and demographic market segmentation. In this segmentation customers are being
segmented within different categories on the bases of their age groups, buying behaviour and
many others. This is done because Samsung develops often tend to develop mass market
products in which profit margin is being increased with the increment in organizational sales
because of which company uses demographic market segmentation (Wulff and et.al, 2019). Due
to this factor the product development of Samsung is done in such a way that it is able top fulfil
the requirements of a majority of the customer base through which it can achieve an efficient
organizational sales.
Company also implement several activities through which it ensures that it is able to
establish an efficient communication bridge with its customers by which it tend to ensure that it
is able to take customer's feedback on the bases of experience which they achieved with the
company. Through this approach Samsung can ensure that it is able to relieve the pain which the
customers are having and also at the same time increase their loyalty towards the organization.
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4: Six pillars of consumer experience
In regard to companies success it can be said that it depends on their ability of satisfying
customers. Satisfaction of customers help company in developing business and increasing sales.
So, the main focus of companies remain on customers' satisfaction. Satisfying customers is not
an easy task because different background and race of people have different types of needs and
taste but there are some common and main pillars that can make companies able in satisfying
customers (Hague and Hague, 2018). Samsung can make use of all these discussed pillars for
increasing customers' experience and being in the competition such as:
Personalization: It is all about emotional connection with customers. Rather behaving as
like businessman, it is important for managers and employees to treat and communicate with
customers in an effective and friendly manner. It makes them, feel valued and increase
engagement level. For considering this factor, companies require understanding customers'
needs, tastes and tailoring experience to their unique circumstances (Almohaimmeed, 2019). In
business to customer type, companies mainly focusing on this factor for satisfying customers
because customers are the main key of their success. In regard to Samsung, it can be said that it
can identify personal needs of all age group of people as which types of data packages they need,
data quality and others. By knowing all these needs, they can satisfy all age group of people.
Integrity: It refers the extent to which customers remain loyal and believe in brand or
firm. It can be gained and increased by fulfilling promises and by providing valuable services
and products to customers at affordable prices. For increasing trust and loyalty, companies need
to have trust building behaviour and ability to understand human behaviours as what they
actually want along with their circumstances. Companies can increase trust of customers only
when they provide unique features of products and services as per the different taste of
customers like products in different size, shapes and price. It is important for Samsung to show
integrity and understand their human behaviours. By making customers feel valued and
motivated by communicating, Samsung can increase customers’ experience. It is also important
for Samsung to increase trust of customers and for that to solve their queries immediately.
Expectations: Expectation is a belief that everyone has from someone and something
and customers have believe that selected product and brand will deliver values to them and will
satisfy their needs. In regard t customers expectation it can be said that it is higher than ever
today among them. It is the one thing that is affecting performance of companies and all
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companies are striving hard for meeting customers' expectation and satisfying changing needs of
customers (Sulistiyawan, Salim and Rofiq, 2019). It sometimes put pressure on companies
because it becomes difficult to satisfy needs of all different behaviours and tastes of people. So,
in this context it can be said that companies should avoid the tendency to over promise and
under delivery of services. By increasing innovation and creativity skills, companies can
consider this factor and can gain its objectives. Samsung can ask for feedbacks from customers
and can know areas where they need to improve and where they are good. By considering all
areas and solve all problems of customers, they can fulfil their expectations.
Resolution: It is all about efforts that can transform or turn bad experience into a great
one. No matters how effectively companies perform, at one stage some things went wrong.
There are several factors that lead to this problem and situations and some factors cannot be
controlled by companies but they can decrease negative impact of them to some extent. It also
happens when companies can turn its poor image into improved one. For this companies and
employees must have an ability to work under pressure and solve critical problems with
efficiency. Risks must be taken as it teach several things and rather avoiding risks, risk taking
skill can also help them out in solving such types of problems. By solving problems of
customers quickly and considering their views while developing strategies and plans can also
make customers feel valued and it can help in improving image.
Time and efforts: It is another main principle and pillar that can increase customers'
experience and satisfaction level. It also refers the level of convenience and effectiveness that
companies can provide on every customers' transaction as well as interaction. For this,
companies need to focus on mainly 2-3 factors such as: easiness of performing functions and
time of delivering products to customers. By finding opportunities that can reduce cost, efforts
and time can improve overall effectiveness. It can also make them, able in being in the
competition and making their strong position in the market (Bowden, Tickle and Naumann,
2019). By putting extra efforts, motivating employees for making them able to help companies
in meeting goals and satisfying customers can increase trust among customers. It is important for
Samsung to give time to customers and makes them feel that company is concerned with their
needs, For this, company can provide rewards and discounts on some services.
Empathy: It refers an ability to understand customers' situations and circumstances in
order to drive deep rapport. For satisfying customers and making them feel valued and believed
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that companies consider their views and put them first, companies strive hard to put themselves
into customers' shoe. They react accordingly. It is all about seeing world and products from their
perspectives and by doing so, customers' needs can be satisfied. By knowing that what they
actually want, what are their situations and how they can take advantage by buying products,
customers satisfaction level can be increased. It can also be said that companies require
suggesting customers about products and helping them out in making buying decision as per
their circumstances and needs. Sometimes, customers have doubts and fear regarding using
products and services so, it is important for firms to give them the best advice and all actual and
reliable information related to services, offered by them. For example: If someone is looking for
the best beauty product but they have fear of getting affected and side effects of products, then
company must provide all actual information as what they have used and how will it be better
and suitable for their skin type.
So, from the above discussed all main factors, it can be said that companies can
accomplish their goals and retain customers to the great range.
5: Implementation of Six pillars of customer experience for Samsung
Following is the implementation of model on organization.
Personalization- Samsung uses social media marketing for establishing communication with the
customers and due to which company mostly uses email marketing in which each customer is
being treated uniquely (Shin and Cho, 2020). Through this step Samsung develop a efficient
emotional level contact with the customers.
Integrity- Samsung uses several loyalty programmes through which the company ensure that it
is able to minimize the threat of brand switching from the customer side and because of which
chances of goal achievement can also be increased.
Expectations- Company analyse the latest market trends and through the use of survey it is able
to identify the customers requirements and by making concentrated efforts it ensure that it is able
to develop products in such a way that it is as per customer expectations (Hague and Hague,
2018).
Resolution- Samsung is having several customer touch points through which it is able to resolve
the issues which the customer are having and with that company also provide product warranty
through which customer's loyalty is increased (Markham, 2019).
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Time and efforts- Organization develop smart phones products in which the customers are
empowered to make changes in the product as per their requirements due to which their
experience with the product is improved (Lundaeva, 2018).
Empathy- Samsung often make several changes in the organizational working as per the
changing market conditions through which the company ensures that it is able to influence
customers to develop and increase their engagement with the organizational activities.
6: Implications of digital disruption
Digital disruption is the effect which changes the fundamental expectations and behaviours inn a
culture, market, process or industry, which is being caused by or being expressed through the
digital capabilities, assets and channels. Samsung is an organization which tend to be operating
in the field of technology and because of which company uses technological advancements like
social media for establishing efficient communication with the customers and identify new
creative ways to improve their user experiance. Through which it can maintain its efficient
economic growth. With that efficient use of social media activities Samsung is able to develop
an emotional level contact with the customer and also with that company also tend to ensure that
it is able to develop a positive image in front of the customers by which the chances of goal
achievement can be increase fir the organization (reWulff and et.al, 2019)..
Company uses digital platforms form for taking efficient communication with the
customer through which it can take feedback from them on the bases of experience which they
achieve with the company. The digital platform can also be used for advertising company to a
wider section of the society by which brand awareness can be increased. The use of digital
technology is highly beneficial for Samsung and this can be seen in the case of increasing
customer base of company. Which represents that organization has not only attracted new
customers but also has maintained the loyalty of existing customer base.
7: Recommendations
Samsung is having an efficient geographic reach and because of which company is able to
achieve a high customer base but also at the same time company also faces limitations in
attracting the majority of the customer base. This happens because company mostly provide
features which is being developed by the market competitors because of which it is not being
able to provide new and rare products to the customers. However since the new introduced
product is low in pricing because of which it is able to maintain the loyalty of its existing
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customers. Thus it can be recommended to Samsung that company must tend to introduce new
product to that market rather than following the footsteps of others market competitors. Through
this step company can attract the new and trendy crowd towards the organization by which
organizational sales can be increased and company can achieve an efficient competitive edge.
Through this approach Samsung can penetrate within the market and can increase its market
share which will result in strong economic background.
CONCLUSION
From the evaluation in this report it can be concluded that organizations tend to make several
steps through which it is able to improve the customer experience by which it minimizes the
threat of brand switching from the customer side by which chances of goal achievement can be
increased. However, this is not as easy as it is being said because there are several factors which
have to analysed by the company through which it can ensure that Samsung is able to achieve
high level of work productivity in minimum expenditures. With that it can also be identified that
company has to integrate various theoretical approach like six pillars of customer experience
model. This is important for the organization through which it can ensure that it is able to
manifest itself for the achievement of desired organizational target.
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REFERENCES
Books and Journals
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customer satisfaction, customer loyalty, customer profitability on customer
retention. Serbian Journal of Management. 14(2). pp.421-435.
Bowden, J.L.H., Tickle, L. and Naumann, K., 2019. The four pillars of tertiary student
engagement and success: a holistic measurement approach. Studies in Higher
Education, pp.1-18.
Elia, G., Petruzzelli, A.M. and Urbinati, A., 2020. Implementing open innovation through virtual
brand communities: A case study analysis in the semiconductor
industry. Technological forecasting and social change. 155. p.119994.
Hague, P. and Hague, N., 2018. B2B customer experience: A practical guide to delivering
exceptional CX. Kogan Page Publishers.
Kundu, V., 2020. Creating an Effective Customer Value Proposition Process.
Leivo, L., 2019. Differences in Communication Strategies in the English Corporate Vision of
Samsung Electronics and its Finnish Translation (Master's thesis).
Lundaeva, E., 2018. Customer Experience Management: An Essential Factor in Building
Customer Loyalty.
Markham, J.P., 2019. Exploring the relationship between customer experience and brand image
via case studies at German Dealerships (Bachelor's thesis, University of Twente).
MuneebMehta, A. and et.al, 2021. THE GAME CHANGER; UNDERSTANDING HOW
BRAND IMAGE AND CUSTOMER SATISFACTION INFLUENCES BRAND
LOYALTY. A STUDY OF SAMSUNG MOBILE PHONES IN
PAKISTAN. PalArch's Journal of Archaeology of Egypt/Egyptology. 18(1). pp.935-
956.
Shin, B.Y. and Cho, K.T., 2020. The Evolutionary Model of Corporate Entrepreneurship: A
Case Study of Samsung Creative-Lab. Sustainability. 12(21). p.9042.
Sulistiyawan, E., Salim, U. and Rofiq, A., 2019. The role of the sharia banking service quality in
creating customers’ satisfaction and happiness (a survey of state-owned sharia banks in
Indonesia). Banks and Bank Systems. 14(4). p.69.
Wulff, E. and et.al, 2019. An analysis on how Samsung can improve their environmental work
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Online
B2B international, What is value proposition canvas, 2021 [Online]. Available through:
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proposition-canvas/>
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