Customer Experience Strategy 1

Customer Experience Strategy

Student Name

Course Name

Date
 Customer Experience Strategy 2

The importance of Customer Experience………………………………………………….3

Consumer Persona Creation……………………………………………………………….4

Mapping the Customer Journey…………………………………………………………...5

Omnichannel Marketing…………………………………………………………….…….5

Performance Matrics…………………………………………...……...………….…….....7

Processes in Different Industries……………………………………………………..…...9

Conclusion……………………………………………………………………………......11

References…………………………………………………………………………...…...12
 Customer Experience Strategy 3

The importance of Customer Experience

Customer experience is vital to encounter the prospects of your customers. Companies need to be

reliable, exact and suggest the facility they offer. The coincidental is to provide what you have

vowed and astonishment your clienteles with further support and attention. Customer experience

strategy is the consequence of every communication clients have with your occupation. More

considerable revenue: Content clients have unceasingly come back for more Samsung produces

and facilities, donating to 300% income. Sorts your business well: Samsung figures its plans and

ingenuities around excellent customer experience and is doing fine and continually inventing.

This product has countless initiators and better marketing campaigns, ideas, and businesses. It is

the source of brand backing and the society's advertising: Brand support is an instance where

Samsung pleased clienteles confer the company and customer facilities with many social media

stands and the class of their products and facilities. Others practice idle talk to crusade for a

brand for their family members and aristocracies (Verhoef et al., 2009). It formulae part of your

values: Samsung is a customer-orientated business and always reflects clients and how they can

appreciate them. Outstanding customer experience = employed workforce: According to a new

review, Samsung has provided 1.5 times more workers than the non-CX groups. Samsung

Company has promoted from a devoted team (Wu & Vasquez-Parraga, 2016). They're loyal,

dedicated, and aligned with the goals of the company, poaching of customers by competitors: No

matter how long you have spent with a loyal client, he or she is tempted to leave elsewhere for a

better deal. How do you protect your clients from wild cards and successfully wrestle customers

with competitors? It only requires the best experience of the customer (Verhoef et al., 2009).

Make your business a human face: The days have passed when you could run your business
 Customer Experience Strategy 4

behind the curtains and distribute the final product to the customers only. Today, customers want

to interact at every stage of the journey with your business (Djatmiko & Pradana, 2016).

Consumer Persona Creation

The consumer Persona Creation clarifies many influences that impact customers' purchasing

performance. Among these aspects include motivation, attitude, impact from friends, and culture.

Samsung Company's marketing strategy has been set up to line up effortlessly with the features

elucidated in the consumer persona system. The business has examined numerous consumer

conducts and adjusted its marketing strategies to be consistent with various consumer persona

factors. Among the marketing strategies of Samsung include delivering an extensive variety of

products, venue perusing prices, inexpensive ratings, functioning advancements, and channel

marketing (Zolkiewski, al 2017). The company could reflect accepting include; promoting

assessment, product appraisal, and evading whimsically high values. Samsung offers free

products when customers buy a particular product. After purchasing the Samsung phone in the

examination, the customer is given a screen protector. It makes the customer happy, and most

probably, it will encourage him to go back and buy other products. Samsung's marketing

infrastructures objects strategy includes structure brand cognizance for its new creation.

Samsung will endorse the new product to the recognized target market to develop the phone of

excellence over the Apple iPhone. A new advertising policy will be intended that makes

advanced product acknowledgment with the recognized target market within the half of the year

of the new product introduction (Kumar et al., 2017).

Mapping the Customer Journey

 Customer Experience Strategy 5

The whole experience with a company is a customer journey. It includes any and every stage of

the customer life – from awareness to loyalty - throughout all channels, instruments, and

touchpoints.

Importance of Customer Journey in CX Strategy

Samsung is one of the most fast-growing organizations in the present global markets. Being one

of the leading market in the current electronic corporate organization, the report will consider

highlighting some of the reported customer experiences and how the engagement aspects have

helped or have played a part towards its growth within the world economy. The report will

briefly describe the present customer engagement with the Samsung organization. The

information will also point out the various positive influences created by customer engagement

in all marketing platforms (Kim, 2016). The analysis will be focus mainly on the smartphone,

reporting how the customers have gradually grown to be active as they shop on the new product

launched by the company. Private features or attributes have high chances of positively or

negatively influencing the specific outcome in an organization. The need to monitor the service

provider's characteristics or actions to the customers speaks a lot when maintaining the customer

experience. Samsung smartphone sellers should look keenly at the engagement status between

the customers and the service providers at all levels. Basing the argument on the current status of

the corporate marketing team (An et al. 2018).

Omnichannel Marketing

Omnichannel marketing is a policy where businesses try to offer a unified procuring experience

for clients when they need, where they need. An Omnichannel tactic means there's an addition

between delivery, advancement, and message channels on the back end. Samsung Omnichannel
 Customer Experience Strategy 6

allows consumers to extend their concerns or problems by email, phone, social media, and

webchat. The omnichannel approach should be a customer-centric marketing approach. Samsung

can segment its audience in a better way. The company delivers its services across mobile apps,

social media, and stores for a seamless omnichannel experience. The brand must know how to

break down the pyramid between online and physical stores. They also need to mount customer

data, new technologies, including management systems, and different ways of delivering their

products according to the customers' needs (Wu & Vasquez-Parraga, 2016).

Samsung has dramatically capitalized on differentiation to produce superior products, enabling

them to make more sales hence making high profits (Villani, 2018). For instance, Samsung

developed its first lightest mobile phone in 1993 to differentiate the product produced by most

mobile companies then. The smartphone developed had an mp3 player and the Code Division

Multiple Access (CDMA) networks, which were features that most companies did not offer at

that time. This differentiation enabled the company to gain more than 41.6% of the mobile phone

market share in India and worldwide. In June 2010, the Samsung Company differentiated its

products by launching the Samsung wave S8500 and SI9000 Galaxy S as a marketing strategy to

beat its main competitor Nokia. This product differentiation process has enabled Samsung to

become the market leader in India (more than 60% market share) and globally, estimated to have

a 29% market share. Lemon and Verhoef (2016) noted that Samsung Company operates to

devote all human resources and technologies to developing superior products and services to

contribute to a better global society. It makes the company's products popular globally. Samsung

has dramatically invested in design laboratories that use innovative technology, setting it apart

from its competitors, thereby giving the company products a competitive advantage. Similarly,

Samsung invests more than 6 Billion dollars annually on product research, which has seen the
 Customer Experience Strategy 7

company produce unique and competitive brands, increasing their sales. Lastly, the company

emphasizes the design and performance of their products, thus enabling them to make quality

products that meet the needs of the people (Kumar et al., 2017).

Commoditization and How to Cope With It

Commoditization refers to the process through which products that have economic value and are

distinguishable in terms of their uniqueness or brand are perceived as simple commodities in the

market or among the consumers (Villani, 2018). Samsung Company has faced challenges related

to commoditization where other companies produce phones and other electronic products with

similar features in the market. This results to lower sales of Samsung products. Samsung

Company copes with the challenges of commoditization by offering products that have

differentiating features that allow them to purchase more for premium prices. For example, when

Samsung introduced smartphones and iPhones, they ensured that it had differentiating features

like the touch-screen interface and other multitasking features that enable users to surf the

internet while on a phone call. These features were unique to Samsung products, allowing them

to have increased demand and higher prices in the market. Though other companies copy the

differentiating features (Djatmiko & Pradana, 2016).

Performance Metrics

To attain an effective marketing movement for the Samsung Company, different positive

approaches to support each other will be organized. For straight advertising, Samsung will

endorse the new phone to their target market by email and new product mail solicitations sent

directly to customers (Villani, 2018). For example, mass media, radio, television, and poster

commercials, will escalate brand consciousness. Print advertisements and Television

advertisements in standard magazines presenting celebrity commendations display the new

 Customer Experience Strategy 8

phone's acmes and structures. Accessible marketing on social media sites, such as Twitter,

Facebook, and YouTub,e helps Samsungproduce, increases brand awareness, and gets customer

feedback. One financial metric that would be important to monitor Samsung's marketing plan for

the marketing efforts would be sales promotion metrics (financial). Promotion methods are

essential for Samsung to watch because it tells them how many consumers are using and

purchasing their products (Villani, 2018).

The financial metric is essential in determining the number of sales brought into the company by

selling Samsung cell phones during a specified duration. Three performance metrics that would

be important for Samsung to monitor their marketing plan would include advertising, customer

service, and social media performance metrics. Advertising is essential because Samsung needs

to know if their advertising efforts are successful. Customer service performance metrics are

crucial. After all, Samsung needs to monitor the number of returns because Samsung will want to

ensure they are not losing profit on their products. The social media performance metrics are

essential for Samsung to monitor because social media content can reach many potential

consumers. The number of social media followers gives the company an idea of the number of

interested people in their products. Positive comments can create support for Samsung (Wu &

Vasquez-Parraga, 2016).

In comparison, negative words can cause the company to lose current or future customers. These

dashboards will convey real-time information on how the marketing activities are performing is

essential not only to measure results but also to make ongoing adjustments should they be needed

to improve performance (Salminen et al., 2020). The company's objective is to make their mobile

phones more desired to the target spectators to reach a critical market part within the mobile

market. In television, selective advertising to reach the target market will advertise Samsung
 Customer Experience Strategy 9

products before popular tv shows that the target audience watches. The use of celebrity

endorsements and product placement will emphasize the Samsung brand by placing Samsung

cell phone products in front of millions of consumers in the target market (Kim, 2016).

Processes in Different Industries

Samsung is a multinational corporation located in Samsung town, South Korea. The

conglomerate trading company was founded in the year 1937 by Lee Byung-Chul. A firm that

started as a small trading firm has grown to be one of the largest technology companies in the

world. The company has diversified into different product lines and industries, such as securities,

textiles, construction, retail, insurance, and processing. Samsung Company is a powerful

corporation that has an immense impact not only on the economy but also on the country's

politics. Some of the renowned products by Samsung Company include Samsung mobile phones,

kitchen appliances, electronics such as TVs, and other telecommunication devices. The company

has its operations worldwide, which has earned the company a massive breakthrough in different

industries. The company's services include advertising, hospitality, communication technology,

health care services, and entertainment (Lemon and Verhoef, 2016).

Samsung, a famous brand all over the world, in 1938, was started as a substitution firm by Lee

Byung-Chul. The next thirty years viewed an essential change in different parts, including

textiles, food processing, retail, and insurance. In the last century, the brand linked the electronics

industry after 1960. In the 1970s, it came into the shipbuilding and construction businesses and

made fame and name. The company was separated into four groups After Lee died in 1987:

Shinsegae Group, Samsung Group, Hansol Group, and CJ Group.

Samsung has outshined in the electronics corporate and made its industry globalized, especially

by semiconductors and mobile phones, and became a distinguished product. This corporation
 Customer Experience Strategy 10

pacts in chip making and electronics, Life Insurance, and shipbuilding and marketing.

Smartphones play a dynamic charisma in the baseline of Samsung. This perpendicular makes

practically 50% of income. The brand tackled a great difficulty almost four years back when they

had to evoke back their Galaxy Note 7, demanded to be the most progressive mobile phone of its

phase because of some blast and heating objections (Kim, 2016). They had to stop making this

phone, which was assessed around a 19million phones vented. In two quarters of 2016-17, the

company declares a net forfeiture was about $3 billion in the business's operating income. The

company stocks fell over 8%, dropping $17 billion in market cost. Some forecasters assessed the

first evoke alone controlled to a loss of more than $10 billion. To a significant level, Samsung's

achievement in the mobile phone can be credited to its perpendicular combination. The firm

started planning and developing its devices and many separate accessories. This line absolutely

or may have assisted decrease some outdated supply chain threats, but it also unprotected the

business to less noticeable threats innate in erect incorporation. When a corporation becomes its

dealer and accepts duty for the source of the vital and most essentials of it produces, its

capability to discover release in the event of a remember is condensed considerably.

Wanting a dealer, the steeply united company has no other object to fit to counterpoise any

fatalities. It may be the financial or reputational loss begun by their faulty devices (Lemon and

Verhoef, 2016). With the growing difficulties of business and industrial procedure, the agreement

rapports are exact where complete duties are allocated to dealers to make probable the substantial

costs should a given constituent delivered by them, reason the final device to flop. Only

discourse, a firm that helps as its dealer decreases its retrieval choices knowingly in memory as

they are the dealers, and the only option is left assurance. The same occurred to Samsung, and

they had no substitute for their fatalities (Kumar et al., 2017). Fiscal sufferers must be ended
 Customer Experience Strategy 11

respectable, but how recognition and product worth damage can be made virtuous. It takes a long

time and concentrated exertions to reinstate the clients' dependence.

Conclusion

Product marketing at Samsung Company is vital in enabling the organization to create a

competitive advantage through processes like product differentiation, applying the appropriate

marketing mix, market segmentation, and developing effective strategies to cope with the

challenges of commoditization. There is a very high need to use the simple antecedent condition.

However, they are usually not sufficient when it comes to issues of predicting a low or a high

condition outcome. The use of mainstream research in consumer experience will be critically

analyzed in this paper to show how the seldom experience designs the destination of an adequate

condition when it comes to the consumer experience. The concept will also be used to discuss the

effects or consequences when the organizational designer may have on the customer experience

every time they miss the fact or action of improving the outcome. Understanding the recipe

principles will be essential in defining how Samsung should use in earning the consumer

experience and satisfaction and how various shortcoming effects affect the condition when

introducing new smartphone products.

 Customer Experience Strategy 12

References

An, J., Kwak, H., Jung, S.G., Salminen, J. and Jansen, B.J., 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.

Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create

exceptional CX. John Wiley & Sons.

Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the

customer journey. Journal of Marketing, 80(6), pp.69-96.

Salminen, J., Guan, K., Jung, S.G., Chowdhury, S.A. and Jansen, B.J., 2020, April. A literature

review of quantitative persona creation. In Proceedings of the 2020 CHI Conference on Human

Factors in Computing Systems (pp. 1-14).

Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L.A.,

2009. Customer experience creation: Determinants, dynamics, and management

strategies. Journal of retailing, 85(1), pp.31-41.

Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O'Malley, L., Peters,

L.D., Raddatz, C. and Robinson, W., 2017. Strategic B2B customer experience management: the

importance of outcomes-based measures. Journal of Services Marketing.

Djatmiko, T. and Pradana, R., 2016. Brand image and product price; Its impact for Samsung

smartphone purchasing decision. Procedia-Social and Behavioral Sciences, 219, pp.221-227.

Kim, J.Y., 2016. Message strategies in smartphone patent battles: Ownership and innovation

capability. Journal of Communication Management.

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Kumar, S., Aminin, T.A., Vania, V. and Oktaviani, O., 2017. The Influence of Product

Knowledge, Product Usability and Price toward Customer Preferences :( A Case of Samsung

Smartphone Users in President University). FIRM Journal of Management Studies, 1(2).

Wu, Y.C. and Vasquez-Parraga, A.Z., 2016. Fitting consumer needs to perceived product value:

The example of apple versus samsung products. Atlantic Marketing Journal, 5(2), p.13.