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CUSTOMER EXPERIENCE STRATEGY OF SAMSUNG MOBILE PHONES

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Table of Contents
1. Introduction..............................................................................................................................2
1.1 Importance of Customer Experience.....................................................................................2
1.2 Customer Journey..................................................................................................................4
1.3 Persona Creation....................................................................................................................5
1.3.1 Demographics and story.................................................................................................6
1.4 Mapping Customer Journey..............................................................................................7
1.5 Omnichannel Marketing........................................................................................................7
1.6 CX performance Metrics.......................................................................................................8
1.7 CX Processes in Different Industries...................................................................................10
2. Conclusion.............................................................................................................................12
3. References..............................................................................................................................13
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1. Introduction

One of the key areas that determine the performance or letdown of every company is the

customer experience. Today, the influence of COVID-19, in particular, makes customer

experience much more problematic. Most corporations change their approach to adjust their

target buyers' shifting shopping behavior. As utmost people have been forced to continue

indoors, utmost have switched to shopping online. Multiple companies choose a different

strategy for their customer experience that incorporates their operation (Kim, et al., 2018). This

report describes Samsung's mobile phone customer experience strategies in the UK. The

customer success strategies to assess the market profile objectives and reasons for using

Samsung's cell phone to chart the customers' journeys through various phases are also addressed.

This project has defined the mechanism of marketing Omnichannel and the importance of

engagement and personalization.

1.1 Importance of Customer Experience

People and goods play a key role in the development of a consumer experience. Therefore,

consumer experiences (CX) are the sensations or perceptions of a single business during the

whole process of the consumer, concerning its goods, labels, and other products (McLean, et al.,

2018). CX is the outcome of consumer interactions with the commodity of the organization. The

activities made by the corporation when interacting with its consumers will decide how well the

consumer returns. CX is greater than customer support because it encompasses all the interaction

points a customer has with the business, whether users are first seeing or seeing about

the products on social media, or calling the customer service team to ask about certain products.

The customer Experience approach is defined as surveying, analysis, and increased good

engagement with consumers and the Brand (Bolton, et al., 2018).

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By increasing brand recognition, customer engagement, employee satisfaction, and consumer

satisfaction CX leads to the success of an enterprise. Customer-focused companies decrease

churns and therefore increase income. Consumer engagement is important to any company

because it is essential to achieve successful market success and to have a good customer

experience that will foster the loyalty of its consumers and enable the company to maintain its

customers and inspire brand advocacy.

Samsung is one of the largest producers of smartphones that at the Mobile World Congress

receives much coverage. In Great Britain, the charges against Apple were historically conducted

by Samsung. To offer greater convenience, it has extended its top-class online and on-shop

service network around the region. Samsung's management approach has stressed creativity since

the beginning of the 2000s. The strong sales of its Galaxy Note smartphones and Galaxy S11

have also made Samsung the world's leading smartphone 7 suppliers. Samsung has also shifted

its focus on consumer benefits from product functionality. Current contact hierarchy, the brand's

flagship and department stores all over the world are among the approaches. As a result, a

positive customer experience for Samsung's telephones in the United Kingdom has increased

customers' loyalty and customer retention. Samsung brand revenues have also been boosted by

customer experience and hence a higher revenue margin (Ruiz, et al., 2020).

1.2 Customer Journey

Awareness of the journey is the most important aspect of our customer experience approach.

Customer journey is the series of encounters between the organization and the consumer when

the consumer has a certain target. Customer Journey allows businesses to offer a pleasant and

unified environment that adds to the loyalty of consumers and makes them part of their firm's

advocates.
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In CX strategy, the consumer journey is key, as it lets decision-makers recognize the needs of

their customers whether purchasing or using their goods. Understanding the interests of the

consumers allows businesses to improve their key contact points by aligning clients,

technologies, and employees. It also helps explain the correct channels of communiqué that be

able to be used to improve communications between multiple platforms.

Knowledge of the whole procedure and changes will be made easy for the organization after

every assessment has been done (Gallagher, et al., 2019). There are phases;

 Awareness – ads attract consumers to get to know the goods of the brand.

 Consideration – allows appreciating the consumers' desire to be addressed.

 Purchase – the buyer chooses whether or not to buy.

 Customer retention – determines whether or when to return.

 Consumer advocacy spreads pessimistic or optimistic views.

Some tasks related to customer journeys: carrying out online surveys for all customers, taking

into account the contact points, and designing action plans. These practices are important

because they identify areas that need changes, describe all customer experiences and their impact

on brand shareability and customer loyalty. Understanding the wishes and feelings of the

customers during the customer process is important because this insight can be used to improve

the customer experience. The pressure points they have met during their interaction with the

brand of the firm, for instance, reflect the emotions of their customers. The customer's sensation

and desires facilitate the control of the customer Journey chart (Yu & Yuan, 2019).
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1.3 Persona Creation

A customer persona represents the perfect customer semi-fictionally and is searching for a

comprehensive profile. The customer persona consists, inter alia, of demographics, pressure

points, and user behavior. A customer is important to improve the CX Plan by ensuring that a

particular audience's interests, objectives, and favorite communications platforms are properly

managed and therefore their revenues increase. It also encourages the sales staff of the brand to

build up relationships with prospective clients, increasing the efficacy of marketing campaigns

(Kamal, 2019).

In addition, persona customer building draws on the development of models concerning

customer's characteristics and behavior by analyzing consumer conduct and spending trends.

User identification is the basic consumer information for the company so that the management

can accurately establish the customer's Persona depending on their Demographic information.

User Persona is essential to create a successful strategy for customer satisfaction and determine

the various expectations of consumers met by the company to maintain their customer

experience and retain customers (Ahn & Lee, 2021). Certain applications for Samsung customers

Personas in the United Kingdom include;

 Motivations for the use of Samsung devices – mobile evolution takes place in the UK. In

school systems and companies, most people are spending most of their time on mobile

phones. Research suggests a continuation of the competition between Samsung and

Apple. Research also indicates, however, that Samsung is the UK's second most popular

brand for sale. The majority of people are inspired to use Samsung phones due to the app

network, power-sharing, fingerprint ultrasound scanner, swift processor, and stable

folder. These causes have led to customers becoming faithful to the company.
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 Samsung's cell phone solutions have pains – the challenges with mobile phones include

capacity problems, battery failure, and the fight for downloading rates on many devices.

However, Samsung solved the problems with Galaxy Note 10 modifications such as

improved stability, battery life, and storage. In the optical monitor, for example, Galaxy

A80 has fingerprint recognition technology, which enhances the safety of access to

telephone information (Cambra-Fierro, et al., 2021).

1.3.1 Demographics and story

“Demographics segmentation” “Explanations”

Age Samsung emphasizes the client's age among

21 to 54, both intermediate age and old

consumers.

Gender Targets men as well as women. Both include

a greater number of smartphones used by

Samsung.

Socio-economic position Target customers are medium, low class, and

high income.

1.4 Mapping Customer Journey

“Customer journey” “Awareness stage” “Consideration stage” “Decision stage”

Activities Customers can obtain Based on the reasons The most recent
information from and obstacles they were information about
websites and Google able to overcome from the products is
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Search about the Samsung's provided by men,

Samsung mobile smartphones, the middle-aged, and
phones, among customers determine. high-income
several. persons.
Feelings and needs Consumers will still Before making the The consumers
do what they see decision, consumers want to buy or not
depending on their look at their based on their
thoughts and desires, expectations and wishes and
which vary with emotions. emotions. For
different clients. For example, most
example, if they want people have bought
to be using the phone, cell phones from
among others, for Samsung for
business ideas and entertainment and
entertainment. business.
Potential Potential ways exist Samsung mobiles can When the
opportunities for to improve customer take into account consumer travels, a
improvements loyalty and creativity. changes depending on determination will
their clients' wishes and be taken on which
feelings. chances to take up.

1.5 Omnichannel Marketing

The concept of omnichannel marketing is to create the brand's reach over many platforms,

whether offline or online while guaranteeing a single, meaningful consumer journey. Marketing

by Omnichannel helps create a good name for the brand of the business. Interactions are made

via social media, emails, notifications, and displays that improve consumer and company

management coordination about the product types they require. In omnichannel

commercialization, adaptation is crucial when most customers are more involved in products

whose advertising is more focused on their personalities and desires. Customization means that

the customer and the firm are affected by the touchpoints. It also improves client conversations

and creates a streamlined experience.

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Samsung has improved its sales networks by the competition from other firms, such as Apple

and Huawei. First of all, they took part in an offline channel, in which producers sold directly to

consumers, then sold to supermarkets and then to patrons and sold to a retailer who then sold

consumers to vendors. The offline channel contributed to their direct or indirect sales of all

products to the consumer. Samsung used a single and two-tier approach to consumers (Ruiz, et

al., 2020). Samsung provides its customers even sales-after services through its service centers,

particularly when they realize that they are centered and price-sensitive on their customers.

In addition, they have used online platforms such as their blogs to boost smartphone purchases.

Due to the online rivalry offline, Samsung has maintained existing customers online and offline.

The Samsung online shopping app is already launched. Thus, the use of the offline and online

platform in Samsung Mobile is of significant significance as this enhances consumer interactions

with the products of the firm and therefore the smooth Journey of customers (Ahn & Lee, 2021).

1.6 CX performance Metrics

To have an efficient customer experience, it is important to monitor and refine customer

experience measures. Certain of the CX metrics to talk about are;

“CX performance metrics” Significance

Visitor intent Helps the company to customize its website to
fit its customers' needs.
Customer satisfaction It lets the company realize consumers'
satisfaction with their goods, knowledge, and
services.
Customer churn It serves to assess the general wellbeing of the
company's clients by recognizing the rate of
consumer abandonment.

Customer effort score It allows businesses to discover other means

of delivering a streamlined customer
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experience by identifying customer friction

points.
Net promoter score The loyalty of client connections in the
business can be accessed.

Some of the other enactment metrics I suggest to include in the Samsung cell phone for customer

experience comprise;

 Visitor intent

Samsung mobiles can make use of tourist intentions, which will help them recognize the

demands of their clients utilizing strong competitiveness of other smartphone firms such as

Huawei and Apple, retaining more buyers. It records why websites or pages have been accessed

by people. The corporation is also going to provide its clients with what they need to maximize

customer experience seamlessly. The psychology of the visitor's intention is comprehensible

through online surveys, consumer surveys, and public surveys.

 Customer effort score

Customer effort ratings will allow Samsung mobile phones to appreciate their vulnerability and

capabilities considerably, as they often do so during customer service encounters or after buying.

In addition, the customer effort score helps Samsung mobiles to assess the satisfaction of

consumers and identify the pain points that can increase customer experience.

1.7 CX Processes in Different Industries

To guarantee customer loyalty, the Samsung smartphone industry considers customer

engagement the top priority. “It collaborates proactively and technically for quality, such as

quality, certification service, and retail and issue management. Also, through VOC control,
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return material authorization, and process change notification (PCN), Samsung makes efforts to

provide high-quality customer support” (Xu, 2020). In link to Samsung's cellular phone, Disney

deals a greater customer experience. Disney, e.g., balances its monetary performance by

maintaining its position.

Furthermore, Disney has recognized that customer experience is essential because their

necessities are well met. In addition, Disney's purchaser service is at an emotional stage where

all staff strives to achieve gratification with the prophecy of the product that is their primary

objective. Disney also highlights reusable memories that provide consumers with several

opportunities to return to new attractions and events (Putri, 2020).

However, the different reasons that led to the growth of these sectors are identical, regardless of

the variations of the CX systems.

 Simplicity

Disney and Samsung are using simple and realistic solutions that can be understood and used by

many people. Significant intent requires no huge campaigns or complex declarations of the

mission. Both have basic and practical situations, including efficiency and courteousness.

 Listen, think and do

They will both collect their customers' input and take the essential steps to improve their

consumer experiences when interacting with their goods. They all gather intelligence and

discourse consumer difficulties on time from dissimilar networks.

 Openness and transparency

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Both businesses operate transparently, appealing to new patrons while maintaining current

clients. Social networking has since assisted businesses in many ways relevant to their products

to communicate directly with consumers.

 Personalization

Recently, Samsung has introduced customer experience personalization. Personalization has

helped consumers make their decision easier based on their wishes, as it offers customers the

appropriate choices.

 Employee’s attitudes

Both businesses participate in routine preparation and gatherings with their staff. These training

systems allow workers to consider how their decisions impact the experiences of customers.

In the performance of the CX approach, CX management plays a major role. First of all, the CX

assessment should have a system showing its effectiveness and the performance measures to

assess and track. Second, it subsidizes changing culture and the corporation's understanding of

CX. Lastly, it provides financing for CX projects and serves as the ultimate decisive body. It also

addresses organizational and corporate governance concerns.

2. Conclusion

In the UK Samsung mobile has faced dramatic rivalries from other mobile enterprises, including

Huawei and Apple. However, technologies have been integrated into its management approach,

and its emphasis has turned from product characteristics to more purchaser benefits.

Furthermore, the good experience of the UK's client has strengthened the retention of loyal

clients and the brand. The purchaser's application, like inventions and Samsung Pinpoints, has
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made a major contribution to the achievement of the CX method. The utilization of their brands'

offline and online marketing platforms has expanded sales of merchandise, driven a smooth

client experience and revenue for the group. Samsung Mobile will, however, integrate a couple

of CX procedures that Disney has cast off to boost more outstanding consumer loyalty, such as

eco-friendly memories and the worldly journey of the purchaser. Samsung mobile is probably the

right smartphone for many customers, and its products still have a good quality, to improve their

customer experience.
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3. References

Kim, E., Beckman, S.L. and Agogino, A., 2018. Design roadmapping in an uncertain world:

implementing a customer-experience-focused strategy. California Management Review,

61(1), pp.43-70.

McLean, G., Al-Nabhani, K. and Wilson, A., 2018. Developing a mobile applications customer

experience model (MACE)-implications for retailers. Journal of Business Research, 85,

pp.325-336.

Bolton, R.N., McColl-Kennedy, J.R., Cheung, L., Gallan, A., Orsingher, C., Witell, L. and Zaki,

M., 2018. Customer experience challenges: bringing together digital, physical and social

realms. Journal of Service Management.

Ruiz, E.H., Restrepo, C.A.P., Lopez, C.A. and Kee, D.M.H., 2020. Samsung: Customer loyalty

strategy in Malaysia and Colombia. International Journal of Accounting & Finance in

Asia Pasific (IJAFAP), 3(2), pp.57-67.

Gallagher, C., Furey, E. and Curran, K., 2019. The application of sentiment analysis and text

analytics to customer experience reviews to understand what customers are really saying.

International Journal of Data Warehousing and Mining (IJDWM), 15(4), pp.21-47.

Yu, X. and Yuan, C., 2019. How consumers’ brand experience in social media can improve

brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics.

Kamal, S., 2019, March. Tweets Competitive Sentimental Analysis of Android Mobile Brands to

Understand Customer Experience. In Intelligent Technologies and Applications: First

International Conference, INTAP 2018, Bahawalpur, Pakistan, October 23-25, 2018,

Revised Selected Papers (Vol. 932, p. 228). Springer.

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Ahn, J. and Lee, J., 2021. A Study on the Qualitative Data Analysis for Customer Experience

Management Strategy. Turkish Journal of Computer and Mathematics Education

(TURCOMAT), 12(5), pp.249-256.

Cambra-Fierro, J., Gao, L.X., Melero-Polo, I. and Trifu, A., 2021. How do firms handle

variability in customer experience? A dynamic approach to better understanding

customer retention. Journal of Retailing and Consumer Services, 61, p.102578.

Ruiz, E.H., Restrepo, C.A.P., Lopez, C.A. and Kee, D.M.H., 2020. Samsung: Customer loyalty

strategy in Malaysia and Colombia. International Journal of Accounting & Finance in

Asia Pasific (IJAFAP), 3(2), pp.57-67.

Ahn, J. and Lee, J., 2021. A Study on the Qualitative Data Analysis for Customer Experience

Management Strategy. Turkish Journal of Computer and Mathematics Education

(TURCOMAT), 12(5), pp.249-256.

Xu, Q., 2020. The Relationship Between Experience Marketing and Smart Phone Brand

Customer Loyalty.

Putri, A.V., 2020. MARKETING AND ADVERTISING STRATEGY IN ACHIEVING THE

TOP OF MIND (SAMSUNG BRAND CASE STUDY). Profetik: Jurnal Komunikasi,

13(2), pp.290-309.