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Client Experience (CX) Strategy; A Case Study of Samsung Mobile

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Table of Contents
Introduction......................................................................................................................................3

The significance of CX (Customer experience)..............................................................................3

Importance of CX and Samsung......................................................................................................4

Creation of Customer Persona.........................................................................................................4

Customer Persona in CX Strategy...............................................................................................5

Customer Persona of Samsung....................................................................................................6

Mapping the customer journey........................................................................................................6

Customer Persona and CMJ (Customer Journey Map) of Samsung...........................................7

Omnichannel marketing (OCM)......................................................................................................8

Finding different marketing channels utilised for Samsung Mobiles Company.........................8

CX Performance metrics..................................................................................................................9

Justified recommendation of 2 main metrics for Samsung Mobiles Company.........................10

CX Processes (Different Industries)..............................................................................................10

Samsung and Tesco...................................................................................................................10

Ease of Use............................................................................................................................10

Convenience..........................................................................................................................11

Compatibility.........................................................................................................................11

Attitude..................................................................................................................................11

Responsiveness......................................................................................................................11

Conclusion.....................................................................................................................................12

References......................................................................................................................................13
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Introduction
CX is stated to be a procedure of connections between the company and clients during their
association. These connections can contain cultivation, customer awareness, attraction,
advocacy, and their buying of services and goods. The person's experience could also evaluate
during points of associate (Ceesay, 2020).

In this assignment, the attention would be on Samsung mobile. The CX approach of Samsung
Company will be covered. Samsung Company occurs to be one of the big mobile phone
organisations around the globe. Since the beginning of mobile phones in 1983, many phone
producers have come out with various designs and models of phones. With the powerful rivalry
in the mobile phone sector, each manufacturer needs to develop approaches that would create
them to rank high in the Samsung and the market is not left out (Aliekperov, 2020) CX is a
significant aspect of going into a successful enterprise.

However, in this study, the customer experience approaches that explain the development of
Samsung mobile will be examined, and it is suggested plans by Samsung mobile organisation the
United Kingdom to convey the practical experience to its clientele.

The significance of CX (Customer experience)

CX is the personal experience of clients. It has become one of the leading marketing elements for
unique, exciting, creating, and remarkable experiences for clients. When it comes to theory and
activity, customer experience has become a novel definition that has concerned the focus of
different firms. It could also be explained as an approach used by other products to make an
excellent value for the client and attain sustainable and differentiation competitive benefit (Batra,
2019. Customer experience is comparatively a new definition in both theory and practice, which
has obtained more significant focus recently. It is also explained as a strategic procedure used by
the company to make holistic client value and attain sustainable and differentiation competitive
advantage (Li, 2021). Customer experience has been described in so many methods, which
contain;
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 Customer experience could be stated to be integrated, sensory and social has to do with
connections among clients treating them. It is as well concentrated on different marketing
practices and theories as it is observed as a significant component that objectives at
attaining client satisfaction.
 However, to comprehend and make real value in CXs, firms necessity an integer view of
their CX over time. It would mix the physical, social, and digital contexts. If this
combination does not occur, firms are disposed to challenging some problems enterprise
to the enterprise market and the enterprise to client market.

Source: (Aliekperov, 2020)

Importance of CX and Samsung

In the United Kingdom, although it comes down to the definition of customer experience. It is
essential for Samsung because customer information can be a factor in their success in the
United Kingdom. It describes its customers' happiness, attitude, and behaviour as a quality
affiliation of their product with their customers. When it comes to Samsung's competitive
advantage in the telecommunications market in the United Kingdom, Samsung Company can
claim that its success comes from gaining customer experience. Building not only a good brand
name but also strong connections between their clients have kept them going (Lundaeva, 2018).
To date, customer information has yielded positive results for Samsung mobile phones because
by forming relationships with their customers, they have been able to meet the needs of their
customers by building all the models that enter the market.

Creation of Customer Persona

Brands do market research on the actual data and make fictional and detailed recreations of their
significant customers. That representation is known as customer persona. Making the exemplars
gives the brands a complete understanding of their customers to involve and stimulate them to
buy (Kokins, 2021).
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Importance of CX (Customer Experiance)

6

0
Developemnt Revenue Reducing Mistakes Category 4

Series 1 Series 2 Series 3

Customer Persona in CX Strategy

Communications can be personalised when there are multiple persons. Segmenting according to
personas can help in improving communications with different groups. This leads to providing
relevant information and customisation. Brands need to understand customers' goals and pain
points to give a better experience (Manthiou et al., 2020). That is only possible through personas.
Brands can understand the needs of the customers when they have more information. Knowing
them very much makes the brands realise the moods of their customers. Effective customer
personas are essential to creating an effective CX strategy (Lee et al., 2018).

8
7
6
5
4
3
2
1
0
Person Customer Service Public

Series 1 Series 2 Series 3

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Customer Persona of Samsung

In this technological era, the primary persona of Samsung's customers is technological trends as
they have targeted people from the age of 10 to 50 years, and most of these people are into new
and innovative things (Villani, 2018).

Customer
Persona of a b c d e
Samsung
Elements Demographics Profile Motivation Goals Pain Points

Whole Globe Loyal Cost- Better Battery,

Description Customers Effective and Experience Camera,
innovative Memory,
Price

Therefore, a customer who has a problem with a short battery, unclear camera, temporary storage
or high price while purchasing a cell phone will go towards the Samsung mobile phone. He will
go towards it because everything is solved in any Samsung telephone. His motivation will be
cost-effectiveness and innovation to have a better experience. This will make him a loyal
customer of Samsung.

Mapping the customer journey

A clear description of the customer travel map (CMJ) with a relevant discussion of its
importance to customer information.
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It means efficiency when a customer interacts with a company or product. Despite searching for
a part of the activity or information, CMJ writes in every sense of potential client. CMJ
(Customer Journey Mapping) lists the contact areas of each company that a client can meet
through the service exchange process; thus, older vendors can work with teams working together
to develop operational strategies by clearly understanding those contact areas. Service
intelligence as an Approach for customer experience (Clinehens, 2019). These strategies aim to
improve communication with the customer service vendor during the CE process for each touch
area. Therefore, Customer Journey Mapping is essential because Client Journey Mapping is a
strategic approach to the best understanding of customer expectations, and it is necessary to
develop the CX (Alvarez et al., 2020).

Customer Persona and CMJ (Customer Journey Map) of Samsung

Stages Activities Feelings and Needs Potential Areas
1 Identifying the  Need  The patience
Reasons  Interest level of people
 Purchasing  Excitement at Samsung
 Using  Technological stores needs to
 Motivation Nerds be improved.

 Pain Points
2 Researching  Stress  Listening Skills
 Mobiles and  Curiosity need to be
Laptops to  Anxiety improved
Search
 Getting
Feedbacks
3 Samsung Website,  Excitement  Time
UK  Best offer Management is
 Confusion very poor

 Felling of
indecisiveness
4 Physical Stores  Better Offer  Communication
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From Website skills can be

improved
5 Recommendation to  Glad  Convincing
other  Confident Power can be
Buying for someone  Proud stronger
else: Sister, mother  Happy  Need some

 Satisfied expression

The persona created in the previous part will be going through these stages. This customer
journey map will be wholly applied when he decides to buy a cell phone with the mentioned
problems in the last part.

Omnichannel marketing (OCM)

A clear definition of what OCM indicates and the role of communication and customisation in
OCM. OCM states to simultaneously provide data of shoppers, products, and services and
seamlessly assist through 2 or more coordinated delivery channels (8). It is a strategy of offering
clients a combined and continuous experience of shopping from the 1st touch-point (T-P) to the
last T-P. A brand selection is a tailoring manner grounded on the brand production reacting to
the mass customer's personal preferences (Shankar and Kushwaha, 2021). Therefore, the
associated data for customised products can be transmitted as a compound voice or company
message where each of the company's routes begins in the workplace. Therefore, although vital
objectives in transferring broad market resources and goods are modified to meet customers'
specific needs, then OCM is involved.

Finding different marketing channels utilised for Samsung Mobiles Company

Comparing multiple channels is critical to the success of current retailers because trading
customers are not just relying on a store or online. However, in Samsung's system, their Word of
Mouth mobile phones' marketing strategies include their retail stores, email marketing, Social
Media, and their website. Like, Samsung uses its Galaxy Studios Live to unleash the incredible
benefits of NFC (Near Field Communication). The organisation is producing a series of 4 live
music sessions highlighted by a few of the highest labels in pop, rock, or rap (Asdi and Putra,
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2020). At this event, fans of the show can do everything on their cell phones, for example,
scanning tickets in the auditoriums, the door, and much more. This Live Audience acquired by
Samsung customers gives them confidence and satisfaction in their decision to buy Samsung
Company phones. As a result, Samsung Company receives the entire CJ. However, Samsung
Company uses various marketing methods such as mud and bricks, websites, in-store, online,
and different e-commerce platforms, for example, Amazon. For instance, Samsung mobile
phones in stores include POS (Point of Sale), allowing Samsung-related mobile phone retailers to
receive a seamless installation. Samsung Company Associated House is another form of
marketing, in which the firm hosted a communication program to showcase their mobile phone
series at the O2 Retail conference (Jamali and Khan, 2018).

CX Performance metrics
Finding and evaluating key four suitable customer service metrics. The metrics used in CX
operations consist of reliability, savings allocation and wallet (12). However, in this case, the
four best performance metrics for customer experience are NPS (Net Promoter Score), CSAT
(Client Happiness), RR and CR. For example, the NPS will help the right client company answer
only two questions: How can a client recommend Samsung mobile phones to their friends or
peers and why do they offer guaranteed points. This metric gives Samsung Company a single
value related to customer information that their managers search for bonuses and the target status
(Imhof and Klaus, 2020). Customer Satisfaction is another critical metric for the customer
experience with many systems and scales, but the standard is 1-5. These metrics will help
Samsung test whether its customers are happy with a one-time communication. Samsung may
use it to ask its customers for a client help ticket to evaluate the performance of their customer
service components regarding the use of Samsung mobile phones or the decision to purchase a
mobile phone. CR will help the company visualise how many of its clients use Samsung
Company phones (Ahn, 2021). This reflects the total number of customers lost over time. For
example, over the year, with Samsung signing up to $ 1,000 for $ 100 per cell phone sales, only
800 clients continue to use that cell phone in the end.
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Justified recommendation of 2 main metrics for Samsung Mobiles Company

The two metrics suitable for Samsung company mobile phones will be CSAT and NPS. To get
shares in their operations and see if CX supports their company or not. Samsung needs to test by
asking only two questions to its customers who will be buying a cell phone to measure whether
they will advertise similar cell phones after purchasing their cell phones. If clients respond that
they will recommend this phone to family or peers, CX favours the company (Imhof and Klaus,
2020). This will be used as an indication that they can show Samsung why they stand in the
customer experience relationship, and it is short, easy, and helpful for its customers to respond.
CSAT (Customer Satisfaction) is one of Samsung's flexible tools to understand customer ratings
regarding usage, price, feature, quality, aesthetics, comfort, and pistol of the same phone.

CX Processes (Different Industries)

Utilising five customer experience CSFs, comparing and describing the customer experience
procedures in Samsung and a firm in one more industry, Hedonic and utilitarian factors (UFs)
impact the customer behaviour through the usage of the mobile app. Through the dealer to judge
their experience, the helpfulness of technology, aspects of technology, as are customisation,
where ease of use and hedonic factors, for example, compatibility, personalisation, convenience,
and struggle expectation (Asdi and Putra, 2020). Separately from this, web design and ease of
use can also be some drivers that effort a positive CX. But, in this framework, the 4 CSFs of
customer experience describing the customer experience procedure in Samsung company, Tesco,
a grocery-trade industry player and a mobile-trade industry player are responsiveness,
convenience, empathy, compatibility, and ease of use.

Samsung and Tesco

Ease of Use
 Samsung is continuously working on the device manufacturing process to provide its
customers with more convenience and convenience. In this way, the company's
customers are more connected to their devices; as a result, they are more connected to the
product.
 Tesco ends up focusing on lowering prices, putting more employees in stores, and
improving customer experience, trying to revive the company's assets. Therefore, this
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company focuses on the convenience of the store instead of the product or service
quickly.

Convenience
 Those devices that the company is waiting to launch mean an excellent opportunity to
build loyal customers for the rest of its life. This is achieved by aiming for quality
customer service through multiple channels, which leads to an increase in ease of use for
their customers.
 Tesco customers find it easier to shop at smaller stores than Tesco. They also consider it
a good idea to buy less instead of making a large store available once a week.

Compatibility
 Samsung has been developing its Chabot capabilities by using bots to effectively guide
customers to a natural person who can answer their questions. This will lead to a
customised feeling.
 Tesco has closed its 60 non-profit stores and a shelf plan to open 49 significant stores to
expand its compliance in the UK.

Attitude
 Samsung is changing its attitude towards the CX as the world of mobile and technology
changes. Samsung is starting to focus on building long-term and meaningful relationships
with its customers. This will direct Samsung to go beyond a single service repair as the
break-Fix model does by repairing a broken device only.
 Tesco keeps its focus on continuing to invest in this price volatility. Their progress seems
to be slowing down as their attitude towards customer relationships remains the same
throughout their journey.

Responsiveness
 Samsung will build relationships with their customers to solve their problems and
improve their lives by including resources in their plans. Employees use their Power to
go beyond the basics to impress customers.
 Employees are trained to overcome their stressful, unproductive and inefficient approach
to providing 24-* 7 customer service in the UK market.
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Sources: (Balaraman, 2021; Aliekperov, 2020; Lundaeva, 2018)

Conclusion
How well the Samsung customer experience works after influencing the whole situation, it can
be resolved that the CX method of Samsung Company seems to be one of the most efficient
features of this factory company. With an efficient approach to customer experience, the firm is
fully aware of what customers think of it and how they comply with their needs and customer
requirements. Samsung's customer experience approach works well as it can hold existing
customers for a long time; also, Samsung's RR is efficient and productive enough to reduce the
CR of the same firm. These are vital goals in developing its channels, such as in-store and online,
to continuously engage its customers.
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References
Ceesay, L.B., 2020. Building a High Customer Experience Management Organization: Toward
Customer-Centricity. Jindal Journal of Business Research, 9(2), pp.162-175.

Aliekperov, A., 2020. The customer experience model. Routledge.

Batra, M.M., 2019. Customer experience: trends, challenges, and managerial issues. Journal of
Competitiveness Studies, 27(2), pp.138-151.

Li, S., 2021. How Does Digital Transformation Improve Customer Experience?. In The
Palgrave Handbook of FinTech and Blockchain (pp. 473-502). Palgrave Macmillan, Cham.

Lundaeva, E., 2018. Customer Experience Management: an essential factor in building customer
loyalty.

Manthiou, A., Hickman, E. and Klaus, P., 2020. Beyond good and bad: Challenging the
suggested role of emotions in customer experience (CX) research. Journal of Retailing and
Consumer Services, 57, p.102218.

Lee, H.J., Lee, K.H. and Choi, J., 2018. A Structural Model for Unity of Experience: Connecting
User Experience, Customer Experience, and Brand Experience. Journal of Usability
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Kokins, G., 2021, November. Who are your customers really? Customer Personas and Journeys.
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Clinehens, J.L., 2019. CX that sings: An introduction to customer journey mapping. Jennifer
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Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.

Alvarez, J., Léger, P.M., Fredette, M., Chen, S.L., Maunier, B. and Senecal, S., 2020. An
enriched customer journey map: how to construct and visualize a global portrait of both lived
and perceived users’ experiences?. Designs, 4(3), p.29.
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Shankar, V. and Kushwaha, T., 2021. Omnichannel marketing: Are cross-channel effects
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Asdi, A. and Putra, A.H.P.K., 2020. The Effect of Marketing Mix (4P) on Buying Decision:
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Jamali, M. and Khan, R., 2018. The impact of consumer interaction on social media on brand
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