Customer Experience Strategy

Customer Experience Strategy Assignment Sample


A customer experience strategy (CX) is one of the important strategies related to business that influences a customer’s point of view and emotion about the product. It strengthens the bond between customers and organizations and builds a better relationship with the customers by including interaction and feedback.

Customer experience mainly focuses on creating a pleasing environment for them to attract them towards their product by providing support for example providing service centers in most places or helping them through calls and giving warranty on products and analyzing their viewpoint, demands and doing market research and providing adequate products for them to grow business.

However, to create and execute customer experience strategy in their business the company needs to have comprehensive knowledge and understanding of customer relationships by using a social or digital domain.

This current research paper analyzes and discusses how Samsung uses a customer experience strategy (CX) in their business to provide better products for customers and uplift their business industry.

1. The importance of customer experience

According to Zolkiewski et al. (2017), delivering and providing extraordinary customer experiences helps a business to showcase their loyalty towards their customers and customer engagement, loyalty towards customers will help to increase sales of products and this will help in high revenue, and in recent times customer experience (CX) gained more popularity in the business sectors.

Customer experience is an important determinant factor for Samsung mobile phones. It helps Samsung in understanding and analyzing customer satisfaction, relationship quality of their brand with the customers, customers demand and point of view towards their products, which also determines their brand value (Jain, Aagja and Bagdare, 2017). http://Customer Experience Strategy Assignment Sample

In the opinion of Witell et al. (2020), in the UK Samsung strengthened the customer experience with the telecom sectors and created a long-lasting and productive relationship with their customers.

When Samsung shows concern and loyalty towards their customer it creates a positive brand value to their customers and positive customers can help in the promotion of the brand value by showing the connection between them the retailer which can later lead to improvement of the shop and that can lead to increase in revenue of the company, thus, when Samsung provide an optimal experience to their customers and satisfying their demand by their mobile phones it is leading the company towards a wider range of consumers, and customers are getting more engaged in their products, services and offer that is escalating companies turnover and success and helps Samsung to make a better brand for the customers.

Further studies by Ruiz et al. (2020), 80% of the consumers think about a customer experience before buying the product, they always consider an after-sale experience with the product, the service of their products and so the crucial reasons behind customer experience are to create competitive advantage in the market, to improve and understand customers satisfaction, to enhance and increase sales of the products, to enhance customer engagement and to minimize customer churn.

2. Consumer persona creation

A consumer persona can be also called a buyers persona, building a successful consumer persona helps the company to better analyze and understand their customers, and their point of view.

Its importance in customer experience lies in understanding consumers’ desire, and thus, fulfill all the key aspects a brand can create a lifetime relationship with their customer (Putri, 2020).http://Customer Experience Strategy Assignment Sample

Demographics and story


People between the age group of 20-30 and People with high sources of income who are inclined towards expensive gadgets are targeted demographics of Samsung.
Profile They want a superior position in society and a luxurious lifestyle.
Motivation for using a Samsung Mobile By using high end and expensive smart phones helps them to get recognition in society and will also help them to maintain a social class, and the brand value and image of Samsung are also a plus point for their motivation and interest, and also the marketing and offers tend to interest them for buying Samsung mobile phones (Naidoo, 2017).http://Customer Experience Strategy Assignment Sample
Goals for using a Samsung They use Samsung for quality-oriented products which provide better quality cameras, helps in multitasking so it makes the working experience smooth and advanced biometric protection secures their files and documents and also Samsung Health and Samsung Fitness are more user friendly and accurate and that makes Samsung stands out from other brands. Samsung also has amazing after-sale services for their products.
Pain Points a Samsung Mobile solves The customers look for quality-oriented products but Samsung mobile phones have software lag issues, software with a lot of bugs and low battery life and also lack of software updates, sometimes it creates a GPS issue and slow processing power are some pain points of Samsung mobiles (Deng and Lu, 2020).

Table 1: Samsung customer persona

(Source: created by author)

3. Mapping the customer journey  

In the opinion of Son, Kim and Seo (2019), a consumer experience (CX) is experienced that a customer goes through while buying or engaging them into a brand or company.

The customers’ journey of mapping (CJM) is the list of all the possibilities for organizational touchpoints that a customer may experience while buying and engaging themselves in their product.

Therefore, it is important to understand and analyze these touch points for creating a more effective and efficient customer experience strategy (CX) for their organization. Further, in the opinion of Back, Svensson and Weiler (2021), A customer journey mapping is a crucial step in planning any strategy in the customer experience strategy plan.


a. Stages of journey ·       Awareness

·       Consideration

·       Decision

·       Retention

·       Advocacy

b. Activities They have to gather the touchpoints that exist between the company and consumers. Such as :

List key activities of their products for example highlighting the better camera quality of their smartphone, advanced security, multitasking and highlight the experience measures of their customers in the review section of their product.

Analyzing and understanding the key problems of their products that can improve and enhance and make a better product in future (Tirkkonen, 2021).http://Customer Experience Strategy Assignment Sample

c. Feelings and needs The main reason for consumers buying Samsung mobile phones are better quality products in budget price and communication enhanced service and identify the needs that provide them with the valuable product (Hollebeek et al. 2020).http://Customer Experience Strategy Assignment Sample
d. Potential opportunities for improvement Samsung should focus on improving their software system for the smartphone range and also the battery support of mobile phones. They must also improve customer service for identifying and analyzing the main issue of their product (Jeong, Yoon and Lee, 2019).http://Customer Experience Strategy Assignment Sample

Table 2: Customer journey mapping

(Source: created by author)

4. Omnichannel marketing

The objective of omnichannel marketing is to integrate and collaborate different channels that businesses use to connect with customers in order to provide a consistent experience of the brand.

This encompasses both physical and digital media. The objective of an omnichannel strategy of marketing is to provide customers with a comfortable, hassle-free customer experience that includes a variety of fulfillment options. Omnichannel marketing approach allows consumers to shop from stores or online along with using a combination of both.

Companies across a variety of industries have adopted this strategy of marketing to ensure optimum engagement of customers (Cui et al. 2021) To ensure a more impactful and seamless customer experience, the omnichannel marketing approach provides a converging point of branding, message, along with digital and physical touch points.

Various marketing techniques are viewed with the consumers’ point of view through omnichannel marketing. From social networking sites to customer care help lines; consumers are now enabled to connect with companies through various channels.

Many brands can be accessed through both digital and physical channels, but omnichannel takes a further step by integrating and ensuring a smooth experience across all of them.

In recent times, transitioning from various channels is made smooth when customers move between devices and online and offline channels, and messages are influenced by previous interactions (Zhuang, Fang and Cai, 2020).http://Customer Experience Strategy Assignment Sample

An omnichannel strategy allows businesses to take a genuinely customer centred approach keeping in mind the provision of customer experience. To ensure the optimization of customer touch points, omnichannel marketing explores different channels with the help of an attribution model and understanding the steps for maximum impact and engagement.

These attributions may involve mixed media modeling or multi touch attribution. Different companies utilize omnichannel marketing as a component of their customer experience strategy (Domański, 2021).http://Customer Experience Strategy Assignment Sample

They connect with customers across organizations using many channels in a cohesive manner. In order to give consumers a consistent and smooth customer experience, companies employ collaboration and integration of multiple channels to interact and communicate with them.

This increases customer engagement and makes them feel valuable which helps the brand retain more customers. Brands send a targeted message which helps them to obtain increased and advanced attribution data.

Samsung successfully developed a creative and impactful marketing strategy. They use different digital marketing strategies in the UK which promote their brand through various channels and fields.

Samsung attaches great importance to the development of innovative and creatively advanced products and strong digital marketing activities. Samsung uses omni-channel marketing strategies for developing awareness on the brand and products in the market, and uses strategic marketing advertising to engage and retain customers.

Along with this, Samsung employs optimization of live stores in the UK with a product directed approach in order to generate inquisitiveness in the public, engaging with the customers and stimulating their interest in the brand. Samsung strategically uses the digital transformation to engage the customers and increase customer loyalty and interest in the brand. According to Zaware (2020), Samsung also employs omni-channel marketing strategies in the UK to increase customer loyalty.

At the same time, Samsung must increase their online presence in order to ensure a comprehensive customer experience and increase the brand’s adaptability to feedback from the customers (Lee et al. 2017).http://Customer Experience Strategy Assignment Sample

5. CX performance metrics

The companies track various key performance indicators for fully understanding its market positioning. Performance indicators can be also used to measure the experience of the customers in the brand.

These metrics are key in understanding the value of the brand in the mass market along with obtaining advanced attribution data about the comprehensive customer experience in the company.

The companies use various widely used customer experience metrics as indicators of its market value (Jain, Aagja and Bagdare, 2017).http://Customer Experience Strategy Assignment Sample Net Promoter Score (NPS) is a metric which measures the customer experience in a brand. Customer Satisfaction (CSAT), churn rate, retention rate, and Customer Lifetime Value (CLV) are also widely used popular metrics that various organizations use in measuring customer experience.

These metrics are used for measuring customer experience along with obtaining an understanding of their brand value (Da Silva, 2021).http://Customer Experience Strategy Assignment Sample NPS is used to measure customer loyalty towards the brand along with the engagement and interest of customers in the brand. It is a quick and efficient metric that can deliver open feedback for the organizations and their customers.

NPS also provides an advantage of being a standardized metric since it is widely accepted as a metric system which helps in predicting any decrease or increase in revenues along with studying future trends.

The combination of CSAT and NPS is the most popular while measuring customer experience. It has uses in obtaining customer feedback on brand satisfaction and understanding their overall experience of the brand. It is commonly used to measure one-time customer interactions within a brand.

In addition, there is the Customer Effort Score (CES), which is used to analyze the overall customer experience of the brand and evaluate the brand’s services in correctly and effectively disseminating its products and services. Churn rates are also used as a customer metric in understanding the reason for the customers to opt for competing brands in the market.

Customer turnover rates have a significant impact on the performance of the brand in the market along with determining their future market trends.

The retention rate of the brand is a key indicator of understanding the market position of the brand and developing the knowledge of overall customer experience in the brand. Along with this, the lifetime value of the customers helps in understanding the rate of engagement of the customers.

Samsung needs to employ a blend of these metrics to determine the brand’s key markers along with analyzing the overall profitability and to calculate and predict the company’s future trends.

NPS and CSAT are popularly accepted indicators, and Samsung should employ them to improve its understanding of mass market brand identity and obtain feedback on Samsung’s customer satisfaction.

According to Trivedi (2019), using the Net Promoter Score will help Samsung to determine the measure of customer’s satisfaction with the company’s products. it will thus help to analyze customer loyalty towards the brand. In addition, the company can also include customer effort scores, which will help solve problems and provide customers with a comprehensive experience.

  1. CX processes in different industries

According to Batra (2017), the customer experience strategy (CX) of Samsung can be understood by some metrics such as loyalty use share with their

customers and thoroughly analyzing net promoter score (NPS),  and research about customer satisfaction (CSAT) and also research and study about churn rate to improve their brand value and create more engaging products for the consumers.

Whereas Adidas being a leading sports goods industry has upgraded its franchise part and sales system, they believe in delivering a great experience to the customers while keeping their products environmentally friendly.

There comparison between Samsung as a leading Technology brand and Adidas being a Leading Sports good brand how they use and deliver CX strategy are as follows.


Critical success factors Samsung Adidas
Attitude Samsung is changing its attitude towards its customer experience (CX). they believe to connect people with their devices along with them being relevant with their brand. They made their smartphone more innovative and user friendly for their customers. Adidas believes in creating a streamlined experience for their customers, so they try to create a seamless workflow, so they use the tagline exceeding exception. They have an unapologetic attitude towards the quality of their products to satisfy their customer.
Empathy Samsung plans towards shaping future technology so they introduced AI (artificial intelligence) technology which operates with the help of Samsung’s intelligent voice assistant. Whereas Adidas looks towards shaping future sport and sports culture by involving and introducing athletes, influencers. To learn and create and share their brand, they also worked with world-famous football players and other athletes and collab with them for improving their brand value.
Timeliness They believe in uniform time differences between launching new products.  They believe in less product launching and focusing on the quality of the product.
Expertise Samsung is better knows for its chip production and a wide variety of electronic products. Adidas is famous for its shoes but it also manufactures clothing and other sports items as well.
Innovation Samsung adopted a multi-prong approach of open innovation in participation in a global partnership. Its innovation method is to invest in new ideas and design new methods and by introducing more advanced technology and advanced products with much faster and advanced processors. Adidas innovation idea depends on the material they use for their products which influence the environment and creating environmentally friendly products for the customers without compromising in any part is their core innovation idea.

Table 3: Comparison between Samsung and Adidas

(Source: created by author)


Based on the above findings and analyzing this study, it can be concluded that the customer experience strategy (CX) is widely used by Samsung to improve their business in the market.

They use (CX) for in-depth research about the demands and desires of the consumers they target and create more innovative products for their customers to engage them in their products.


Reference list

Back, J., Svensson, O. and Weiler, P., (2021). The Customer Journey of Electric Vehicles in The South Korean Market.

Batra, M.M., (2017). Customer experience-an emerging frontier in customer service excellence. In Competition Forum (Vol. 15, No. 1, pp. 198-207). American Society for Competitiveness.

Cui, T.H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C. and Venkataraman, S., (2021). Informational challenges in omnichannel marketing: remedies and future research. Journal of Marketing, 85(1), pp.103-120.

Da Silva, E.C., (2021). Customer Experience Project: A Framework to Create and Deliver Value to Customers. International Journal of Marketing Studies, 13(3).

Deng, C. and Lu, W., (2020). A Facile Process to Make Phosphorus-doped Carbon Xerogel as Anode for Sodium Ion Batteries. arXiv preprint arXiv:2009.13056.


Hollebeek, L.D., Clark, M.K., Andreassen, T.W., Sigurdsson, V. and Smith, D., (2020). Virtual reality through the customer journey: Framework and propositions. Journal of Retailing and Consumer Services, 55, p.102056.

Jain, R., Aagja, J. and Bagdare, S., (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice.

Jain, R., Aagja, J. and Bagdare, S., (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice.

Jeong, B., Yoon, J. and Lee, J.M., (2019). Social media mining for product planning: A product opportunity mining approach based on topic modeling and sentiment analysis. International Journal of Information Management, 48, pp.280-290.

Lee, Z.W., Chan, T.K., Chong, A.Y.L. and Thadani, D.R., (2017). An Empirical Investigation into the Antecedents and Consequences of Customer Engagement in Omnichannel Retailing.

Naidoo, S., (2017). Understanding the role that brand communication plays in influencing brand reputation from a consumer perspective against the Urde and Greyser Corporate Brand Identity and Reputation Matrix: Samsung South Africa (Doctoral dissertation, The IIE).


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.

Son, C.H.C., Kim, B. and Seo, J., (2019). Evolution map based on advance invention, process, and case studies. J Int TRIZ Assoc Matriz, 1, pp.61-73.

Tirkkonen, T., (2021). Improving Customer Experience with Artificial Intelligence, Data Analysis, and Automation in Azets.

Trivedi, J., (2019). Examining the customer experience of using banking chatbots and its impact on brand love: the moderating role of perceived risk. Journal of internet Commerce, 18(1), pp.91-111.

Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O. and Burton, J., (2020). Characterizing customer experience management in business markets. Journal of Business Research, 116, pp.420-430.

Zaware, P.D.N., (2020). Omnichannel consumer buying behavior: Apprehending the purchasing pattern for mobile buyers in India. Available at SSRN 3819243.

Zhuang, M., Fang, E. and Cai, F., (2020). How does omnichannel marketing enable businesses to cope with COVID-19? Evidence from a large-scale field experiment. Evidence from a Large-Scale Field Experiment (July 1, 2020).

Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O’Malley, L., Peters, L.D., Raddats, C. and Robinson, W., (2017). Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing.

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