Customer Experience Strategy Assignment Sample
Introduction
Consumer experience can be defined as a total of all the interactions that consumer experiences while purchasing a product or carrying on a trading activity with an organization (Manthiou et. al. 2016). Multiple factors affect the perception and feelings about the products and services belonging to a particular brand. This report highlights the significance of consumer experience concerning Samsung Company. It also summarizes the consumer mapping and consumer persona.
Consumer experience importance
Concept of CX
Consumer experience is a process of all the interactions and experiences that a consumer can relate to throughout an organization’s customer journey (Peppers and Rogers, 2016). It outlines the level of satisfaction and brand loyalty of the customers towards the organization and its products. It is a long-term perception of a business by a customer who receives superior satisfaction and consumer engagement activities (Ebrahim et. al. 2016). Consumer experience is essential in evaluating the level of satisfaction that consumer experiences by making any product purchases and the consumer’s loyalty to the related brand.
Various indicators help evaluate consumer satisfaction level and experiences, such as the net promoter, time resolution, satisfaction levels, and experience effectiveness. An organization implements multiple strategies to ensure that the consumer is satisfied with the brand and becomes a loyal customer.
Importance of CX
Samsung is a multinational organization that was founded in South Korea and deals in electronic devices. It specializes in consumer products, including semiconductors, microdevices, and online media tools, memory cards, chips, and many more. It highly focuses on generating a loyal and satisfied customer base to benefit by understanding the customer (Jamali and Khan, 2018). As a result, the company has seen rapid growth and has attained competitive advantages from positive consumer satisfaction experiences in various sectors. However, the company has to face tough competition in the automobile sector.
CX can be termed as including a product that reflects the customers’ brand loyalty and satisfaction levels based on its features and utility. Samsung adopts various indicators for evaluating the customers’ needs, demands, and preferences to meet their expectations (Jamali and Khan, 2018). It also focuses on providing products that meet their needs and wants and give higher satisfaction levels (Prebensen et. al. 2016). As a result, the company has put away with the competition by putting extra effort into mapping the consumer demands with their products.
Consumer persona creation
Consumer persona and its role in strategy formulation
Persona describes a person who represents the target customer for which a particular product is developed. It depends on various variables such as the demographics, interest, and behavior pattern of the consumer, purchasing pattern, name, purpose, frequency of purchase, and many more (Salminen et. al. 2020).
This technique helps create the policies that provide the best experiences and helps an organization better understand the consumer base, their acquisition and retention rates, and their needs and preferences (Cruz and Karatzas, 2017).
Here is a table that presents the consumer persona and satisfaction of a consumer who uses Samsung mobile.
| Demographic details | Rita is an HR assistant who seeks to buy a Samsung mobile for making phone calls to fix the manager’s meeting schedules. |
| Profile | The consumer is aged between 26 to 28 years. |
| Reasons for opting for Samsung phone | She has the task of attending to important phone calls and maintains a meeting schedule over the phone. Therefore, she needs an application that best suits her needs and is affordable. She also seeks quality and brand image, which motivates her o buy Samsung mobile. |
| Goals | Samsung mobiles are highly demanded as they have the best applications that suit the needs of different customers and offer affordable products with the best quality and service (Novak and Hoffman, 2019). |
| Problem solved by Samsung phone. | Superior customer service and all-time consumer support are available with readily available service centers. |
Consumer mapping
It is creating the map of the customer journey through a visual story where the personal interactions with the consumer and the brand loyalty are assessed (Sinclair et. al. 2018). Thus, it has a significant role in formulating strategies that may enhance the consumer experience. In addition, it helps identify the inadequate customer services or provide bad experiences and resolve them.
This also helps identify the best consumer journey path, which can yield higher revenue to the organization and further attract the consumer by providing them 24*7 services that enhance their satisfaction levels. In addition, Samsung uses various technologies that help gather the information that can better assess the mapping journey (Kim et. al. 2016).
| Journey stages | Stages that a consumer goes through while purchasing Samsung phones.
· Interest · Evaluation · Purchase · Consideration · Experience · Awareness · Acquisition · Advocacy |
| Activities | The consumer identifies the features of the products and assesses the requirements, price, and utility function of the product. |
| Feelings and needs | When a consumer is satisfied with a brand, it makes repeated purchases that show trust and satisfaction. Rita trusts the brand and is thus loyal to it. |
| Potential opportunities for improvement | Samsung can provide superior satisfaction, which influences its buying decision, and must carry on with providing such high-quality services (Kim et. al. 2016). |
References
Cruz, A. and Karatzas, S., (2017). Understanding your buyer persona. Digital and Social Media Marketing; Heinze, GFA, Rashid, T., Cruz, A., Eds, pp.69-93.
Ebrahim, R., Ghoneim, A., Irani, Z. and Fan, Y., (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), pp.1230-1259.
Jamali, M. and Khan, R., (2018). The impact of consumer interaction on social media on brand awareness and purchase intention! Case study of Samsung. Journal of Marketing, 114.
Kim, S., Lee, H., Kwon, Y., Yu, M. and Jo, H., (2016), December. Our journey to becoming agile: Experiences with agile transformation in Samsung electronics. In 2016 23rd Asia-Pacific Software Engineering Conference (APSEC) (pp. 377-380). IEEE.
Manthiou, A., Kang, J., Sumarjan, N. and Tang, L., (2016). The incorporation of consumer experience into the branding process: an investigation of name‐brand hotels. International Journal of Tourism Research, 18(2), pp.105-115.
Novak, T.P. and Hoffman, D.L., (2019). Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects. Journal of the Academy of Marketing Science, 47(2), pp.216-237.
Peppers, D. and Rogers, M., (2016). Managing customer experience and relationships: A strategic framework. John Wiley & Sons.
Prebensen, N.K., Kim, H. and Uysal, M., (2016). Cocreation as moderator between the experience value and satisfaction relationship. Journal of travel research, 55(7), pp.934-945.
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).
Sinclair, M., Sheldrick, L., Moreno, M. and Dewberry, E., (2018). Consumer intervention mapping—A tool for designing future product strategies within circular product service systems. Sustainability, 10(6), p.2088.
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