Customer-Experience-Strategy

Customer Experience Strategy Assignment Sample

Introduction

Customer experience (CX) strategy is extremely essential for the development and growth of a brand as without a successful CX strategy it will be extremely difficult for a company to improve the satisfaction and experience level of customers. In this report, CX strategy and CX persona metrics and other CX policies of Samsung mobile will be discussed in detail.

1. The importance and relevance of customer experience of Samsung mobile phones

Customer Experience (CX) plays a crucial role in the development of the business of a company as the management of the Samsung mobiles also follows an approach that is extremely essential in improving the repurchase intention of customers.

On a specific note, it is immensely essential for a company to establish a competitive customer experience strategy as it may create a positive impact in achieving sustainable development (Aliekperov, 2020).http://Customer Experience Strategy Assignment Sample In addition to that, the management of Samsung mobiles follows a customer experience model which plays an essential role in developing the experience of the entire customer base of Samsung.

One of the main approaches of Samsung mobile is to create an immersive experience as this strategy is immensely impactful in attracting a huge customer base as this operation strategy is also useful in establishing long term relationships and loyalty with customers (Images.samsung.com. 2021).http://Customer Experience Strategy Assignment Sample

It may be implied that positive customer reviews are also important for the growth of a company as the Samsung mobiles always focus on creating a superior customer experience through the Customer Experience Model (CXM). In addition to that, the CX strategy of Samsung mobile is extremely impactful in anticipating the behaviour of the customer which helps to build a healthy and long term relationship with customers.

Moreover, the CX strategy is one of the most aggressive marketing strategies for an organization as Samsung mobile uses the CX strategy to achieve a competitive advantage in the global market.

Additionally, Samsung mobile is a customer-centric company even though if the company will not implement an effective CX model then the company will not be able to increase the customer value.

The customer experience of Samsung mobile is based on Digital customer experience as the management of the company uses digital transformation and multichannel marketing to analyse the behaviour of customers and improve the experience of consumers (Samsung uk. 2021).http://Customer Experience Strategy Assignment Sample

2. Consumer persona creation

It may be stated that, consumer persona or brand person refers to the concept of comprehending a large portion of a brand’s audience in order to understand the likes and dislikes of the customers.

A brand goes through the data that has been collected by doing web research and data analysis for the purpose of providing a better and customized experience based on consumer’s preferences.

It may be stated that creating an identity and especially brand and consumer identity is one of the main aspects of marketing that helps brands to have a successful business run in the competitive market (Black and Veloutsou, 2017).http://Customer Experience Strategy Assignment Sample

Demographics and stories  The demographic of Samsung mobile users is quite familiar with the latest technology and are able to afford the phones especially students and working professionals
Profile The brand targets the individuals who lies between the age group of mainly 20-55 years and have sufficient knowledge about technology and all the new features of a mobile phone
Motivations for using a Samsung mobile Samsung is a well-known and extremely reputed mobile phones brand that offers customers products with all the new features, however in an affordable price range
Goals for using a Samsung mobile Samsung mobile gives the user a seamless experience while operating the phone as the brand has designed the phones in an way that individuals with less technological knowledge may be able to use the mobiles efficiently
Paint Points a Samsung mobile solves  The customers are extremely knowledgeable about products nowadays and conduct thorough research before purchasing a product, thus, Samsung has introduced the most unique features in the mobile phones that help consumers to connect with others easily and have the best experience using the devices

Table 1: Consumer persona creation

(Source: Self-Created)

3. Analysing the customer journey of Samsung mobiles

Customer journey is associated with the concept of estimating the sum of the experience an individual has while interacting with a brand. This journey starts from purchasing a product from a particular brand and the process further continues for as long as someone happens to be a consumer of the given brand.

According to research, consumer journey emphasizes the concept of every action taken by a customer for the purpose of building a relationship with a brand for as long as the individual is a consumer of the brand’s products (Shavitt and Barnes, 2020).http://Customer Experience Strategy Assignment Sample

Stages of journey The consumers are now quite familiar with all the new trends and features of an electronic device, therefore, does research before buying a product and the process continues further as long as the consumers are using the brand’s product
Activities  Before buying a mobile, consumers do thorough research and compare the product with other brand’s products. After purchasing the consumers gives feedback to brand about the experience of using the product and also complaints in case an individual faces any difficulty regarding the device
Feelings and needs The need to connect with people to use the latest features for one’s requirements and benefits is what makes a consumer purchase a mobile and in Samsung’s case the need to experience the latest technology in a seamless manner makes the customer buy the brand’s phones
Potential opportunities for improvement Samsung needs to increase the battery life and longevity of the mobile phones as many consumers have previously mentioned that the battery life of few Samsung mobiles is not up to the mark

 Table 2: Customer journey of Samsung mobile

(Source: Self-Created)

4. Omnichannel marketing of Samsung mobiles

Explanation of omnichannel marketing

In the modern era, many modern companies use several marketing channels and strategies while omnichannel marketing is one of the successful marketing strategies which is used by modern companies.

In addition to that, omnichannel marketing is the cooperation and homogenization of different marketing channels which is essential in creating a personalized experience for every customer.

In omnichannel marketing, there is an availability of different channels which is immensely important in establishing customer touchpoints and stimulates the customer experience and performance as omnichannel marketing is based on synergetic management (Cui et al., 2019).http://Customer Experience Strategy Assignment Sample

Role of interaction and customization in omnichannel marketing in Samsung mobiles

The management of Samsung mobile is based on creating customized mobiles that play a virtual role in improving the customer experience of the entire customer base.

In addition to that, mobile is also focused on creating a digital customer experience as the implementation of seamless omnichannel marketing helps the company to increase the engagement level of customers. Moreover, the organization also executed the digital transportation frame which is immediately essential for the journey of customers.

Moreover, the omnichannel marketing strategy of Samsung mobile is totally focused on improving customer experience as the main objectives of the omnichannel marketing of the company is to increase sales and make customers happy (Refer to Appendix-1).

It needs to be mentioned that the omnichannel marketing of the company plays a vital role in maintaining a healthy and long-lasting relationship with customers which assures the growth of the company in the international market.

Nowadays, brand name and brand reputation are extremely important for the growth of the business of a company as Samsung mobile uses omnichannel marketing which is immensely important in improving the brand name that attracts more customers towards the brand.

One of the main functions of omnichannel marketing is increasing the customer experience which ensures the competitive advantage of the company, however, many modern companies also focus on creating integrated customer service to provide a supreme customer experience (Gao et al., 2021).http://Customer Experience Strategy Assignment Sample

Reorganization of Different marketing channels and strategies of Samsung Mobiles

It is required to be argued that the management of Samsung mobile uses various marketing channels as omnichannel marketing is one of the most useful strategies which is used by Samsung mobile to improve customer experience.

In addition to this, Samsung mobile uses social media such as Facebook, Twitter, email marketing, website marketing and store marketing which is inspired by the concept of omnichannel marketing strategy.

Moreover, it is immensely important for a company to execute omnichannel marketing while it is required to improve the channel integration and visibility for increasing the effectiveness of omnichannel marketing (Jelassi and López, 2020). http://Customer Experience Strategy Assignment Sample

It may be stated that Samsung mobile used store marketing to sell the product of the company which is considered as direct marketing. In addition, Samsung also used retail marketing where the company sells the products to retailers and after that, the retailers sell the products to the final customer. Apart from that, the company also uses social media marketing as social media marketing is extremely important in increasing the sales of the company.

The company also creates a website as the website is also used for sales and marketing, however, the omnichannel marketing of the company is focused on creating a seamless customer journey. Additionally, one of the biggest advantages of omnichannel marketing is that all channels are always available to the customers and the channels are also integrated.


Customer Experience Strategy

Figure 1: Omnichannel marketing in Samsung mobiles

(Source: Jelassi and López, 2020)

5. CX performance metrics of Samsung mobiles

Net Promoter Score (NPS)

NPS or Net Promoter score is one of the most important CX metrics for the growth of the company as this metric is immensely essential in analyzing the customer experience.

In the NPS metrics, the customer gives a score to the product of the company while if the score is high then the product of the company is able to satisfy the customers. In addition to that, the company may use the NPS metric which is useful to the satisfaction level of customers with the product of the company. Moreover, NPS always helps the company in making customized products that may create a positive impact in improving customer experience.

The company may conduct a survey to know the thoughts and opinions of customers about the product of the company as the company may include some feature questions in those surveys.

Customer Effort Score (CES)

Customer Effort Score is an important metric that is used to measure the satisfaction level o0f customers as it is focused on the interaction of customers with the products of the company.

In addition to that, in this metric, a survey is also conducted through a single question as most of the surveys are conducted online. Moreover, there are four or five choices of a single question such as Very difficult and Very easy which is useful for a company to know about the experience of customers through a single question.


Customer Experience Strategy

Figure 2: CX performance metrics of Samsung mobiles

(Source: Bleuel, 2019)

Customer Satisfaction Score (CSAT)

Customer Satisfaction Score or CSAT or is another important metric that is used to measure the satisfaction level of customers as the company needs to conduct a survey to measure the CSAT.

In addition to that, the CSAT survey may include several closed-ended questions which are extremely essential in identifying the quality of the products through analysing the satisfaction level of customers.

Moreover, many modern companies conduct after sales services through CSAT or Customer Effort Score (CET) which is extremely suitable in enhancing customer loyalty, however, these metrics help to improve the loyalty of unfulfilled customers (Bleuel, 2019).http://Customer Experience Strategy Assignment Sample

Churn Rate

The churn rate is an extremely important CX metric that is used by many modern companies as the metric is used to indemnify the total numbers of the consumers of the company who have stopped using the products of the organization.

One of the biggest benefits of churn rate is it is immensely important to measure the total lost customers of the company as after analysing the churn rate the company requisites to make a customer retention plan.

Recommendation of two metrics that are the most important for Samsung mobiles

The management of Samsung Mobile needs to focus on NPS as in the NPS metrics the customer gives a score which is extremely important to know about the loyalty of the customers.
Moreover, if a customer gives 9 or 10 then it indicates that the customer wisely recommends others to buy the mobiles of Samsung. In addition to that, Samsung is required to follow the Chun rate while in the competitive world it is quite difficult for a company to lose customers.

Additionally, if Samsung mobiles successfully implement churn rate then the company will be able to count the total lost customer and it is also impactful in creating impactful customer reaction plans to reduce the loss of customers.

6. Comparison of CX processes between Samsung mobiles and

Brand valuation

It may be opined that brand value is one of the most important factors which attracts a huge customer base as Samsung is one of the oldest mobile manufacturing companies which has a huge brand value.

On the other hand, Gionee is a Chinese mobile company and the brand value of the company is not suitable to compete with Samsung mobile, for that reason the huge brand value of the company helps to enhance the customer experience.

Product quality

In the modern era, product quality matters a lot as Samsung manufactures quality smartphones which is extremely essential in improving the satisfaction level of customers. The manufacturer of Samsung mobile uses supreme technology which helps to provide supreme quality smartphones.

On the contrary, the Gionee is quite new in the market and the technological supremacy of Gionee is not as supreme as Samsung. It may be stated that there is a great implication of the quality of a profit or service on the satisfaction level of customers as in the competitive environment a company needs to focus on the demand of the customer base (Susanti and Jasmani, 2020).http://Customer Experience Strategy Assignment Sample

Hardware design

Hardware design plays a crucial role in increasing the satisfaction level of customers as the manufacturer of Samsung mobile always focuses on designing compact hardware which helps in increasing the sales of the company.

More specifically, Samsung has launched various mobile phones in the market and the hardware design of these phones is more attractive than Gionee which generates more longevity of Samsung mobiles.

Customer focus and customer loyalty

It is required to imply the Samsung mobiles is extremely focused on increasing the satisfaction level of customers as the attractive hardware and supreme quality of Samsung phones help the company in creating a superior customer experience.

On the other hand, Gionee is not able to create a strong customer experience as the company is not as customer focused as Samsung. Furthermore, the operating system of the Samsung phone is also user friendly rather than Gionee phones which helps the company in increasing customer loyalty in a fruitful way.

Mobile specification

It may be derived that the quality of the smartphone is dependent on the operating system as the manufacturer of Samsung has a strong operating system which is also more powerful than Gionee mobiles.

Moreover, the process of products and product quality is extremely essential and creates a huge impact on the buying decision of customers as the Samsung Galaxy J7 has 4G operating titans with several specifications (Muliasari, 2020).http://Customer Experience Strategy Assignment Sample

Samsung also plans to make a budget phone with large specifications which are also impactful in attracting more customers while Gionee needs to execute an effective pricing strategy with extra specifications to increase the customer base.

7. Conclusion

From the above discussion, it may be concluded that CX plays a crucial role in the growth of an organization as Samsung mobile focused on creating an effective CX model which is extremely effective in improving the satisfaction level of customers.

 

 References

Aliekperov, A., 2020. The Customer Experience Model. Routledge.

Black, I. and Veloutsou, C., 2017. Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of business research, 70, pp.416-429.

Bleuel, W., 2019. CSAT or CES: Does It Matter?. 2019 Volume 22 Issue 1, (1).

Cui, T.H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C.E. and Venkataraman, S., 2019. Omnichannel marketing: The challenge of data-integrity. Northeastern U. D’Amore-McKim School of Business Research Paper, (3460580).

Gao, W., Fan, H., Li, W. and Wang, H., 2021. Crafting the customer experience in omnichannel contexts: The role of channel integration. Journal of Business Research, 126, pp.12-22.

Images.samsung.com. 2021. [online] Available at: <https://images.samsung.com/is/content/samsung/p5/uk/business/insights/brochure/samsung-retail-buyers-guide/SAMSUNG_RETAIL_BUYERS_GUIDE_FINAL.pdf> [Accessed 4 September 2021].

Jelassi, T. and Martínez-López, F.J., 2020. Unifying Channels to Reach Customers: Omni-Channel Strategies. In Strategies for e-Business (pp. 447-465). Springer, Cham.

Muliasari, D., 2020. The Effect of Product Price and Product Quality on Purchasing Decisions for Samsung Brand Handphones Among STIE AAS Surakarta Students. International Journal of Economics, Business and Accounting Research (IJEBAR), 3(04).

Samsung uk. 2021. Digital Customer Experience: What You Need To Know | Samsung UK. [online] Available at: <https://www.samsung.com/uk/business/insights/digital-customer-experience-what-you-need-to-know/> [Accessed 4 September 2021].

Shavitt, S. and Barnes, A.J., 2020. Culture and the consumer journey. Journal of Retailing, 96(1), pp.40-54.

Susanti, N. and Jasmani, J., 2020. The Influence of Product Quality and Service Quality on Customer Satisfaction at Mitra 10 in Depok. Jurnal Office, 5(2), pp.75-84.

Appendix

Appendix-1

Customer Experience Strategy

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