Formative Customer Experience Strategy Assignment Sample
Introduction
Customers play the most crucial roles in any business. Their satisfaction and experience in the business influences their engagement in the business, thus translating to its performance. An important aspect of managing a business relies on developing the customer experience of the customers in their business. Samsung is one of the most major companies in manufacturing and designing electronic gadgets having a multinational reach (Samsung.com, 2021). The present study researches the customer experience strategy adopted by Samsung and its importance on the performance of the company in Indian context.
1. The importance of customer experience
Customer experience is the comprehensive responses of the customers during various stages of interaction with a brand to develop a holistic cognitive, sensory, behavioral and affective experience in the brand (Hoyer et al. 2020). It is one of the most crucial aspects of a business. Customers form the most important part in the business. The products and services promoted by the brand must attain the target customers to improve their performance in the market (Maurya and Mude, 2021). The behavior of the customers plays an important part in influencing the trends and direction of the market. It is crucial for companies to consider the needs and demands of the customers and provide effective services and products in accordance to ensure engagement of the customers and thus serve the development of the business in the market. Developing a customer oriented mindset along with a customer ready culture within the organization is a challenge which needs to be averted in order to provide a positive and holistic experience to the customers. Developing a strategy to attract customers and engage them into the business will help the company to ensure customer loyalty and thus receive optimal returns and develop a sustainable business (Verhulst et al. 2020). Along with this, increased customer experience in a brand also helps in reducing service cost and improving crisis management for the brand.
It is essential for Samsung to improve customer experience to retain them in the business. The company gives due importance to its customers. They understand that improving customer experience also translates into customer satisfaction and reduces the rate of churning thus developing a stable business in the market. This can in turn help the company to improve their brand image and help them to improve their sales (Bustamante et al. 2018). Samsung India gives importance to innovative designing and services for improving experience of their customers. They understand importance of customer experience through development of trust through data analytics, providing teleperformance. Developing their revenue collection also helps Samsung to gain a competitive advantage over others in the market. This also helps the company to develop a sustainable business. It is crucial for Samsung to invest in effective strategy development to improve the overall experience of the customers in the brand.
2. Persona creation of consumers
Consumer persona is the depiction of an ideal consumer that the brand is targeting in order to attract customers to purchase their products and services. Developing a proficient and effective persona for targeting customers into the business is essential to market the products and services offered by the business (An et al. 2018). This can be done through aligning marketing and sales of products through their analysis of customer persona. Identifying the persona of customers Samsung is targeting will help in effective implementation and marketing in the selling of the products along with increasing the conversion rates of the customers. This can be done through setting realistic goals along with employing experts in effective marketing of products. Identifying key customer personas from their demographics, profiling and their motivations will help in developing an effective marketing strategy to attract these customers into the brand.
| a. Demographics | Samsung primarily targets customers from middle income and higher middle income groups and younger generation of customers, inclined towards modern technological advancements and developing user-friendly configurations to suit their needs (Sahir and Situmorang, 2020). Along with this, Samsung also attracts customers who are digitally smart with interests in technological advancements.
The Indian population consists of 28% within middle income groups. India has a younger population which is primarily interested in buying Samsung phones.
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| b. Profile | Samsung provides services in many locations across nations. The company intends to attract the young generation with fast-paced lifestyles having a knack for technological integration in their everyday gadgets. The gross income of middle class Indians ranges between 7,700 to 15,400 US dollars. Customers mostly have a fast paced lifestyle with needs to meet advancements in technology, when purchasing Samsung mobiles. |
| c. Motivations | The brand image and quality of products of Samsung provides motivation for customers to purchase their products. |
| d. Goals | Obtaining sustainable and affordable gadgets with advanced technology. The primary goal of customers is to obtain quality and technologically advanced mobiles at affordable prices. |
| e. Pain points | Limited battery life and storage issues for customers negatively impacts customer experience (Lee, Lee and Choi, 2018). This is a pain point for customers in middle income groups to replace their mobile batteries at regular intervals, causing significant disruption to their lifestyles. |
Table 1: Consumer persona for Samsung
(Source: Author)
3. Customer journey mapping
Mapping customer journeys is the depiction of interaction points of customers with the brand and is crucial for understanding the developmental scope for improving customer satisfaction. Illustrating customer journey mapping helps in improving overall experience of the customers in the brand along with developing loyal customers (Herhausen et al. 2019).
| a. Stages | Setting the target and persona of customers is primary along with understanding the improvement points is crucial. |
| b. Activities | Conducting a persona research and understanding the touchpoints will help Samsung understand the present experience rates of customers (Mclean, Al-Nabhani and Wilson, 2018). |
| c. Feelings | Understanding the perspective and needs of the customers is crucial. |
| d. Opportunities for Improvement | Understanding the pain points of customers will help Samsung to improve customer experience. |
Table 2: Customer journey mapping for Samsung
(Source: Author)
Conclusion
Samsung essentially provides electronic products with improved technological integration. The present study discussed the importance and relevance of customer experience for Samsung.
References
An, J., Kwak, H., Jung, S.G., Salminen, J. and Jansen, B.J., (2018). Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data. Social Network Analysis and Mining, 8(1), pp.1-19.
Bustamante, J., Kuffo, L., Izquierdo, E. and Vaca, C., (2018), July. Automated Detection of Customer Experience through Social Platforms. In 2nd International Conference on Advanced Research Methods and Analytics (CARMA 2018). Proceedings.
Herhausen, D., Kleinlercher, K., Verhoef, P.C., Emrich, O. and Rudolph, T., (2019). Loyalty formation for different customer journey segments. Journal of Retailing, 95(3), pp.9-29.
Hoyer, W.D., Kroschke, M., Schmitt, B., Kraume, K. and Shankar, V., (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, pp.57-71.
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 Studies, 11(1).
Maurya, S. and Mude, G., (2021) Customer Experience Measurement In Retail Industry: A Thematic Literature Review.
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.
Sahir, S.H. and Situmorang, S.H., (2020). The effect of customer experience and emotional value on the net promoter score: Middle-class millennial climber category. Jurnal Manajemen dan Pemasaran Jasa, 13(2), pp.199-212.
Samsung.com, (2021) [online] Taking the Lead in Tech Innovation. Available at: https://www.samsung.com/us/about-us/our-business/ [Accessed on: 2.12.21]
Verhulst, N., Vermeir, I., Slabbinck, H., Lariviere, B., Mauri, M. and Russo, V., (2020). A neurophysiological exploration of the dynamic nature of emotions during the customer experience. Journal of Retailing and Consumer Services, 57, p.102217.
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