MSc Management Customer Experience Strategy Assignment Sample

Introduction 

A positive customer experience is something that will lead any brand to the pinnacle of success since a satisfied customer is most likely to return and purchase from the same brand again as a result of that.

Loyal customers are thus extremely necessary for boosting the sales and revenues of a business and without creating a positive customer experience strategy, a brand is unable to sustain itself in the market.

Therefore, in this report, the concept of customer experience and the strategy that may be taken to attain that will be discussed at length by taking the case of Samsung.

Importance of Customer Service Experience 

There are several reasons for which the aspect of customer service experience is crucial for the brands and in the case of Samsung, it may imply that the company provides a significant and positive customer experience, which has led the organization to remain relevant over the years.

The aspects of customer experience and satisfaction have a significant role to play in determining the success of a company (Wijaya et al., 2019). http://MSc Management Customer Experience Strategy Assignment Sample

One of the most significant reasons for which customer experience is imperative is owing to the aspect of retaining loyal consumers for the long run. It also helps brands to gain a competitive advantage, increase sales, reduce the churn of loyal consumers, enhances consumer satisfaction and so on.

Therefore, enhancing customer experiences has become one of the motivating factors that facilitate the organizations to take approaches, such as digital transformation (Sahu et al., 2018). http://MSc Management Customer Experience Strategy Assignment SampleIt is safe to say that all these aspects, in return, help a brand, such as Samsung, to create a positive brand image and reputation which further leads to the company gaining more fruitful outcomes through their operations.

Therefore, the managers of companies have become alarmingly aware of the necessity to establish value for the consumers in the form of positive experiences (Imbug et al., 2018). http://MSc Management Customer Experience Strategy Assignment Sample

Critical evaluation of the Creation of the customer’s persona

Companies often use different segmentation techniques to understand and evaluate the potential target market and audience and in that context create a customer persona that helps the companies to identify the main traits amongst those individuals.

Recognizing the target market enables a company to create effective strategies regarding marketing communication for reaching the consumers (Cibulková and Sulc, 2018). http://MSc Management Customer Experience Strategy Assignment SampleCreating an effective customer persona helps brands to understand the consumer better and that makes it easy for the company to express its messages, sell products and services and provide a better customer experience. Customer experience plays an imperative role in the formation of any given brand and also helps the same to gain relevant brand equity (Motta, 2021).

Figure 1: Vision of customer experience

(Source: Motta, 2021)

Table 1: Customer persona

(Source: Self-Created)

Analysing the customer journey mapping 

The customer journey is known to be a map concerning the route that an individual takes from the first encounter with a brand to the time the individual purchases anything.

Customer journey mapping is considered to be a technique that tries to evaluate the decision-making process of consumers         and experience by understanding a consumer’s perspective and analysing the different steps taken by the individual (Heuchert, 2019).http://MSc Management Customer Experience Strategy Assignment Sample The customer journey map is imperative as it lays the path to work for a brand to interact with a consumer meaningfully, which further leads the business to have a successful outcome concerning the business.

On the other hand, the customer journey map also has the potential to provide a tangible structure concerning a company’s initiatives regarding consumer experience. However, in a customer’s journey mapping, it is important to acknowledge that the goal of a consumer may be different from the goals of a business (Hogg, 2018). http://MSc Management Customer Experience Strategy Assignment Sample

Table 2: Consumer Journey Mapping 

(Source: Self-Created)

Analysis of Omnichannel marketing

Role of interaction and customization

Omnichannel marketing is a completely consumer-centric way, aiming to create a seamless shopping experience for the consumers. Consumers in today’s market engage with companies such as Samsung in a store or through online websites, or through social media platforms (Ruyter et al., 2018).http://MSc Management Customer Experience Strategy Assignment Sample

The consumers are able to get access to the Samsung products by calling the brand or by using apps provided by Samsung the customers. The consumers are drawn to the brands that provide the online services of answering all their questions of the consumers.

Samsung with the help of websites and mobile apps may get a hold of the consumers’ leverage by engaging in interactions to solve the problem of the queries coming from the consumers. Through omnichannel personalization the data-driven effort given by big brands such as Samsung to provide a personalized experience to the consumers based on the data that are collected through the consumer’s behaviour on the channels.

Different marketing channels of Samsung

Samsung utilizes different marketing channels for product distribution to bring success to the company in addition that the distribution channels come in three forms such as manufacturers sell to the wholesalers and retailers than to consumers, the manufacturer directly sells to consumers, manufacturers sell to retailers then retailers to consumers.

Samsung uses a set of organizations that are in the duty of manufacturing the Samsung products which are then made available to the consumers or for industrial usage (Ma et al., 2020). http://MSc Management Customer Experience Strategy Assignment Sample

Additionally, as of the year 2013, Samsung has also adopted the online channel with the introduction of the internet, the online platform provided more sales (Anorue et al., 2020).http://MSc Management Customer Experience Strategy Assignment Sample

Samsung adapted both the online and offline channels in the process of manufacturing and the distribution of the products to the consumers which lead to the company opening up a personalized Samsung app for the consumers.

Figure 2: Distribution channel of Samsung

(Source: Anorue et al., 2020)

Analysis of Samsung achieving effective customer journey

Samsung set goals in the process of customer journey mapping in understanding the consumer’s needs and the behaviours of the consumers. In the online platform Samsung faced difficulties with the consumer’s usage of the website of the brand, Samsung made an effort to collect the necessary data through persona searches such as email surveys to consumers, leveraging web analytics.

Moreover, with the collected data from the real consumer or the possible consumers Samsung was able to make data-driven decisions based on the perspectives of the consumers (Choi et al., 2020).http://MSc Management Customer Experience Strategy Assignment Sample Samsung was able to do research based on the consumer’s touchpoints such as action, potential and emotions of the consumers with the brand to formulate the consumer journey map. Samsung with the able data was able to study the current market needs through the consumer’s journey and identify the gaps in CX service within the brand that may lead to the consumers’ obstacles in using the digital platforms of the company.

The data that have been collected by Samsung are then arranged to form a consumer’s journey, which later turned up to provide a visual representation of the consumer’s issues and needs. In addition to that, with the help of the consumer’s journey mapping, Samsung was able to gain inspiration about the changes that were required to be made and the implementation of the new strategies in the company.

Evaluating Metrics regarding Customer Service Experience

Four performance matrix

There are four performance matrices which may be beneficial to the brand to understand the level of the companies that need improvement in which sectors such as Brand sentiment score, Customer satisfaction, Frictionless interaction score, and net promoter score.

Brand Sentiment Score

Brand sentiment score is to define the experience of the consumers that have changed the consumer’s perception of the brand. The scale may be measured on a scale from negative to positive, the brand may have to ask the question of through which interactions led the consumers to have a change in brand notion through website or app (Moussa, 2019).http://MSc Management Customer Experience Strategy Assignment Sample

The scale has to be measured with the possible options such as associates, apps, websites, retailers, events or the product itself to get a better understanding of the customer’s issues.

Customer satisfaction score

The matrix focuses on the consumer’s view on the particular event, support associates, and actions that are provided by the brand to the consumers.

The scale has to be measured from a scale of poor to excellent, the brands have to make sure that all the consistent, actionable data are analyzed across all the channels. In addition to that, it may be tough for the companies to limit the surveys and a phased approach may be utilized.

Frictionless interaction score

This matrix is utilized by brands to identify the organization procedure and to study how easy the process for the consumers to gain access to the channels was provided by the company and get hold of the products and services.

In the matrix the level is measured through a scale that is raging from disagreeing to agree, this matrix is needed to measure the consumer’s usage obstacles or the user-friendly applications that are brought by the brands.

In addition to that, the Frictionless matrix is sometimes known as the Customer effort score, the score is to measure the number of difficulties the consumer faces during the process of achieving the products from the various channels of the company.

The net promoter score

The above matrix is used to determine the calculation of the percentage of consumers as deductors (scale of 0-6) subtracted from the consumers who are promoters (scale from 7-10). The brands utilize NPS after each consumer’s purchase to identify the impact of each interaction with the consumers (Baehre et al., 2022). http://MSc Management Customer Experience Strategy Assignment SampleThe new scores with each new consumer help the companies to make changes in the interaction procedures for building up a good brand image among the consumers.

Two matrices are recommended for Samsung

The two metrics that may be recommended for Samsung are the Customer Satisfaction score and the Frictionless interaction score.

1. In the Customer satisfaction score Samsung may develop the new criterion such as client usage score for the app, and an easy or difficult score while using the app.
2. The Frictionless interaction score Samsung may add a more personalized approach to meet the diversified consumer profile all around the globe. The Customer service matrices may help the company Samsung to develop new changes in the current Customer service experiences to gain a better consumer following of the brand and also to create brand loyalty among the consumers.

Customer Service Experience process in various industries

In this section of the report, the critical success factors concerning customer experience will be compared between Samsung mobiles and Tesla Automotives to evaluate the way both these businesses provide significant and positive experiences to the consumers.

Value for money

Samsung phones are available at quite low prices and in return offer phones that have various specifications, suitable to meet the consumers’ needs. Tesla cars also do the same, however, the prices are extremely high and therefore, not many people succeed to afford them.

Availability 

The availability of Samsung mobiles is more common than Tesla cars and in that case, the positive experience works in favour of Samsung. In case a consumer wants to buy a Tesla car then the individual will have to go through several complex processes to acquire it if that individual does not belong to the country in which the company currently operates.

Samsung is available in the majority of nations globally, which makes it extremely easier for consumers to locate and purchase Samsung phones.

After-sales services 

Both companies, in their respective industries, offer effective after-sales services to the consumers to ensure that the consumers are satisfied with the treatment the individuals are receiving even after purchasing a product from a brand.

Such a strategy helps facilitate the businesses to gain more loyal consumers given that the individuals had a satisfied and positive experience with the brand.

According to research, the after-sales service quality provided by businesses has been recognized as a potential source that helps businesses to gain competitive advantage and revenue (Wahjudi et al., 2018). http://MSc Management Customer Experience Strategy Assignment Sample

Good quality product with low price 

Both the companies provide the best quality products in their industries, however, the prices of Samsung phones are more likely to attract a large consumer base since they provide premium-quality phones at a low-price range.

Tesla, on the other hand, sells only high-priced vehicles, thus, many people are unable to afford those and are dissatisfied with the company’s product offerings.

Customer-centric

In the context of being a customer-centric business, it may be implied that both Samsung and Tesla are organizations that provide a positive experience to the consumers by keeping the individuals at the centre of their business model.

Recent developments have shown that it has become alarmingly important for the organizations to become customer-centric and to adapt to the aspects of consumer’s requirements for creating more value for the consumers and making it significantly easier for the individuals to do business with the company (Shulga, 2019). http://MSc Management Customer Experience Strategy Assignment Sample

Such an approach helps the companies to aid the consumers in every way possible and provide the best services by prioritizing every individual. One of the ways that Samsung does that is by having excellent customer care service, whereas Tesla does that by offering unique services such as automatically updating the Tesla car, without letting the individuals do so manually.

Evidence has suggested that in the contemporary age, the majority of organizations are adopting a customer-centric practice concerning innovation as it helps to increase the value of a business (Wechsler and Schweitzer, 2019). http://MSc Management Customer Experience Strategy Assignment Sample

Conclusion

Finally, it may be concluded that the concept of customer experience plays an extremely important role in helping a business boost its sales and retain loyal consumers, which further positively impacts the overall business of the company.

Recognizing the potential consumer and customer group is also quite important for having an affirmative and fruitful business outcome, which helps a company to accurately deliver its message and reach the right consumers.

Samsung has quite an efficient strategy for enhancing consumer experience as the Samsung mobile, branding, as well as services, have been developed effectively to satisfy the consumers at every step of the way.

References

Anorue, I.L., Ugboaja, S.U. and Okonkwo, C.P., 2020. Influence of online advertising in the promotion of Nigeria Professional Football League (NPFL). International Journal of New Economics and Social Sciences, 11, pp.231-246.

Baehre, S., O’Dwyer, M., O’Malley, L. and Lee, N., 2022. The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation. Journal of the Academy of Marketing Science, 50(1), pp.67-84.

Choi, J., Yoon, J., Chung, J., Coh, B.Y. and Lee, J.M., 2020. Social media analytics and business intelligence research: A systematic review. Information Processing & Management, 57(6), p.102279.

Cibulková, J.A.N.A. and Sulc, Z., 2018. A case study of customer segmentation with the use of hierarchical cluster analysis of categorical data. Proceedings of the Applications of Mathematics and Statistics in Economics, AMSE.

de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.

Heuchert, M., 2019, July. Conceptual modeling meets customer journey mapping: Structuring a tool for service innovation. In 2019 IEEE 21st Conference on Business Informatics (CBI) (Vol. 1, pp. 531-540). IEEE.

Hogg, S., 2018. Customer journey mapping: the path to loyalty. Think with Google.

Imbug, N., Ambad, S.N.A. and Bujang, I., 2018. The influence of customer experience on customer loyalty in telecommunication industry. International Journal of Academic Research in Business and Social Sciences, 8(3), pp.103-116.

Ma, B., Di, C. and Hsiao, L., 2020. Return window decision in a distribution channel. Production and Operations Management, 29(9), pp.2121-2137.

Motta-Filho, M.A., 2021. Brand experience manual: bridging the gap between brand strategy and customer experience. Review of Managerial Science, 15(5), pp.1173-1204.

Moussa, S., 2019. An emoji-based metric for monitoring consumers’ emotions toward brands on social media. Marketing Intelligence & Planning.

Sahu, N., Deng, H. and Mollah, A., 2018. Investigating the critical success factors of digital transformation for improving customer experience. In International Conference on Information Resources Management (CONF-IRM). Association For Information Systems.

Shulga, T., 2019. 10 Critical SuccessFactors for Change Management Project Customer Experience Transformation Program (CXTP) at to Improve Customer Experience. Aspekte des Innovations-und Changemanagements: Ein Theorie-Praxis-Transfer, p.331.

Wahjudi, D., Kwanda, T. and Sulis, R., 2018. The impact of after-sales service quality on customer satisfaction and customer loyalty of middle-upper class landed housings. Jurnal Teknik Industri, 20(1), pp.65-72.

Wechsler, J. and Schweitzer, J., 2019. Creating customer-centric organizations: the value of design artefacts. The Design Journal, 22(4), pp.505-527.

Wijaya, I., Rai, A. and Hariguna, T., 2019. The impact of customer experience on customer behavior intention use in social media commerce, an extended expectation confirmation model: An empirical study. Management Scien