Customer Experience Strategy Assignment Sample

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Customer Experience Strategy Assignment

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Introduction

Customer experience refers to the process of interaction and communication between the organization and customers by building a relationship. The interactions are followed by the customer's cultivation of attraction, interest, advocacy, and buying of the products. The customer experience in Samsung will be the main theme of this study with the proper explanation on customer experience strategies used by the company, different Omni channels and two methods will also be discussed. Customer experience is inevitable because it is the only career of driving a successful business.

Importance of customer experience

Understanding the concept of customer experience

One of the biggest priorities of any organizational growth and success in customer experience. Customer experience is the concept build on the basis of the impression that a customer has gained about a product, service, or a particular brand throughout the entire purchasing journey. This is the most valuable characteristic as it builds the profit and revenue generation of a customer. And it also generates a brand value and brand image of a product or service (Becker and Jaakkola, 2020). A positive and optimistic impression or impression of a customer helps a business grow and prosper. As the customer experience builds happiness among the customer paving the way for increasing customer loyalty. The customer can switch to another brand for not getting the product and services as per their requirements and needs. It, therefore, highlights that the experience and impression of a customer regarding a product or service lead to satisfaction of the customers. Customer satisfaction builds brand value and brand image which is the most crucial fundamental for any business organization (Jaakkola, 2020).

Importance of customer experience in the case of Samsung mobiles

The need and importance of customer experience have an immense significance and it cannot be denied. In any business organization, the products and services are the assets but they alone cannot bring brand value and recognition. Without the customer, the brand value cannot grow. Experience and impression of the customer regarding a product are the most important factors for any business organization (Mohd-Ramly, 2017). Customer experience helps in developing customer satisfaction and loyalty of the customer. Samsung tries to create a strong relationship with the customer to provide them timely support to be connected with the brand. When more devices are connected, it means the customers are building strong confidence and trust over the brand which can generate more customer retention by developing brand image. It also develops customer retention when the customer develops a positive impression about the Samsung brand. Gaining customer satisfaction and loyalty, a business organization can also enhance the sales and revenue collection and improve competitive advantage together with a better market position (Omar, 2017).

Consumer persona creation

Concept of consumer persona

Consumer persona refers to the phenomena of real information about the current customer and semi-fictional information that provides information about a fictional or guessed idea about the consumers. It depicts the information about the behavioral pattern, buying behavior, motivation, and demographics of the customers (Lapina et al., 2021).

Consumer persona and customer experience strategy

Customer persona helps in building an immense understanding and clear idea about the buying behavior and journey of the customers that reflects the impression and experiences of the customers. By understanding the journeys of the customers the organizations can improve them. Thus, the customer persona helps in building the customer experience (Kokins et al., 2021).

Consumer persona in terms of Samsung

Demographics and story

profile

Motivations for using a Samsung mobile

Goals for using a Samsung

Pain points a Samsung mobile solves

Age: 30-45

Malesorfemale: skews males

Income: 15000 dollars

location: urban areas

Job: management department

Career: working in a company for ten years

Married or unmarried: unmarried

Heat resistant feature, smart and attractive look, fast charging and excellent battery backup, assistant screening calls, good audiovisual features, gaming features, camera features.

Playing games, easy to carry features, camera quality,

Time taking updates

Mapping the customer journey

The consumer journey is the process or way through which the customer passes and estimate, evaluate, purchase and become aware of the services and products. In this journey, the three major processes through which the customers pass through are consideration, awareness, and decision. The consumer journey is important in building customer experience because it helps in building awareness about the product and services among the customers. And when the customers become aware of the products and services, they also generate interest in purchasing the products and make decisions to buy the products. Thus it increases the brand value as well as customer experience (Berendes et al., 2018).

Stages of journey

· Awareness: in this stage, the customer becomes aware of the problems or issues that need to be solved. He collects information from sources like the internet, e-books, etc. to get the solutions.

· Consideration: in this stage, the consumer conducts searching for the mobiles that can address the best solutions to their problems. They consider the best mobile among the various options they have gathered.

· Decision: in this stage, they figure out the mobile that solves the problems and makes decisions to buy the Samsung mobile. This is the last stage of the journey.

Activities

The activities include searching for different sources to gather information, using different opinions from the reviews, and also check the features of the mobile. Researches using the internet, past experience, getting information from family and friends, getting satisfied with the features, buying a mobile for the customer himself, recommending others the phone, buying the mobile for a friend.

Feelings and needs

Customers grow feelings of doubt about the quality, durability, and price of the mobiles.

Feelings of needy, excitement, interest to buy the Samsung mobile.

Needs: budget-friendly and quality based mobile

Potential opportunities for improvement

Time management, communication system, quality-based mobile, audiovisual features.

Omni channel marketing

Omni channel marketing refers to the integration of a multitude of channels that a company uses for communicating to the consumers. Omni channel marketing focuses on providing seamless Interaction, communicating, and messaging. Thereby helps in developing a robust customer experience. About different Omnichannel ways for example social media customers can interact with the products and brands and get relevant information about them. These channels have the only goal of developing brand impression with the help of a seamless and interruption-free experience to the customers (Payne et al., 2017).

Omni channel marketing is based on the channels including digital channels for example websites social media and physical stores. The approach of omnichannel marketing also highlights the need of having a positive optimistic and regular impression and experience of the customers that they gather in each channel. The customer's identity is consistent with the brand vision (Payne et al., 2017). Providing a different shopping information service and product-related information and queries and support through the Omni channels marketing the customers are provided with a seamless customer experience from every touchpoint. Customization plays a very significant role in omnichannel. Product option, one of the most significant methods of customization, is dependent on the manufacturing of the products on the basis of the personal needs and preferences of the consumers. Customized product-related data and information are shared by using messaging and voice of a particular company (Tyrväinen et al., 2020). Uses omnichannel marketing for providing the customers with a wide range of products and services that are modified and upgraded on the basis of the customer's requirements and needs to satisfy their experience. Channel personalization is based on data drive in marketing methods which gives the customers a personalized and modified experience through a particular channel depending on the information collected from the behavior and experience of the customers through the channels. This is why the interaction of the customers with the company through different channels like messaging social media significantly plays a very crucial role in providing a personalized experience to the consumer at every touchpoint (Märtin et al., 2020)

The different marketing channels used by Samsung company include websites email marketing social media marketing word of mouth and through the retail stores of Samsung company (Jelassi and Martínez-López, 2020). Samsung uses galaxy Studios life for providing expressive benefits and advantages to the customers about the near field communication system. Some music events are organized by the company and are named in rock, rap, or pop music. The customers can buy tickets at the door using their smartphones. This life experience helps the customers boost their satisfaction and experience and also the customers become confident and builds trust in the products of customers to get a seamless customer journey. It helps in influencing the purchasing decisions of the customers (Khalid et al., 2021). For marketing strategy, the company uses brick and mortar, websites, online, in-store, and Samsung connected house. In the Samsung connected house marketing channel, the company exhibits different devices and mobile phones of the company to influence the purchasing decisions of the customers. It provides our customers with different information about the features of Samsung to drive the customers towards a seamless customer journey by influencing their experience. And Samsung pay is the most attractive tool to introduce by the company to provide a seamless customer journey to the consumers (Jelassi and Martínez-López, 2020).

Customer performance metrics

The significant customer performance metrics include:

Net promoter score (NPS)

This is a customer experience performance metric used for measuring the satisfaction, loyalty, and enthusiasm of the consumer. In this process, the satisfaction of the customers is estimated by asking some questions to the consumers. The scores of these performance metrics help the organization improve their service delivery system and their customer support for gaining more customer satisfaction and loyalty (Baehre et al., 2021). 

Customer satisfaction (CSAT)

One of the most popular and used customer experience metrics is CSAT. CSAT has a multitude of scales and forms. The range of the scales is from 1 to 5. This tool is used in customer support. These performance metrics can adapt to the requirements of the customer (Amangala and Wali, 2020).

Customer Effort Score (CES)

It involves the input of the customers and also measures the loyalty of the customers. CES helps in analyzing the difficulties of the services. It is important because it suggests that most of the customers pass through a seamless and effortless experience and they want to re-purchase. There are some customers who had to provide great efforts and who have faced a high level of effort want to share their bad impressions and experience (De Pechpeyrou et al., 2019).

Customer lifetime value (CLV)

CLVmetrics is used as a presumption of the net profit that has been attributed to the future relationship with the consumers. Customer lifetime value can be estimated for an organizational value brought by the customers during working with the company (Chamberlain et al., 2017). This metric highlights the total profit an organization can expect from a customer. It is considered to be the customer revenue value and the number is compared to the presumed lifespan of the customerand customer segments are the most significant for a company and for calculating the customer segments this metric is used. The Customer's lifetime value becomes greater as long as the customer buys from a particular company (Cardoso et al., 2017). During the customer's journey, this metrics is popularly used to impact the assistance and support of the customers. successful managers are the most crucial figures who solve different issues and challenges regarding customer support and they also provide effective recommendations to boost customer satisfaction and loyalty to customer

Customer performance metrics in context of Samsung

After four metrics customer lifetime value (CLV) can be used that is most suitable for the case of Samsung mobiles. It is a metrics that helps in generating the revenue collection of the company. The metrics also helps in developing customer satisfaction and loyalty. With the help of this metric, Samsung company can target the consumers by developing a customer acquisition plan and strategy. They target the customers who have the capability to spend much on Samsung mobiles (Pagilani et al., 2017).

For building customer loyalty and other important customer satisfactionMetrics used is customer satisfaction metrics. With the help of this metric, the Samsung company can relieve the experience and impression of the consumers in each step towards the products of the company (Khan et al., 2021). By analyzing this Metrics and the Samsung company can also make decisions to build effective strategies that can help in generating customer retention. These strategies can ensure that the customers will return again to buy the products from the same company. the customers who are concerned about the product quality are handled and kept added priority list in this metrics. Samsung company can thereby find some methods and approaches to correct the flaws with the help of the concern of the customers. Therefore develops the experience of the customers with the Samsung company (MuneebMehta et al., 2021). 

Customer experience (CX) in different industries

The factors that affect the customer behaviour and experience of using a mobile application are the main drivers of making the customers judge their experience. These factors are of two types utilitarian and hedonic. The utilitarian factors include the features of technology and its use, ease of use, and customization. Hedonic factors are website design, ease of use, convenience, personalization, compatibility, and expectancy. The five factors are used here to generate a comparison between Samsung and the retail industry Tesco. These factos are compatibility, convenience, ease of use, responsiveness, and attitude. How the two companies influence customer experience and the journey of the customer by using these five factors will be discussed here

Factors

Samsung

Tesco

Attitude

Generating better and long-lasting relationships with the customers is the main attitude of Samsung for generating customer experience.

The attitude of Tesco about the customer relationship remains the same throughout the journey of the company.

Convenience

Samsung Always seeks to launch new devices for building customer loyalty. This is how it creates convenience for the customers.

Tesco customers consider it convenient to shop frequently in the physical stores of Tesco rather than doing a big shop once at a time.

Compatibility

Samsung has developed the chatbot for directing and guiding the customers to real employees or people of the company who can effectively answer all the queries of the customer. Thus, it creates compatibility and a better customer experience.

Compatibility with the customer experience in the company test closes many stores that are unprofitable and has also planned for setting up new supermarkets for providing a better customer experience.

Ease of use

Samsung constantly is working on device manufacturing and developing a process for providing the customers is of using the devices and creating the devices more convenient to the needs and requirements of the customers. It has helped the customers become connected with the devices of Samsung as well as the brand of Samsung.

Tesco focuses on reducing the prices of the products, employing more staff to the organization, and developing a better customer experience. Tesco basically tries to create a convenient and ease of using the physical stores of the company rather than providing is of using the products or services of Tesco.

Responsiveness

Samsung focuses on building customer relationships by solving many pain points of the customers and developing their lives requirements and needs by putting various facilities features and resources in the devices of the company.

Tesco Provides effective customer employee training programs for removing their stress anxiety so that they can provide their best efforts to generate customer satisfaction and experience.

Conclusion

Throughout the entire discussion, it can be concluded that the customer experience methods and strategies used by Samsung are considered to be the most effective tool for the organizational business. With the help of the customer experience strategy, the company is conscious of the expectation and requirements of the customers and the company uses these strategies to improve the organizational functions for meeting the demands and needs of the customers. With this strategy, the company builds customer retention for a long period. Also focuses on developing different communication and interaction channels including off-Store, in-store, online and social media marketing. With these channels, the company also tries to be connected with the customers by building a better customer relationship to work more efficiently and effectively. Therefore, the importance of customer experience and customer journey for building robust organizational success cannot be measured.

Referencing

Amangala, E.A. and Wali, A.F., 2020. Market Orientation, Service Quality Perception, and Customer Satisfaction: The Role of Market-sensing Capabilities. Business Perspectives and Research8(2), pp.216-231.https://journals.sagepub.com/doi/abs/10.1177/2278533719887453

Baehre, S., O’Dwyer, M., O’Malley, L. and Lee, N., 2021. The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation. Journal of the Academy of Marketing Science, pp.1-18.https://link.springer.com/article/10.1007/s11747-021-00790-2

Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science48(4), pp.630-648.https://link.springer.com/article/10.1007/s11747-019-00718-x

Berendes, C.I., Bartelheimer, C., Betzing, J.H. and Beverungen, D., 2018. Data-driven customer journey mapping in local high streets: a domain-specific modeling language.https://www.smartmarketsquare.de/sites/smartmarketsquare.de/files/attachments/_final.pdf

Chamberlain, B.P., Cardoso, A., Liu, C.B., Pagliari, R. and Deisenroth, M.P., 2017, August. Customer lifetime value prediction using embeddings. In Proceedings of the 23rd ACM SIGKDD international conference on knowledge discovery and data mining (pp. 1753-1762).https://dl.acm.org/doi/abs/10.1145/3097983.3098123?casa_token=IB9cHn3I9XIAAAAA:KYdBdUQb4irH_DkkX7m36Ss-ou0KERKhyh1oOT06MrCR4gar9HHNHEiop88xdH42AyjxfpD0fyrdmQ

De Pechpeyrou, P., Nicholson, P. and Lakad, N., 2019. Complaining Behavior and Satisfaction: Customer’s Effort Score Shuffle the Cards. HAL.https://econpapers.repec.org/paper/haljournl/hal-01989078.htm

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.https://link.springer.com/chapter/10.1007/978-3-030-48950-2_15

Kokins, G., Straujuma, A. and Lapi?a, I., 2021. The Role of Consumer and Customer Journeys in Customer Experience Driven and Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity7(3), p.185.https://www.mdpi.com/2199-8531/7/3/185

Märtin, C., Asta, P. and Bissinger, B., 2020. Optimizing the Digital Customer Journey–Improving User Experience by Persona-Based and Situation-Aware Adaptations. Springer Proceedings in Business and Economics, pp.141-148.https://ideas.repec.org/h/spr/prbchp/978-3-030-47595-6_18.html

Mohd-Ramly, S. and Omar, N.A., 2017. Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail & Distribution Management.https://www.emerald.com/insight/content/doi/10.1108/IJRDM-04-2016-0049/full/html?fullSc=1

MuneebMehta, A., Khan, Z.U., Butt, J.M., Tariq, M. and Khalid, R., 2021. THE GAME CHANGER; UNDERSTANDING HOW BRAND IMAGE AND CUSTOMER SATISFACTION INFLUENCES BRAND LOYALTY. A STUDY OF SAMSUNG MOBILE PHONES IN PAKISTAN. PalArch's Journal of Archaeology of Egypt/Egyptology18(1), pp.935-956.https://www.archives.palarch.nl/index.php/jae/article/view/2775

Payne, E.M., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing.https://www.emerald.com/insight/content/doi/10.1108/JRIM-08-2016-0091/full/html

Tyrväinen, O., Karjaluoto, H. and Saarijärvi, H., 2020. Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services57, p.102233.https://www.sciencedirect.com/science/article/pii/S0969698919314882

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