BUSN11082 Influencing Organisational Strategy

Introduction

Customer experience can be understood as the perception of the customers relating to the products or services sold to them. The customer tends to analyze the product through the customer life cycle and develops certain perception concerning the product and service of the company. The two major elements of the customer experience can be identified as perception and interactions with the brand or the company. Samsung is one of the leading companies operating in the technology based industry, providing electronic products to its customers. The company is taking various measures for improving the customer experiences (Homburg, Jozić and Kuehnl 2017). Samsung has been digitalising its most of the services and has been engaged in transforming overall ecosystem of the organisation.

Samsung developed Samsung Display Solutions so that hallmarks and other details of the product can be provided to online shoppers easily. The company also implemented Retail Display Solutions, Samsung Interactive Displays for facilitating customer journey, personalised marketing by investing in Magicinfo software which is a network-based solution for improving the customer experiences (McLean, Al-Nabhani and Wilson 2018). The report highlights different measures taken by Samsung for improving its customer experiences and also it explains about the Omni-channel marketing, customer life cycle etc.

Importance of customer experience

Customer experience can be understood as the perception of the customers relating to the products or services sold to them. The customer tends to analyze the product through the customer life cycle and develops certain perception concerning the product and service of the company (Zhang et al. 2017). The two major elements of the customer experience can be identified as perception and interactions with the brand or the company. Customer perception concerning the brand and interaction with the brand using various communication channel of the modern era, customer experiences with the product and brand is formed (Chen and Ann 2016). The competitiveness among the businesses of the modern digital era are increasing for improving the customer experiences so that sales and productivity of the companies can be increased. Customer experience for the Samsung Corporation, is of significant importance. The company constantly develops strategies for improving the customer experiences. The development of the

In accordance with the article published by Forbes in the year 2018, the traditional way of supporting the customers have changed and customer of Samsung mobile phones users, no longer have to depend on the customer support centers and it has developed many communication channels for all the devices it sells (Batra 2017). The Chatbot system is also launched so that the customers can easily communicate their issues through messages and chats also. The customers’ needs and demands forms the basis of company’s production and business operations. The company improved its brand story so that the customer can relate themselves to the company (Lee, Lee and Choi 2018). The company established Samsung Video Wall Solutions, improved customer engagement, QH55H model is launched proving HDR quality to contents, shoppers can read customer reviews while making purchases at the Samsung Stores (Teimouri et al. 2016). These are some of the measures taken by Samsung for improving customer experiences and for connecting to new customers as well as retaining the existing ones for the sustainability of the business.

Consumer persona creation

A consumer is defined as a semi-fictional archetype which shows some significant traits of major segment of the customer or homogenous customers. Personas are developed by conducting research on the real customers. The analysis of the real customer help in understanding large segment of customer of similar category (Gallagher, Furey and Curran 2019). The persona is identified as a semi-fictional representation and helps in the research and analysis of the customer group showing similar representative character. The customer persona helps to build potential customers and improve the sales of the company.

Consumer persona creation in relation to Samsung

Elements of Consumer persona	Explanation with respect to its role and Cx Strategy of Samsung
Demographics and story	The company has partnered with the Turkey so that demography of the people can be studied and awareness concerning the product can be spread among these groups (Aiyer et al. 2019). This strategy was applied by Samsung in case of its Galaxy S5 launch.
Profile	The profiles of the current customers must be studies and on the basis of the real data and profile of regular customers, consumer persona based on profile is created.
Motivations for using a Samsung mobile	Customer reviews can be of great helps and then hypothetical consumer persona can be created for developing the mobiles as per such data.
Goals for using a Samsung	The professional and personal goals of consumer are studied by Samsung which are motivations for purchasing its mobiles.
Painpoints a Samsung mobile solves	It is important to find out what factors are disturbing the customers. It becomes easier to understand the modifications that will win the customers’ hearts and minds.

Mapping the customer journey

First stage: the customer learns about the companies which sells phones. The media exposures that works at this stage is publishing of ads on social media sites and television (Joshi et al. 2017). Stage 1 will decide whether the consumer wants the phone for a business or for personal usage.

Second Stage: the consumer searches for a variety of mobile phones brands and attempt to know about them (Gerea, Gonzalez-Lopez and Herskovic 2021). The media exposures that works at this stage is the implementation of different reviews and different relating services which be provided in Offer plans.

Third Stage: the customer find out the where the selected company’s stores are available. In case of Samsung mobiles, the customer will find out the billboards, pamphlets, etc. to find out the location of Samsung stores.

Fourth Stage: the customer arrives the company’s stores and talks with the sales agent or store owner for the phone, he want to purchase. This is the stage where sales agent can also pitch other relating products and advertise for other new models (De Keyser et al. 2015). The role of the media exposure is to provide sufficient details about the phones and related products in the display system of store. This is an opportunity for company for pitching its products.

Fifth Stage: the customer views different phone and brands at the store. It is the responsibility of the Samsung agent or person selling it, to describe about the unique feature of the phones and describe efficiently about the phone (Dinulescu, Visinescu and Prybutok 2018). The company has the opportunity to record the needs and demand of the customer at this stage so that it can be used for further innovations.

Sixth Stage: the customer learns the benefits and different offer plans that the company is providing them. Sales agent provides additional information relating to the benefits and plans.

Seventh Stage: the customer purchases the phone at this stage. The agents at the store helps to set up the phone at this stage.

Eighth Stage: the customer sets the phone and takes it home. The customer customizes the mobile phone as per personal interests and for personal usage.

Omni channel marketing

Omni-channel marketing refers to such marketing practices or approaches which provides complete integrated shopping experience to the consumers. The main aim of the Omni-channel is to provide high quality user experience to the customers and lessen the worries of customer for looking at different platform for several auxiliary services and products (Shamsudin et al. 2020). In case of Samsung Omni-channel marketing, the connection is established between digital and physical retail services and interactions. It helps in providing the customers continuous services for building strong connection with them throughout all touch-points of their shopping experience (Vagrani, Kumar and Ilavarasan 2017). The Omni-Channel wanted to be consistent throughout the journey and ultimately create a single transaction for customers.

The role of interaction and customisation in Omni-channel marketing

The Omni-channel marketing uses personalisation services and can be considered based on data driven technological effort. It is about providing the customers personalised experiences by collecting data of the customers collected at other relating channels and using such customer data for providing personalised experience on other related channels (Omer 2019). The interaction made with the customer at one platform is made helpful for improving the efficiency of other relating platform (Jagadhambal and Karpagambigai 2015). For example- if one customer views the Samsung mobile of a particular model and then leaves the online platform, the company records the interest the customer and advertisements of such phones, relating information can be marketed to the customer using the online platform.

Identification of the uses of different marketing channels by Samsung mobiles and analysis on how effectively Samsung is achieving a seamless customer journey

Samsung uses different marketing channels and also the Omni-channel marketing for remaining competitive in the market. As per one of the article published in 2015, Samsung has been using Omni-channel marketing for remaining competitive in the industry as it helps in providing high quality customer experience at significant stage of customer life cycle. Customer prefer to be associated with the companies who provide Omni-channel platform because it helps the customer to purchase the product easily with the most convenient ways. Since, Samsung has integrated several channels, the customers can choose, from where they want to purchase their product and where they want to get it delivered (Harwood and Garry 2016).

They can even decide the ways through which it is delivered and days under which they want the delivery. The company has made huge investments in the supply chain management for working towards individual preferences. The company has launched RFID tags on merchandise or mobile, tablet-based Point of Service systems. The company launched technological improvements in the supply chain and integrated it to the purchase and sell of the product. The customer can easily track their purchased item while they being going through the delivery process (Forbes 2015).

CX performance metrics

Identify and critically evaluate four CX performance metrics. Provide a justified recommendation of two metrics which are the most important in the case of Samsung mobiles.

The customer experiences, customer effort score, customer satisfaction score, KPIs are some of the performance metrics of Customer experience and relation with the company. The success of any marketing process is estimated by Samsung using the scorecard. The scorecard are the metrics used by the marketing team for analysing the success of the digital marketing work. It is one of the KPIs metric and used to measure the customer experiences and perception. The ratings provided by each customer after their purchase, number of revisit of customers to the company, are some of the metrics which helps in knowing the degree of customer experiences and satisfaction (Kim, Ding and Lee 2018).

The CX metric used by Samsung regarding its mobile sales is used to measure the customer’s prospects’ and customers’ perceptions of the brand that one customer purchases. the metric is not easy to record and calculate, the Samsung mobile stores and sales representatives records the data after making several interactions with the customer or after finding out various ‘touch-points,’ present in the online and offline marketing channels. The company get to know whether the customers will come back to the store again or start looking for another brand which they think, will serve them better. The two most significant customer performance metric which I consider most important for the Samsung mobile phones is the customer satisfaction score and customer effort score. Customer satisfaction scores provides overall view of the customer concerning the product.

The customer satisfaction determines the customer loyalty of the product. Customer effort score is equally important to modern business that wants to improve the customer experiences due to the increasing competition of the market.  Every customer want to purchase mobile or any other product from such company which can offer as many services like fast delivery, product tracking service, after sale services etc, which can reduce the effort of customer and improve their experience with the company. Samsung also focuses on the Customer effort score and it is one of the metric which provides the company information about customer experiences relating to the marketing channel and Omni-channel used by the company.

Any consumer of an electronic devices cannot provide his or her feedback concerning satisfaction just after purchasing the product. It is recommended that the data or feedback which is collected from the customer at the Samsung store while selling the product must be taken after the 1-2 days of usages of phone. This practice will help to improve the quality of feedback or customer satisfaction score that company receives from its customer. The quality feedback can be very helpful for the company for determining which the features of the phones are, that needs improvement or failing to compete with other phones in the market.

Five CX Critical Success Factors (CSFs)

Success factors	Samsung	Apple
Coordination among the managers relating to the customer experience methods.	The company shows existence of several teams whose efforts lead to development of improvement customer experiences. Various sales team, operational team, marketing team, after sale service team, coordinate among each other for improved customer experiences.	The sales team of Apple is very efficient and company works on the development of the employees in such a way that motivated employees’ attempts to improve customer relation with the company.
Corporate strategy	Omni-channel and use of multiple channel are some of the corporate strategies. The company adopts various customer satisfaction measures for knowing the feedback and perception of the customers.	Innovativeness and creativity remains the focus of the company and the company attempts to provide high quality innovative product for its customers.
Calculation of customer experience through ratings and feedback.	Samsung also calculates NPS (net promoter score) for analyzing customer loyalty.	Apple calculates the NPS score for analyzing the customer satisfaction and customer loyalty. The NPS score of Apple was high in 2017 which was approximately equal to 72, higher than the average NPS score of the consumer electronics industry.
Brand competitiveness	Samsung attempts to deal with the uncertain business environment by increasingly competing effectively in the  marketplace through greater investments as their commitment to R&D.	Apple also work on innovation and is one of the leading and luxurious brands for its new designs and innovations.
innovation	The business of Samsung increasingly compete effectively in the marketplace through greater investments as their commitment to R&D so that innovations can be implemented for making new and competitive model of phones.	Apple work on innovation and is one of the luxurious brands for its new designs and innovations. The quality and functions are creative and innovative which maintains the customers’ satisfaction.

 Conclusion

Therefore, it is concluded that Samsung has taken many strategic steps for improving experiences of its customers. The development of the Omni-channel and use of multiple channels are some of the corporate strategies. The company adopts various customer satisfaction measures for knowing the feedback and perception of the customers. Samsung has been digitalising its most of the services and has been engaged in transforming overall ecosystem of the organisation. Samsung developed Samsung Display Solutions so that hallmarks and other details of the product can be provided to online shoppers easily. The company also implemented Retail Display Solutions, Samsung Interactive Displays for facilitating customer journey, personalised marketing by investing in Magicinfo software which is a network-based solution. The company has been increasing competing with the leading luxurious brands like Apple, by investing in the customer relationship strategies.

References

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