Customer Experience of Samsung
The following report is based on the company Samsung’s customer experience strategy for its mobile product lines, which is discussed in detail in the next section. This study includes an evaluation of their customer experience strategy in each of the countries where they do business.
Read more: Customer Experience Strategy of ChenOne
Importance of customer experience
Customer experience (CX) is a word that refers to the interactions that a customer has with a company or organisation. Clients’ brand experiences are formed as a result of their encounters with your firm at every stage of the relationship.
It is possible to describe both customer service and purchasing things or services in this description of a brand’s customer service experience. Customers will make decisions about whether or not to return to a brand based on the brand. In order to achieve long-term success, it is essential to provide an amazing client experience. A company’s success is dependent on its ability to provide exceptional customer service.
Excellent customer service is a priority for Samsung when it comes to their phones. Consumer pleasure, co-creation participation, and attitude are all influenced by how people perceive the Samsung brand. The video depicts the entire history of Samsung’s connection with its customers. Customer experience (CX) in telecommunications is important in developing long-term relationships with clients, which last far longer than the typical customer service relationship.
Samsung will have a positive relationship with their customers as a result of delivering Samsung phones and connecting with their customers. A positive client relationship is more likely to develop if they deliver excellent customer service to their customers. Samsung may have a competitive advantage over Apple in terms of consumer satisfaction, and the more phones that are sold, the better for the company.
A satisfied consumer is more likely to make repeat purchases and to establish a long-term commercial relationship. Customers have the ability to make or destroy a company, which is why concentrating on the customer experience is vital to remaining competitive in the marketplace.
Consumer persona creation
An accurate picture of your brand’s ideal consumer is essential, and creating a buyer’s persona is an excellent tool for doing this. As opposed to a real person, he or she will be portrayed as a fictional character who is a representation of your ideal consumer. Identifying the buyer’s persona begins with the identification of the buyer’s interests, habits, and demographic characteristics.
When you create a persona for the consumer, it is much easier to understand sustainable consumer behavior and habits. Throughout the lifecycle of a brand, effective consumer people are created to help companies better understand how customers will relate with their product or service.
In order to better understand their customers and form closer relationships with them, brands should develop consumer personas that provide insight into the many life phases and experiences that their target market goes through.
Samsung can relieve some of its pain points by developing a buyer’s persona. In this way, students will obtain a more in-depth understanding of the issues at hand as well as how they could approach them. The more they understand about their customers’ requirements, the better their product will operate for them.
| John | |
| Demographics MaleAge 44Household income: $98,000MarriedSuburban | |
| Profile of John 44 years old maleResidence of suburban area in MalaysiaMarried and lives with his wife Wants to buy a new Samsung mobile phone | Motivation to buy Samsung His wife used Samsung mobile phone before and was satisfiedRecommended by his wifeAdvance featuresHigh resolution camera |
| Personal goals Taking high quality pictures Exploring the advance featuresLong lasting battery at work | Points Samsung can solve Capturing high resolution picturesLong lasting batteryHigh speed downloading and openingWorking on processors errors |
Mapping the customer journey
It is possible to track your customers’ interactions with your business through a procedure known as the “customer journey”. It encompasses all of their interactions with the brand of their choice. It’s a concept that allows businesses to have a deeper understanding of their customers. Behavior of customers who contact with the company’s website or employees is being observed.
The ability of a brand to influence the behavior of its customers. The ever-changing nature of technology and customer behavior means that brands must anticipate and plan for these changes in the modern day. As a result, they will be able to attract and maintain a greater number of customers. Customer journey mapping can be used by senior management of a brand to develop a more successful strategy by identifying all of the numerous points of contact that customers have with the brand and documenting those interactions.
Each of these points of contact has the primary goal of assisting the organisation in better understanding its customers, their purchasing habits, and how to better serve them. They collaborate with cross-functional teams to gain an understanding of these touch points and design strategies that are both effective and efficient in increasing brand sales.
| John journey mapping | |||||
| Stages | Awareness | Consideration | Purchase | Retention | Advocacy |
| Saw Samsung ad on social media . | Recommended by his wife | Purchases Samsung mobile phone | Repurchase the phone from Samsung | Created positive word of mouth among others | |
| Activeness | Using social sites | Blind trust on his wife | Made purchase from outlet | Check features | Recommend others in office |
| Feelings and needs | Confused | Somhow ready | Wanted to try its latest features | Happy after the purchase | Clicking pictures at office with friends |
| Improvement opportunities | Social media PR | Family | Samsung website | Reviews through social pages | Improve in the point they lack |
Omnichannel marketing
Customers are offered products, services, and information through one or more synchronized distribution channels in an Omni channel marketing strategy. It’s a strategy that aims to provide customers with a seamless purchasing experience from the first touchpoint to the final one. There are many ways that product options can be customized to meet the specific needs of individual clients.
It is thus possible to convey information about tailored products via a single message or the voice of the company on the channels on which it has already begun operating. When a firm intends to cater to the requirements and desires of a big market, Omni channel marketing is a must. When it comes to marketing, data-driven Omni channel customization provides customers with an experience tailored to their specific needs.
In order to gather this information, particular data channels are used. Consequently, companies like Samsung that are e-retailers like to gather data about their customers from their behavior and then provide them with a personalized experience from the beginning to the end. Furthermore, e-marketing requires acquiring data from a huge number of people and providing them with a personalized experience, therefore it is best to employ Omni channel marketing to alleviate this challenge.
A successful multi-channel marketing strategy is critical to the success of today’s modern merchants. It is, however, Samsung’s marketing channels that include word of mouth and email marketing as well as their retail outlets and their website. Consider Samsung’s Galaxy studios, which they utilize to demonstrate the advantages of near-field communications live. For this, Samsung organizes concerts including some of the most well-known rap and pop artists.
At these events, attendees use their phones for everything, including scanning their tickets, using the cloakroom, and checking their coats, among other things. Samsung’s customers are happier and more confident about their purchases of Samsung mobile phones because of the live experience they receive from the company. The outcome was a steady stream of devoted clients for Samsung. The Samsung website is just one of several marketing outlets that Samsung use.
Amazon and other e-commerce platforms are being used by them. Other marketing channels utilised by Samsung include Samsung connected house, which showcases several mobile phone models and their most up-to-date capabilities.
Customers may learn more about the latest features of the mobile phone at an exhibition like this one, and they’ll feel more confidence about making a purchase as a result. These occasions allow them to provide excellent service to their clients.
Samsung play is incorporated into the Samsung phone in order to provide its customers with a better overall experience. Additionally, Samsung has incorporated virtual reality into their mobile phones in order to suit the ever-increasing needs of their clients. As a result, Samsung is able to keep its customers for a longer amount of time because of their positive attitude toward virtual reality.
CX performance matrix
Customer loyalty is the most widely used matrix in the field of customer experience: it is the most common. Samsung, on the other hand, can make use of the four customer experience matrices shown below:
- Customer satisfaction and net promoter score
- Efforts to Maintain Retention
The brand will ask two questions to obtain the NPS: “How probable is it that the customer will refer Samsung phones to family and friends?” says the survey. Will customers recommend Samsung mobile phones to their friends and family? “How did they come up with that score?” “What are they looking for?” According to Samsung’s top management, this matrix will assist them in improving the customer experience while also earning a bonus.
To put it another way, on the CSAT matrix. It’s also a good measure of overall consumer happiness because it’s one of the most reliable. It is available in a variety of shapes and sizes. The most commonly used scale is a 1 to 5 scale, but it is not the only one available. This matrix will allow Samsung management to assess consumer satisfaction with a single transaction by using a single transaction.
Customer feedback on customer service encounters may be collected by Samsung using this matrix, and the data collected may be used to improve customer service. This matrix can assist them in better understanding and engaging their customers, thereby increasing the likelihood of long-term customer loyalty on their behalf.
By connecting with them, Samsung will be able to better understand their needs and desires, and as a result, they will be more likely to remain as customers. The churn rate provides Samsung executives with information on how many former customers have stopped purchasing Samsung smartphones. So that they can determine how many customers they have lost over the course of a year.
Samsung can use their client retention rate to figure out how to keep clients for a longer period of time. The rate of customer turnover is inversely proportional to the rate of customer retention. For example, because of its superior customer retention, Samsung may have a lower churn rate than competitors. Consider the following scenario: Currently, Samsung has an annual retention rate of 80 percent, which indicates that the company has a churn rate of 20 percent.
In order to develop a Samsung mobile phone matrix, the NPS and CSAT scores are the most useful metrics to use. When a buyer purchases a Samsung phone, two questions should be asked to assess whether or not they are satisfied with their purchase. These could include inquiries into who purchased the phone and whether or not they intend to inform others of their purchase of the phone.
If the consumer is willing to recommend this phone to others, it indicates that they have had a favorable experience. In any other case, no. Because of its simplicity, CSAT is considered to be one of the best matrices accessible. It is possible for this programme to comprehend the outcomes of a customer’s assessment of a Samsung phone.
CX processes in different industries
Consumer behavior is influenced by utilitarian and hedonic aspects when they use mobile applications. Because of this effect, the marketer is better able to comprehend their customers’ buying habits. The utilitarian factors include ease of use, technology utility, customization, and technology features. Personalization, convenience, compatibility, and the expectation of success are all examples of hedonic factors. Comparing Samsung to Tesco, a retail industry player, is presented below.
| Basis | Samsung | Sainsbury |
| Ease of use | When it comes to product development, Samsung commits a substantial percentage of its resources and attention to the process. In order to make things as simple as possible for their customers. Increasing the ease of use of Samsung mobile phones will encourage more consumers to purchase them, and they will feel more connected to the brand. | The primary focus of Sainsbury’s is to continuously decreasing costs in order to hire more employees in the stores, which will improve the whole shopping experience for the customers. Sainsbury’s places a greater emphasis on in-store services than it does on the products and costs. |
| Convenience | Providing new lines of mobile devices on a constant basis is the company’s goal, which will allow customers to pick and choose whatever goods they want to purchase. The consequence is that clients will receive high-quality services that are tailored to their unique requirements, enhancing their overall experience with the organisation. | Customers of Sainsbury prefer to shop in smaller stores rather than large supermarkets such as Sainsbury. Instead of buying for the entire big week, their concentration is on one thing for one time. |
| Compatibility | Samsung is currently developing a chatbot experience for the company’s website. In this situation, the bot will direct the consumer to a real being who may assist them in resolving their issues and worries. | Sainsbury’s is now shutting 55 underperforming locations and investing in the expansion of 30 to 60 more stores in the United Kingdom in order to better serve its consumers. |
| Attitude | Samsung is evolving its approach to customer service in response to changes in the mobile phone business and technological advancements. Samsung is devoting a significant amount of time and resources to building long-term, mutually beneficial relationships with its customers. As a result, Samsung will be required to do far more than simply fix defective phones in the future. | Sainsbury’s progress in the area of customer service is modest, owing to the fact that they are primarily concerned with lowering the prices of their items, rather than focusing on providing more and better customer experiences. |
| Responsiveness | It is time for Samsung to devote more resources to projects that will help customers and improve their overall customer satisfaction. Samsung personnel go above and beyond to ensure that customers have a positive experience with their products. | Employees are concerned about their jobs. Customers expect outstanding customer service from Sainsbury’s personnel, however they are frequently overworked and under utilised as a result of the company’s requirement to be open around the clock. |
Conclusion
In my research, I discovered that Samsung’s customer experience strategy is one of the most effective in the company’s complete operations. As a result of its customer experience strategy, Samsung is completely aware of the expectations of its customers; the company understands what its customers want and how it will offer it in order to improve their entire experience with the company.
Each and every touchpoint, from the first to the last, is a starting point for the consumer experience. Their method helps them keep clients for a longer amount of time, and their customers spread positive word of mouth about the company, resulting in an increase in the number of Samsung customers.
Moreover, they understand how to convert traffic into money for their respective businesses. Both in-store and online, Samsung is committed to offering outstanding customer support. Because of this, they are able to minimise their churn rate while simultaneously increasing their retention rate. Samsung is reaping the benefits of a customer-centric strategy that has been successful so far.
