Customer Experience Strategy

Table of Contents
Introduction......................................................................................................................................3

The importance of customer experience..........................................................................................3

Consumer persona creation..............................................................................................................4

Mapping the customer journey........................................................................................................5

Stages of journey..........................................................................................................................5

Activities......................................................................................................................................5

Feelings and needs.......................................................................................................................6

Potential opportunities for improvement.....................................................................................6

Conclusion.......................................................................................................................................6

References........................................................................................................................................7
Introduction
With this in mind, if customer experience (CX) is defined as the sum of all contacts between a
business and its customers, the customer experience strategy defines how those encounters may
be made more positive and meaningful via the use of practical techniques that are implemented
(Plessis, 2015). If people are talking about customer experience design, consumers should have
the same experience every time they contact an organization's customer service representatives.
This program's goal is to design procedures that exceed customer expectations, are easy to
follow, and effectively address their problems.

The importance of customer experience

Samsung does this through various techniques aimed at providing exceptional customer care to
its customers. For example, it has just debuted a vehicle on the streets of New York City that
operates similarly to a food truck, serving customers in the same manner. The service is
provided at no cost to customers who require assistance setting up their device, screen repair, or
just a charging station on the truck (Gopalani, 2011). As part of this effort, Samsung enhances
its chatbot capabilities by deploying bots that connect clients to a human who can assist them
with their queries in real-time. According to Michael, the goal is that bots would be able to
accelerate support requests by texting customers a few questions that will send them to the
proper human support agent. However, he acknowledges that the technology is not yet there. In
the future, chatbots will be able to collect more information about their users, allowing for more
personalized service.

Rather than merely selling a product or mending something that has broken, Samsung is focused
on developing long-term connections with customers throughout the whole process. Samsung
must invest in its programs to establish partnerships that address consumer concerns and
improve their quality of life. Customers are more likely to spend more money with a business
after having a positive experience, resulting in a high return on investment. Internally,
Samsung's customer service tagline is "Done plus one," which implies that not only is the issue
fixed, but personnel have the authority and are encouraged to go above and beyond to satisfy
customers and transform them into long-term Samsung customers (Klaus, 2013). Customers
aren't the only ones with an emotional tie to the items; employees have the same feelings about
them. The company permits personal use of Samsung smartphones to encourage its employees,
particularly those in customer service, to develop a genuine excitement for the gadgets.
Employees are encouraged to express their enthusiasm for its products and brand with customers
by distributing promotional materials.

As a result of the Internet of Things (IoT) and the availability of new goods, customer
connectivity will only continue to grow in importance. When a company like Samsung keeps in
touch with its customers, they are more likely to create a link with the brand and its products,
which benefits both parties.

Consumer persona creation

Park Hee Soon

Demographics

Profession: Social Media Marketer and Content Maker

Age: 50-55 years

Gender: Male

Salary: 4000$

Nationality:

Living Area: Urban

Degree: Masters

Marital Status: Married

Religion: Catholic

Motivation: It became clear to the leadership of the

Samsung group that its personnel needed
to love their jobs and avoid boredom to
perform well.

Mapping the customer journey

Stages of journey

Figure 1: Stages of Journey

Source: Lumen (2016)

As well as digital displays and intelligent signs, Samsung's product line also includes
smartphones, tablets, and wearable, all of which are equipped with technological innovations
that are user-friendly, adaptable, long-lasting, and secure. Along with this, Samsung has created
a strong network of retail technology partners over the last decade, enabling them to deploy
solutions that improve store operations and income (Maklan, 2013). The significant upheaval
has occurred in the retail industry in recent years, and we believe that this trend will continue.
People will not return to their pre-crisis habits; that is a clear fact of life. An interactive
customer journey map visually depicts the customer experience that is both informative and
enjoyable (also called the buyer journey or user journey). Using it, you can better tell the story
of a customer's interactions with a brand across all of their contact points. In addition, when the
customer journey is visually shown, it ensures that no client falls between the cracks, regardless
of how they connect with the company.

Activities
The Samsung Gear Neo: A Consumer's Journey through the Device Following the debut of the
Apple Watch in the spring of this year, interest in wearable technology has re-emerged.
Consumption is interested in seeing if there will be a tipping point for mass adoption shortly;
they are also eager in building apps for the Apple Store or Android Wear to keep one step ahead
of the competition (Nasution, 2014).

Park has been sporting a lime green Apple Watch on his wrist for the past two weeks. The first
time a new feature was published, Park was eager to see how well it worked and how poorly it
functioned, and he immediately shared the results with his colleagues.

Feelings and needs

Park began by considering the field of communications as an illustration. Apple is very good at
this. Pre-written text replies that make sense and are consistent with Park's regular manner of
communication appear to be contained inside these documents (Schanz, 2013). The
perceptiveness of their observations in light of the incoming communication was precise as
projected. Samsung may have had this, but from my perspective, the replies were simple, and
the rationale used to develop them appeared to be rudimentary. In addition, Park was only
allowed to answer in pre-written words, which was frustrating.
Potential opportunities for improvement
The objective of this article is to share Park's knowledge and skills while also contributing to the
advancement of the product. Park hasn't given up on wearables altogether, and he's looking
forward to getting his hands on an Android Wear gadget shortly (Vries, 2016). The story comes
to a pleasant finish. Optimistic. It doesn't matter how horrible things were; there's more to come.

Conclusion
It should be no surprise that analyzing consumer sentiment regarding a company's product,
brand, or service is essential to developing a successful customer experience strategy (Shick,
2011). However, how can anybody tell whether or not a company's consumers are truthful in
their company statements? Individuals are keeping track of their initial sentiments toward a
brand and how those feelings change over time. Is this true? The most helpful information for
enhancing brand and customer experience initiatives comes from the knowledge that customers
are willing to provide.
References
Du Plessis, L. And De Vries, M., 2016. Towards A Holistic Customer Experience Management
Framework For Enterprises. South African Journal Of Industrial Engineering, 27(3), Pp.23-36.

Gopalani, A. And Shick, K., 2011. The Service‐Enabled Customer Experience: A Jump‐Start To
Competitive Advantage. Journal Of Business Strategy.

Klaus, P. And Nguyen, B., 2013. Exploring The Role Of The Online Customer Experience In
Firms' Multi-Channel Strategy: An Empirical Analysis Of The Retail Banking Services Sector.
Journal Of Strategic Marketing, 21(5), Pp.429-442.

Klaus, P.P. And Maklan, S., 2013. Towards A Better Measure Of Customer Experience.
International Journal Of Market Research, 55(2), Pp.227-246.

Nasution, R.A., Sembada, A.Y., Miliani, L., Resti, N.D. And Prawono, D.A., 2014. The
Customer Experience Framework As Baseline For Strategy And Implementation In Services
Marketing. Procedia-Social And Behavioral Sciences, 148, Pp.254-261.

Schanz, J. And De Lille, C., 2017. Customer Experience Strategy Turned Into Hands ‐On
Actions Through A Design Approach. Design Management Journal, 12(1), Pp.28-39.