Table of Contents
Executive Summary...................................................................3
Introduction................................................................................3
The CX Concept..........................................................................4
The importance of CX in the case of Samsung mobile phones.........................................................................................5
Consumer Persona Creation.....................................................8
The role of consumer persona in developing effective CX strategy.........................................................................................9
Identification of Key Consumer Persona................................10
Mapping the Customer Journey...............................................13
Importance of the Customer Journey to CX Strategy...........15
Omnichannel Marketing..........................................................19
Role of Interaction and Customisation in Omnichannel Marketing...................................................................................21
Marketing Channels for Samsung Mobiles...........................22
CX Performance Metrics..........................................................23
Recommendations on CX Metrics for Samsung Mobiles...................................................................................-..26
CX Processes in Different Industries.....................................27
Conclusion..............................................................................-.29
References................................................................................30

CUSTOMER EXPERIENCE STRATEGY
A Report on the Customer Experience (CX) Strategy of Samsung Mobile Phones

EXECUTIVE SUMMARY
This paper concentrates on the omnichannel marketing and customer experience (CX) aspects of Samsung’s mobile phone business in the United Kingdom. Using relevant literature, concepts, and practical insights to understand the importance of CX in global business, the author analysed the underlying motives behind Samsung’s CX strategy as well as various CX processes used by other companies in different industries.

1.0 Introduction
Customer experience (CX) is the outcome of business processes and interactions between customers and organizations. The contact with customers may start with advertisement, customer service, social media awareness, advocacy, and eventual purchase of goods/services. According to Schultz and Jain (2015), the performance of a CX strategy can be measured by the experience of individuals at the points of contact (Angelini & Gilli, 2021).
Further, CX strategies are crucial for organizations aiming to enhance brand appeal, achieve competitive advantage and increase profits in local or international markets. Hence, this report for Samsung’s Board of Directors contains a proposal for some result-oriented actionable plans that can be implemented to innovate customer-centric products thereby expanding the UK market share of Samsung mobile phone product lines (Thomas, 2017; Bhatia & Priya, 2021).
Samsung UK is a South Korean corporation founded in 1969 with headquarters in Samsung Town, Seoul. The smartphone manufacturer produces electronic components (e.g., lithium-ion batteries, camera modules, semiconductors etc). Samsung’s business philosophy is to maximize technology and talent to deliver superior products and services that improve quality of life—in compliance with local laws and regulations (Kim, 1998; Chen & Li, 2007; Lyan, 2021).


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