Samsung Customer Experience Management
Essay Preview: Samsung Customer Experience Management
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ACTION LEARNING PROJECTMARKETING MANAGEMENT CUSTOMER EXPERIENCE MANAGEMENT[pic 1] & [pic 2]Submitted byCHANDRA PAL CHAUHAN JASA PRAJAPATGUKANATHAN DIDDI SRINIVAS SEPTEMBER 2017Word count: 1679(Excluding the cover page & references)OBJECTIVE The objective of the project is to analyze and discuss the critical items related to Customer Experience Management of M/s. Apple and M/s Samsung. Critical points related to their customer experience and CEM Model needs to be studied. PROFILE OF THE COMPANY[pic 3]Industry ServedConsumer electronics, computer hardware, computer software and online servicesConsumer electronics, computer hardware, computer software and online servicesHeadquarterApple Campus, Cupertino, California, U.S.Suwon, Gyeonggi Province, South KoreaGeographicWorldwideWorldwideRevenue$215.6 Billion (2016)174.047 billion (2016) 0.6% increase over 173.001 billion (2015)Current CEOTimothy Donald ‘Tim’ CookOh-Hyun KwonProductsiPhone, iPod, iPad, Mac, Apple TV, software applications system iOS, OS X operating system, portable digital music players, iCloud and its accessories, applications like App Store, iTunes Store, iBook Store and Mac App Store and many moreConsumer electronics (digital cameras, camcorders, TVs, blu-rays, laptops, home theaters, displays, tablets) ,Telecoms equipment (phones, Smartphone) ,Semiconductors (DRAM, V-NAND, SSD, UFC) ,Home appliances (washers, refrigerators, microwaves, dishwashers, vacuums)Websitewww.apple.comwww.samsung.comIntroductionCustomer experience management CEM is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. There are various definitions and processes described in for Customer Experience Management; one of the common processes which are being followed by many companies is given in Table 1.Table 1 Process for Customer Experience ManagementWhatWhenHow MonitoredWho uses the InformationRelevance to future performanceCaptures and distributes what a customer thinks about a companyAt points of customer interaction “Touch PointsSurveys, targeted studies, observational studies “Voice of customer “ researchBusiness or functional leaders, in order to create fulfilable expectations and better experiences with products and servicesLeading : Locates places to add offerings in the gaps between expectations and experienceAs per “Gartner Sums” Customer Experience Management definition is “the practice of designing and reactivity to customer interactions to meet or exceed expectations and thus, increase customer satisfaction, loyalty and advocacy.
Formula for Maximizing Customer Experience[pic 4]Customer Experience Management ModelsCEM – Kano model[pic 5]There are so many models (app. 30 models) for analysis the customer experience management. In that we had taken the Kano model. Kano ModelIt has vertical axis degree of satisfaction and horizontal axis degree of implementation. The Middle curve Performance, capabilities are linear and this improve the customer satisfaction with minimum threshold.The bottom curve Basic, capabilities expected by the customer and it is not a selling feature. This will not contribute customer satisfaction but missing this customer get disappointment.The top curve Excitement, capabilities unexpected by the customer and this presence improve the customer satisfaction significantly. But absence of this customer not gets dissatisfied.The zone of “Indifference” has the performance of neither a positive or negative effect on customer satisfaction.Apple ProductExample Features by Kano CategoryPerformanceBasicExcitementIndifferenceiPod· Song capacity· Device size· Device weight· Battery life· Ease of use· Use iTunes (I want to use the same app I use to play songs to manage device)· ITunes Store (I want to buy some music – where can I get it?)· Click wheel (allows scrolling thousands of songs in a new way)· Industrial design· Sound quality (20–20k Hz)· Price leadershipiTunes Store· Inventory size· Ease of use· Promotions & Recommendations· Business model (pay per track, no play restrictions, price)· Use iTunes as portal· Inventory size relative to competition· Non-MP3 music format· HTTPS for purchase encryptioniPhone· Same as iPod· Browsing experience similar to desktop· Keyboard (implemented as on-screen)· App Store (I want to buy some apps – where can I get them?)· Touch screen· Mac-like UI transitions· Accelerometer (to sense screen orientation)· Industrial design· Call quality (match other smartphones)· Price leadershipApp Store· Inventory size· Ease of use· Ease of 3rd party development· Free apps· Developers can set own price· Use iTunes as portal· Inventory size relative to competition· HTTPS for purchase encryption