Samsung Customer Experience Management
Essay by Guha G • December 23, 2017 • Case Study • 1,725 Words (7 Pages) • 926 Views
ACTION LEARNING PROJECT
MARKETING MANAGEMENT
CUSTOMER EXPERIENCE MANAGEMENT
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Submitted by
CHANDRA PAL CHAUHAN JASA PRAJAPAT
GUKANATHAN DIDDI SRINIVAS
SEPTEMBER 2017
Word 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
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Industry Served | Consumer electronics, computer hardware, computer software and online services | Consumer electronics, computer hardware, computer software and online services |
Headquarter | Apple Campus, Cupertino, California, U.S. | Suwon, Gyeonggi Province, South Korea |
Geographic | Worldwide | Worldwide |
Revenue | $215.6 Billion (2016) | 174.047 billion (2016) 0.6% increase over 173.001 billion (2015) |
Current CEO | Timothy Donald ‘Tim’ Cook | Oh-Hyun Kwon |
Products | iPhone, 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 more | Consumer 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) |
Website | www.apple.com | www.samsung.com |
Introduction
Customer 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 Management
What | When | How Monitored | Who uses the Information | Relevance to future performance |
Captures and distributes what a customer thinks about a company | At points of customer interaction “Touch Points | Surveys, targeted studies, observational studies “Voice of customer “ research | Business or functional leaders, in order to create fulfilable expectations and better experiences with products and services | Leading : Locates places to add offerings in the gaps between expectations and experience |
As 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
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Customer Experience Management Models
CEM - Kano model
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There are so many models (app. 30 models) for analysis the customer experience management.
In that we had taken the Kano model.
Kano Model
It 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 Product | Example Features by Kano Category | |||
Performance | Basic | Excitement | Indifference | |
iPod | · 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 leadership |
iTunes 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 encryption |
iPhone | · 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 leadership |
App 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 |
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