You are required to write a 2,500 word report on the customer experience (CX) strategy of Samsungfor their mobile phone product lines. You should base your report on the analysis of their CX strategyin one specific country in which they operate, which you must identify in the introduction to yourreport.You should write your report for the Board of Directors. Within the business report, referenceshould be made to relevant CX concepts, literature and application as appropriate. Only use tables toanswer the requirements where it is suggested to do so.You need to address the following tasks:1. The importance of customer experience : you should define and explain what ismeant by and included under the term customer experience. Appraise the importance of CXin the case of Samsung mobile phones. 2. Customer journey : explain what a customer journey is and why it is important toCS strategy, including the purpose of each of the main elements: journey stage, activities,feelings and needs. 3. Persona creation : explain what a consumer persona is and evaluate its role indeveloping effective CS strategy. In application to Samsung identify and justify three key,different consumer personas. Select one of the three consumer personas and for thispersona provide the following elements in a visual format (table or graphic):a. Demographics and storyb. Profilec. Motivations for using a Samsung mobiled. Goals for using a Samsunge. Painpoints a
Samsung mobile solves4. Mapping the customer journey (8 marks) In relation to your most significant consumerpersona identified in task 3, using a table, map their customer journey. This should includethe following:a. Stages of journeyb. Activitiesc. Feelings and needsd. Potential opportunities for improvement(Suggested word count: n/a since table format.)5. Omnichannel marketing : explain what is meant by omnichannel marketing andthe role of interaction and customisation in omnichannel marketing. Identify for Samsungmobiles the different marketing channels used and analyse how effective Samsung is inachieving a seamless customer journey. 6. CX performance metrics: identify 5 CX performance metrics and evaluate theirimportance. This can be presented in table format. Propose and explain which 2 are themost important in the case of Samsung mobiles. 7. CX processes in different industries : briefly compare the CX processes inSamsung to that of another company of your own choice in another industry and discuss andexplain 5 key success factors common to both. Appraise the role of the CX governance indriving successful CX strategy. 8. Conclusion (5 marks): having completed your report provide a conclusion on how effectiveSamsungÂ’s CX strategy is, using evidence from the previous seven tasks to support yourreasoning.9. Presentation : present your report in a structured and professional manner usingHarvard referencing guidelines.