Currently, customers are a huge part of Samsung’s marketing strategy. A company carefully collects the data about customer behavior and preferences from their social media pages. It greatly empowers the customers because they can collectively influence the decisions of a corporation. Customers can get the information they need about the product on the Internet before visiting a store to consult with a product sales specialist.
This changes the whole marketing strategy of a company because it cannot control the information that is being spread about their products. Some people on the Internet have a huge influence on other users (Xu, Jiexun, and Song 13010). This means that it is important to satisfy every single customer because negative reviews spread very quickly in the era of the Internet. Samsung’s various social media campaigns generate a lot of “buzz” because a company is being extremely creative.
There are different ways customers can express their dissatisfaction with the Samsung products. They may use a Live Chat application directly on the website of a company, send an e-mail, contact a call center, or visit the nearest Samsung store to consult with customer service.
Support Specialist will try to provide customers with the best service. Customer dissatisfaction also can be expressed on the social media pages of a company. Samsung often beats other companies on customer satisfaction polls. Every single company should be focused on providing customers with a product that will meet their expectations and satisfy them. Esaki states that “the developer should make specifications and confirm the real needs of the customers at the beginning, and describe the concrete inherent attribute that should realize with a product” (106). This means that the satisfaction of the customers should be considered at every stage of the development of a product.
Customer relationship management
Customer relationship management is extremely complex, especially for such a huge company like Samsung. Customer lifetime value is a prognosis of the profit that may be gained from one client during their whole lifespan. It is relatively hard to calculate CLV on the market of flat-screen TVs because the data is not static, and it is hard to predict how actively the product will be used by a customer. Samsung does not treat top tier customers differently, and it is not needed because the current strategy works extremely well.
There is a particular loyalty program that allows customers to collect individual points when buying Samsung products that can be exchanged for discounts on traveling, dining, and entertainment, which is an excellent way to keep customers. Jamali et al. state that “we have witnessed the emergence of a new concept known as customer relationship management aimed to return to personal marketing era” (120).
This means that customer relationship management is a relatively new term. However, it is already crucial for the success of a company. Samsung runs separate Facebook pages for its mobile products and TVs to provide its customers with the best experience. These pages are used for advertisement and to make a connection with customers. Also, there is a Samsung Support page that the company uses to give different valuable tips about special features of their products while promoting them at the same time. Support Specialists provide answers to all the questions that are related to Samsung products.
Esaki, Kazuhiro. “The method for improvement of customer satisfaction.” Global Perspective on Engineering Management 2.3 (2013): 105-113.
Jamali, Reza, Asghar Moshabaki, Hajar Aramoon, and Akbar Alimohammadi. “Customer relationship management in electronic environment.” The Electronic Library 31.1 (2013): 119-130.
Xu, Kaiquan, Jiexun Li, and Yuxia Song. “Identifying valuable customers on social networking sites for profit maximization.” Expert Systems with Applications 39.17 (2012): 13009-13018.