6.1 CX Processes in Different Industries
The five CX Critical Success Factors (CSFs) for Samsung, a multinational corporation in the mobile phone retail industry and Arcadia Group, a UK-owned retail conglomerate are: (a) time management (b) managerial support (c) availability of critical skills (d) digital service, and (e) rewards (Thomas, 2017).
Table 4: Comparative CX Process for Samsung and Arcadia Group
| BASIS | SAMSUNG | ARCADIA GROUP |
| Time Management | Prioritizes creation of positive CX from throughout the customer journey | Shifts focus from multi-point service to fully online CX |
| Managerial Support | Committed to providing high-quality employee-centred technical support programs (e.g., Quality Improvement) | Engages service from third-party collaborators to provide positive CX |
| Critical Skills | Invests in human capital development for critical areas such as networking skills, cybersecurity skills, customer support skills, demand-related skills, personal development skills, flexibility, and use of Application Program Interfaces (APIs) | Focus on communication skills, use of responsive approach to organizational problems, and employees’ ability to convincingly handle online orders |
| Digital Service | Supports use of assistive selling tools to convert traffic into sales and input details of what customers learned, as well as their expectations from both online and in-store experiences | Explores Artificial Intelligence (such as Oracle Retail Solutions) to optimize global CX performance. Focus is on delivering more efficient, interactive, and exciting shopping experience. |
| Rewards | Uses performance-based reward tools like Voice of Customer (VOC) to rate, promote and compensate workers | Reward strategies include gift cards, discounts, and company shares |
Source: The Author (2022)
Conclusion
Having analysed Samsung’s business environment, research data shows that CX strategy is one of the most effective aspects of business that helps to create value, gain customers’ loyalty, and retain them over time. Notwithstanding the industry gap with Apple in the UK, Samsung is consistently improving its CX strategy to gain real-time insight on touchpoint interactions with customers throughout their journeys, thereby maximizing up-to-date knowledge on customer satisfaction and expectations to sustain competitiveness.
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