Customer Experience (CX) Processes in Different Industries

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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

Time ManagementPrioritizes creation of positive CX from throughout the customer journey  Shifts focus from multi-point service to fully online CX
Managerial SupportCommitted to providing high-quality employee-centred technical support programs (e.g., Quality Improvement)  Engages service from third-party collaborators to provide positive CX
Critical SkillsInvests 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 ServiceSupports 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 experiencesExplores Artificial Intelligence (such as Oracle Retail Solutions) to optimize global CX performance. Focus is on delivering more efficient, interactive, and exciting shopping experience.  
RewardsUses performance-based reward tools like Voice of Customer (VOC) to rate, promote and compensate workersReward strategies include gift cards, discounts, and company shares

Source: The Author (2022)


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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