Evaluation of CRM management in SAMSUNG company

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SAMSUNG

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 Introduction
PRODUCTS
Samsung products: Samsung's name is associated with most people, it is
company of smart phones and television screens only, and this is not true...
Samsung includes an infinite number of major companies that produce a
variety of products:
- Samsung Electronics: is a company known to everyone that produces
smart phones, screens, TVs and many electronic devices As well as medical
equipment.
- Samsung Heavy Industries: Not much is known about them, but Samsung
Heavy Industries is manufacturing the largest ships in the world.
- Samsung Engineering and Samsung C&T: one of the most important and
largest construction companies in the world where it has built the most
important buildings in the world, such as "the construction of Burj Khalifa
in Dubai, Taipei Tower 101."
- Samsung Automotive: is a company that manufactures cars, but recently
Renault France bought shares of them by 70%.
This is in addition to other companies such as Samsung Insurance, one of
the largest insurance companies in the world, Samsung Security and Shell
Advertising Company.
SAMSUNG LOGO’S
Samsung Group is a South
Korean multinational conglomerate
company headquartered in Samsung
Town, Seoul.
Over the next three decades the group
diversified into areas including food
processing, textiles, insurance, securities
and retail, Electronic devices.
Business strategy of Samsung Electronics is
directed at strengthening the
competitiveness and profit structures and
the focus is on the development of
premium products. Thanks to efficient
implementation of this strategy, Samsung
currently contains the global leadership in
visual display market segment with the
market share of 28.3% for all flat-panel TV
product lines.
And focusing the Global Strategy for
Samsung Electronics on eight important
regions around the world and includes
North America, Europe, Southeast Asia,
Central Asia, Middle East, Africa, China, and
the Caribbean Islands and Latin America.
And operate Samsung according to its
vision of the concept of "digital
convergence", where they are linking Stuff
via digital networks, through four main
business units, namely: home appliances,
office equipment, mobile devices, and basic
components, which are involved in many
industries and contribute to the latest
innovations production in the digital world.

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 Customer Retention strategy used in Samsung:
 Customer retention can be achieved by:
1- Understanding customer conduct.
2- Client expectation for future use.
3- Keeping client dynamic with equipment.
4- A sturdy CRM Software.
 Customer Retention approach:
1- Delivering service that is steady with client esteem suggestion and brand.
2- Cross-promoting, up-promoting and asking for referrals from current customers.
3- Growing – Enhancing programs to increase client loyalty and decrease turnover.
4- Knowing the lifetime esteem for various sections and utilizing that information to enhance
you’re showcasing, marketing.
5- Prioritizing retention as a primary consciousness to your annual advertising and marketing plan.
 Designing CRM strategy
 The three Pillars of CRM
 People, techniques, and technologies are each a crucial cornerstone of a success CRM strategy.
Not giving appropriate regard for each will make those columns disintegrate and structure fall.
Don’t fall prey to cognitive bias—the idea there are no any issues because the system already
appears to work out of your vantage point, or the belief that your customers are already aware
of the manner. Ensure your process is in region and account for the peoples involved in your
organization earlier than choosing the proper technology solution.

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 CRM maturity models can assist businesses plan for his or her CRM roadmap and recognize in
which they're within the system for complete CRM mastery. a number of models exist, from the
easy to the complex. Here’s a simplified version to demonstrate how companies can be
tempted to pass the people and manner additives of CRM approach and head without delay to
technology.
1- People
CRM is about the general population—truly. Couple of different business capacities, are as
centered on individuals. The birthplace of the practice is as old as business itself. All things
considered, each business has connections to oversee. It's simply an issue of how innovation
has adjusted the speed and courses in which we interface.
The concentration of CRM is to create more grounded client connections, those enduring ties
that help both the business and the client flourish. It's fundamental to comprehend the client
through profiles, utilize cases, needs, personas, and individual client lifecycles.
However, it's not just about building associations with clients. CRM frameworks likewise assist
oversee associations with partners—both inward and outer—of the association. These
incorporate:
 Customers, Employees, Executive administration, Partners, Suppliers, Media, Investors,
Advisors.
The connections between and among these partners are critical. Understanding what data
should be shared and gotten to by each gathering, and also how data goes between them, will
help manage an arrangement for CRM programming. Consider building a hierarchical
relationship guide to distinguish basic ways in correspondence.

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2- Process
Process is the shape that liberates the business to develop and evolve, and each process is
precise to every company.
 CRM addresses the customer Life Cycle
Purchaser dating management’s primary roles of sales, advertising, and customer support
constitute functions alongside the consumer lifecycle. Albeit each has a prevailing part, all work
to bolster each other.
Each business' client lifecycle is exceptional; however a general stream is as per the following:

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3- Technology
CRM technology has made large strides since the 1990s. The software program started on-
premise and became bulky, underwhelming, and steeply-priced. As technology has stepped
forward over the past couple a long time and grow to be greater handy (way to internet-based
totally software program), businesses now have access to powerful, comprehensive, and
inexpensive CRM structures.
Now that we’ve walked through people and technique, it’s time to recollect an era answer.
Deciding on CRM software comes down to a variety of factors. Right here’s what to ask at the
start of your search.
 Business targets: What are your center qualities? What are your business
targets? This drives the purpose of your CRM framework.
 People: Who will require access to the information? What are their necessities?
 Process: How does this fit into the bigger procedure among the key elements of
offers, promoting, client benefit, and beyond?
 Budget: How is this arrangement evaluated? Is it per situate a level month
charge? What extra administrations should figure gaining this new programming
(preparing, IT redesigns, guarantees, and so forth.)?
 Ease of utilization: How effectively will your group have the capacity to embrace
this product?
 Compatibility: Is this CRM programming perfect with your present IT framework?
Can it get to the Programming interface of outsider frameworks?
 Growth: Is there possibility for expansion your enterprise and desires develop?
 Measurement: What do you have to quantify and track? How is this information
imparted in the program?

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 Interview
Numb. QUESTIONS ANSWER
1 Why do you need this CRM supervisor job?
First, “i really like customer service due to the
fact i like the steady human interplay and the
pleasure that comes from supporting a
person to remedy a problem", Then “I’ve
continually been passionate about schooling
and training, and I think you all are doing
awesome things, so I need to be a piece of it".
2
What challenges are you searching out in
this CRM supervisor position?
Discussing how you might want to have the
capacity to adequately use your aptitudes and
experience on the off chance that you were
employed for the career.
3 What is your most noteworthy weakness?
I some of the time get diverted little points of
interest", "I am once in a while not as patient
as I ought to be with subordinates or
colleagues who don't comprehend my
thoughts" Include that you are aware of the
problem and you are doing all of your
excellent to correct it through taking a course
of movement.
4
Have you at any point had a contention
with a supervisor or manager? How was it
resolved?
Yes, I have had clashes before. Never
significant ones; however there have been
differences in thoughts that should have been
settled. I've found that when struggle
happens, it serves to completely comprehend
the other person viewpoint, so I set aside
opportunity to tune in to their perspective,
and afterward I look to work out a
cooperative arrangement.
5
Did the revenue we provide entice you to
this CRM supervisor career?
The pay was extremely alluring, yet the
employment itself is what was most alluring
to me."

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 Evaluating CRM strategies of Samsung Company
One of Illustration Organization that utilizations CRM Is "Samsung". Samsung is a market
pioneer in Purchaser Hardware and Phones. For over 70 years, Samsung has been at the leading
edge of innovation. Their discoveries, innovations and step forward products have helped form
the history of the virtual revolution.
To cut the time in the inventory network, SAMSUNG Gadgets hanging three procedures, to be
specific the procedure of client administration, prepare Research and development
administration, and production network administration forms. The procedure that will interface
the Research and development, creation, advertising and clients additionally, to answer the
necessities of IT foundation with a specific end goal to accelerate their three forms, they utilize
the ERP framework (Venture Asset Arranging - Assets Activity Arrange) on the branches all
through the nation and abroad.
 Routes for development
Innovation is dependably in a condition of development, and moreover it is important to adjust
keeping in mind the end goal to keep on thriving in the purchaser gadgets industry. This rings
particularly valid for Samsung's situation, which confront a portion of the fiercest rivalry out
there. There are various changes that I think Samsung ought to consider making keeping in
mind the end goal to hold its upper hand. My first suggestion is one that Samsung has as of now
started actualizing on a chosen few items; expanding the nature of their offerings. Samsung has
a genuinely comparative valuing structure to that of Apple. Be that as it may, most by far of
their items don't feel so "Premium" as Apple's. An expanded accentuation on assemble quality
could go far, a reality that Samsung is plainly mindful of, considering its most up to date leader
telephones looks to some extent like the iPhone.

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Another alternative that Samsung has is to separate itself from such close rivalry with Apple
and concentrate on bringing costs down to contend all the more specifically with any
semblance of Xiamo's cell phones or Dell's and HP's PCs. Despite the fact that they will be
unable to cut expenses as much as some of these organizations, they do claim the dominant
part of their production network (numerous through acquisitions), so they ought to have no
issue estimating price something in the center. Clearly the normal shopper would be
impeccably eager to spend marginally more on a Samsung telephone instead of a practically
identical telephone made by a less commonplace organization.
Samsung is as of now performing extremely well in the TV market. In spite of the fact that they
charge a top notch, television is one of the divisions where Samsung's quality has dependably
sparkled. It is, nonetheless, significant that they are careful about Apple's unavoidable passage
into TVs. If Apple dispatches its own particular television sooner rather than later, Samsung
may need to reevaluate either their estimating structure or locate another "executioner
highlight" to separate them from the opposition. Also, considering Samsung gives important
parts to the vast majority of its nearest rivals, it is insightful to rethink their terms. Samsung as
of now creates almost the majority of the displays for Apple's devices. Wiping out this
acquisition procedure could give an extra boundary to section for Apple and others hoping to
fan out.
It will be exciting to see how Samsung’s commercial enterprise method changes within the
coming years. Their vision for the year 2020 locations an emphasis on innovation. However,
Samsung via their very nature are not genuine innovators. They’re extremely powerful “rapid
fans” who are brief to create counter-products; however they very hardly ever introduce new
product classes of their line. They must be careful with this method as it often leads them into
infringement court cases. With their breadth of product traces in area, Samsung would be wise
to scale back on their offerings and attention on a few excessive exceptional products in each
marketplace. And that may made them recognize that a company "Samsung" cannot thrive on
emblem name alone. If Samsung pursues such as courses, we consider and trust that they have
got a sustainable and profitable destiny ahead of them.

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 Touch Point
Before Purchase During Purchase After Purchase
Social Media Store or Office Billing
Ratings & Reviews Website Transactional emails
Testimonials Catalog Marketing emails
Word of mouth Promotions Service & support teams
Community involvement Staff or sales team Online help center
Advertising Electronic System
“Software”
Follows ups
Marketing / public relations Point of sale Thank you cards
Knowing your touch points is only half of the bottle. To improve purchaser delight, you need to
make sure each contact factor "touch point" ends in an amazing consumer experience, and that
the journey as an entire delivers on clients’ expectancies.

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 Customer Journey
Step 1:
Learns he needs a phone
for a business / gaming /
etc...
Media Exposure: Have ads
on social media and
television
Step 2:
Researches a variety of
mobile phone brands
Media Exposure: Have
banner on different web
of reviews and companies
that offer plans
Step 3:
Finds where nearest
phone company is
Media Exposure: Have
billboards on highways
and roads
Step 4:
Arrives at company
Media Exposure: Have ads
in windows of latest
products and have
interactive displays
Step 5:
Looks at several phone
brands
Media Exposure: have
description of what makes
products unique
Step 6:
Learns about a variety of
cell phone plans
Media Exposure: sales
associate goes over what
benefits are offered
Step 7:
Purchases phone for
Client
Media Exposure: ads on
television, radio, & sales
social media
Step 8:
Takes phone home & sets
it up / customizes
Media Exposure: ads on
social media to promote
use of product
Step 9:
Client takes it to work,
university & shows all his
friends
Media Exposure:
promotes product for
Samsung & generates
good word of mouth

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 Footprint
They utilize distinctive channels, diverse objectives and use. Online networking design no longer
advances around Facebook. It’s nevertheless a dominant social media platform, however extra
like an amplifier for us, reach & focus growing platform, than a center hub. It is ideal for
product launches, helping present campaigns, and information and records spreading. Twitter
and Instagram are enormously cell, greater specialized & direct systems. We’re using them as
engaging systems, for every day & direct communiqué, life-style communication, identifying
influencers (with a use of social media tracking), real-time verbal exchange, and supporting
present campaigns. YouTube, as a second-largest net search engine is a search-greater platform
for us, “Although we’re considering expanding the role of our channel; Stay tuned”!

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 Customer Platform
 Brand Platform
The brand stage is a structure of coordinated brand parts architected to make centered client
development. As a stage, it: 1) fills in as a typical establishment for software applications
"program"; 2) takes into consideration more prominent productivity in brand program
improvement by means of shared components; 3) enhance setting and substance over the
brand; and 4) empowers clients to broaden the brand through base up brand advancement
roads.
 Client Platform
The client stage is the structure of assets, instruments and capacities that the client depends on
to succeed. An appropriately developed brand stage can venture in and bolster basic parts of
the client stage, regularly in a 1:1 fit, liberating the client to seek after extra destinations. In this
procedure, the client "embraces" the brand stage and can increase the value of it through client
activity and development, eventually nourishing this incentive back to the brand.
 Brand and
customer
platforms are
therefore key
factors in creating
clients. the more
potent your
platforms for
client innovation,
the much less you
have to worry
about commodity
incursion.

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 Offline and Online Strategy
1. Define your brand
Inside the competitive retail marketplace, you want to have a characterized - defined logo with
a view to boom engagement and appeal to new customers. moreover, that logo needs to have
a company footing on-line and out in the real world. the concept that clients need to be
uncovered for your emblem seven times before than they will make a buy. the important thing
right here is consistency across the board.
One manner to have an effect on your offline presence is to have interesting and amusing
window presentations. The tone and fashion should fit what buyers noticed to your print and
digital commercials. The retail industry is especially visible, and you can flip that right into a
large benefit by growing window shows that show off your character. Your visual presentations
ought to exchange seasonally at least, even though you might even keep in mind converting
them on a monthly or bi-monthly foundation. test out our visible show segment for a laugh and
affordable methods to feature a few amusing on your storefront.
2. Offline and online should work collectively
The best general promoting methodology traverses both the advanced and disconnected
domains. This approach will guarantee you make however much progress as could reasonably
be expected. What's more, it doesn't need to break your financial plan, either. On the off
chance that you've as of now observed great footing on the web, you could leverage that into
an offline marketing campaign. Having a coordinate battle makes that simpler. On the off
chance that you can open new clients to an online networking advertisement, a drawing in
tweet and mail flyer you would be well on your approach to getting those desired seven
engagements. It's not an immovable lead, but rather exposure should you can get, as much as
possible.

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3. Don’t neglect traditional channels
There’s absolute confidence that social media campaigns and pay-in line with-click ads are the
future of advertising. However it is now not time to abandon traditional offline channels yet!
Social media nowadays located that 54 percent of adults are more likely to buy a product that
they see in a trusted newspaper or magazine, making those first rate locations to put it up for
sale. And then there is the seasonal sale – this simple-yet-effective technique can really get
buyers on your shop and eyes on your merchandise.
 Conclusion
Samsung is a renowned worldwide organization. It has synthetic electronics devices and other
solid products. It is a notable brand in light of its administration, incredible representatives,
Inventive credible products. A mindful way to deal with business and worldwide citizenship and
globalization with partners and clients; Samsung is taking the world in dynamic bearing for new
eras.
So it is attempting to be the best and great brand area of electronics materials within the world
by enhancing its size, rate satisfactory, capability or power of the devices.

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 Reference
http://www.samsung.com/us/aboutsamsung/investor_relations/financial_information/downlo
ads/2015/2015_business_quarter04.pdf
https://www.salesforce.com/ca/blog/2014/12/what-is-crm.html
http://www.convinceandconvert.com/social-media-strategy/15-important-tips-to-help-you-
keep-your-customers/
https://blog.hubspot.com/marketing/online-offline-marketing-
together#sm.0000qncy4443jeps10l7jg0e0kgvh
https://www.slideshare.net/YashBodane/strategies-to-increase-customer-retention
https://www.slideshare.net/PatriotGames678/top-10-crm-manager-interview-questions-and-
answers
http://henysunshine.blogspot.ae/2010/12/customer-relationship-management-crm-at.html
http://www.samsung.com/us/aboutsamsung/sustainability/sustainabilityreports/download/20
09/10%20page-Innovative%20Customer%20Satisfaction%20Service.pdf
https://www.ibm.com/think/marketing/customer-journey-mapping-what-you-must-know/
http://blog.keylimeinteractive.com/a-consumer-journey-samsung-gear-neo
http://www.samsung.com/us/news/socialcenter/
http://www.planetpdf.com/planetpdf/pdfs/samsung_presskit2_duffj.pdf
http://www.samsung.com/in/microsite/edge-
program/download/Leadership_strategy_in_Online_Sales.pdf