Describe each of the company on how they manage customer satisfaction

SAMSUNG

Samsung has their own customer service so that if anyone of the customers has any complaint they
could call or email to support team. Additionally, Samsung has Follow up team on Facebook, Twitter
and Instagram, and they are full dedicated team to be in contact with the customers. The measure of
customer satisfaction is measured through surveys done on social media, or through follow up calls
or Samsung could use email marketing to make marketing for their products.

For customer satisfaction, Samsung regards interactions with their customer as the highest priority
and performs a variety of technical and proactive quality collaborations such as Qualification
Support, Quality Improvement, and Problem and Requirement Management. Having its newest long-
term master plan for “Quality Design” in place, Samsung will create a symbiotic business
environment to ensure the Highest Quality of Customer service. Below are few methods how
Samsung handle its customer satisfaction.

APPLE Inc

Apple understands customer experience better than anyone. While Android operating systems vary
from manufacturer to manufacturer and from year to year, Apple’s iOS is unremarkably similar with
every generation and in every device. That same experience carries through its entire product line
up from iPads to MacBook’s and from Apple TVs to Apple Watches. But interface-interaction and
physical-interaction experiences are just the beginning. The purchasing, shipping, customer support,
developer support, returns, and retail store experiences are consistent as well, never deviating from
a path often travelled on. This is in no small part, a result of Apple’s understanding of its customer
base. With over 700 million iPhones in use today, the iOS experience becomes sacred.

OPPO

Academic research on the marketing strategy of OPPO mobile phones, especially detailed research
on the overall marketing strategy, dated far back. In recent years, research on OPPO’s overall
marketing strategy has been relatively sketchy. The newer detailed research mainly focuses on one
particular aspect of OPPO mobile phones’ marketing strategy, such as their marketing channel
strategy, advertising strategy, marketing strategy in micro-film advertising and Weibo marketing. In
general, there is relatively limited academic research on the marketing strategy of OPPO mobile
phones.
Elaborate on how each of the company manages their customer expectations
Samsung

Samsung’s new focus on the end-to-end customer journey means that the focus isn’t just on selling a
product or fixing something when it’s broken it’s on building relationships throughout the entire
customer journey. Building relationships that solve problems and improve customers’ lives means
that Samsung has to put resources into its programs. By delivering amazing experiences, studies
have shown that customers invest more in the brand, which leads to a huge ROI. The internal
Samsung motto for service is “Done plus one”, meaning that not only is the problem solved, but
employees have the power and are encouraged to go above and beyond to delight customers and
make them Samsung fans for life. It’s not just customers who are connected to the products,
employees are as well. Samsung lets its employees, especially those in the service areas, use their
products for personal use so they can fall in love with them and naturally want to provide amazing
service. The hope is that employees will be fuelled by their own passion for the brand and products
and want to share that with customers. Customers are more connected than ever before, and that
connection will continue to grow with the IoT and as more devices become available. Companies like
Samsung know the power of staying in touch with these connected customers to help them not only
connect to their devices, but also to connect to the brand.

Apple Inc

 Apple not only mastered design, but focused on customer experience as well.

According to Arthur Matiossian (CEO of Pheebo, who also previously worked in an Apple
store in L.A.) when the very first iPhone came out, there were a few iPhone units which had
some issues. When customers came in to report them, even if it’s just a pixel in their phone
or they just want a new one, they replaced the units with bran new units right away. This
customer service stuck with him ever since and he’s not even the customer. He also
mentioned that when you make it right with customers and give what they want, the
business will take care of itself. Apple invests more on making it the best experience for
customers from the product design to the actual user support provided.

 Apple established their customer service culture.

According to Carmine Gallo (an expert on Apple employment training) in her book The Apple
Experience, Apple employees are trained to help customers have an enriching experience
more than selling the product. And their customer service delivery is summed up in this very
apt acronym:

A – pproach with a personal, warm welcome

P – robe politely to understand all the customer’s needs
P – resent a solution for the customer to take home today
L – isten for and resolve issues or concerns
E – nd with a fond farewell and an invitation to return
Oppo

OPPO products are considered to be of premium quality. The product offers are also of premium
range. Psychological pricing or odd pricing is the strategy followed by OPPO. In Malaysia, currently
they are offering 7 products of different ranges that starts from RM400 to RM4000. All of these
products are smartphones, as they don’t focus or manufacture low priced smartphones or bar
phones. ACHIEVEMENTS OPPO is a member of OHA (Open Handset Alliance). For excellence
technological advancement, OHA said,” OPPO designs & manufactures innovative digital devices that
convey a sense of youthfulness and excitement for its customers in China as well as worldwide.” In
the year 2013, the OPPO N1 received huge recognition from all the sectors. It received the CNET
Editor’s Choice award, where it was said “The OPPO N1 easily takes the cake as this year’s most
innovative smartphone.” The Android Authority claimed “There is some real out of the box thinking
here.”

OPPO has gained popularity for their innovations in the designs, fast charge technology (VOOC) and
the photography. Over time OPPO has emphasized much on the selfie technology to gain pace with
the recent trends.
Reference

 Website

Samsung.com. (2017). Samsung Boost Efforts To Improve Customer Service Nationwide.

[online] Available at: https://news.samsung.com/my/samsung-boost-efforts-to-improve-
customer-service-nationwide.

Customer Relationship Marketing: Apple Vs Samsung. (2009). Customer Relationship

Marketing: Apple Vs Samsung. [online] Available at: https://htqvn.wordpress.com/.

my, S. (2018). Find a Samsung Support Centre | Samsung Support Malaysia. [online]
Samsung my. Available at: https://www.samsung.com/my/support/service-centre/.

Apple.com. (2019). Official Apple Support. [online] Available at:

https://support.apple.com/en-my [Accessed 25 Dec. 2019].

Strauss, M.J. (2017). Why Apple is Best When it Comes to Understanding Customers. [online]
Medium. Available at: https://betterthansure.com/why-apple-is-best-when-it-comes-to-
understanding-customers-6913acbb19e4.

Ogg, E. (n.d.). Secrets of Apple’s customer success. [online] CNET. Available at:
https://www.cnet.com/news/secrets-of-apples-customer-success/ [Accessed 10 May 2020].

McCarthy, O. (n.d.). OPPO voted Consumer NZ’s top mobile phone brand. [online]
futurefive.co.nz. Available at: https://futurefive.co.nz/story/oppo-voted-consumer-nz-s-top-
mobile-phone-brand [Accessed 10 May 2020].

Asia School of Business Malaysia. (2020). At Samsung, it’s brand strength and consumer
preferences that matter. [online] Available at: https://asb.edu.my/2019/05/06/at-samsung-
its-brand-strength-and-consumer-preferences-that-matter [Accessed 10 May 2020].

Moorman, C. (n.d.). Why Apple Is Still A Great Marketer And What You Can Learn. [online]
Forbes. Available at: https://www.forbes.com/sites/christinemoorman/2018/01/12/why-
apple-is-still-a-great-marketer-and-what-you-can-learn/#c705c715bd0b [Accessed 10 May
2020].

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 BOOK

W. Burgers. Marketing Revealed: Challenging the Myths. edited by W. Burgers, 1ST ed.,
BASINGSTOKE,HAMPSHIRE, PALGRAVE MACMILLAN, 2008, p. 175,
books.google.com.my/books?
id=a6yDDAAAQBAJ&pg=PA23&dq=HOW+samsung+HANDLE+customer+satisfaction&hl=en&
sa=X&ved=0ahUKEwjB5Or66qjpAhUqzDgGHSHPC6YQ6AEIJzAA#v=onepage&q=HOW
%20samsung%20HANDLE%20customer%20satisfaction&f=false.