The Experience Edge Ep.4 - Samsung and Their Customer Centric Evolution - Deborah Honig
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Summary
Deborah Honig, a Global Business Executive at Samsung Electronics, shares insights into customer journeys, from mobile ordering to digital banking. She highlights the role of technology in enhancing user experience, reflects on both positive and negative interactions, and explores the challenges brands face in delivering consistent online and offline experiences.
Guest Bio
Deborah is an accomplished leader in customer experience and brand innovation, currently driving Samsung’s vision of a connected, customer-first future in the UK. In her role, she orchestrates Samsung's diverse product and service ecosystem.
And here’s what I love: merging cutting-edge technology with emotion.
She is tasked with defining Samsung’s brand purpose for the UK, and today she’s pioneering ways to enrich how people live, engage, and connect.
Her career began at McKinsey, From there, she advanced to leadership roles with some of the world’s most iconic brands, including Nike, Amazon, M&S, and Starbucks.
Her experience spans developing brands, creating transformative customer value props, and building retail strategies that use data and technology to meet customers where they are.
Chapter Breakdown
00:00 Rapid Fire Questions with Deborah
00:12 First Customer Journey: Mobile Ordering at Starbucks
01:09 Recent Journey: Buying a Samsung Vacuum
02:47 Worst Journey: In-Store and Online Boot Purchase Issues
05:03 Best Journey: Switching to Barclays for Digital Banking
07:20 Surprises in Digital Banking Experience
08:39 Challenges of Stickiness in Banking
09:30 The Evolution of Customer Journeys with Technology
12:10 Personalized Experiences in Retail and Banking
15:05 Lessons from Great and Poor Customer Journeys
18:22 Predictions for the Future of Customer Experience
21:15 Final Reflections on Digital Transformation
Takeaways:
- People want to get in and get out quickly.
- Mobile ordering has evolved significantly over the years.
- Chatbots can enhance the customer journey by providing information.
- Inconsistent policies between online and offline can frustrate customers.
- Technology in banking has made processes more convenient and efficient.
- Switching banks can lead to better customer experiences.
- Digital validation of documents is becoming more common in banking.
- Customer expectations change based on past experiences with brands.
- Brands need to keep up with technological advancements to retain customers.
- A seamless customer journey is crucial for satisfaction.