Inside Samsung’s Customer Experience Strategy

00:30:12
https://www.youtube.com/watch?v=WBaF8ca049I

Summary

TLDREn el episodio del podcast 'The Modern Customer', Blake Morgan entrevista a Mark Williams, jefe de atención al cliente de Samsung Electronics America. Se destaca que Samsung ha sido clasificado como líder en experiencia de cliente en varias categorías según ACSI. Williams atribuye este éxito a la inversión en educación y desarrollo de habilidades de sus técnicos y a la adopción de nuevas tecnologías como la inteligencia artificial para mejorar el servicio. Samsung ha implementado un enfoque centrado en el cliente, creando experiencias positivas al ofrecer opciones de servicio diversificadas y accesibles. Entre las estrategias, resalta el programa 'Samsung Beyond Boundaries', que permite a técnicos viajar a áreas rurales para asegurar una cobertura completa. También se discute la importancia de un liderazgo centrado en el cliente y la visión a largo plazo para mantener la fidelidad del cliente, especialmente en tiempos económicos difíciles cuando otras empresas están recortando sus programas de experiencia al cliente. El uso de IA en centros de llamadas para apoyar a agentes en interacciones personalizadas y solucionar problemas proactivamente se presenta como una parte clave de su estrategia. Finalmente, se subraya la visión de Samsung sobre el valor del tiempo de vida del cliente como forma de justificar inversiones en experiencias excepcionales y fomentar la lealtad a largo plazo.

Takeaways

  • 🤖 Samsung utiliza IA para mejorar las llamadas de servicio al cliente.
  • 💼 La educación y desarrollo de técnicos es clave para Samsung.
  • 🚗 El programa 'Samsung Beyond Boundaries' ofrece servicios en áreas remotas.
  • 🔧 Cubren una amplia gama de productos, como móviles y electrodomésticos.
  • 📈 Samsung se enfoca en mejorar continuamente la experiencia del cliente.
  • 🛠️ Los técnicos de Samsung son apasionados por el servicio al cliente.
  • 🌐 Proporcionan múltiples formas de contacto, incluyendo chat y textos.
  • 📊 Utilizan comentarios de clientes para guiar mejoras.
  • 💡 Liderar con un enfoque a largo plazo en la satisfacción del cliente.
  • 🔄 Samsung valora el retorno de experiencias positivas sobre el cliente.

Timeline

  • 00:00:00 - 00:05:00

    Blake Morgan 介绍了节目即将与三星电子美国的客户服务主管 Mark Williams 对话，三星在客户服务领域取得了显著成就，尤其是在技术人员教育和技能提升方面取得了成功。讨论将围绕三星的客户体验、AI 技术运用以及在财务紧缩时期如何在客户体验中脱颖而出。

  • 00:05:00 - 00:10:00

    Mark Williams 讲述了他的职业旅程，从摩托罗拉到三星，他的多样化背景为他在客户服务领域的成长奠定了基础。三星通过改变部门名称表明了其从故障修复向客户体验转型的战略，并通过覆盖广泛的网络为不同产品提供服务，尤其在偏远地区也确保服务到位。

  • 00:10:00 - 00:15:00

    三星通过各种方式，例如同日维修、邮寄服务及到家服务，增强客户服务选择。此外，通过文本选项，客户可以灵活地与三星联系，这些策略支撑了三星的客户中心文化。Mark 强调了文化的重要性，希望员工不仅提供服务，还能提供出色的客户体验。

  • 00:15:00 - 00:20:00

    AI 在三星服务中应用，帮助实时聆听客户电话，并将相关信息推送给客服代表，还用于处理西班牙语等多语言沟通，以提高效率。Mark 提到与员工愉悦的互动及技术的结合是三星不断改善客户体验的关键。他们不仅关注于接触中心数据，还看重客户的实际反馈以推动服务创新。

  • 00:20:00 - 00:30:12

    Mark 详细介绍了三星的 Beyond Boundaries 项目及其在偏远地区服务的成功案例，并强调经验性投资的重要性。即便在经济困难时期，关注客户体验以成就长远利益是三星的策略之一。节目在快速问答环节中探讨了 Mark 的个人爱好，并在节目尾声展示了三星产品在多样性和智能监控方面的新技术。

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Mind Map

Video Q&A

  • ¿Quién es el invitado en este episodio del podcast?

    El invitado es Mark Williams, líder de atención al cliente para Samsung Electronics America.

  • ¿Cuál es el enfoque principal de Samsung para mejorar el servicio al cliente?

    Samsung se centra en la educación y mejora de sus técnicos, el uso de IA y promover una cultura centrada en el cliente.

  • ¿Cómo está utilizando Samsung la inteligencia artificial en su servicio al cliente?

    Samsung utiliza la IA para escuchar activamente las llamadas y asistir con la traducción en tiempo real de mensajes SMS.

  • ¿Qué hace único el programa 'Samsung Beyond Boundaries'?

    Permite a Samsung ofrecer servicio incluso en ubicaciones remotas, asegurando cobertura total en EE. UU.

  • ¿Qué busca Samsung al contratar personal para el servicio al cliente?

    Buscan técnicos que no solo sean hábiles, sino que también sean buenos con las personas y apasionados por brindar una excelente experiencia.

  • ¿Cómo ayudan a los clientes en lugares remotos?

    A través del programa 'Samsung Beyond Boundaries', técnicos viajan largas distancias para realizar reparaciones in situ.

  • ¿Cuáles son algunas de las métricas que Samsung considera importantes en atención al cliente?

    Samsung se enfoca en el tiempo de manejo de llamadas, satisfacción del cliente (NPS), y verbos de clientes para mejora continua.

  • ¿Cuál es un desafío actual en el servicio al cliente en EE.UU.?

    La satisfacción del servicio al cliente ha disminuido según los informes, pero Samsung sigue destacando al enfocarse en la experiencia del cliente.

  • ¿Qué tipo de productos cubre el servicio de atención al cliente de Samsung?

    El servicio abarca productos móviles y electrónicos de consumo como televisores y electrodomésticos.

  • ¿Cómo ve Samsung el retorno de una buena experiencia del cliente?

    Samsung considera el valor de vida del cliente para fomentar la fidelidad a largo plazo a través de buenas experiencias.

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  • 00:00:00
    hey everybody welcome back to the modern
  • 00:00:02
    customer podcast I'm your host Blake
  • 00:00:03
    Morgan today my guest is Mark Williams
  • 00:00:07
    the head of customer care for Samsung
  • 00:00:09
    Electronics America Samsung was recently
  • 00:00:13
    ranked number one in multiple categories
  • 00:00:15
    by
  • 00:00:17
    acsi for the second year and has
  • 00:00:20
    achieved new levels of Customer Care
  • 00:00:22
    Success by prioritizing technician
  • 00:00:25
    education and upskilling Samsung has
  • 00:00:28
    about 10,000
  • 00:00:30
    care field and service employees in the
  • 00:00:33
    US today we are talking about the
  • 00:00:36
    landscape of Samsung's customer
  • 00:00:38
    experience offering we're talking about
  • 00:00:41
    how they're using Ai and we're talking
  • 00:00:43
    about the secret of a customer Centric
  • 00:00:45
    culture and how to differentiate on
  • 00:00:48
    experience during these times when money
  • 00:00:50
    companies are cutting their customer
  • 00:00:52
    experience programs please enjoy Mark
  • 00:00:56
    Williams Mark welcome to the modern
  • 00:00:59
    customer podcast it's so nice to see you
  • 00:01:01
    here today thank
  • 00:01:03
    you thank you Blake thanks for having me
  • 00:01:06
    so good to meet you where are you
  • 00:01:07
    calling in from today I'm actually in
  • 00:01:10
    Tucson Arizona right now um that's this
  • 00:01:13
    is where I live I work out of uh New
  • 00:01:16
    Jersey but I'm here for for this week
  • 00:01:19
    that's amazing so you are a road warrior
  • 00:01:22
    used to Flying a
  • 00:01:24
    lot I am unfortunately I fly a lot
  • 00:01:27
    matter of fact my next vacation I want
  • 00:01:28
    to drive somewhere and not fly for sure
  • 00:01:31
    that's great well love that um you can
  • 00:01:33
    get an RV to do that but hey um let's
  • 00:01:36
    just get to know you a little bit I mean
  • 00:01:39
    you are the perfect person for this show
  • 00:01:41
    because you have such a service
  • 00:01:43
    background um let's just talk about how
  • 00:01:45
    you landed in service and and what you
  • 00:01:48
    like about
  • 00:01:50
    it sure well thank you for saying that
  • 00:01:52
    first of all so um how I landed in
  • 00:01:55
    service I never planned on being in
  • 00:01:57
    service but I ended up uh kind of
  • 00:01:59
    falling into service and and I found out
  • 00:02:02
    it was a right thing for me but um I've
  • 00:02:05
    been I've had a few really long careers
  • 00:02:08
    um before joining Samsung I was at
  • 00:02:11
    Motorola for about 14 years and I did
  • 00:02:13
    every role except service there and then
  • 00:02:16
    I came to Samsung and and did a little
  • 00:02:19
    bit of a product management role and
  • 00:02:20
    then joined service so um it's kind of
  • 00:02:23
    cool in in the sense that all the all
  • 00:02:25
    the roles I did in the past were not
  • 00:02:28
    directly related to Serv but it gave me
  • 00:02:30
    a good a good overview of the overall
  • 00:02:33
    business and then and helped me to look
  • 00:02:35
    at things in a different way so that now
  • 00:02:37
    when I join service I said this is the
  • 00:02:39
    right thing for me and um GL have ended
  • 00:02:42
    up here so it's been kind of a weird
  • 00:02:45
    year um a report in the Wall Street
  • 00:02:48
    Journal in June said that customer
  • 00:02:50
    service levels are down that actually
  • 00:02:54
    they're they're quite low as far as
  • 00:02:56
    satisfaction but you guys are doing
  • 00:02:58
    really well I know you were recent
  • 00:02:59
    recently ranked number one in multiple
  • 00:03:02
    categories by
  • 00:03:04
    acsi uh what do you have any thoughts
  • 00:03:07
    about what's happening in service across
  • 00:03:09
    America right
  • 00:03:12
    now I mean I so I know what we're doing
  • 00:03:16
    I can take a guess on what's happening
  • 00:03:17
    everywhere else but I mean what we're
  • 00:03:19
    doing you we it's important for us to
  • 00:03:22
    focus on customer experience so um I
  • 00:03:25
    think if if if I take a step back and
  • 00:03:27
    just look at how we evolved um
  • 00:03:30
    when I joined we were actually called
  • 00:03:32
    customer service and maybe about nine
  • 00:03:36
    years ago or so we changed our name to
  • 00:03:39
    customer care actually what says on my
  • 00:03:41
    shirt and we we kind of did that for a
  • 00:03:44
    reason and if you look back at it it
  • 00:03:46
    really made a lot of sense because we
  • 00:03:48
    still do service like service used to be
  • 00:03:51
    break fix and and and fix everything
  • 00:03:54
    that's broken especially for us at
  • 00:03:55
    Samsung since we have so many different
  • 00:03:58
    products across so many different C
  • 00:03:59
    categories but uh we really wanted to
  • 00:04:02
    take it from not just doing that and
  • 00:04:04
    taking care of our customers problems
  • 00:04:06
    but providing an awesome experience
  • 00:04:08
    along the way so for Samsung you know we
  • 00:04:12
    we focus on that and that's there's a
  • 00:04:14
    multiple ways we do that um that could
  • 00:04:17
    be so number one is providing service in
  • 00:04:20
    all these locations uh one of the things
  • 00:04:22
    that's really important for us is our
  • 00:04:24
    network coverage so again I I talk about
  • 00:04:26
    all our products we have a big array of
  • 00:04:29
    mobile products
  • 00:04:30
    and then we have a lot of other products
  • 00:04:32
    that we call consumer electronics or C
  • 00:04:35
    products and those can be anywhere from
  • 00:04:36
    TVs to digital appliances washing
  • 00:04:40
    machines refrigerators dishwashers Etc
  • 00:04:44
    and our network coverage is really
  • 00:04:45
    importance because I'm responsible for
  • 00:04:48
    customer care in the United States the
  • 00:04:50
    US is a huge place as you know and
  • 00:04:53
    trying to get to all those customers
  • 00:04:55
    throughout the entire us is is not an
  • 00:04:57
    easy thing to do uh but our network
  • 00:05:00
    coverage uh has enabled us to do that um
  • 00:05:03
    on the mobile side we we measure network
  • 00:05:06
    coverage by uh the percentage of the US
  • 00:05:09
    population that it that can get their
  • 00:05:12
    device repaired in the same day so same
  • 00:05:14
    day repair um our current coverage is
  • 00:05:17
    about 81% of the
  • 00:05:19
    US is within a 30 minute drive of one of
  • 00:05:22
    our same day service location for the
  • 00:05:25
    people that aren't they can still get
  • 00:05:26
    service by mailing it to us so they can
  • 00:05:29
    still get it we cover 100% on the C side
  • 00:05:32
    TVs and digital Appliance we cover 99%
  • 00:05:35
    of the us and we do that through our
  • 00:05:38
    servicers which are scattered throughout
  • 00:05:40
    the US and then a unique program that we
  • 00:05:42
    launched called svb or ssung BM
  • 00:05:46
    boundaries which allow which allows us
  • 00:05:48
    to drive to these remote locations and
  • 00:05:51
    service customers who never would get
  • 00:05:52
    serviced in the in the
  • 00:05:54
    pth right yeah I mean that's so
  • 00:05:58
    important yeah
  • 00:06:00
    so back to your original question I kind
  • 00:06:02
    of went out a little bit of a tangent
  • 00:06:04
    there and I'm sorry about that but um so
  • 00:06:07
    we we're focusing on on really providing
  • 00:06:10
    a lot of of choices for our customers
  • 00:06:12
    and taking care of coverage um other
  • 00:06:16
    things in in in in addition to coverage
  • 00:06:19
    as far as choice we really want to give
  • 00:06:21
    customers options for taking care of the
  • 00:06:23
    devices like on the mobile side um I
  • 00:06:26
    mentioned we have same day coverage
  • 00:06:28
    where we you can walk into our Loc so if
  • 00:06:30
    you have a phone for example that you
  • 00:06:32
    need uh service on repairer on um you
  • 00:06:35
    can go to one of our our locations we
  • 00:06:37
    have partners with you br iix and
  • 00:06:39
    Batteries Plus um and then we have our
  • 00:06:42
    own location throughout the us but the
  • 00:06:44
    other thing we have is we have a service
  • 00:06:46
    called we come to you uh where we have V
  • 00:06:48
    service and we can actually if you're
  • 00:06:50
    within range we can actually drive um
  • 00:06:54
    and meet you at your location of your
  • 00:06:55
    choice so we could come to your house we
  • 00:06:57
    could come to your work we could meet
  • 00:06:58
    you at a c shop your choice um and then
  • 00:07:02
    on the C side we that it's really hard
  • 00:07:04
    to carry in a refrigerator or uh or a
  • 00:07:08
    dishwasher those are a little too big so
  • 00:07:10
    we do have to come to your house to
  • 00:07:12
    repair those and like I said we have 99%
  • 00:07:15
    coverage when you first Contact us we
  • 00:07:18
    have multiple ways that you can contact
  • 00:07:20
    us you can do the traditional voice call
  • 00:07:23
    um you can get self-service by going to
  • 00:07:25
    our web pages um you we have a YouTube
  • 00:07:28
    channel set down dedicated for Samsung
  • 00:07:30
    Service or we you can do different
  • 00:07:33
    asness ways to contact us including
  • 00:07:35
    texting us and something that's kind of
  • 00:07:38
    cool is uh our the phone number to
  • 00:07:41
    contact us uh is 1 1800 Samsung so you
  • 00:07:43
    can call that number you can text that
  • 00:07:45
    number so it's kind of cool that it's
  • 00:07:47
    it's not hard for the customer to know
  • 00:07:49
    that you can just call us or text us at
  • 00:07:52
    that number and um a lot of people are
  • 00:07:54
    liking the text option because they can
  • 00:07:57
    they can ask questions and respond on
  • 00:08:00
    their time so they can ask a question we
  • 00:08:02
    can respond and then they can you know
  • 00:08:04
    go do something go do a chore and then
  • 00:08:05
    come back and and and answer and
  • 00:08:07
    continue the conversation when it's
  • 00:08:09
    convenient to them absolutely so it
  • 00:08:12
    really seems like you are embracing the
  • 00:08:14
    customer Centric culture that many
  • 00:08:16
    businesses wish they had what do you
  • 00:08:19
    think the tenants of a customer Centric
  • 00:08:21
    culture are yeah um good question thank
  • 00:08:25
    you I mean I think it starts with I
  • 00:08:28
    mentioned choice but then if you look
  • 00:08:31
    into who are the people that are that
  • 00:08:33
    are the customer face who are direct
  • 00:08:36
    direct who are dealing directly with the
  • 00:08:38
    customers and I think it's important
  • 00:08:40
    that those
  • 00:08:41
    people understand and really have a
  • 00:08:44
    passion for providing not just a service
  • 00:08:47
    but providing an awesome experience
  • 00:08:48
    while they're taking care of the service
  • 00:08:50
    so I think culture is really important
  • 00:08:53
    and one thing that's important to us and
  • 00:08:57
    one thing that we talk about within our
  • 00:08:58
    team
  • 00:09:00
    is when you're taking care of a customer
  • 00:09:03
    like if you think about some of the
  • 00:09:05
    important people in your life and and
  • 00:09:08
    how if if if your mom or your
  • 00:09:10
    grandmother or your husband or your your
  • 00:09:13
    daughter whoever if they had a problem
  • 00:09:16
    how would you want them to be treated in
  • 00:09:19
    in solving that problem so it's not just
  • 00:09:20
    solving this problem but it's like
  • 00:09:22
    treating them with respect and being
  • 00:09:24
    kind and just providing this great
  • 00:09:27
    experience with along the way so that's
  • 00:09:30
    I think that's really important for us
  • 00:09:32
    is is to have this culture where
  • 00:09:35
    people believe in that and they want to
  • 00:09:37
    take care of their customers that way so
  • 00:09:40
    many companies today are struggling with
  • 00:09:42
    attrition with contact center agents are
  • 00:09:45
    you are you very involved with the
  • 00:09:47
    contact center agent retention strategy
  • 00:09:49
    is the contact center in-house or could
  • 00:09:51
    you just talk about your your employee
  • 00:09:53
    experience strategy with that yes so
  • 00:09:56
    customer contact centers are we we we
  • 00:09:59
    use a lot of partners for that um and
  • 00:10:01
    the key thing there you know there's
  • 00:10:03
    there's multiple things that that drive
  • 00:10:05
    that make people want to stay um
  • 00:10:08
    certainly pay as as one but um it's also
  • 00:10:11
    providing um the opportunity to take
  • 00:10:14
    care of products and to have an have a
  • 00:10:18
    environment where they where they like
  • 00:10:20
    working and they they have the right
  • 00:10:22
    tools to take care of customers um so
  • 00:10:25
    one of the things that that's important
  • 00:10:27
    to us is I don't want just um agents who
  • 00:10:31
    are just agents I want agents who are
  • 00:10:33
    fans of Samsung like they love our
  • 00:10:36
    products as much as we love them so
  • 00:10:38
    they're they're not just uh agents
  • 00:10:40
    they're Samsung ambassadors so one of
  • 00:10:43
    the things that we like to do that helps
  • 00:10:44
    with retention is to uh give them access
  • 00:10:47
    to or actually give them some of our
  • 00:10:49
    products to use and become ambassadors
  • 00:10:52
    if they're not already I think that
  • 00:10:54
    definitely helps with that and then
  • 00:10:56
    being flexible like you know when it
  • 00:10:58
    makes sense when they show that that it
  • 00:11:00
    doesn't negatively affect our customers
  • 00:11:02
    experience um it doesn't matter where
  • 00:11:04
    they work they can work in a call center
  • 00:11:06
    they can work remote um whatever it
  • 00:11:08
    takes to whatever is better for them so
  • 00:11:11
    they can not only be happy with their
  • 00:11:14
    personal life and their family life but
  • 00:11:15
    they can take care of their customers
  • 00:11:16
    because if everything is good everything
  • 00:11:19
    is in sync with their their personal
  • 00:11:21
    life and their family life that makes
  • 00:11:22
    them um more able to take care of our
  • 00:11:25
    customers yeah I mean you say it very
  • 00:11:27
    nonchalantly but actually enabling
  • 00:11:29
    contact center agents to work remotely
  • 00:11:31
    is like a huge thing it's a whole
  • 00:11:34
    industry now um so I do want to talk
  • 00:11:37
    more about that but I really want to ask
  • 00:11:39
    you also about since you're a tech
  • 00:11:41
    company Ai and how you're incorporating
  • 00:11:44
    AI into the service side and the agent
  • 00:11:47
    side as well so couple ways that we're
  • 00:11:49
    doing it right now um as as I'm I'm sure
  • 00:11:52
    it's going to grow so the obvious way uh
  • 00:11:55
    on the contact center so we use AI to
  • 00:11:58
    actively listen to calls um and what it
  • 00:12:00
    does is it helps it recognizes what a
  • 00:12:03
    customer is talking about and it helps
  • 00:12:05
    push contents to our agents so that they
  • 00:12:08
    can uh respond to them quickly so they
  • 00:12:11
    get they get the relevant information to
  • 00:12:13
    them uh right up on their screen so they
  • 00:12:15
    can they can solve the problem quickly
  • 00:12:18
    another thing and this is kind of cool
  • 00:12:20
    and I mentioned how we use um SMS and
  • 00:12:23
    how some of our customers like to use
  • 00:12:25
    SMS uh so one of the things we're using
  • 00:12:27
    AI for is with Spanish translation so a
  • 00:12:31
    customer can text us in Spanish um it
  • 00:12:34
    comes in AI will translate that
  • 00:12:36
    translate that to English and and put it
  • 00:12:38
    in front of our our agent our agent will
  • 00:12:40
    respond back in English and then it
  • 00:12:41
    translates Spanish and gets it back out
  • 00:12:44
    that's just a kind of a cool application
  • 00:12:46
    that we're using that's and and I'm sure
  • 00:12:48
    it's going to evolve there's going to be
  • 00:12:49
    many other cool things to do with it and
  • 00:12:52
    on the employee experience side have you
  • 00:12:54
    tested any kind of like co-pilot or any
  • 00:12:57
    internal AI stuff
  • 00:13:01
    um not yet not yet we've been discussing
  • 00:13:03
    different different options to do to to
  • 00:13:06
    try things out and and and uh find ways
  • 00:13:10
    to use AI to enhance our the overall
  • 00:13:13
    customer experience and enhance our
  • 00:13:14
    employees uh ability to to connect with
  • 00:13:17
    people and and take care of problems so
  • 00:13:20
    I'll I'll interview you again in six
  • 00:13:22
    months and you'll have a whole whole
  • 00:13:23
    different story for me um hey let's talk
  • 00:13:27
    sounds good yeah Mark let's talk about
  • 00:13:29
    metrics I mean every contact center
  • 00:13:31
    conversation and customer service of
  • 00:13:33
    course metrics is always interesting for
  • 00:13:36
    people to hear about for our audience
  • 00:13:38
    can you just talk about the contact
  • 00:13:40
    center metrics that you think are the
  • 00:13:42
    best and which are the
  • 00:13:45
    worst sure um so it's interesting that
  • 00:13:49
    we're talking a lot about contract
  • 00:13:50
    contact center because that's that's a
  • 00:13:53
    small portion of the overall uh uh
  • 00:13:56
    customer experience and the overall
  • 00:13:59
    customer care offering for Samsung
  • 00:14:01
    because so we do so much more than just
  • 00:14:04
    contact center but I I'll go back to
  • 00:14:06
    contact center so we we look at repair
  • 00:14:08
    we look at how we interact with people
  • 00:14:09
    face to face when we're in their house
  • 00:14:11
    when they're in when we're in one of our
  • 00:14:13
    repair locations um and then also how
  • 00:14:16
    they interact with us through our web
  • 00:14:18
    pages but through contact center some of
  • 00:14:20
    the some of the K the kpis that we look
  • 00:14:23
    at uh we look at call handling time
  • 00:14:25
    average handling time uh we look at our
  • 00:14:28
    ENT s NPS is very important we want to
  • 00:14:31
    know how that experiences um and then
  • 00:14:34
    not just with NPS and not just the NPS
  • 00:14:36
    Store but I think it's it's it's
  • 00:14:38
    important to to look at the comments and
  • 00:14:41
    I love uh reading the customer verbatims
  • 00:14:44
    like what did they like about the
  • 00:14:45
    experience what didn't they like because
  • 00:14:48
    that's how you truly um find out what
  • 00:14:50
    you're doing good and how you expand on
  • 00:14:52
    that and then find out what where you
  • 00:14:54
    have issues and what things you need to
  • 00:14:56
    fix or what things you need to enhance
  • 00:14:59
    um just a little bit about Samsung is um
  • 00:15:04
    Samsung part of our DNA I say this to
  • 00:15:06
    people and it sounds weird and maybe a
  • 00:15:08
    little corny but part of our DNA as
  • 00:15:10
    customer is a continuous Improvement so
  • 00:15:13
    there's few things we like really focus
  • 00:15:15
    on at Samsung when we make a decision we
  • 00:15:17
    want to do it fast we believe in getting
  • 00:15:19
    it done quickly and the second thing is
  • 00:15:22
    continuous Improvement so we're always
  • 00:15:23
    looking at ways to improve and looking
  • 00:15:27
    at comments from customers is a great
  • 00:15:29
    way to do that especially when you see
  • 00:15:30
    the ugly stuff you see some of the
  • 00:15:32
    issues some of the that that our
  • 00:15:35
    customers had maybe with the customer
  • 00:15:36
    Journey or issues they had it's it's a
  • 00:15:40
    curse but it's also a blessing because
  • 00:15:42
    it gives us a chance to identify areas
  • 00:15:43
    to improve and we're always looking for
  • 00:15:46
    ways to do
  • 00:15:47
    that all right so fair enough you said
  • 00:15:50
    Mark that contact center is a tiny piece
  • 00:15:53
    of the overall strategy what tell us
  • 00:15:55
    about the whole pie what's the bigger
  • 00:15:57
    piece that I'm missing
  • 00:15:59
    the bigger piece is is is when we
  • 00:16:01
    actually do repair and um you know I
  • 00:16:05
    talked a little bit about Samson being
  • 00:16:07
    abound can I I want to share something
  • 00:16:09
    that's kind of just a what that is and
  • 00:16:12
    what it was boring than some kind of a
  • 00:16:14
    cool example from that so Samsung Beyond
  • 00:16:18
    boundaries as I mentioned we had an
  • 00:16:20
    issue where we wanted to have number one
  • 00:16:22
    coverage in the US but it's always it's
  • 00:16:25
    tough to get coverage in the middle of
  • 00:16:27
    Montana right so you the issue is is you
  • 00:16:31
    got people that are spread out that they
  • 00:16:34
    live in all these vast places and
  • 00:16:36
    they're not close to each other so the
  • 00:16:38
    volume of repair work that's needed
  • 00:16:40
    doesn't isn't enough to justify actually
  • 00:16:42
    having a service center but we had to
  • 00:16:44
    figure out ways how are we going to take
  • 00:16:46
    care of these STS so we came up with
  • 00:16:48
    this program called Samsung Beyond
  • 00:16:49
    boundaries where we have our service
  • 00:16:51
    centers that that's maybe four hours
  • 00:16:53
    away but we actually have a program we
  • 00:16:56
    they'll actually drive four hours and
  • 00:16:57
    take care of our customers
  • 00:16:59
    and the first T at that when you first
  • 00:17:01
    look at that you're like that's not
  • 00:17:03
    possible how are you going to do that
  • 00:17:04
    how is that um economically possible but
  • 00:17:08
    we were able we were able to find a way
  • 00:17:10
    to to do that by looking at how what we
  • 00:17:13
    avoid we avoid doing uh an exchange or a
  • 00:17:17
    refund and we look at the actually we're
  • 00:17:20
    not just looking at return on investment
  • 00:17:22
    but we're looking at return on
  • 00:17:23
    experience so we're providing this
  • 00:17:24
    awesome experience for someone that
  • 00:17:27
    would in the past they'd have to just
  • 00:17:28
    exceed it or get a refund and now we're
  • 00:17:31
    actually going to their house and
  • 00:17:32
    repairing it and they love it because
  • 00:17:35
    they they're finally getting taken care
  • 00:17:36
    of but something cool with this is I'll
  • 00:17:39
    just give you one example of and the
  • 00:17:41
    people we choose for this so we choose
  • 00:17:43
    our best text for this program we choose
  • 00:17:46
    people that like want to take care of
  • 00:17:48
    the customers they they do a great job
  • 00:17:50
    they have all these great technical
  • 00:17:51
    skills but be besides that they're just
  • 00:17:53
    great people people people persons right
  • 00:17:56
    so um one example of that is we have a
  • 00:17:59
    tech named Rohan and he's uh he's based
  • 00:18:02
    in our um he's based out of Pennsylvania
  • 00:18:05
    and he covers a lot of Pennsylvania also
  • 00:18:07
    covers upper New York State and um he
  • 00:18:11
    drives an electric car so we we're
  • 00:18:13
    worried about the environment too we're
  • 00:18:15
    focused on that so he's got all these
  • 00:18:16
    long drives but he's got an electric car
  • 00:18:19
    and um there's one place where I always
  • 00:18:22
    stops to to charge his car and right
  • 00:18:26
    across the street from it is an ice
  • 00:18:27
    cream shop uh so he loves ice cream and
  • 00:18:31
    he takes his time when he charges his
  • 00:18:33
    car to go across the street to the ice
  • 00:18:35
    cream shop and it's called frosties and
  • 00:18:38
    U one of the times he was charging his
  • 00:18:39
    car I went in to get a m uh a malt and
  • 00:18:43
    he s a shake want to get a shake and uh
  • 00:18:47
    they they saw his shirt Samson care and
  • 00:18:49
    said what is that explain what you do
  • 00:18:51
    and they saw his van his van all has has
  • 00:18:53
    a Samsung pair on it and he explained
  • 00:18:55
    what he did and the owner he was talking
  • 00:18:57
    to said hey one of our employees uh
  • 00:19:01
    their grandmother is having a problem
  • 00:19:02
    with their fridge should you talk to
  • 00:19:04
    them so he went and talked to them and
  • 00:19:07
    they connected them with their
  • 00:19:08
    grandmother and he called her and found
  • 00:19:10
    out that the fridge wasn't working um
  • 00:19:13
    sorry the fridge was working but one of
  • 00:19:14
    the features wasn't the ice maker was
  • 00:19:16
    having issues so what he did is he he
  • 00:19:18
    took the time to step it through how he
  • 00:19:20
    set up a repair ticket how who to call
  • 00:19:23
    how how you set it up and it's actually
  • 00:19:25
    something that we were taken care of so
  • 00:19:27
    we we we we showed that we were going to
  • 00:19:29
    take care of that issue um at no cost to
  • 00:19:32
    her she set up the ticket and then he
  • 00:19:35
    went on his way and I think about three
  • 00:19:37
    days later he was in the area on a
  • 00:19:39
    repair call and he went to this house
  • 00:19:42
    and started fixing the refrigerator and
  • 00:19:44
    realized it was the grandmother that he
  • 00:19:45
    had talked to so um it turned out to be
  • 00:19:48
    a really cool story he ended up coming
  • 00:19:50
    back there and um taking care of her
  • 00:19:53
    issues she was very happy she had no
  • 00:19:55
    clue what she was going to do on how to
  • 00:19:57
    get the ice maker solved and she got it
  • 00:19:59
    solved and um he's now a regular visitor
  • 00:20:03
    at Frosty's uh ice cream shop mhm that's
  • 00:20:06
    cute I like that but the the cool thing
  • 00:20:08
    about that and the the the great thing
  • 00:20:10
    about that is that's the type of person
  • 00:20:12
    we want we want someone that's not just
  • 00:20:15
    you know help not just say oh call
  • 00:20:18
    Samsung he's like showed them how to
  • 00:20:21
    contact them how what to contact them
  • 00:20:23
    and kind of Step them through the
  • 00:20:24
    process and doing going above and beyond
  • 00:20:27
    to take care of our customers that's
  • 00:20:29
    really the type of people we want in our
  • 00:20:30
    work I mean what I'm hearing are a few
  • 00:20:33
    things Mark I'm hearing you give your
  • 00:20:35
    employees time to go eat ice cream you
  • 00:20:39
    know they like ice cream you're giving
  • 00:20:41
    him obviously budget and time and room
  • 00:20:45
    in his day to help a grandma it's and so
  • 00:20:48
    these things all are on like a
  • 00:20:51
    spreadsheet or a dotted line and I think
  • 00:20:53
    for companies that's the problem is
  • 00:20:56
    they're just tracking everything so much
  • 00:20:58
    that the old school world of going to
  • 00:21:01
    get an ice cream and you hear someone's
  • 00:21:03
    in trouble and you like go get the the
  • 00:21:05
    kitten out of the tree you know it's
  • 00:21:08
    just there's it's a there's a lost art
  • 00:21:10
    to it so that's why I'm asking you like
  • 00:21:12
    you talk about return on experience I
  • 00:21:14
    think it's just so hard for businesses
  • 00:21:16
    to track this that they don't let their
  • 00:21:17
    employees go get ice cream and help the
  • 00:21:21
    grandma Yeah I mean and I think you hit
  • 00:21:24
    it on the head right when you talked
  • 00:21:25
    about why why do you think this Services
  • 00:21:27
    may be down
  • 00:21:29
    it's like we're in the the economy isn't
  • 00:21:31
    great right now and maybe everybody's
  • 00:21:33
    looking at costs first but I think
  • 00:21:35
    that's the wrong way to look at it I
  • 00:21:37
    mean so I'm going to go back to Samsung
  • 00:21:39
    again and if you look at all the
  • 00:21:41
    products we have we have so many
  • 00:21:43
    products right yeah so and if you
  • 00:21:46
    there's power and danger in a in uh a
  • 00:21:50
    customer experience so the danger is you
  • 00:21:53
    create such a bad experience that people
  • 00:21:55
    say I'm never going to buy a Samsung
  • 00:21:56
    product again that's horrible
  • 00:21:59
    but the power is you have a great
  • 00:22:00
    experience on a refrigerator for example
  • 00:22:04
    and it's such a great experience that
  • 00:22:05
    someone says you know what I'm every
  • 00:22:08
    product I buy going forward is going to
  • 00:22:09
    be Samsung so it doesn't matter if it's
  • 00:22:11
    a refrigerator or a washing machine or a
  • 00:22:13
    TV or a cell phone I'm only going to buy
  • 00:22:16
    Samsung because I know Samsung's going
  • 00:22:17
    to take care of so that's that's a way
  • 00:22:20
    of looking at it and you can look at you
  • 00:22:22
    know when you do if if you need someone
  • 00:22:24
    to look at Roi a way to look at it is a
  • 00:22:27
    customer lifetime value so you can look
  • 00:22:30
    at what is the lifetime value of a
  • 00:22:32
    customer if they purchase our products
  • 00:22:34
    for the rest of their lives and I think
  • 00:22:36
    that's a way to look at it but again I
  • 00:22:38
    think about what's the best experience
  • 00:22:40
    you can provide if you take care of a
  • 00:22:42
    customer good things are going to happen
  • 00:22:44
    they're going to come back I think what
  • 00:22:46
    you're saying is true Mark but it's
  • 00:22:48
    really hard for Business Leaders to
  • 00:22:50
    forget that they're not making as much
  • 00:22:53
    money as they normally do and a lot of
  • 00:22:55
    them do look to customer service and
  • 00:22:57
    experience as the first thing that getss
  • 00:22:59
    cut does it take a certain type of
  • 00:23:01
    leadership to stand up and say okay
  • 00:23:03
    we're not going to cut experience even
  • 00:23:05
    though we're in un certain Economic
  • 00:23:07
    Times I think it does um I think there's
  • 00:23:11
    a couple things that are important one
  • 00:23:13
    you have like I said before you have to
  • 00:23:15
    have someone who's customer focused as a
  • 00:23:17
    leader but then you also have to have
  • 00:23:19
    someone that like thinks more longterm
  • 00:23:21
    instead of shortterm thinking about cost
  • 00:23:24
    is that's a shortterm look at it
  • 00:23:27
    longterm is think about customer
  • 00:23:29
    experience and building lifetime
  • 00:23:32
    customers and I think you have to you
  • 00:23:34
    have to have passion for that to be able
  • 00:23:36
    to share that with your leadership and
  • 00:23:38
    get them on the same page because no
  • 00:23:40
    one's just going to buy that right away
  • 00:23:41
    you have to get them on the same page
  • 00:23:43
    and you have to get them done expand it
  • 00:23:44
    and turn them into customer Advocates
  • 00:23:47
    too is that something you track life
  • 00:23:49
    what you call Lifetime
  • 00:23:52
    customers we we um we have a yeah we we
  • 00:23:57
    we have used um
  • 00:23:59
    uh a customer lifetime value and we we
  • 00:24:03
    can use that in rois so we've used that
  • 00:24:05
    in rois before if we have to provide an
  • 00:24:09
    Roi yeah I think that it's so hard for
  • 00:24:12
    Business Leaders like yourself right now
  • 00:24:14
    because they're under so much pressure
  • 00:24:15
    from the higher ups to to show Roi and
  • 00:24:20
    it's just it's such a tough game I think
  • 00:24:22
    that's why so many customer Centric
  • 00:24:23
    companies often the founders are still
  • 00:24:26
    involved or they just have this like
  • 00:24:28
    special culture that has been protected
  • 00:24:31
    through the right leadership decisions
  • 00:24:33
    and customer Centric leadership is there
  • 00:24:36
    something unique about customer Centric
  • 00:24:38
    leadership a tip that you have for our
  • 00:24:40
    listeners that might be facing a company
  • 00:24:42
    where maybe they don't have as much
  • 00:24:44
    support you know again think long-term
  • 00:24:47
    don't think shortterm right I want these
  • 00:24:50
    customers around for for a long time I
  • 00:24:53
    don't want them here just for this one
  • 00:24:54
    product it's more than this product it's
  • 00:24:56
    this product than the next product in
  • 00:24:58
    the next product and um get people like
  • 00:25:04
    get people to put themselves in the
  • 00:25:06
    shoes of their customers so like you
  • 00:25:09
    like how would you want to be treated if
  • 00:25:11
    you had a problem or or even better than
  • 00:25:14
    that how would you the most important
  • 00:25:16
    person in your life how would you want
  • 00:25:17
    them treated if they had a problem so
  • 00:25:20
    think change your mindset change your
  • 00:25:23
    mindset and and and think about your
  • 00:25:25
    customers as if it as if it was the most
  • 00:25:28
    important person in your
  • 00:25:30
    life right absolutely all right well
  • 00:25:33
    love that I think that's a good note to
  • 00:25:35
    wrap on but let's get to know you a
  • 00:25:37
    little bit and do some rapid fire does
  • 00:25:39
    that sound good sure thank you all right
  • 00:25:43
    sounds good first question of Rapid Fire
  • 00:25:45
    what's the most important part of your
  • 00:25:46
    morning
  • 00:25:48
    routine
  • 00:25:50
    um I I I work out so I I I uh either run
  • 00:25:55
    or do weights or do something aerobic I
  • 00:25:59
    like the aerobic stuff I like to sweat
  • 00:26:00
    in the morning if I don't I feel like
  • 00:26:03
    I'm off for the rest of the day so I got
  • 00:26:05
    to do that I got to do something
  • 00:26:07
    exercise in the morning what show are
  • 00:26:10
    you currently
  • 00:26:12
    streaming um there's a couple but uh I
  • 00:26:16
    really love alone have you seen that one
  • 00:26:19
    alone on Netflix alone alone it's it's a
  • 00:26:24
    reality where they drop these people off
  • 00:26:25
    in this remote areas like Northern
  • 00:26:28
    Canada or Alaska and they basically have
  • 00:26:31
    to they they got to patch their own food
  • 00:26:34
    and cook their own food and build
  • 00:26:36
    shelters and live in these harsh
  • 00:26:39
    conditions and it's I mean I like to
  • 00:26:41
    think that I could do it I know I
  • 00:26:42
    couldn't but it it's sure looks
  • 00:26:45
    cool okay great love that um what's your
  • 00:26:48
    favorite type of
  • 00:26:51
    vacation um okay I have two answers to
  • 00:26:54
    that so one if I'm just if it's like
  • 00:26:56
    just me with the guys I like to go
  • 00:26:58
    somewhere remote fishing um if it's me
  • 00:27:01
    with my wife uh I love going hiking we
  • 00:27:04
    love going hiking in the mountains um
  • 00:27:07
    getting away from cities and being in
  • 00:27:09
    nature somewhere that's the best for me
  • 00:27:12
    perfect and if you could have lunch with
  • 00:27:14
    anyone Dead or Alive who would it
  • 00:27:18
    be um can I give you two I'll give you a
  • 00:27:22
    dead and
  • 00:27:23
    alive uh dead Vince Lombardi I'm I am a
  • 00:27:27
    cheese head from Wisconsin I'm a big
  • 00:27:29
    Green Bay Packer fan and I would love to
  • 00:27:32
    love to sit down with Vince Lombardy
  • 00:27:35
    awesome leader uh great coach they Nam
  • 00:27:38
    the Super Bowl trophy after him so Vince
  • 00:27:40
    Lombardi and then alive Elon mus man I'd
  • 00:27:45
    love to just hear his thought process on
  • 00:27:48
    how he came up with all these crazy
  • 00:27:49
    ideas and I have a Tesla and I love it
  • 00:27:52
    too awesome love to talk to him about
  • 00:27:55
    that love it and if you had a describe
  • 00:27:58
    your outlook in one quick motto what
  • 00:28:00
    would it
  • 00:28:02
    be greet people the way You' want the
  • 00:28:05
    most important person in your life
  • 00:28:07
    created I keep coming back to that but I
  • 00:28:09
    think that's the way it should be for
  • 00:28:10
    everything I love it simple I don't
  • 00:28:13
    think the world if if yeah simple right
  • 00:28:16
    but
  • 00:28:19
    profound well Mark this has been really
  • 00:28:21
    fun thank you for doing this um I mean I
  • 00:28:24
    guess if people want to buy Samsung
  • 00:28:26
    products they probably know how to do
  • 00:28:27
    that
  • 00:28:28
    but any any closing thoughts that you
  • 00:28:31
    want to share with our
  • 00:28:33
    audience I mean Samsung makes a lot of
  • 00:28:36
    incredible products so check them out
  • 00:28:39
    give them a try
  • 00:28:41
    um we oh can I can I share one more cool
  • 00:28:44
    thing yeah one more technology kind of
  • 00:28:47
    thing so we we do something um called
  • 00:28:50
    proactive care so a lot of our products
  • 00:28:53
    have Samsung smart things incorporated
  • 00:28:56
    into it so for example our refriger
  • 00:28:58
    digital appliances and one of the cool
  • 00:29:00
    things that we do uh assuming the
  • 00:29:03
    customer opts in is we can monitor the
  • 00:29:05
    the health of your product and we can
  • 00:29:08
    actually proactively take care of issues
  • 00:29:10
    so for example your refrigerator over
  • 00:29:12
    time the temperature keeps a raising uh
  • 00:29:14
    we can reach out to you and and let you
  • 00:29:16
    know what action to take or if it looks
  • 00:29:18
    like is necessary we can actually
  • 00:29:19
    schedule a repair before it actually
  • 00:29:21
    breaks down that's a cool technology
  • 00:29:24
    that is incorporated into our products
  • 00:29:26
    and um really excit about that love it
  • 00:29:30
    well just another reason to buy
  • 00:29:32
    Samsung well I have a Samsung washer and
  • 00:29:35
    dryer I'm going to right after this go
  • 00:29:36
    put my clothes in the dryer so thank you
  • 00:29:38
    so much for working a washer dryer um
  • 00:29:42
    thanks for thank you for being a
  • 00:29:43
    customer oh thank you for keeping my
  • 00:29:46
    clothes clean um Everybody you've been
  • 00:29:48
    tuning into to the modern customer
  • 00:29:50
    thanks for watching until next time
  • 00:29:52
    thanks for watching don't forget to
  • 00:29:54
    subscribe to my YouTube channel or
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    follow me on social media including
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Tags
  • Samsung
  • atención al cliente
  • inteligencia artificial
  • experiencia del cliente
  • cultura centrada en el cliente
  • tecnología
  • servicio técnico
  • innovación
  • estrategias de negocio
  • diferenciación