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Assessment of Samsung’s Technology Integration to the Management of Customer Interaction

Samsung is crossing the borders of technology in integrating technology to its customer relationship management. For instance, since 2003, the company has been using mySAP as a foundation of its marketing campaign. The application runs on android equipment’s allowing customers to get all the services they need from an office at the comfort of their homes. The application allows professional access the entire sales process remotely as it allows placing orders, estimating the price, and requesting for an item (Cioca, 2013). The multi-purpose tools help field teams to create quotes and offer discounts on the spot. Resultantly, achieving increased revenue and customer satisfaction becomes possible. Moreover, the company’s support website customization attests to the extent the company is using technology mange its customer relations. From their support website, a customer can get a wide range of advice touching issues customers might face when using its products. As such, the customers have an easy time orienting themselves with new products. Moreover, any issues they have gets an immediate solution. For instance, if a customer have a problem of installing a gear into their device, they will get a solution already provided. Accordingly, customers will feel catered hence promoting brand loyalty. Moreover, the site provides a highlight of all new and Samsung products already in the market. As such, while looking for support, customers get to know other products on offer thereby raising brand awareness (Cioca, 2013).

Customer value at a higher level refers to the benefits a customer perceive they will obtain after buying a certain product. Samsung is extensively using technology to deliver customer value, for example in its branded prepaid cards (Grant, 2010). Faced with stiff competition in the UK, Samsung decided to use prepaid cards, as they were responsive hence offering a competitive advantage. The card could hold multi-incentive programmes, offered the ability to deliver any program using a single interface, the platform allowed for easy market entry and customizable products, and helped customers associate the benefits of using the card with the Samsung brand. As a result, the company recorded 137% increase in holiday sales for 2012 financial year. Moreover, Samsung uses efficient production technology to lower its prices compared to apple to help deliver real value to its customers. However, the low prices does not compromise on the quality of its products, as quality of Samsung products remains reputable globally. In fact, in other markets like the United States and Europe, Samsung is the device of choice for those who view Apple products as too expensive (Grant, 2010). Moreover, the company have invested heavily in making lithium-ion battery to ensure that their devices stays longer on charge. As result, the company is able to deliver both real and perceived value to its customers. Lastly, the company is making use of the latest display technology to make sure it delivers the best value to its customers. Through its devices like galaxy 6 and galaxy note 4 achieving over 520-pixel density, the customer receives the best value from Samsung.

To communicate with customers, Samsung is making use of the latest technology especially from SAP. Using SAP CRM software, the company is able to communicate with many customers through a single platform (Grant, 2010). For instance, the company has its interaction centre based on the software. In the communication centre, 35 agents serves more three hundred thousand calls with faster processing and customers touch point efficiency. Consequently, the company is able to respond to general and technical enquires more effectively. Moreover, the company is making use of Fixed Mobile Convergence to enhance the way it communicates with customers while incurring least costs. FMC derives itself form WLAN allowing for effective and affordable communication. As a result, employees can use their smart devices to communicate with clients and answer queries even when not in office.

Samsung has automated a series of its customer related process. First, its customer care line at Garden Park makes use of an automated machine. Resultantly, customers can get technical and general-purpose support if there are no agents available. The advantage accrued is that many customers gets service at the same time. The company has also automated its securities operation in Asia. Samsung offers investment advice and wealth management services for investors in Asia. To achieve faster settlement time and build a robust infrastructure, the company incorporated automated Omega Central Trade Manager to offer investment advice to its customers (Grant, 2010). As a result, there has been increased operational efficiency while minimizing operational risk.

There seems to be correlation between customer value, segmentation, and relationship development. Those customers regarded as low value customers hence belonging to low segmented has most of their services segmented (Kumar, 2012). Resultantly, they receive devices regarded as low value. However, automation in investment related services have led to faster and reliable post-trade processes leading to increased customer value. Moreover, the automation has helped the company build stronger relations with its customers. In addition, automation in its securities services has helped Samsung achieve higher same day affirmation rates thereby mitigating operational risks. Consequently, customers get better services for money they pay thereby receiving value (Kumar, 2012).

Samsung seems to have a good online presence. For instance, its social devotion to customers, insights, and creativity in its social media pages across Europe is inspiring. Due to its social media strategy, the number of its Facebook fans in Europe rocketed from 8 million to 25 million fans during the 2013 year. Moreover, the company has more than 44 Facebook pages across twenty-eight countries indicating a strong social media presence. Moreover, Suzy Lloyd, Samsung’s European head of Social media marketing indicates that Samsung social media fans has been rising by over 300, 000 fans per week reinforcing its strong online presence.

Samsung has been using social media to respond to customer’s queries and complaints faster in order to foster customer satisfaction. For instance, Jess, a Samsung TV customer narrated how Samsung used social media to address an issue he had with his Samsung LED TV (Kumar, 2012). After developing complication just few days after purchasing it, he expressed his frustration with the device in Samsung Facebook and twitter handle. Few hours later, he received a call from support services and a day later, a technical team was dispatched to fix his problems. The experience helped Jess feel more satisfied with Samsung services leading to better relations with the company and majority of other potential customers who read his story. Moreover, in their pages, followers gets real time responses with followers. Resultantly, the followers feel that the company cares about them creating a sense of belonging to the customers. Therefore, customer loyalty greatly increases (Kumar, 2012). Lastly, the pages the company uses the pages to offer guidance on frequently asked question as well as technical guidance on most sought after problems.as a result, most of people following the pages for support purposes feels handled appropriately leading to customer loyalty.

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