International Data Corporation (IDC) announced that Samsung Electronics America has been named the Overall Winner of the 2023 IDC Future Enterprise Best in Future of Customer Experience North America Awards for its “Samsung Care Digital Transformation Powered by SMS, Enhanced with AI” project. The annual award recognizes organizations that deliver innovative customer experiences offering value-based outcomes to customers. The overall award winner also demonstrated how it effectively transformed the way customer-related initiatives are managed and executed in the organization.
IDC observes that in the Future of Customer Experience, relationships between customers and businesses will be built on cognitive empathy. The construct of “Empathy@scale” is a disciplined enterprise-wide imperative that applies digital technologies to transform the nature of engagement between the business and customer. It requires enterprise-wide collaboration across every stage of the customer lifecycle, from marketing to loyalty, touching both business and technology functions in every industry. Organizations will use data and employ technologies that facilitate contextual awareness, frictionless engagement, active learning, and sentiment measurement.
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“Each of the organizations recognized in this year’s Best in Future of Customer Experience North America Awards presented customer-centered, omni-channel experiences that delivered value-based, empathetic customer outcomes,” said Sudhir Rajagopal, research director, Customer Experience, IDC. “It is exciting to see organizations that are scaling on the back of innovative technologies, such as AI and automation. Crucially, however, leading organizations are transforming experiences in a purposeful manner, prioritizing customer and business outcomes equally – the winning combination to achieve future business resiliency and empathy at scale.”
Project Details: Samsung’s innovative use of AI and SMS is threefold:
- Support voice and digital from a single 1-800 number, and use AI to guide the consumer optimal path.
- Increase agent efficiency by facilitating faster solutions and shortening the learning curve for new agents.
- “Match Making” to assess their emotional state and specific issue, then match consumer to the best agent based on agent’s performance and knowledge.
The long-term goal of the program is to shift support from one heavily dependent on voice to SMS as the preferred support channel. SEA channel priorities were previously Voice > Chat > Social > SMS. The shift needed to bring clear, experience-based improvements to the consumer. To measure impact, SEA looked at Net Promoter Score (NPS), weighted CSat Score (CSS), Customer Effort Score (CES), and Issue Resolution (IR) to gauge customer experience. Customer experience results for SMS are driven by two key reasons.
- It is less intrusive to their routine. Support can be completed on their terms and timeline. A conversation can start at work, and end at home—8 hours later—seamlessly.
- There is a growing degree of comfort and preference for SMS across broad consumer groups.
SOURCE: BusinessWire
