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Samsung Electronics America - Samsung Community

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Company: Samsung Electronics America, Ridgefield Park, NJ
Company Description: Samsung Electronics America, Inc. (SEA), is a recognized innovative leader in consumer electronics, mobile devices and enterprise solutions providing consumers and organizations with a portfolio of groundbreaking products in appliances, home entertainment, Internet of Things, mobile computing, smartphones, virtual reality, wireless infrastructure and wearables.
Nomination Category: Customer Service Awards Success Categories
Nomination Sub Category: Customer Service Success - Other Service Industries

Nomination Title: Samsung Community - An Interactive Online Support Resource For Our Customers

Tell the story about what this nominated organization achieved since the beginning of July 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

A wholly owned subsidiary of Samsung Electronics Co., Ltd., Samsung Electronics America (SEA) is pushing beyond the limits of today’s technology and providing consumers and organizations with a portfolio of groundbreaking products in appliances, home entertainment, Internet of Things, mobile computing, smartphones, virtual reality, wireless infrastructure and wearables, in addition to offering leading content and services related to mobile payments, 360-degree VR video, customer support and more.

SEA strives to be not only best in class in its product offerings, but in customer service as well with the goal of creating customer loyalty across product lines.

Project Purpose and Background

Created in 2016, Samsung Community (Community) was established as a place for customers to discuss, share tips, and troubleshoot issues with Samsung products and services.

The Community represented a sea of change towards embracing the needs of millennials and technologically savvy users who were looking to help themselves with issues. This “peer-to-peer” servicing approach was new for Samsung, and represented a key opportunity for reaching these demographics of users.

With this audience in mind, Community Moderators guide and contribute to discussions while sharing feedback about our products to our internal product teams. This allows for quicker updates and design changes in current and future versions of products.

The Community has grown to contain over 6 million members and receives between 2 and 3 million visits per month. It is available on Samsung.com and is integrated into our Samsung+ application for easy access on mobile.

Service Personalization

The success of Community allowed Samsung to pioneer a new approach to Digital Service – using user personas for servicing. By analyzing user activity and demographics, Samsung created user profiles that allow their Community Moderators to provide personalized support to the users based on their persona.

The four user personas piloted in Samsung’s Community.

Product Expert Pat – a technically savvy Samsung brand advocate, who comes to Community looking for expert opinions on how to modify devices
Handy Harry – A helpful user focused on learning more about products so they can help others in their peer group
Listen to Me Lisa – A user who wants validation, recognition and immediate solutions to their issues
In-and-Out Izzy – Users looking for a quick burst of information to solve their problem. These are users that read Community posts but don’t often contribute.

This persona based approach has dramatically improved the quality of response in Community. In fact, since the persona project was started, engagement in Community is up by 8400%.

In August 2016, Samsung launched an Ambassador program to acknowledge the efforts of their most helpful Community members.

The first is the Accepted Solutions badge which recognizes users who provide helpful, validated answers which are a valuable tool for helping our Moderators manage forum conversations.

The second is brand defense and communication. For example, during the 2016 Galaxy Note7 recall, Ambassadors helped to clarify questions about the exchange process and correct customer misinformation, plus aided Community Moderators and other Customer Service representatives in processing returns. This helped to manage the tone of conversation from highly negative to more neutral and understanding.

As a reward, top Community contributors were invited to Samsung’s exclusive Unpacked launch events, treated to a stay in New York City, and had the chance to interact and share opinions with top Samsung Executives.

Results

Samsung Community has seen a huge YOY growth in members (45x) and visits (366%), confirming that not only was there a need but SEA successfully created a place where ideas and support are freely shared amongst the members. In fact, although we have internal experts available, more than 80% of Community posts are from members sharing feedback, solving issues, exploring their products, or troubleshooting together. Additionally, more than 15,000 new topics and responses are added to the Community each month, increasing the value of the content base and visibility of Samsung’s brand through search engine optimization.