Innovation in Customer Service Management, Planning & Practice - Other Service Industries

Samsung Electronics Co., Ltd. is a global leader in electronics manufacturing, innovation, and technology solutions. The company operates through two main divisions: DX (Device eXperience), which focuses on mobile devices, home appliances, and IT solutions, and DS (Device Solutions), which specializes in semiconductors and displays.

In an era where customer experience defines brand leadership, innovation in customer service is no longer about reacting faster-it is about designing systems that anticipate needs, remove friction, and build trust at scale. At Samsung Electronics Saudi Arabia, this belief shaped our ambition to set the national benchmark for customer service excellence in alignment with Saudi Vision 2030.

Recognizing that customer-centricity is a strategic growth driver for the Kingdom, we launched the ACE-2030 Initiative - "Advance towards Customer Service Excellence with Vision 2030" to fundamentally transform how customer service is managed, planned, and practiced across every touchpoint.

Serving millions of customers across Mobile, Consumer Electronics, and Digital Services, Samsung's service ecosystem spans contact centers, repair operations, service networks, and digital platforms. Rising customer expectations, accelerated digital adoption, and increasing service volumes exposed limitations in traditional, reactive service models, including extended wait times, fragmented feedback loops, and longer repair cycles. These challenges risked eroding trust and loyalty in a highly competitive market, where reliability and peace of mind increasingly influence purchase decisions beyond price alone. The need was clear: redesign customer service end-to-end to deliver accessibility, speed, consistency, and proactive care at scale.

ACE-2030 introduced a new operating model built around always-reachable support, rapid and high-quality repairs, easily accessible services, and continuous improvement driven by customer feedback. We deployed 24/7 chat services and intelligent IVR deflection to WhatsApp to reduce wait times and ensure immediate access. Repair excellence was accelerated through the establishment of a centralized spare-parts warehouse in Riyadh, eliminating reliance on regional hubs and dramatically reducing delivery lead times. Accessibility was expanded nationwide through free door-to-door repair services, online pre-booking systems, mobile repair collection points, and a growing network of authorized service partners. Continuous improvement was embedded through independent NPS surveys across contact center, eStore, and repair services, supported by AI-based analysis to identify root causes and translate insights into action.

Execution was delivered through phased national rollout, strong governance, and cross-functional alignment. Contact centers were empowered with new technologies, performance incentives, and inclusive services such as dedicated sign-language support for vulnerable customers. Technicians received continuous training and certification, reinforced by recognition programs that promoted a customer-first culture. Automated dashboards replaced manual reporting, enabling real-time KPI monitoring and faster decision-making, while quarterly business reviews ensured alignment with partners and service providers on shared quality standards.

The impact has been significant and measurable. Call and Chat NPS exceeded 75%, Repair NPS surpassed 70%, and VOC cases declined by 81%, with resolutions within seven days improving from 80% to 98%. Spare-parts delivery lead time was reduced from seven days to one day in Riyadh, repair turnaround time improved by 10%, First Response Time dropped to 22 seconds, Agent Average Response Time to 48 seconds, and First Call Resolution reached 88%. Commercially, ACE-2030 delivered more than 10% annual sales growth since 2024, generating an incremental $200M in revenue while strengthening customer trust and long-term loyalty.

By integrating digital innovation, physical infrastructure, and customer insight into a single, scalable service ecosystem, ACE-2030 goes beyond operational improvement to redefine customer service management as a strategic growth engine. This holistic, future-ready model sets a new industry benchmark for innovation in customer service management, planning, and practice, making Samsung Electronics Saudi Arabia highly deserving of Stevie Award recognition.