Most Innovative Contact Center of the Year - 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 today's experience-driven economy, a brand is defined in seconds. A delayed response, fragmented journey, or inaccessible support can permanently erode trust, while a seamless and empathetic first interaction can create lasting loyalty and measurable business value. At Samsung Saudi Arabia, this belief shaped our mission: "First Contact, Lasting Impact: Customer-Centric Excellence." It became the catalyst for transforming our Contact Center from a traditional, reactive support function into a proactive, inclusive, AI-enabled growth engine that delivers value from the very first customer interaction.

Serving millions of customers across the Kingdom, the Samsung Contact Center is the primary human interface for sales inquiries, technical support, after-sales services, warranties, and eStore journeys. Customers engage through a fully integrated omnichannel ecosystem including Calls, WhatsApp, Live Chat, Chatbots, Samsung Members, SmartThings, and Samsung Shop applications-ensuring seamless, always-on accessibility. As customer expectations rose alongside digital adoption and Saudi Vision 2030's focus on service excellence, the center faced growing interaction volumes, pressure on response times, increasing VOC cases, and rising expectations for personalization and inclusivity. The challenge was to elevate experience quality at scale without disrupting live operations.

The transformation introduced a unified operating model anchored in five pillars: always-reachable access, seamless support, optimization, value-added engagement, and continuous improvement. A core innovation was the deployment of an AI-powered Agent Desktop, consolidating customer data, interaction history, AI-driven knowledge assistance, and next-best-action recommendations into a single interface. This eliminated system fragmentation and enabled faster, more accurate, and more consistent resolutions across voice and digital channels. AI-enhanced knowledge systems dynamically guided agents during live interactions, while AI-driven VOC analytics identified root causes and improvement opportunities in real time.

Seamless support capabilities expanded through sign-language services for vulnerable customers, visual support, remote device management, and IVR deflection from calls to WhatsApp, enabling effortless channel transitions without repetition. Agents were repositioned from reactive problem solvers into trusted advisors-providing product education, personalized recommendations, and assisted purchasing through features such as Share Cart links. Continuous improvement was embedded through independent WhatsApp-based NPS surveys, weekly cross-functional reviews, and structured action plans integrated into daily operations.

Execution was delivered through phased rollout, strong leadership sponsorship, and continuous agent enablement. Samsung's digital platforms were fully integrated with contact center systems, supported by ongoing training, certification programs, and a dedicated product experience room that empowered agents with hands-on product knowledge. Performance dashboards provided real-time KPI visibility, while incentive programs reinforced a customer-first culture. Inclusivity was embedded by design, ensuring equitable experiences for all customers.

The results were substantial and measurable. VOC cases declined by 81%, with 7-day resolution improving from 80% to 98%. Call and Chat NPS exceeded 80%, with Call NPS rising from 70.7 to 84.5, Chat NPS from 55.5 to 86.2, and eStore Support NPS from 43.7 to 78.1. Operational efficiency improved significantly: Call ASA reduced by 33%, Chat First Response Time and Agent Average Response Time improved by 68%, and First Call Resolution reached up to 90%. IVR deflection resolved 88% of redirected calls without escalation. Commercially, the Contact Center now generates over $1M per month, achieving 233% year-over-year sales growth and contributing more than 25% of total eStore revenue.

By integrating AI, omnichannel accessibility, inclusivity, operational excellence, and revenue generation into a single scalable model, Samsung Saudi Arabia has redefined the role of the contact center. This initiative goes beyond modernization to set a new industry benchmark-making it a compelling and deserving candidate for Most Innovative Contact Center of the Year.