Human-Centric Customer Care: Balancing Technology and Personal Touch

Customer care isn't just about fixing problems - it's about understanding needs and delivering solutions that work. At Samsung, our approach is built on blending innovative technology with meaningful human connections.

The customer care landscape has shifted dramatically in recent years. While many companies have moved toward fully automated solutions, Samsung has taken a balanced approach. Technology plays a vital role, but it is designed to enhance, not replace, personal interactions.

Take Garrett, for example, a Samsung technician who provides support in rural Texas. Over the last year, he has been visiting a home improvement retail store along his route and built strong relationships with the appliance staff. They know he is available to help customers who may need reliable appliance service or support.

During a recent visit, Garrett assisted a staff member who was helping a customer set up a new kitchen appliance. By explaining the features and functionality of Samsung products, Garrett combined technical expertise with a personalized approach. He demonstrates how Samsung Care goes beyond traditional expectations of customer service.

Samsung's customer care strategy is guided by three core principles:

Make It Simple

The goal is to make life easier for customers. With expansive service offerings, people can choose the option that works best for them, whether that's same-day in-store service, mail-in repairs, self-repair options, or even at home visits through our We Come to You service.

Through investments in the parts supply chain and service network, Samsung has made same-day mobile device repairs available to 81% of the U.S. population¹.

Care also extends to consumer electronics and major appliances, with Samsung Beyond Boundaries providing access to service in rural areas. Samsung technicians sometimes drive several hours for one in-home visit to ensure our customers get the assistance they need. All combined, Samsung is able to provide 99% of the U.S. with convenient Care coverage.²

Samsung's SmartThings platform further simplifies the experience by enabling proactive issue detection. Customers who opt into Home Care within the SmartThings mobile app can be notified of potential issues before they become major problems-saving time, money, and frustration.

Invest in New Capabilities

Technology is important, but its ability to meet the specific needs of each person using it is what makes the difference. Samsung offers a Customer Support Chatbot to help address quick resolution items, such as repair status, store locator and troubleshooting. These AI-powered systems can also assist agents by providing tailored information during conversations, ensuring their full attention is with the customer and challenges are solved with greater efficiency.

For example, Samsung Care's SMS option lets customers text 24/7 to connect with Samsung Care Pro. The SMS capabilities also include Spanish language support through AI translation services. This allows agents to quickly recognize and translate conversations between Spanish-speaking customers and English-speaking representatives to offer better support in the customers language of choice.

Every new product we launch comes with new features and functionality, that both customers and technicians need to understand. There is a heavy investment in training our technicians and service teams at our Samsung Technical Training Center where authorized technicians attend hands-on training programs to learn everything they need to know about our products and master the skills they need to learn increasingly evolving tech in an AI age.

Listen and Learn

The future of customer care depends on striking the right balance between technological innovation and human connection. Samsung continuously gathers customer feedback across calls, chats, social media, and community forums. These insights drive ongoing improvements and help anticipate customer needs.

This customer-first mindset has earned Samsung recognition as a leader in customer care, consistently ranked by the ACSI's Customer Care Survey across mobile and consumer electronics categories. This year, Samsung Home Appliances and TVs had the highest customer satisfaction among major manufacturers. Samsung has also been ranked #1 in service experience, making it easy to arrange service and contact center support.³

Technicians consistently earn high satisfaction scores because they combine technical expertise with genuine care - in fact, this approach has helped our technicians achieve an industry-leading Net Promoter Score of 86, which measures how likely someone is to recommend one of Samsung Customer Care to others. The technology we use will evolve, but Samsung's focus remains the same: helping people stay connected to what matters in their lives.