Tech support

How Samsung Transformed Its Customer Experience With A New Support Site Search


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“Our goal has always been to meet Samsung customers where they are and provide the services that are most convenient for them,” said Scott Messina, director of research and design strategy at Samsung.

This meant updating their experience on the support site during the pandemic, when many customers were working from home and using their cellphones more than usual. Traffic to the website has exploded.

By taking this step, not only did Samsung avoid alienating users who needed help, but they also managed to elevate the CX and achieve a 19% increase in customer engagement on the site. ‘assistance.

Respond to skyrocketing traffic

“While our main focus is usually on SEO, by ensuring that customers looking for answers find our content first, we knew we needed a customer experience to live up to once they visited. our site, ”said Messina.

In the first weeks of the pandemic lockdown, customers found Samsung’s support site. The problem for Samsung was what to do with customers when they arrived in such high volume. Samsung was using Elasticsearch, an open and free research and analysis platform, to fuel its aid destination. Managing a site of around 2,500 help articles has become too laborious for Messina’s small team. They also found that the search tool did not always provide relevant results.

In response to increased demand, they implemented Yext Support Answers, a tool introduced earlier this year by AI-based research firm Yext, which specializes in other webpage search applications.

According to Messina, Samsung has also moved to a new chat platform, rolled out several significant enhancements to its chatbot, and beefed up its offline customer service with ‘We Come to You,’ which sends a technician in a van home. to fix the phone.

Improve the help experience

Samsung’s content team had created an extensive library of articles, videos, FAQs, and other assets. But they had to be able to provide them with an efficient search tool. In addition, the search results themselves should be intuitive and useful. For some queries, the Yext solution uses Extractive QA, a natural language processing algorithm, to provide a simple response without having to refer the user to another page.

If this improves the search experience and makes it more “Google”, then customers are less likely to feel pressured to go to Google first. They can turn to Samsung directly for assistance. And that, in turn, leads to more interactions and data on Samsung’s site, which the company can use to further improve its experience. And that sets up the content team for success.

“Our ability to respond to customer needs has certainly improved,” Messina said. “A big part of our content management process is to collect all the signals customers give us, understand them, and then fill in the content gaps. So, in addition to data sources like the call center and site surveys, this richer research data and our increased ability to understand it has hopefully reduced the time and energy we let’s focus on solving problems and gaps in content.

Monitoring of performance indicators

Eleven weeks after the launch of the Yext Support Answers tool, Samsung has seen the issues resolved increase by 15%. Customers also wanted to let Samsung know about this improved help experience. Surveys were completed eight times more frequently after launch.

For larger measures, the CSAT increased by 33% and the NPS improved by 45%.

“All of these programs have aligned and use similar goals, the main one of which has been to improve our Net Promoter Score,” Messina said. “Our thinking is that if we encourage more and more people to recommend Samsung to their friends and family, the rest of the traditional performance metrics will take care of themselves.”

Solve complexity with AI

In the online help game, a small percentage of customers need special attention. With a well-known brand like Samsung, they need to stay on top of all the trending service issues.

“We usually have a pretty typical 80/20 split, where 80% of the service volume is only 20% of the unique issues we see,” Messina explained. “There are a few typical ones, like customers who are having trouble turning on their product or looking to have their cracked screen replaced, and it’s rare that a single new problem arises in enough volume to take us down. lacking. That said, whenever we have a new or trending issue, research data is often the first place we look.

A robust AI engine ensures that no new issues slip through the cracks. And it becomes even more important when a global event like the pandemic changes everyone’s lives and creates many new problems.

“Customer support teams were inundated with new and complex questions related to the pandemic and were unable to keep up with the sheer volume of tickets, preventing consumers from getting the answers they needed,” he said. said Joe Jorczak, Industry Leader for Service and Yext Services. Support. “As customer support requests become more complex, businesses need to equip themselves with the tools to manage them effectively and deliver the experience consumers expect today. “

He added, “One of the most valuable aspects of our AI-powered Support Answers solution is that, unlike Google, brands can actually see the search queries that arrive on their website, as well as the responses. presented to them. . For brands like Samsung who want to make their customers’ online journeys as smooth as possible, this level of business intelligence – being able to identify trending issues or opportunities to provide better answers to popular questions – change the game. This is the key to informing their service strategy and improving customer satisfaction.

The customer journey is often routed through Google and there isn’t much brands can do about it. But by improving the parts of the experience they have, they can help make their customers happier, while also learning more from data they don’t have to share with a walled garden.

About the Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and reporter. At DMN, he served as Associate Editor, providing original analysis on the changing technological landscape of marketing. He interviewed tech and policy executives, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, named by Barack Obama as the country’s first federal CIO. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019, he moderated a panel on the “theater of innovation” at Fintech Inn, Vilnius. In addition to his marketing focused reporting in industry trades such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS and contributes fiction, review and poetry to several blogs. of prominent books. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.

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