Samsung Electronics is enhancing its digital services before and after product purchases, maintaining its competitive edge in the home appliance sector. The strategy of connecting digital channels from product selection to installation, usage, and after-sales service has led to the company ranking first in the industry for four consecutive years.
On August 28, Samsung Electronics announced that it secured the top position in the comprehensive home appliance category in the Digital Customer Experience Index (DCXI) evaluation conducted by the Korea Standards Association on August 27. The survey assessed 68 brands across 20 industries, including home appliances, automotive, and banking, with Samsung receiving high marks for the timeliness, reliability, and completeness of its information.
The Digital Customer Experience Index measures consumer satisfaction throughout the process of exploring, purchasing, and using products via digital channels. The Korea Standards Association evaluates information quality, system quality, and personalization levels at various stages: before, during, and after purchase.
During the purchasing phase, Samsung.com offers a 'Compare' feature that allows users to view key specifications and features of multiple products on a single screen. The company also provides product recommendations and purchase-related inquiries through chatbots and customer service.
In the installation phase, the 'Come On Boarding' feature assists with Wi-Fi connection and product registration. An integrated QR code function allows users to access product registration methods and user manuals all at once.
In the usage phase, Samsung is expanding its services centered around AI appliances and SmartThings. The 2026 Bespoke AI Family Hub incorporates a 'AI Vision' feature utilizing generative AI, enhancing ingredient recognition for improved refrigerator usability.
Voice control capabilities have also been advanced. The AI voice assistant Bixby now understands user commands and the context of previous conversations, allowing it to execute functions even if users do not provide exact commands.
Energy management features are also a key aspect of the digital customer experience. The SmartThings-based 'AI Savings Mode' helps manage energy consumption based on individual usage patterns and surrounding environments.
For after-sales service, Samsung operates a remote diagnostic service, enabling customers to check product status through professional consultations without needing to visit service centers or wait for engineers. This service allows users to confirm malfunctions and receive guidance on necessary actions.
In the home appliance industry, the performance of products and the quality of digital services after purchase are increasingly seen as critical factors for brand competitiveness. As AI appliances become more prevalent, the role of platforms that connect and manage multiple devices is growing, reflecting this trend.
Samsung Electronics plans to expand its services from product exploration to after-sales management based on AI and SmartThings. The strategy aims to secure touchpoints throughout the entire user experience via a digital platform, going beyond merely selling appliances.
A Samsung Electronics representative stated, "By combining our AI capabilities with SmartThings, we have enhanced customer-centric experiences throughout the entire purchasing journey. We will continue to innovate in digital customer experience."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.