June 17, 2025

Samsung's Speed, Simplicity, and Service Featuring Mark Williams

28 minutes

How Samsung Turns Customer Service Calls into Opportunities for Customer Delight

Shep interviews Mark Williams, Head of Customer Care at Samsung Electronics America. He discusses enhancing customer service through smart technology, providing fast and simple support, and utilizing AI tools to create loyal customers and continually improve their experience.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:  

How can a brand turn customer service interactions into opportunities for brand loyalty?

What are the benefits of proactive customer service?

How does smart technology enhance the overall customer experience?

What role does customer feedback play in improving the overall service experience?

How can artificial intelligence enhance the role of customer service agents?

Top Takeaways:  

Every customer interaction is an opportunity to turn someone into a loyal fan, even a promoter of your brand.

Customer service shouldn't just be about fixing problems. It should also be about preventing them. Customer care doesn't always have to be reactive. By using technology to anticipate problems, brands can identify and resolve issues even before customers becomes aware of them. For example, Samsung's smart appliances can alert you to issues like a fridge getting too warm and even schedule a repair before your food goes bad.

Loyalty can be built through customer service, even when it comes after a problem or a negative experience. When customers have a great experience getting help, and their problems are solved quickly, they are more likely to buy again and recommend the brand to friends and family.

Mark also shares his three core principles: Speed, Simplicity, and Service.

Speed: Reduce the time it takes to fix a customer's issue. The sooner you solve the problem, the happier and more loyal your customers become. (In the U.S. Samsung's repair network now covers 99% of the U.S. for consumer electronics, and 81% of Americans are within just a 30-minute drive of same-day mobile service.)

Simplicity: Remove confusing policies, eliminate unnecessary steps, and actively listen to employees and customers for ideas on how to simplify processes.

Service: When you design experiences that put customers first, understand their needs, and effectively solve their issues, you will attract lifelong customers who will continue to buy from you because they know they can trust you, even when something goes wrong.

Create easy ways for employees to share their thoughts and observations on what could be done better. Frontline workers know firsthand which policies and processes work and which ones frustrate customers.

AI works best as a tool that helps people, not as a replacement for them. It empowers staff to focus on understanding customers and resolving their issues, while AI provides instant and relevant information that accelerates the process and enhances accuracy.

Customer service is an income-generating department. Reliable products are important, but it's the extra mile in service that makes people choose to do business with a brand again and again.

Plus, Mark shares why more than half of Samsung's customer care team in the U.S. has been with the company for over 10 years. Tune in!

Quote: 

"Get to customers quicker and solve their problems before they even know they have a problem."

About:  

Mark Williams is the Head of Customer Care at Samsung Electronics America. His work centers on proactive solutions that help customer service teams address issues quickly and efficiently.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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By Shep Hyken & C-Suite Radio

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