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___ Case Study

Samsung US Leverages Their Conversational Strategy to Increase Online Sales

Samsung US Leverages Their Conversational Strategy to Increase Online Sales
Samsung Logo
iAdvize logo

Samsung adopted the iAdvize conversational commerce platform as part of their 2019 digital strategy in the US to assist online customers with purchases.

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CHALLENGES

Cover 100% of Customer Inquiries in Response to Soaring E-commerce Traffic

Consumer electronics is a highly competitive market, and the ability to answer customers' technical questions is crucial to drive purchases.

When COVID hit in early 2020, most of Samsung’s retail operations were shut down in the US, making e-commerce an essential platform. During this time, they experienced a 200% to 300% increase in site traffic.

For Samsung Electronics America, the main challenges included:

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Strengthen their online sales force with in-store associates who could help customers make purchase decisions on key product verticals.
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Never miss an opportunity to have a conversation with their online customers.
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We wanted the retail store associates to adapt from the face-to-face conversation they are used to, to an online tool.
Ed Billmaier
Ed Billmaier
Director of e-Commerce Customer Service at Samsung Electronics America
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Solution

Launch of the ePromoter Program, an Agile & Powerful Conversational Strategy

Samsung deployed an effective conversational strategy, dubbed the ePromoter program, which integrated iAdvize messaging solutions into their existing tech stack, to reach a 100% coverage rate for all customer interactions. This program included:
Samsung's retail agents

Samsung's retail agents during business hours. They had up to 400 store associates at the start of the pandemic.

Independent experts

Independent product experts sourced and trained by iAdvize to educate and inspire Samsung’s customers via live chat early in the customer journey.

An outsourced team of agents

An outsourced team of agents filling in gaps in the 24/7 response coverage.

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results

A First-Class Customer Experience That Drives Sales

Convinced that adaptation to the ever-evolving needs of the customer is key, Samsung US is using the conversational platform’s reporting functionalities to identify gaps in the customer experience. This allows them to:

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Ensure all customers get their questions answered by the right respondent where and when they need it.
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Collect and analyze conversational insights (VoC) to improve their knowledge base and overall customer journey.
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As we learned more about the tool and how to leverage it, how to train people, and got more effective at it, we’ve seen our conversion rate and our net promoter score going up.
Ed Billmaier
Ed Billmaier
Director of e-Commerce Customer Service at Samsung Electronics America