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Project Information

  • Category: Process Excelence
  • Executor - Contact Center Team: Jefri Karo Karo
  • Ideation: Jefri Karo Karo
  • Impacted User: Customer Service Agents - Indonesia Team

Samsung Indonesia (SEIN) Digitization Initiative

1. Opportunity Identified

Samsung Indonesia sought to optimize its contact center operations by reducing operational costs while enhancing customer self-service capabilities. Key challenges included:

  • High inbound contact volume across multiple channels, driving up costs.
  • Need for improved digital self-service options to reduce dependency on live agents.
  • Fragmented customer interactions due to multiple channels, leading to inefficiencies.
  • Redundant or ineffective IVR flows that did not align with evolving customer needs.

2. Proposed Solution

To address these challenges, a comprehensive digitization strategy was implemented:

  • IVR Optimization: Adjusted IVR flow to encourage self-service while maintaining essential support channels.
  • Portal Enhancement: Improved the customer portal with a more intuitive design and better self-service functionalities.
  • Channel Consolidation: Closed non-voice channels such as WhatsApp, chat, and email to streamline customer interactions.
  • Callback Request Form: Introduced an online form where customers could request assistance, handled via outbound WhatsApp by contact center agents.

3. Observed Benefits

The implementation of this strategy led to significant improvements:

  • 93% Reduction in Contact Volume: A substantial drop in inbound volume across all channels, reducing operational costs and improving efficiency.
  • Enhanced Self-Service Adoption: Customers leveraged the improved portal and callback request system, reducing the need for live support.

Customer Feedback and Iteration

Following implementation, customer feedback prompted further refinements:

  • Some customers reported frustration with unresponsive chat due to WhatsApp inbound closure.
  • Complaints about IVR dead loops and difficulty in reaching agents were identified, leading to further refinements.
  • Within the first week of launch, six complaints regarding IVR accessibility led to an immediate redesign to improve customer experience.

Conclusion

This digitization effort successfully optimized contact center operations, significantly cutting costs while maintaining customer support. Continuous refinement, including IVR improvements, remains a priority to enhance customer experience further.