Project Information

  • Category: Process Excelence
  • Executor - Contact Center Team: Jefri Karo Karo & Nguyen Le
  • Ideation: Jefri Karo Karo
  • Impacted User: Customer Service Agents - Vietnam Team

Samsung Vietnam (SEVT) Digitization Initiative

1. Opportunity Identified

Samsung Vietnam aims to enhance customer service efficiency while reducing contact center operational costs. Based on lessons learned from the Samsung Indonesia (SEIN) digitization project, key areas identified for improvement include:

  • High inbound contact volume driving up operational costs.
  • A need for a structured self-service framework to reduce live agent dependency.
  • Customer frustration due to inefficient IVR flows and scattered service channels.
  • The necessity of refining digital service options to ensure seamless customer support.

2. Proposed Solution

Leveraging insights from SEIN’s launch, SEVT is implementing a tailored digitization strategy:

  • IVR Optimization: Redesigning IVR flows to facilitate self-service while maintaining accessibility to live agents.
  • Portal Enhancement: Developing a more user-friendly portal with enhanced self-service capabilities.
  • Channel Streamlining: Gradual closure of non-voice channels such as WhatsApp, chat, and email, while introducing a structured callback request system.
  • Outbound WhatsApp Support: Callback requests will be handled via outbound WhatsApp by contact center agents, ensuring customer inquiries are addressed efficiently.

3. Work in Progress & Adjustments

As the SEVT digitization initiative is still in progress, observed benefits have yet to be measured. However, key lessons from SEIN’s implementation are being considered to refine SEVT’s approach:

  • Proactive IVR Design: Avoiding dead loops and ensuring ease of access to live agents based on early complaints received in SEIN.
  • Balanced Digital Transition: Managing customer expectations by providing clear communication regarding the transition away from non-voice channels.
  • Monitoring Customer Feedback: Implementing a feedback loop to quickly identify and resolve customer pain points post-launch.

Conclusion

Samsung Vietnam’s digitization efforts are underway, with a structured approach to optimizing self-service and reducing operational costs. By incorporating lessons learned from SEIN’s rollout, SEVT is positioned for a smoother and more customer-centric transition upon launch.