Case Study:
Enabling Samsung to:
Increase sales due to greater service accessibility with online bookings and improved walk-in retention.
Improve resource allocation thanks to better processes and business insights.
Enhance their partners’ ‘halo effect’ due to the improved Samsung store experience.
Multiple use cases:
CLIENT QUOTES
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“Since launching the online portal for repair bookings, we have seen an increase in footfall that we wouldn’t normally have. The convenience factor for the customer because they can book when and what time they would like their repair appointment, and to have zero wait time in store, is a great benefit to the customer.”Greg Willis | IM Development Executive, Samsung
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“Working with Qudini, we’ve been able to allow customers to browse in store rather than stand in a queue not knowing when they are going to be served. So the output of that has really given us some strong NPS success.”Paolo Lupi | CX Leader, Samsung
Client Profile
Samsung is a South Korean multinational conglomerate which manufactures a wide array of technology products. Samsung opened its first European stores in 2014 to provide consumers with mobile device services.
THE CHALLENGE
In 2014, Samsung began building its global store presence to provide physical locations where customers could build long-lasting relationships with the brand through accessing services and experiences in-store. Realising the power of today’s modern high-street to deliver brand experience, it created two store formats based on the Samsung ‘Store of the Future’ ideal.
Samsung Support Centres (SSC) provide expert technology care and advice, alongside device repair services, while Samsung Experience Stores (SES) showcase Samsung’s latest technology products and provide best-in-class service through one-to-one and group workshop style formats.
Across these store formats, Samsung needed to support a number of different customer journeys across their sales, care and repair offerings. They also needed to manage walk-in customers from the street to limit any unnecessary queuing in-store.
“We had customers queuing in a very long queue. It wasn’t the best experience for our existing customers, the in-store colleagues or even new customers that wanted to come into the store.” Paolo Lupi, CX Leader, Samsung
In addition, they needed a way for their customers to seamlessly pre-book one-to-one and group workshop appointments.
“There was no real way of booking an appointment. Certainly online, there was nothing available.” Paolo Lupi, CX Leader, Samsung
“In-store, they used very rudimentary spreadsheets to manage customer appointments, so they would frequently double book, not knowing how many customer appointments were open.” Greg Willis, IM Development Executive, Samsung
THE SOLUTION
To offer a premium customer experience and service, Samsung deployed the Qudini Queue Management system, Appointment Booking software and Event Management software to its Samsung Experience Stores and Samsung Support Centre stores in the UK, Belgium, Germany, Canada and the Netherlands. After analysing industry suppliers across the globe, they chose Qudini thanks to our scalable and flexible cloud software, as well as our company’s energy and adaptability. The Qudini software enables Samsung’s stores to deliver a consistently high level of customer experience, which has increased footfall and helped retain customers across their business.
THE CUSTOMER JOURNEY
The Samsung walk-in customer journey:
- A store concierge host uses Qudini on a Samsung tablet to greet walk-in customers.
- The host takes their details for service and Qudini calculates a wait time.
- Customers provide their mobile number so they receive an SMS message with a weblink to watch their place. An SMS updates them as their turn draws near.
- The customer can explore and try Samsung products whilst they wait or even leave the store if the wait is long.
- A TV screen shows the customer’s queue position and alerts them when it’s their turn.
The Samsung appointment booking journey:
- Customers using the Samsung website find their nearest store.
- They book an appointment for one-to-one tutorials and repair services online.
- A confirmation SMS and email confirms the customer’s booking.
- A reminder SMS and email are sent the day before the appointment.
- When the customer arrives in-store, the host checks them in, alerting their assigned advisor who comes to find them right away.
The Samsung event customer journey:
- Customers using the Samsung website find their nearest store.
- They browse and book upcoming events for Samsung tutorials and workshops.
- A confirmation SMS and email confirms their event registration.
- A reminder SMS and email are sent the day before the event.
- When the customer arrives in-store, the host checks them in and directs them to their event.
SAMSUNG SHOP FLOOR MANAGEMENT
Using the Qudini Shop Floor Management features, the store staff are able to manage their customers, alongside their staff shifts, breaks, tasks and shop floor activities. Staff members taking their breaks are able to speak to the shop floor manager who can record their break and manage when they are due to return.
CLIENT RESULTS
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New footfall to store
The Qudini appointment and event bookings software drives more footfall to store by making it seamless for customers to book appointments.
“Since launching the online portal for repair bookings, we have seen an increase in footfall that we wouldn’t normally have. The convenience factor for the customer because they can book when and what time they would like their repair appointment, and to have zero wait time in store, is a great benefit to the customer.”
– Greg Willis, IM Development Executive, Samsung -
Increased walk-in retention
The Qudini Queue Management system enables Samsung to improve walk-in retention due to the enhanced waiting experience.
Less customers walk out because of the Queue Management system. Just because they know exactly where their position is. The staff know exactly where they are, the customers have really clear visibility from the screens on the first and the second floor.”
– Store Colleague, Samsung Oxford Street Store -
Increased sales
Qudini’s software has enabled Samsung stores to serve and sell to more customers, by increasing footfall, walk-in retention and shop floor efficiency.
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Greater physical space
Samsung stores no longer have a physical queue for their service centre and can better use their store space for product displays and customer experience offerings.
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Improved productivity
Samsung’s in-store efficiency has been transformed by Qudini. The ability to manage footfall, shop floor activities and staff resources, whilst not wasting time managing customers and complaints, has given stores more time to serve customers and complete important tasks.
“In-store the staff are a lot more productive and efficient because of using this tool.”
– Greg Willis, IM Development Executive, Samsung -
Better resource allocation
The ability to see upcoming appointments alongside the wealth of data provided by the Qudini platform enables the Samsung head office to better understand their operations in order to improve sales, resourcing, stocking of parts and marketing initiatives.
“Appointment booking has allowed us to better forecast, not only in terms of staffing and resources, but also parts as well when it comes to ‘break fix’.”
– Paolo Lupi, CX Leader, Samsung -
Improved NPS Scores
The improved waiting experience for walk-in customers and improved customer experience for those with pre-booked appointments and events has improved customer satisfaction and resulting NPS scores. This enables Samsung to build stronger brand relationships and loyalty with more customers.
“Working with Qudini, we’ve been able to allow customers to browse in store. Rather than stand in a queue not knowing when they are going to be served. So the output of that has really given us some strong NPS success.”
– Paolo Lupi, CX Leader, Samsung -
Store of the future ready
With Samsung increasingly building their ‘store of the future’ concept with new customer service offerings, Qudini provides them with a tool to ensure their initiatives are seamless and effective.
The customer’s expectation when they come into a store is to have an amazing experience. After all, we’re named the Samsung Experience Store and where we have a tool like Qudini, that only really enforces that experience.”
– Paolo Lupi, CX Leader, Samsung -
Channel partner ‘halo effect’
The improved experience within Samsung’s stores has also driven greater sales for Samsung’s channel partners who have stores nearby (e.g. same high-street or shopping centre).
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Powering the care and after sales purpose
Qudini’s software helps Samsung provide great customer service even after they have left the store.
When customers come into store, there is a greater opportunity to retain those customers. And that’s the big difference for us in the world of care and after sales. For us, it’s all about retention. And Qudini allows us to give the best possible experience to customers at the start of their journey and at the end of their journey.”
– Paolo Lupi, CX Leader, Samsung
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