Samsung bares strategy for customer care in Q4

"Provide excellent customer care coupled with pioneering product development and high brand visibility."

This was the gist of Samsung Electronics’ three-fold marketing strategy which was revealed during the annual dealers’ conference held recently for its handheld phone business.

Top Samsung officials, led by president and CEO Sang Youl Eom and vice president for sales and marketing-ICT Maeng Dal Bae, provided updates and other corporate-related developments to the dealers.

Samsung’s customer service group cited a marked improvement in its service index, reporting that it can now repair handheld phones within 12 hours. For the fourth quarter, the company targets to reduce repair time to two hours.

"Samsung will tap into the lifetime value and long-term loyalty of customers through prompt responses and actions to product inquiries and repairs," Eom said.

The company will also give frequent buyers the privilege of being the first to be in the know about the latest products.

Through specialized promos, consumers can win top-of-the-line appliances by simply accomplishing the product registration card (PRC) after every purchase of a Samsung product.

According to Maeng, Samsung will continue to maintain high visibility through corporate sponsorships and multi-media advertising.

"During the last quarter, we launched corporate social responsibility campaigns through such projects as the DigitAll Hope Regional Social Program and the P1-million reward for the Filipino athlete who would bring home an Olympic gold. These efforts were designed to strengthen Samsung’s commitment as part of the Filipino community," he said.

During the gathering, business dealers from all over the country were also treated to a stunning display of the latest cutting-edge cellphones.

Among the products showcased were the i700 PDA-pocket PC, the P730 megapixel camcorder phone, and the X900 MP3 phone with external speakers.