Trust—difficult to earn and very easy to lose—is valuable currency: for 71% of consumers, it’s unlikely that they will buy from a company they no longer trust; of that group of consumers, the vast majority (73%) say they would spend much less to purchase products or services from a company they do not trust.
A great brand cultivates trust through customer appreciation, not by word of mouth but by tremendous and tangible products and services.
In the current world, where customer preferences keep shifting, and innovation and competition are the driving forces, Samsung is focusing on customer appreciation by among others offering customers the best products.
According to Samsung Electronics, understanding the views of customers is crucial in determining what product ideas/features are effective and what needs improvement. Samsung Electronics says it produces every product after studying the customers’ needs and has never come up with a product that does not marry into customers’ needs.
A Harvard Business Review says Samsung chose to develop a committed, resourceful crop of designers who figured out that they could manage the tensions and overcome internal resistance by deploying the same tools they use to pursue innovation—empathy, visualization, and experimentation in the marketplace.
Samsung has established a global network of customer service centres, ensuring that assistance is readily available whenever and wherever needed. Whether troubleshooting technical issues or providing guidance on product usage, Samsung’s customer support is renowned for its responsiveness and effectiveness.
In 2018, to put the customer at the center of every product and service offered, Samsung revealed that it was refocusing its innovation and communications from technology-first to customer-first. This is illustrated in its current ‘Human Nature’ campaign, which uses the strapline ‘Do What You Can’t’, and highlights how its products document and help people overcome odds.
Samsung often actively seeks and incorporates customer feedback into its product development cycle. Through surveys, online forums, and other channels, the company gathers valuable insights from users, using this information to refine existing products and shape the direction of future innovations. This iterative approach demonstrates Samsung’s recognition of the importance of a symbiotic relationship with its customer base.
In addition to focusing on quality and customer support, Samsung has implemented various loyalty programs and initiatives to express gratitude to its customers. These may include exclusive discounts, special events, or early access to product launches.