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Hottest information about
11th Annual Customer Experience Management Summit

4 August 2020


Vice President of Customer Service
Samsung Electronics

Questions For Gökhan Ugurlu

Is there something new you are planning to implement in order to increase digital customer experience?

Yes. For example we are still observing and investigating the efficiency of bots. Still not on a level that is satisfying us. Beside that we are also working on several other projects that are for the time being classified.

What are the best strategies to work with customer emotions? How to really bond with your customers and not only provide functional products?

There is a Turkish saying : You have two kind of friends in your life: the ones who are always with you if you have good times and have fun and party, the so-called “Joy” friends and the ones who are there for you if you have also bad times the so-called “Bad Time” friends. The first group will disappear immediately if you have bad times but the second group will be there for you when you need them the most.
I think what a brand should show to its customers is that they are there for them also in their bad times. Meaning the goodwill budget should be used intensively in this direction. These moments are not forgotten by the customers and it creates such a high loyalty and PTO index which you would be not able to establish with millions of marketing activities.

What do you think will change in customer experience post-pandemic? Have you put into place plans to better prepare for any future unpredictable situation?

Customers will much more request the possibility to get their things done without leaving their home. So every sector has to review their current processes and should try to offer these processes also as an online version. Therefore, for example we introduced Home Service for our phone customers. Our customers have the possibility to get their phone repaired without leaving their home. Additionally, we increased the online content and the possibility to fix problems via advanced question trees. In addition, we intensified our remote device access capabilities. With this feature we are able to access customer’s device remotely and are able to solve nearly 30% of their inquiries instantly.

Gökhan started his career in Bosch Siemens Hausgeraete (BSH) as Customer Service Manager in 1994 and continued his career in BSH as Customer Service Director until 2014. In this time, Gökhan built up expressive experiences in various fields like CRM, marketing, service partner management, logistics and technical support. During this time he created an in-house CRM – a solution that was used in BSH worldwide. With his project “Zero Training” he set different standard in call centres training problematics. Beside customer service, between 2002-2004 Gökhan took over a two-year project with the aim to restructure process, oriented the whole company supported with an intensive performance management system. After 20 years career in BSH, Gökhan decided to work for Samsung and has been Vice President of Customer Service in Samsung Turkey since March 2014. Gökhan studied Electronic and Communication Engineering at Istanbul Technical University and got Master’s degree in Business Administration at Istanbul University.

3 August 2020


Head of Customer Care & Multichannel
Philip Morris International

Questions For Josue Berlanga

How have you been dealing with basically non-existent physical interaction with your customers? Is there something new you are planning to implement in order to increase digital customer experience?

We already have a remote model of service but we had to pivot the field force towards remote non face-to-face model.
Yes we are looking to implement video conference and chatbots to increase our services.

What are the risks of adopting vs. not adopting AI in customer support cycle?

We can separate this in two, first not offering a better experience (our consumers seek reduce time on getting things done) and second not being able to handle the volume on peaks or events like COVID-19.

What do you think will change in customer experience post-pandemic? Have you put into place plans to better prepare for any future unpredictable situation?

The written channels will surpass by far the voice ones, also more people will be willing to interact to AI as they are moving more to digital/remote interactions. Service level and time to solve will be crucial to all industries.
Yes, we will start with chatbots but will continue to invest in AI in automating processes and improve CX overall. Also having BCP plans ready in case our operations need it.

Josue is an executive with a vast experience on customer care and CX, remote sales and eCommerce. Started his career as an agent and this has helped him to always consider consumer and agents on the equation on providing better service. With banking, telecommunications, retail and tobacco as background industries.

31 July 2020


Managing Director
Volkswagen Group

Questions For Michal Szaniecki

What are the best ways to approach your customers in these times when we spend most of our lives online? What challenges has it brought?

Optimally, you update what your Brand Promise stands for, you recalibrate your Team’s competence set, you acquire new data to teach your AI-based marketing automations – and you systemically, not opportunistically, deliver the newly-desired CX or DCX. This will build reliability & reciprocity effect with customers. Approaching customers with sheer narrative like brand legacy movies, on the changed paradigms & values in the new New will not suffice. Customers still have concrete goals the brands need to deliver against.

Has being distant from the customer brought new form of transparency and honesty in customer journey surveys?

I certainly observe that customers in IDI-like circumstances (now carried out with video-chat tech) are more willing to share the deeper insights on their CJs. When you normalise it eradicating the layer of anxiety you can experience true aha-moments. We found that to reach this depth you still need a personal, albeit remote, contact and the ambience of intimacy. In anonymous feedback our data does not show any dynamics in this respect.

How have you been handling the huge amount of data and what are the best strategies to determine the most important data the most efficiently?

Yes, massive. The most efficient way to determine key data for us is to discern patterns within even short data streams, immediately evaluate their lever on our revenues or cost-optimisations by duplicating the test on a bigger sample – and either kill or scale up. Well-organised DMP to collect data, in-house proficient analytics to infer from it and in-house programmatic to activate them is our magical circle.

Michal is the Managing Director SEAT & Cupra at Volkswagen Group, keynote speaker on CX, DCX & unconscious choice, Marketing Director of the Year title, IAA Board Member and a University Guest Lecturer on Psychology in Communication.


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