Samsung’s Data Drive

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Despite having 40% market share in the mobile space, Samsung NZ’s database had very few mobile customer details. How could Samsung create a direct relationship with customers without upsetting retailers?

Introducing Samsung’s Data Drive

We galvanised the entire organisation behind a drive to collect data through Samsung’s apps, its customer support centre and warranty registrations, and used sophisticated psychographic analysis to identify key customer personas, insight gaps and propensity modelling. Then we delivered a new, improved CRM programme to help people get the most out of their phones.

Astonishing results

In just twelve months, we increased Samsung’s customer database by 300% to over 2 million customers. New Zealand is now consistently outperforming all other subsidiaries in the SEA region, achieving no. 1 for click-through rates and no. 2 for open rates. We’re now rolling it out across Samsung’s entire product range – and the Samsung global office has recognised our programme as one of the best in the world.