Customer expectations for fast, effective post-sale support are higher than ever. CX Network’s research found that customers’ demand for convenience and expectation for instant service were the two behavior trends shaping CX roles the most in both 2024 and 2025.

In this session, Gisela Restell, Customer Service Operations and CX Manager at Samsung, will discuss how AI and digital tools are revolutionizing the way her team delivers after-sales support. From live chat to WhatsApp and troubleshooting bots, the focus is on enhancing both customer and agent experiences while improving efficiency.

This session will dive into the ongoing digital transformation at the company, highlighting the transition to a new customer service partner that embraces agile, AI-driven approaches. By leveraging AI tools such as chatbots, Samsung is empowering agents to handle complex queries and freeing them from repetitive tasks. Our discussion will also explore how Gisela’s team is tackling multilingual support challenges through translation tools and optimizing customer satisfaction through more personalized, timely interactions.

Key takeaways include:

• Empowering agents with AI: How AI tools such as copilot and troubleshooting bots are helping agents focus on higher-value interactions, reducing repetitive tasks, and improving the customer experience.
• Building an agile, multichannel support strategy: Insights into how the retailer is transitioning to a more flexible, digital-first customer service approach, integrating channels like live chat, WhatsApp, and automated tools for efficient customer engagement.
• Balancing cost and CX: How Samsung is navigating the challenge of reducing costs while improving customer satisfaction metrics, including lessons from improving virtual CSAT scores by up to 15 points with chatbot updates.