Samsung gives CRM a facelift

A new ‘Product Registration Card’ has been introduced by Samsung into the Middle East and Africa, following a global rollout beginning with the US in 2001.

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By  Justin Etheridge Published  December 22, 2002

With Dubai Shopping Festival just a few weeks away, Samsung has upped the stakes in customer commitment by introducing a value-added Product Registration Card (PRC). The card has been introduced as part of Samsung’s current Customer Relationship Management (CRM) initiative.

“The key element of this concept is simplicity,” explains B.W. Lee, president, Samsung Middle East and Africa (MEA). “Customers can fill in the PRC card offline while purchasing a Samsung product or online, through our website,

Entering into the festive spirit, Samsung has decided to sweeten the deal still further. “Customers have everything to gain from this: there are a plethora of prizes to be won including two Samsung 54-inch projection TVs and 20 T-100 mobile phones by just filling out the PRC,” says Lee.

The Korean giant first began to employ CRM in late 1999, and rolled out this project in North America in 2001, following with Europe, Asia and Latin America in 2002.

“Samsung is a customer-centric company and we always aim to put the customer first in everything that we do, whether it is designing the aesthetics of a product or innovating key features.

"We have reaffirmed our commitment to our customers in the Middle East and Africa by launching the PRC concept. With the PRC, we aim to be even more focused in our approach towards our valued customers and address their feedback on a one-to-one basis,” concludes Lee.

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