Driving Customer-Centric Innovation in Challenging Times

By Sabry Ansar, Director, Head of CE Business – Samsung Electronics, Sri Lanka and Maldives

In times of unprecedented challenges, the significance of innovation and adaptability in meeting customer demands becomes paramount. As the Director of Samsung Sri Lanka and Maldives, I worked alongside a dedicated team to recognize the crucial role of understanding customer needs and delivering innovative solutions, especially during trying times. Today, I am delighted to share our remarkable journey, which has enabled us to become a beacon of customer-centricity and resilience.

Understanding varying customer Interests in Times of Crisis

The outbreak of the COVID-19 pandemic presented an unprecedented shift in consumer behavior and preferences. With the support and expertise of my peers in leadership, our team at Samsung Electronics spearheaded efforts to introduce a series of innovative products specifically designed to address the challenges faced by our customers, who cater to both businesses and consumers, during this trying period.

For instance, our refrigerators equipped with Cool Pack and 5 in 1 feature offered a reliable solution for preserving food freshness for up to 12 hours during electricity shortages. Furthermore, our refrigerators with SpaceMax technology not only provided increased storage capacity but also incorporated Digital Inverter technology to significantly reduce energy consumption. Additionally, our microwaves with HotBlast technology proved invaluable in facilitating cooking amid gas scarcity.

Acknowledging the growing trend of remote work and leisure at home, we introduced innovative large-scale TVs like the Neo QLED 8K. Boasting SmartThings connectivity, these state-of-the-art televisions elevated the home entertainment experience and seamlessly integrated with other electronic devices, enhancing productivity and enjoyment.

Focus on a consumer-centric approach

A customer-centric approach has always been at the core of our beliefs. Initially it was a bit challenging to drive presence in certain areas in Sri Lanka. However, we succeeded in introducing mechanisms such as Flexible payment terms with partners and banks for leading credit cards and ensuring Samsung products were accessible to a broader range of consumers, even amidst challenging economic times. This commitment to inclusivity contributed to exponential growth in our distribution network as well, ensuring widespread availability of our products across the entire country. Our endeavors were duly recognized with prestigious awards, including People’s Youth Choice Brand of the Year and Most Loved Home Appliance/Consumer Electronics Brand, reaffirming our collective dedication to customer satisfaction.

Amid the challenges posed by the Covid lockdown, Samsung demonstrated its unwavering dedication to customer satisfaction by being the first to introduce home delivery and at-home service. These initiatives ensured customers could continue to enjoy seamless access to Samsung products and support from the safety and comfort of their homes.

Delivering success through innovation

Notably, Samsung has strongly positioned in the B2B sector with a captivating success story. By providing innovative solutions such as System ACs, Monitors, Hospital TVs, and Large Format Displays, we have empowered island-wide leading hospitals and hotels to elevate guest experiences and operational efficiency. Our steadfast commitment to customer-centricity and continuous innovation positions Samsung as a dynamic force in shaping a brighter, connected future.

With a keen focus on enhancing user experiences, Samsung has become the preferred supplier to leading hotels with permits, such as the prestigious Cinnamon Group, ITC, Shangri La, and many others. By providing cutting-edge System ACs and other solutions, Samsung has revolutionized the hospitality sector, elevating guest comfort and operational efficiency to new heights. Moreover, Samsung’s commitment extends across the entire tourism sector, with System ACs available countrywide, serving universities, hotels, apartments, and more. Embracing innovation as its core principle, Samsung continues to be the go-to brand for businesses seeking to harness the power of technology to fuel their growth and success.

Moreover, Samsung remains dedicated to making a positive impact in the health and medical sector, contributing to the betterment of lives for Sri Lankans. As part of this commitment, Samsung provides advanced ultrasound scans that play a crucial role in diagnostic and medical imaging procedures. These state-of-the-art ultrasound machines are made available at all leading hospitals, both private and government-owned, across the country. By ensuring accessibility to cutting-edge medical technology, Samsung empowers healthcare professionals to deliver accurate and timely diagnoses, leading to improved patient care and outcomes. With a focus on innovation and customer-centricity, Samsung continues to be a trusted partner in the healthcare industry, supporting the well-being of individuals and communities across Sri Lanka.

Continuous growth through focusing on local operations

During my tenure with Samsung Sri Lanka, we have experienced continuous growth and expansion, with a strong focus on establishing critical local operations. Working alongside a dedicated team, we strategically introduced distribution partners and cultivated robust connections within the local market. This collaborative approach allowed us to create products that genuinely resonated with the unique preferences of our valued Sri Lankan customers. By delegating processes between global regions and local establishments, we were able to offer tailored solutions that precisely catered to the diverse needs of our customers. Collaborating with leading local distributors has played a pivotal role in fostering lasting partnerships, which have remained integral to our ongoing success.

Recognizing the immense potential of the booming Maldives market, Samsung Sri Lanka has set up operations in the Maldives, aiming to leverage its innovative products and customer-centric approach to cater to the Maldivian population. By focusing on understanding the local market and collaborating with key stakeholders, Samsung is determined to position itself strongly in the Maldives as well contributing to the nation’s progress and development.

In an exciting development, we have set sights on implementing local manufacturing in the near future, reinforcing our commitment to the communities of Sri Lanka and the Maldives. The company recognizes the tremendous potential of local production, not only in boosting economic growth but also in enhancing accessibility to cutting-edge Samsung products for the local population.

Driving holistic growth

As a dedicated leader with a career spanning 25 years, I take pride in my journey from humble beginnings to serving as the Director and Head of CE Business of Samsung Electronics Sri Lanka and Maldives. Guided by the values of teamwork and customer-centricity, I have had the privilege of working with a talented team to achieve milestones and innovations that resonate with our valued customers.

Throughout my tenure at Samsung, I am grateful for the recognition received, including the Regional Silver Award. However, these accomplishments would not have been possible without the collective efforts of the team and the support of our esteemed customers. Together, we have worked tirelessly to expand the distributor network, making Samsung products accessible to all, including those in rural areas.

Embracing the spirit of continuous innovation, we have strived to bring forward products that address customer pain points in the most efficient ways, especially during challenging times. Our focus remains steadfast on upgrading our offerings to align with the ever-evolving needs of our customers and providing cutting-edge solutions that enrich lives.

Currently due to the import ban, our stocks are limited; however, we are anticipating its removal quite soon, with this we will bring the latest global innovations bundled with attractive promos to locals.

In conclusion, I firmly believe that placing the customer first and delivering products and services tailored to their needs is the key to our success. As we move forward, I am committed to leading our team in pursuing customer-centric innovation, making Samsung Electronics a brand that continues to resonate with the aspirations of the people we serve. Together, we will shape a brighter, connected future, enriching lives through collective efforts and dedication.