Korean Standards Association evaluation

Company praised for strengthening digital experience across entire purchase journey

Convenience improved across product search, installation, use and after-sales care

Samsung Electronics Senior Vice President Lee Bo-na (left) and Korean Standards Association President Moon Dong-min pose for a photo at the Digital Customer Experience Index certification ceremony held Thursday at the Seoul Shilla Hotel in Jung-gu, Seoul. [Samsung Electronics]
Samsung Electronics Senior Vice President Lee Bo-na (left) and Korean Standards Association President Moon Dong-min pose for a photo at the Digital Customer Experience Index certification ceremony held Thursday at the Seoul Shilla Hotel in Jung-gu, Seoul. [Samsung Electronics]

Samsung Electronics announced Friday that it topped the home appliance category of the Korean Standards Association's Digital Customer Experience Index, or DCXI, for the fourth consecutive year, recording the highest score in the segment.

The DCXI is a composite index that measures consumer satisfaction across the entire journey of searching for, purchasing and using products through digital channels.

The Korean Standards Association evaluates customer experience across pre-purchase, purchase and post-purchase stages, measuring information quality — including completeness and accuracy — system quality such as reliability and ease of use, and personalization factors including empathy and privacy protection.

In this year's survey, which covered 68 brands across 20 industry sectors, Samsung Electronics retained the top spot in the home appliance category, receiving high marks across multiple evaluation criteria including currency, reliability and completeness.

Samsung Electronics offers a range of features designed to help customers use AI home appliances more easily and conveniently throughout the full purchase journey — from product search and purchase, to delivery and installation, product use, and after-sales care.

At the product search stage, the "Compare" feature on Samsung.com, the company's official online store, allows customers to view and compare key specifications of multiple products at a glance.

At the installation stage, the company enhanced customer convenience through its "Calm Onboarding" feature, which supports Wi-Fi connection and device registration. A unified QR function is also available, giving customers one-stop access to registration guides, user manuals and other product information.

At the product use stage, Samsung is expanding its "AI home appliance experience," in which products learn to understand customers' daily routines and evolve on their own. The 2026 Bespoke AI Family Hub refrigerator, for instance, is the first home appliance to incorporate generative AI through its "AI Vision" feature, significantly enhancing food ingredient recognition.

The AI voice assistant Bixby has also been upgraded with a large language model, enabling it to understand the context of users' everyday speech and previous conversations — and execute the appropriate functions — without requiring specific commands or feature names.

Users can manage energy consumption efficiently based on usage patterns and environmental conditions for each product through the SmartThings-based "AI Energy Mode." At the after-sales care stage, the company improved customer convenience through its Home Remote Management service, in which professional consultants remotely analyze device conditions in detail and guide customers through appropriate remedies.

"Samsung Electronics has worked to elevate a customer-centered purchase experience across the entire journey — from product search to after-sales care — by combining AI technology with SmartThings," said Senior Vice President Lee Bo-na of Samsung Electronics' DA Business Division. "We will continue to drive digital customer experience innovation that people can feel in their everyday lives, backed by outstanding product quality and trust."


joze@heraldcorp.com