Samsung Electronics took first place for the fourth straight year in the institutional sector of home appliances in the Korea Standards Association's digital customer experience assessment.
Samsung Electronics said on the 28th that it recorded the top score in the institutional sector of home appliances in the Digital Consumer eXperience Index (DCXI) assessment that the Korea Standards Association released on the 27th. DCXI is an indicator that evaluates consumer satisfaction with the entire process of exploring, purchasing, and using products through digital channels. The Korea Standards Association evaluates the completeness and accuracy of information, the reliability and usability of systems, and personalization and privacy across the pre-, mid-, and post-purchase stages.
This year's survey covered 68 brands across 20 industries, including home appliances, automobiles, and banks. Samsung Electronics maintained its No. 1 position in the institutional sector of home appliances, earning high marks for items such as the timeliness, reliability, and completeness of information.
Samsung Electronics operates digital services step by step from product exploration to purchase, delivery and installation, use, and after-sales service. On the official online mall Samsung.com, it offers a Compare feature that allows users to view key specifications of multiple products at a glance, as well as a chatbot and purchase consultation services.
At the product installation stage, it supports Calm Onboarding, which helps with Wi-Fi connection and device registration. It also provides an integrated QR function that allows users to check product registration methods and user manuals at once.
At the product use stage, it is expanding features that leverage artificial intelligence (AI) and the SmartThings smart home platform. The 2026 Bespoke AI Family Hub refrigerator applies AI Vision using Generative AI to strengthen ingredient recognition capabilities.
The AI voice assistant Bixby applies a large language model (LLM) so that it can execute functions by understanding everyday expressions and the context of prior conversations without users having to say fixed commands or function names. Through SmartThings' AI energy-saving mode, it is also possible to manage energy usage by product based on usage patterns and the environment.
For after-sales service, it operates the home appliance remote diagnosis (HRM) service. Even if a customer does not visit a service center or have an engineer visit in person, a consultant remotely checks the device status and guides the customer on how to take action.
Lee Bona, a vice president in the DA Division at Samsung Electronics, said, "Samsung Electronics has worked to advance a customer-centered purchase experience across the entire journey, from product exploration to management, by combining AI technology with SmartThings," adding, "We will continue to drive innovations in digital customer experience that people can feel in everyday life, based on excellent product quality and trust."