Samsung’s customer service efforts reflect India’s digital transformation, from manual service logs and pagers in the 1990s to today’s AI-powered diagnostics and connected care.
Current customers can access support through SmartThings-enabled Proactive Care, WhatsApp, remote diagnostics, online booking and voice assistant in 10 Indian languages.
Samsung, India’s largest consumer electronics brand, celebrates 30 years of its customer service journey in India, tracing its evolution from a small service operation in Delhi in the mid-1990s to one of India’s largest and most digitally connected customer care ecosystems.
When services were still analog
The story of the evolution of Samsung’s customer service closely mirrors India’s own technological transformation, from the days of handwritten complaint registries, pagers and physical service visits to AI-powered diagnostics, connected appliances and predictive healthcare ecosystems.
When Samsung opened its first service center in India in March 1996, the country was much different. Phone calls and internet were rare, and customer requests were recorded manually in registers on desks in crowded offices.
“Back then, customer care was very personal in the most literal sense. Since telephones were not common in homes, customers often went directly to service centers. Service requests were manually entered into registers, and engineers traveled from city to city carrying logbooks, paper slips, and toolkits,” said Rajiv Gupta, director of service operations, Samsung India.
By December 1996, Samsung already had 21 service centers across India. In 1997, engineers began using pagers to receive customer alerts. This was a small but significant technological advance for its time.
Build a trusted infrastructure
As India’s consumer technology market rapidly expands, Samsung continued to expand its customer support ecosystem. The late 1990s saw the growth of franchise service centers across the country, and 2003 marked another major milestone with the opening of Samsung’s first in-house call center at Delhi’s Nehru Place and the introduction of a toll-free customer support number.
Over the next two decades, Samsung steadily transformed its customer service from a reactive support function to an integrated, technology-driven customer experience ecosystem.
Samsung currently operates India’s largest customer service infrastructure, with over 3,000 service touchpoints across India, over 12,500 trained engineers, and 16 strategically located parts warehouses.
“What truly characterizes Samsung’s customer service journey is how closely it has evolved in line with the lives of Indian consumers,” said Sunil Kutinya, Head of Customer Satisfaction, Samsung India.
“For us, customer service is more than just a support function; it is a core part of the Samsung experience. Over the years, we have built a service ecosystem that combines scale, innovation, and empathy. Whether through our extensive service network, contactless services such as pick-and-drop, or our next-generation service centers, we remain focused on providing the fast, transparent, and reliable service that our customers can rely on every day,” he added.
predictive care
Samsung’s service ecosystem now extends far beyond physical service centers to AI-powered proactive and connected care experiences.
Through SmartThings-enabled proactive care powered by Home Appliances Remote Management (HRM), Samsung appliances can proactively detect performance issues and notify customers even before an interruption occurs. Refrigerators can alert users if cooling efficiency drops unexpectedly, while air conditioners can proactively communicate maintenance requirements.
Customers now have access to 24/7 support through a toll-free helpline, WhatsApp assistance, remote diagnostics and online booking platform. Samsung’s voice support service is available in 10 Indian languages, making it easier to access customer support across geographies.
The company also enhanced its digital-first support services, including a pick-and-drop service for smartphones and a digital service center platform that provides self-help videos, troubleshooting support, and transparent pricing information.
Additionally, AI-driven customer support technologies such as intelligent co-pilots, speech-to-text systems, and sentiment analysis tools are helping service teams respond to customer concerns faster and more empathetically.
a relationship that lasts forever
“Samsung has been a part of my life for 30 years now. Our first television was a Samsung and then the first smartphone I bought for my son was a Galaxy device. What has remained constant over the years is the authenticity and trustworthiness associated with the brand,” said Sanjeev Gupta of Ludhiana, Punjab, a long-time Samsung customer.
Over the years, Samsung has also cultivated an ecosystem of service professionals through four training academies and a long-term skills development initiative, Dost Service. Samsung Dost Service has trained over 14,500 service engineers across India through its partnership with 22 ITIs.
Extending care to sustainability
Samsung is also embedding sustainability into its customer care ecosystem through initiatives such as Care for Clean India, which promotes responsible e-waste processing and recycling by certified recyclers.
From service center to connected care
As Samsung celebrates its 30th anniversary in India, its customer service journey reflects more than advances in technology. This reflects the evolution of care itself, from handwritten registers and pagers to AI-powered connected homes and predictive support, while keeping customer trust at the center of innovation.
