Building customer-centricity at Samsung Securities

Emily Miller, Soo-young Jung and Kurt Jovais

This paper documents a case study of the CRM effort at Samsung Securities, focusing on a framework that highlights customer behavior and techniques to analyze and improve such behavior.

building Customer-Centricity at Samsung securities

A case study in CRM strategy

Kurt Jovais Samsung Global Strategy GroupSoo-young Jung Samsung Global Strategy GroupEmily Miller Samsung Global Strategy Group

Introduction

Samsung Securities, South Korea's largest retail securities firm, recently undertook an extensive effort to map out a long-term end-goal for a more customer-centric organization focused on providing financial consulting services. The goal was to strongly differentiate Samsung Securities (SSC) from competitors by:
  • creating differentiated Service Offerings for different customer groups; and,
  • shifting from a Product-Centric organization to a...

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