Samsung Electronics has secured the No. 1 position in the home appliances category of the Digital Customer Experience Index (DCXI), an evaluation administered by the Korean Standards Association, for the fourth consecutive year. The company announced on August 28 that it received the highest score in the evaluation released the previous day.

The DCXI is a metric that comprehensively measures consumer satisfaction across the entire journey—from product discovery and purchase through digital channels to actual usage. The Korean Standards Association evaluates factors including information quality, system quality, and personalization across pre-purchase, purchase, and post-purchase stages. This year’s survey covered 68 brands across 20 industry sectors, including home appliances, automobiles, and banking.

Samsung Electronics received high scores across multiple evaluation criteria, including currency of information, reliability, and completeness, maintaining its leadership in the home appliances category. The company attributed the result to its efforts to strengthen digital customer experiences throughout the entire purchase journey—from product discovery to purchase, delivery and installation, usage, and after-sales care.

Strengthening Digital Experience Across the Purchase Journey

At the product discovery stage, Samsung Electronics enables customers to view key features of different products at a glance through the “Compare” feature on Samsung.com. The company also operates chatbot and purchase consultation services to support product recommendations and purchase-related inquiries.

During installation, the company offers a “Calm Onboarding” feature that assists with Wi-Fi connection and device registration. It has also implemented an “Integrated QR” code that allows users to access product registration instructions and user manuals in one place.

The company is also expanding AI-powered product usage experiences. The 2026 Bespoke AI Family Hub refrigerator features “AI Vision”—the first generative AI application in a home appliance—enhancing food ingredient recognition capabilities. The AI voice assistant Bixby, built on a large language model (LLM), understands everyday speech and the context of previous conversations to execute functions aligned with user intent.

Through the SmartThings-based “AI Energy Saving Mode,” users can efficiently manage energy consumption tailored to each product’s usage patterns and environment. For after-sales care, the company operates a “Home Appliance Remote Management (HRM)” service, where professional consultants remotely analyze device status and guide customers on appropriate actions without requiring a visit to a service center or an in-home engineer visit.

Customer Experience Strategy Combining AI and SmartThings

Lee Bona, a senior executive in Samsung Electronics’ DA (Digital Appliances) Division, said, “We have worked to elevate customer-centric purchase experiences across the entire journey—from product discovery to management—by combining AI technology with SmartThings.” She added, “We will continue to deliver digital customer experience innovations that customers can feel in their daily lives, built on superior product quality and trust.”

The evaluation results demonstrate that Samsung Electronics’ strategy of differentiating customer experiences across digital channels—beyond simple product sales—is yielding results. In particular, the expansion of user experiences combining generative AI with smart home platforms is seen as having contributed to improved digital customer satisfaction.

Within the home appliance industry, the importance of digital experience evaluations like the DCXI is growing as customer touchpoints through digital channels continue to expand. Samsung Electronics’ four consecutive years at the top suggests the company has secured a competitive advantage in digital customer experience relative to its rivals.