Capita Extends Samsung UK Contract To Scale AI-Driven Customer Support
Published on 11/03/2025 at 06:17 am EST
Capita has extended its contract with Samsung Electronics UK, continuing a 14-year partnership focused on AI-enabled customer support. The deal runs through Capita Experience, the company's contact centre division. Financial terms were not disclosed.
The relationship began in 2011. In 2016, Capita set up a Business Service Centre to support Samsung's partners with technical support and customer service. The extension keeps Capita handling voice, email, and social media for Samsung's consumer electronics customers.
Capita says AI will push more personalized and proactive support, lifting customer satisfaction while improving efficiency. Translation: faster resolution, fewer transfers, and smarter triage across channels.
Corinne Ripoche, CEO of Capita Experience, said: "These new contracts further strengthen our 14-year partnership with Samsung, and we will be prioritising innovation and quality to ensure seamless, efficient, and valuable experiences for Samsung and their customers. I am especially excited that we will be driving these experiences via the increased application of technology and AI."
Shares in Capita were down 0.7% at 310.81 pence in London on Monday morning.
Why this matters for customer support leaders
- AI is moving from small pilots to core operations: triage, assisted responses, and proactive outreach based on device or account signals.
- Channel unification is non-negotiable: customer context must follow from social to email to voice without repeating the story.
- Proactive service beats reactive firefighting: use triggers (warranty expiry, error codes, delivery delays) to reach out before tickets spike.
- Agent assist is the fast win: suggest replies, summarize calls, and surface KB snippets inside the desktop your agents already use.
- Quality at scale depends on AI-driven QA: score 100% of interactions for accuracy, tone, and policy-then coach with examples.
Practical next steps you can run this quarter
- Map your contact reasons and volumes. Pick the top three intents for AI triage and assisted replies.
- Define outcomes first: target AHT, FCR, CSAT, and deflection. Set baselines now so gains are clear later.
- Pilot in one channel, one region, or one product line. Keep a tight feedback loop with frontline agents.
- Stand up a clean, searchable knowledge base. Version it, tag it, and retire stale content monthly.
- Guardrails matter: data minimization, consent, and retention policies. See the UK ICO's AI guidance here.
- Design handoffs: clear criteria for when AI steps back and a human takes over-no dead ends.
- Train agents on prompt patterns and exception handling. The tech helps; your people still win loyalty.
Level up your team's AI capability
If you're building AI skills across support, explore role-based tracks and tools that fit frontline workflows. Start with curated options for support roles here.
Bottom line: Samsung doubling down with Capita signals a clear direction-integrate AI tightly with omnichannel operations, measure relentlessly, and keep the human touch where it counts.
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