Punk CX: From product-led innovation to a service-led experience model – Interview with Deborah Honig of Samsung UK & Ireland

Key Take Aways

1. The role of a Chief Customer Officer (CCO) involves translating innovation and product leadership into a more service-oriented, customer-centric experience.
2. Transitioning from product-led to service-led models involves integrating technology, such as AI, into connected ecosystems that address everyday customer challenges.
3. Utilising partnerships to extend value propositions, for example, collaboration with energy providers to help reduce bills, enhances brand value and customer loyalty.
4. Understanding customer lived realities, including decision overload and fatigue, enables brands to design products that simplify daily routines.
5. Organisations must adopt a mindset of continuous evolution, recognising that customer needs and preferences are dynamic and require ongoing adaptation.
6. Infusing AI thoughtfully into products should serve customer benefits first, rather than prioritising technological novelty for its own sake.
7. Transparency in AI deployment—offering consumers choice and clarity about data usage—is key to building trust and encouraging adoption.
8. Democratise access to AI, ensuring it benefits all customer segments, including those with accessibility challenges, to foster inclusivity and wider impact.
9. Ecosystem interoperability and open architecture are vital for enabling seamless connectivity between devices, services, and partnerships.
10. Developing products that enable customisation and long-term value through software upgrades supports sustainability and enhances customer experience over time.
11. Customer-centric innovation involves reframing technical features as benefits, such as auto-adjusting TV settings, to improve consumer engagement.
12. Brands should emphasise real-world, human-driven experiences, moving beyond digital and AI hype, especially in environments crowded with competing messages.

Key Statistics

• Over half of the UK population experiences stress from daily chores, with mental exhaustion beginning around 11 am.
• Samsung’s AI journey included the launch of its first AI-powered phone in 2024, with integration across its product suite.
• More than 6 million people in the UK care for someone unpaid, highlighting the importance of smart, supportive home care products.

Key Discussion Points

• The evolution of Samsung’s approach from a product and innovation-led company to a service-focused organisation.
• The importance of bringing connected ecosystems to life, facilitating smoother customer experiences at home and beyond.
• The role of AI in supporting simple, everyday decision-making and reducing decision fatigue.
• How partnerships, such as with energy providers or health-focused platforms, extend Samsung’s value proposition.
• The challenges in building customer trust around AI technology amidst societal concerns about data privacy and job impacts.
• Samsung’s principles for responsible AI deployment, including fairness, accountability, and transparency.
• The significance of providing consumers with choices regarding AI features and data privacy, using clear opt-in mechanisms.
• Practical examples of AI-enhanced features that improve user experience without overwhelming consumers.
• The importance of open architecture and interoperability in creating seamless connected ecosystems.
• How sustainability and long-term product value are embedded through software updates and customisation options.
• The necessity of transparent communication, framing technical features as clear customer benefits.
• The ongoing journey of refining ecosystem connectivity and user experience to deepen customer trust and loyalty.

Podcast Description

This podcast features a conversation with Deborah Hornick, Chief Customer Officer at Samsung UK and Ireland, exploring the company’s strategic shift from product innovation to service-led customer experiences. Covering topics such as the integration of AI into products, ecosystem connectivity, partnerships, transparency, and trust, the discussion provides insights for senior managers in financial services seeking to understand how a major consumer tech organisation aligns technological innovation with customer-centricity. The interview also highlights broader themes around building trust, democratising technology, and continuously evolving service propositions in a rapidly changing digital landscape.