MARKET LEADERSHIP THROUGH CUSTOMER RELATIONSHIPSFor more than 70 years, Samsung has been dedicated to making a better world

through advanced technologies, competitive products

and constant innovation. As a global leader in the digital

technology industry, they are always looking for new ways

to connect with their customers on a personal level.

Traditionally, Product Registration has been a successful

tactic for electronics manufacturers that do not sell directly

to end consumers, to identify customers and learn more

about them. Today this effort is largely executed on

manufacturer websites, and provides valuable insights

that allow brands to better support existing customers and

inform product roadmap plans.

Matthew Moller, Director of Digital Engagement at Samsung,

wanted to continue to develop Samsung’s connection with

people who own their products, as well as nurture that

relationship by providing an engaging experience on their

website. While there were a number of considerations

at hand, Samsung believed that making the Create An

Account process at their site simpler could result in

significant benefits for both their customers and Samsung.

case study

The impact of implementing Janrain is incredibly valuable as we seek to understand who our customers are, what products they like or own, what value props are working, what marketing is driving sales.

Matthew Moller Director of Digital

Engagement, Samsung

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After evaluating a number of vendor solutions, Samsung launched the Janrain Customer Identity Management Platform across their website in order to support the following goals:

• Build relationships directly with their customers by gathering profile data and insights to improve customer intelligence

• Improve the account creation process to allow people to quickly engage

• Increase participation in the site

The first step in achieving these objectives was to implement an easier way for customers to set up a new account, or access an existing one. Social login, which is the ability for a website visitor to use an existing identity such as Facebook, Google, Yahoo! etc. to register or login was chosen. Almost immediately, Samsung website visitors affirmed that they prefer social login to avoid remembering another username/password combination by choosing to use a social or email identity to register.

When customers choose to use a social identity, Samsung also gains valuable insights about them. Social profile data is often the most complete and reliable data available and provides information on demographics and more – interests, activities, friends and other products owned.

When social profile data is combined in the Janrain Capture database along with other relevant data and analytics, a 360-degree view of customers is developed to provide a deeper understanding of the motivations,

actions and predictable behaviors of their customers. With this knowledge, Samsung can identify which marketing campaign tactics and messages are most impactful, and improve relevancy of offers to help reach their digital objectives of driving product awareness.

High-Value Customer RelationshipsEmail marketing is a key element to Samsung’s digital plan. In addition to driving product awareness through cross-promotional messages and offers, they drive recipients to click a Shop Now link that helps them find a retailer to make a desired purchase.

Samsung’s agency partner, Merkle, a leading customer relationship marketing (CRM) firm and the nation’s largest privately-held agency manages the strategy, creation and evaluation of the campaigns and is accountable to their

“WE KNEW IT WAS THE PERFECT TIME TO IMPLEMENT NEW SOLUTIONS THAT WOULD SUPPORT DIRECT CUSTOMER RELATIONSHIPS AND ALLOW US TO ENGAGE WITH OUR PRODUCT USERS IN WAYS THAT OFFER TRUE VALUE FOR THEM.”

Samsung

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success. Their evaluation of the program during the first five months revealed that customers who chose social login to create or access an account were high value customers:

• Social login users were approximately 34% more likely to open email

• Social login users were 63% more likely to click through a link on email

• Social login users were 506% more likely to leave a product review

In summary, by deploying the Janrain Customer Identity Platform, Samsung has been able to successfully:

• Expedite the account creation process

• Access and leverage social profile data to enhance customer intelligence

• Increase engagement on site and via email with high-value customers who prefer to use social login

Social login users were 506% more likely to leave a product review.

Samsung

“OUR ANALYSIS CONFIRMS THAT SAMSUNG CUSTOMERS WHO CHOOSE SOCIAL LOGIN TO CREATE AN ACCOUNT ARE HIGHLY VALUABLE, ENGAGED CONSUMERS. ” —Lee Talbott,

Senior Manager Digital Analytics Practice Merkle

About SamsungFor over 70 years, Samsung has

been dedicated to making a better world through diverse businesses

that today span advanced technology, semiconductors, skyscraper and plant

construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our

flagship company, Samsung Electronics, leads the global market in high-tech electronics manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible

approach to business and global citizenship; and collaboration with our partners and

customers, Samsung is taking the world in imaginative new directions.

About Janrain Janrain makes it easy for companies to truly know their customers and personalize every interaction. The Janrain Customer Identity Management Platform helps companies acquire customers online, recognize these customers across all digital touch points and better understand them by collecting and utilizing demographic, psychographic and behavioral profile data. Our solutions, including social login, social sharing, comprehensive registration, customer profile data collection and storage,single sign-on and digital strategy services, improve the effectiveness of digital marketing initiatives for leading brands such as Universal Music Group, Whole Foods, Mattel, Pfizer, Samsung and Dr Pepper. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082 or visit www.janrain.com and follow @janrain.