CRM DATABASE-

Samsung Electronics is using The WIT Agency, a marketing and

communications company, to develop a customer relationship database to
consolidate and analyze customer records.

"Samsung wanted to be able to analyze all aspects of the business at a glance,"

said James Bock, president of the WIT Agency. "The company had to be able to
identify its best customers and then build better relationships with them. These
tasks were very difficult with their prior system of numerous, unconnected and
incompatible databases."

The new database offers the following features:

Eliminates duplicate data.

Tracks sales, marketing and customer data.

Creates comprehensive reports based on user criteria.

Analyzes and segments customer groups.

Consolidates customer information from call centres, product registration,

customer service, sales leads and special promotions into a single information
pool.

Korea-based Samsung Electronics Co. Ltd. has operations in about 50 countries.

The company consists of three main business units: Digital Media,
Semiconductors and Information & Communications Businesses.

The WIT Agency, York, PA, develops Web sites and custom software for
corporate Internet portals. Other WIT clients include Hershey Foods Corp. and
Forest Pharmaceuticals
CUSTOMER SATISFACTION

Customer satisfaction measures how well the expectations of

a customer concerning a product or service provided by your company have
been met.

Businesses often use customer satisfaction surveys to gauge customer

satisfaction. These surveys are used to gather information about customer
satisfaction.

Samsung Electronics regularly conducts the survey on the customers

satisfaction about the entire life cycle of products and services (sales,
installation, A/S) thereby understands the CS level and customers needs by
each section and reflects on the management strategy for the customer
satisfaction since 1992.

Customer satisfaction surveys is conducted by people of 40,000 who purchase

products and get services of Samsung Electronics and the competitor through
the separate interview or the phone interview biannually for domestic, annually
for overseas.

Also the company continues to advance the customers satisfaction level by

sharing the survey results and conducting the improvement activity.

Through these activities, Samsung Electronics achieved the 1st position in

NCSI under the supervision of Korea Productivity Centre for 8 years in a row,
the 1st position in KCSI by KMAC for 8 years in a row and the 1st position in
KS-SQI of Korean Standard Association for 4 years consecutively in 2005.