An Interview With Seung Jin Cho, Director Of Technical Support, Samsung Printing Solutions.
Smart Printer Diagnostic System (SPDS) is the ultimate customer services tool in the printing market place. Most printers are sold to end users, or to businesses, via the channel; an army of resellers whose job it is to market, sell and provide services to their customers. Samsung Printing Solutions is committed to making their lives easier by providing methods to innovatively and proactively assist with customer services. SPDS is the result of this core aim – providing the ability for resellers to quickly and efficiently diagnose printer problems and fix them whilst on the move using their smartphones.
“SPDS is the indispensable weapon that only Samsung Printing Solutions can offer, and will be the irresistible impetus for customers to choose Samsung Printing Solutions over any other brands out there.” Seung Jin Cho.
The following interview is with Seung Jin Cho (Photo on the left, courtesy of Seung Jin Cho), Director of Tech Support Team at Samsung Printing Solutions, headquartered in Suwon, South Korea and asks how SPDS began and how it’s helping customers.
Q.What is SPDS?
Seung Jin Cho: SPDS is a completely mobile, on-site service tool for printer failure diagnosis that can be deployed on a smartphone by simply download the app. This is the one of a kind service tool in the industry that only exists within Samsung Printing Solutions.
Q. SPDS has been one of the main impetuses for many of the global resellers to proactively choose Samsung Printing Solutions over other brands. How did this project all begin?
Seung Jin Cho: Though Samsung Printing Solutions’ A4 laser printers and MFPs’ market share is reaching number two worldwide, Samsung Printing Solutions’ brand presence and awareness, as a business solution provider is still relatively low. However, the Printing Solutions business does not end with the purchase of the devices or solutions; it requires continuous maintenance and partnership. Therefore it is important for resellers to work with products that their engineers are more familiar with, so that they can provide better technical services to their end customers. However, with our relatively low presence in the market, as much as resellers were impressed and excited about our products and their quality, they were hesitant to use them. We wanted to help engineers to be able to confidently provide the highest quality technical services by providing sufficient information about our products, and therefore able to increase the service accuracy and consistency among different engineers in terms of service quality. That’s how we began to build this system.
Q. You said you began this project in 2011. Was it difficult for you to convince your upper management to go with the application platform? The application was still in its initial stage, wasn’t it?
Seung Jin Cho: It was certainly risky. Apps were still new in the market place then and the majority was gearing towards a software program on laptops. However, since we were creating a system to assist engineers at the forefront of the service on-site, we wanted to make sure that it was completely mobile. Engineers don’t always carry laptops – they’re heavy – but obviously this isn’t the case with smartphones. Thus we targeted Samsung Note 1 and Galaxy 2 to develop our application. The application was developed after six months of in-depth VOC analysis by Korean resellers, who are known for their detail and a high level of customer service expectation. Thanks to Korean resellers, we were able to build a strong, detailed and completely engineer-focused application interface and contents.
Q. How has the reaction from the resellers been so far?
Seung Jin Cho: Reactions have been consistently and absolutely phenomenal. There has been absolutely no history of such service existing before Samsung. Though many were skeptical at first, after experiencing the service engineers have been actively utilizing introduction videos, service history and other services available in the application. They are now requesting additional languages support. Furthermore, engineers are proactively creating and providing their own insights through videos all based on their years of valuable experience into our platform, creating an even richer environment for them.
Q. Apart from the positive reaction from the engineers, what are some of other visible benefits from using SPDS?
Seung Jin Cho: Printing solutions business requires extensive service commitments with end –users who, at one end of the scale are private business, and the other, public organizations. This requires consistent maintenance such as replacement of supplies and changes in compartments due to technical issues. Engineers sometimes require multiple replacements of supplies and undertake multiple repairs in one visit. This requires high precision and accuracy; otherwise it may lead to multiple visits, incurring more cost for both the end users and resellers. Through the SPDS application, engineers with less experience can now provide technical services by increasing their accuracy and precision. The cost of the service is being charged based on the number of visits and the time spent on the repairs. With our SPDS, we expect approximately 30% reduction in the time spent on repairing only, not to mention bringing down the number of overlapping visits to the minimum level. We predict great, incremental cost saving effects for the customers.
Q. What’s next?
Seung Jin Cho: Due to increasing demands, we are trying to extend Wi-Fi Direct I/F to also accommodate iOS users.
Due to technical compatibility reasons, such as system interface compatibility, we were only able to develop apps on Android based platforms. iOS had some limitations in fully actualizing what we wanted to offer. However, we still wanted to accommodate iOS users to use and take advantage of SPDS and we are developing Wi-Fi Direct I/F options for them.
SPDS is unique to Samsung Printing Solutions and is undoubtedly providing channel partners with a service tool to help them diagnose problems in the field and bring them to a successful conclusion whilst on the move. It improves service accuracy, is easy and fast to access and reduces service costs in terms of the number of visits made to a customer site. Above all it serves the engineers better and helps to exceed the expectations of end users.