Samsung Electronics México: Why every message should earn its place

For too long, messaging has been treated like a background process. Another item on the to-do list. Another notification to push, another inbox to fill. Brands called it ‘engagement’, but customers called it clutter. Click rates fell. Opt-outs rose. And the most direct path to a customer’s attention became the quickest way to lose it. 

At Samsung Electronics México, messaging means something different. A message is not sent to tick a box, it’s sent to open a door. Every notification, every promotion, every interaction has to justify its presence. It needs to solve a problem, offer real value, or make life easier for the person on the other end of the screen. 

That’s why we spoke to leaders from Samsung Electronics México across customer experience, marketing, and process innovation. To understand how they rebuilt their approach to messaging, turning routine moments into meaningful interactions customers actually want to receive. 

Getting closer to the customer, one conversation at a time 

Samsung Electronics México started simple: transactional SMS notifications for basic updates. “At first, we only sent SMS messages. Customers would leave their devices with us and get a message confirming receipt,” says Arturo Rodríguez, Process Innovation Manager. 

With so many offers and product choices available, they needed to design a very specific and attractive offer so they can differentiate their proposal from other brands. That’s when digital customer experience became a strategic priority. Samsung Electronics México expanded their messaging channels, first to RCS, adding visuals, audio, and GIFs, then to WhatsApp, where open rates exceeded 90%. 

Additionally, they built customer profiles to know exactly who prefers WhatsApp, RCS, or SMS. “When we launched the A-series phones, we knew where to send each message, and in sales, we could identify who received the message and who made a purchase,” says Arturo. 

Designing connected experiences across the funnel 

As messaging matured, Samsung moved beyond campaigns and built full customer journeys, from awareness to support. With our help, they implemented AI-powered chatbots across channels like WhatsApp and RCS. 

“We’re not just using chatbots for product sales,” Arturo says. “They’re also supporting service queries and clarifications. This helps us reduce call center volume and cut CX costs.” 

By automating repetitive tasks and keeping interactions within the thread, customers no longer need to call or wait for responses. They get answers, place orders, and solve issues quickly, within the same conversation. 

For the marketing team, this opened new opportunities to build stronger, real-time connections. 

“We want to have more direct interactions with customers” says Maria Fernanda Ruiz Cordova, Service Marketing. “Whether it’s for purchasing products, getting support, or addressing any specific topic, this helps us interact with the customer as if we were face-to-face.”  

Balancing personalization with privacy 

As personalization became more advanced, so did the need for secure data practices. 

“First-party data and third-party data are one of the biggest challenges,” says David Vigueras, Marketing Manager, because customers are increasingly reluctant to share their information or be contacted. 

To address this, Samsung didn’t just rely on internal processes, they leaned on our expertise in secure, privacy-compliant communications. We supported them in safeguarding sensitive data while still enabling personalized journeys across channels like WhatsApp, RCS, and SMS. 

“We’re committed to giving customers security and peace of mind,” Arturo adds, “and Infobip helps us safeguard customer data.”  

By combining personalized messaging with responsible data management, Samsung Electronics México ensured every message didn’t just deliver value, but also respected customer privacy. 

And they’re going even further. “Customers expect faster, more efficient service, and with technology constantly evolving, we need to deliver a better experience that feels natural, without making them feel like they’re talking to a robot or an answering machine,” Arturo explains. 

To achieve that, Samsung is investing in generative AI. “Generative AI will be a key tool for us,” he says. “It will help us better identify our customer profiles and personalize experiences accordingly.” 

Building the next generation of customer journeys

The next goal? Growing smarter, across more channels. They’re expanding into lead generation and inbound marketing through social media. With us, they’re testing new outreach strategies, optimizing send frequency, and refining message formats. 

“Infobip helped us understand how often we should message, what types of messages work best,” Arturo explains. “This has helped us build stronger customer loyalty.” 

Behind it all is a partnership approach. 

Less noise, more value 

Where others double down on volume, Samsung Electronics México is proving that fewer, smarter messages have more impact. With the right mix of channels, strategy, and partnership, they’re turning everyday interactions into meaningful moments that build trust and drive results. 

Because when every message earns its place, customers start paying attention. 

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