Samsung wants to make their own variety of service hub, without the wait taking undue time out of a person's day

Apple wanted to provide their customers with an exclusive way they could have their technical support questions answered in person rather than dealing with someone over the phone. This gave birth to the Genius Bars. These locations gave customers one on one time with a support expert. However, Mick McConnell, the VP of design at Samsung Electronics America, feels the Genius Bar doesn’t check all of the right boxes as the wait time to see a representative stacks up too much. This spawned a partnership with shared work space rent company WeWork to create three pilot Care Centers for customers to receive technical support at.

Normally, a customer who goes to Apple’s Genius Bar have to set up an appointment at the store and wait for a representative to see them. This leaves the customer free to wander the store idly. Samsung’s Care Center operates in the same way, however, while the customer waits they have a WeWork space with workstations available to them to check emails or get some work done in the meantime.

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The workstations at the WeWork office were given a premium touch up by Samsung with a variety of higher furniture pieces for additional comfort and convience for anyone waiting. Samsung provided a new area they call the internet cafe for customers to sit at one a number of shared tables or go over to one of the workstations to work privately. Phonebooths in the area were removed to get replaced by video conference stations, turning the area into an environment for the modern worker who can work away from their desk.

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Both companies stand to benefit from this added experience. Samsung have the chance to show their customers they can offer a similar, premium experience to Apple while also making their life easier and while they wait, the customers get exposed to WeWork. The partnership remains an experiment, and Samsung’s customers looking to get support at the site can only have their technical questions answered or their products shipped elsewhere for repair. In the future, Samsung may offer onsite repairs if the partnership continues to flourish.

As of right now, Samsung have only made three of these Care Centers in Detroit, Miami, and Williamsburg. If the partnership proves successful, Samsung could scale into the other WeWork offices that span the country and give them the same premium treatment.

Samsung Electronics America

Apple wanted to provide their customers with an exclusive way they could have their technical support questions answered in person rather than dealing with someone over the phone. This gave birth to the Genius Bars. These locations gave customers one on one time with a support expert. However, Mick McConnell, the VP of design at Samsung Electronics America, feels the Genius Bar doesn’t check all of the right boxes as the wait time to see a representative stacks up too much. This spawned a partnership with shared work space rent company WeWork to create three pilot Care Centers for customers to receive technical support at.