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Samsung Electronics Europe has appointed Merkle, a leading customer experience management company, to spearhead a major transformation of its CRM strategy across 16 European markets. The three-year partnership, awarded after a highly competitive pitch process, will leverage advanced technology and AI to automate and optimise CRM activation, driving efficiency, scalability, and future-proofing Samsung’s marketing operations.
Building on Samsung’s strategic collaboration announced at the end of last year to enhance media planning and performance across MENA, this new engagement underscores Samsung’s commitment to innovation and operational excellence across its global marketing ecosystem.
Merkle impressed Samsung with its bold vision and transformative approach, proposing a solution that goes far beyond incremental improvements. The initiative will begin with a comprehensive discovery phase to create a CX blueprint, followed by the deployment of advanced tools and methodologies designed to streamline processes and elevate customer engagement.
Chris Freeland, CEO of Merkle UK, commented:
“We’re thrilled to partner with Samsung on this transformative journey. Our approach is about more than technology – it’s about enabling Samsung to deliver exceptional customer experiences at scale. By combining AI-driven automation with strategic insight, we aim to help Samsung set a new benchmark for CRM excellence across Europe.”
Shailash Ladd, Head of CRM Strategy, Ops & Insights, Samsung Electronics Europe, added:
“Merkle stood out in the review process by going above and beyond the brief. Their proposal wasn’t just about maintaining the status quo – it was about redefining and transforming how CRM can drive business growth. We’re excited to work together to create a future-ready model that enhances efficiency, agility, and customer connection across all our European markets.”
The partnership will see Merkle collaborate closely with Samsung’s European office and local market teams, integrating existing technology with innovative solutions to deliver a seamless, scalable CRM framework. In addition to transformation work, Merkle will provide strategic and creative support during peak periods, ensuring Samsung remains agile and responsive to market needs.
About Merkle
Merkle, a dentsu company, powers the experience economy. For more than 35 years, the company has put people at the heart of its approach to digital business transformation. As the only integrated experience consultancy in the world with a heritage in data science and business performance, Merkle delivers holistic, end-to-end experiences that drive growth, engagement, and loyalty. Merkle’s expertise has earned recognition as a “Leader” by top industry analyst firms, in categories such as digital transformation and commerce, experience design, engineering and technology integration, digital marketing, data science, CRM and loyalty, and customer data management. With more than 16,000 employees, Merkle operates in 30+ countries throughout the Americas, EMEA, and APAC. For more information, visit www.merkle.com.
