The Challenge

In Samsung’s local European markets, excluding the U.K., sales operations are managed independently across 18 contact centers — which are segmented by language and market size.  

This decentralized model presents a few challenges:   

• Peak demand: During product launches, demand can spike by 3x within the first few days, making it difficult to quickly scale staffing up and down. 
• Off-peak demand: Smaller markets see low weekend volume, complicating coverage for day and night shifts.  
• Agent specialization: Many agents are generalists supporting multiple product lines, limiting their ability to drive conversions and deliver a high-touch customer experience. 

To address this, Samsung wanted to test whether an offshore team — trained specifically to give advice to customers choosing mobile devices — could effectively support their sales efforts. To make this possible, Samsung needed to equip agents with a real-time translation tool to deliver consistent, high-quality sales conversations across multiple languages.   

With customers increasingly comfortable interacting with AI bots, Samsung also wanted to explore whether translation technology could maintain the personal touch that sales chat interactions require, while making it clear that customers were chatting with human agents. 
 
“We didn’t just want to patch a resource gap,” explains Simon Perrin, Samsung's Europe chat lead. “We wanted to speed up customer purchases and see if agents handling multiple chats from different countries all at once could keep up productivity rates during slower demand periods.”    

The Solution

To better manage surges in demand during product launches and offer coverage during low-volume weekend hours in smaller markets, Samsung launched a program with Teleperformance — building a sales-trained offshore team based in the Philippines that is focused exclusively on mobile sales in Germany, Switzerland and Austria. 

“We weren’t sure if customers would trust a translated sales conversation. But it turns out that speed, relevance and empathy matter as much as being a native speaker. We can use this capability to meet demand peaks and extend operating hours that pay back for us and our customers.” 

Simon Perrin

Chat Lead  

Samsung Europe

 
The team was equipped with Sprinklr’s Care Console, integrated with Google Translate to enable real-time, multilingual sales support in German, Austrian German and French — across live chat, the Samsung App and WhatsApp. 

Offshore agents respond in English while customers receive replies in their native language — ensuring fast, clear communication. For Samsung, this means seamless multilingual support without compromising speed or accuracy. Sprinklr worked closely with the team to align on translation preferences, offering the flexibility to either integrate Samsung’s own translation keys or leverage trusted language model partners. But language support was just the beginning.
 
“To maintain high-quality sales experiences, we developed a new sales training framework for this team and created a knowledge base tailored to the DACH region,” explains Perrin. 

The pilot included several advanced support capabilities, including: 

• Add to cart and promo code tools to streamline conversion  
• Agent visibility of customer’s device and journey stage for personalization 
• Advanced agent assignment, routing relevant intents to agents with the highest CSAT first 
• Custom traffic routing to enable A/B testing to measure performance of onshore versus offshore agents 
• WhatsApp out-of-hours messaging, allowing customers to leave messages outside of local operating hours and receive a response the next morning.

“A key objective of the pilot was to evaluate whether real-time translation could maintain both conversion rates and positive customer sentiment,” says Perrin. “We wanted to know if this type of automation would compromise the human, conversational feel that we know is critical to successful sales chat interactions.”

The Outcome 

The pilot demonstrated that sales-trained, offshore agents using real-time translation can deliver efficient, personal and scalable sales experiences across multiple languages and markets.  Within just four weeks of launch, the Manila-based sales team achieved conversion rates on par with local market teams — and in many cases outperformed them.  

 
Key outcomes included: 

• 99.3% of chats have been handled, with two-thirds classified as meaningful conversations (2+ messages exchanged)  
• Over 1 in 5 chats converted – exceeding local market benchmarks 
• CSAT reached 94% with no negative impact from translation; in fact, customers rated the team high for friendliness and speed  
• Customers showed no meaningful drop-off when chatting via translation – affirming that speed and personalization often outweigh native language fluency in transactional digital sales interactions  
• With Sprinklr’s Care Console, Samsung launched a scalable, high-performing model for peak periods and after-hours coverage, increasing revenue per chat by up to 25% and generating significant cost savings 
• Improved customer coverage during peak periods, reducing missed opportunities to less than 1%. 
• Weekend coverage drove incremental revenue by extending support hours in smaller markets 

 “We weren’t sure if customers would trust a translated sales conversation,” says Perrin. “But it turns out that speed, relevance and empathy matter as much as being a native speaker. We can use this capability to meet demand peaks and extend operating hours that pay back for us and our customers.”