Helping hands: Reshaping
customer care with virtual ASL support
Imagine a tech support call on which you could not hear or speak to the agent. This has been an everyday reality for many of our customers who are deaf. Although technology can bring us closer to friends and family or our communities, it can be a barrier to connection for the more than a half million people in the United States and Canada who use American Sign Language (ASL) every day according to Gallaudet University. That’s why Samsung is launching virtual and in-person ASL support, so we can better serve our customers
who are deaf.
ASL is the third most common language in the US after English and Spanish, but customer support isn’t always easy to find. For Angela Moline, lead ASL support associate at Samsung 837, our New York flagship store, building relationships with the deaf community is an essential experience. She is a professional ASL interpreter who connects our customers with local organizations like the National Association of the Deaf, the New York City Metro Registry of Interpreters for the Deaf and the Sign Language Center in Manhattan, all to help improve their experience of technology in daily life.
Angela credits her interest in sign language to a drama class she took in high school. “One of the cast members of a play we were doing was deaf and I wanted to connect with her,” she says. “I watched how she communicated. I saw that ASL involves sign language, facial expression and full-body communication. I also became interested in the National Theater for the Deaf, which combined my interests in drama and ASL.”
“This collaboration creates an opportunity to learn, capture relevant content and host beneficial events involving the deaf community."
– Angela Moline
She admits that learning a new language can be challenging, especially one that relies on visual cues and gestures. The rise of COVID-19 brought even more challenges with the use of face masks, more online communication and less in-person interaction.
ASL is a vital connection
While the visual elements of ASL translate to online video, the subtle meanings of words and phrases can sometimes get lost. That’s because ASL is a 3D language and video is a 2D medium. So when it comes to answering complex questions or technical issues, the deaf generally prefer in-person interaction.
“Communication with deaf customers involves the mouth, eyes, signing and complete use of the body to clearly connect,” Angela says. Traditional tech support is not fitted to the ASL experience. “That’s why it’s essential for me to stay involved with the community. It is their language and culture, and so they know best what access is beneficial.”
More support in more places
“We are very excited to have an experienced customer service associate who is fluent in American Sign Language providing care, both in person at 837 and virtually using online video conferencing platforms,” says Ramon Gregory, senior vice president of Customer Care at Samsung Electronics America.
“This innovative program makes ASL service available to customers who are deaf, wherever they are.”
– Ramon Gregory, SVP of Customer Care
“So many people, both within Samsung and outside the company, have helped me with the ASL program so far.” From the physical layout to ongoing collaborations with local organizations like the National Technical Institute for the Deaf, the ASL support space at 837 is designed to give more accessibility to more people. This opens the door for a wide variety of ASL community events in the future, a prospect Angela is excited about. “I look forward to continuing to expand it to better serve more of our customers by offering Samsung Care Team’s repair and support services in ASL, both in person and online,”
she says.
The impact of serving a diverse customer base
By providing better access for the deaf community, Angela and her team of ASL-certified Care Pros are empowering underserved communities in New York City and beyond to live more accessible and connected lives. Because with equal opportunity comes a better, brighter future for all.
Live ASL assistance is available at 837, Monday through Sunday from 11 AM to 7:30 PM (ET) and nationwide online via WhatsApp, Google Duo, WebEx and other popular video platforms. Whether you have questions, need help with a tech issue or shopping the latest product innovations, you can schedule a virtual appointment with one of our ASL-certified product experts by contacting aslsupport@sea.samgung.com. You can also call or text 1-800-SAMSUNG.
While you’re there, ask Angela what she enjoys most about assisting customers and she’ll tell you it’s helping them get the most out of their devices and seeing the smile on their faces when their issue is solved. As she says, “When I can explain a concept and they understand the tech it’s so gratifying to me personally.”
