KUALA LUMPUR, May 26 (Bernama) -- Global technology brand OPPO recently hosted the 2025 Smiling Angel Awards Ceremony in Shenzhen, recognising 163 outstanding employees from its customer service and retail teams.
According to a statement, the annual event honours staff who go above and beyond to deliver meaningful, human-centred customer experiences—an approach at the heart of OPPO’s philosophy that technology should serve people, not the other way around.
OPPO Head of Overseas Channel & Retail Department, Roy Chen noted that as customer touchpoints evolve, the company is engaging users beyond the retail floor—via social media and direct communication—to create both functional and emotional value.
With more than 77,000 frontline professionals working across over 300,000 stores and service centres worldwide, OPPO places significant emphasis on the human connections its brand representatives foster every day. These individuals play a critical role in shaping how users experience the brand, both through technical support and the emotional value they provide.
The Smiling Angel initiative, deeply rooted in OPPO’s core value of "Benfen"—doing the right thing and exceeding expectations—rewards empathy, creativity, and a passion for service. It shifts the focus from traditional performance metrics to recognising those who elevate user interactions through sincerity, innovation, and care.
OPPO’s comprehensive service strategy includes its 6S Service Standard, ensuring a consistent and thoughtful user journey from the moment of first contact to post-purchase care.
The company’s “Care & Reach” service philosophy and global talent development framework aim to empower staff with the skills and support needed to meet local market demands while delivering a personalised touch. Initiatives like offering free cold drinks in hot regions exemplify OPPO’s efforts to tailor services to users' daily lives.
Building on the 2025 Smiling Angel Awards, OPPO continues to prioritise user experience through initiatives that highlight empathy and personal connection. Far beyond an employee recognition programme, the Smiling Angel initiative reflects OPPO’s core belief that truly impactful technology is grounded in human care and meaningful interaction.
-- BERNAMA
