OPPO Smiling Angel Awards 2025: Celebrating Human-Centric Excellence in Customer Service and Retail
Global technology leader OPPO recently hosted its highly anticipated 2025 Smiling Angel Awards Ceremony in Shenzhen on April 28th, honoring 163 exceptional frontline staff members from customer service and retail teams worldwide. These individuals were recognized for their outstanding contributions to creating meaningful, human-centric experiences that go beyond the technical specifications of OPPO’s products. Rooted in OPPO’s philosophy of serving people through technology, the Smiling Angel initiative stands as one of the company’s most prestigious annual awards, celebrating those who bring warmth, empathy, and innovation to every customer interaction.
The Heart of OPPO: Frontline Staff as Brand Ambassadors
With over 77,000 frontline professionals working across 300,000 stores and service centers globally, OPPO’s customer-facing teams are the backbone of the brand. They are not just representatives but trusted partners who bridge the gap between OPPO’s cutting-edge technology and its users. Through personalized care and attentive service, these individuals enrich the tech experience with a human touch, turning routine interactions into memorable moments of connection.
The Smiling Angel program is built on OPPO’s core philosophy of “Benfen”, which emphasizes doing what is right and going above and beyond expectations. This initiative focuses on recognizing staff who demonstrate empathy, creativity, and a commitment to delivering exceptional service—qualities that define OPPO’s approach to fostering lasting relationships with customers.
Inspiring Stories of Dedication and Care
The Smiling Angel Awards spotlight stories of frontline staff who have gone the extra mile to make a difference in their customers’ lives. One such story comes from Trương Thị Hồng Nga, a service consultant in Vietnam. During the country’s rainy season, she assisted a food delivery driver whose OPPO A3x had stopped working due to prolonged exposure to rain. Within 30 minutes, Hồng Nga diagnosed the issue, repaired the phone, and provided waterproof bags and additional guidance to prevent future damage. Her thoughtful response not only helped the customer resume work immediately but also inspired improvements in OPPO’s A-series product line and services.
Similarly, in Malaysia, Lim Chun, a skilled technician, earned recognition for his ability to recover data from an unresponsive device, showcasing both technical expertise and emotional intelligence. Meanwhile, in Bangladesh, Robiul Islam Rana, a retail associate from an underprivileged background, has become a local hero by offering free screen protector applications and phone cleaning services to customers in need. On one occasion, he even traveled 47 kilometers by rickshaw to deliver a phone to a customer, demonstrating unwavering dedication and care.
Another inspiring winner is Niluh Warniasih, a retail associate in Bali, who believes that building trust and long-term relationships is key to delivering unforgettable experiences. “It’s not just about selling a product; it’s about creating connections,” she says. Niluh proactively follows up with her customers to ensure they are satisfied with their devices, embodying the spirit of Smiling Angel through her consistent efforts to exceed expectations.
Elevating Customer Experience Through Empathy and Innovation
As Roy Chen, Head of OPPO’s Overseas Channel & Retail Department, explains, “We’re no longer waiting in stores but actively engaging with consumers through social media and other channels, delivering both functional and emotional value.” This shift underscores OPPO’s commitment to placing human interaction at the heart of its operations. Every interaction is an opportunity to elevate the customer experience, blending professionalism with genuine care.
To ensure consistency and excellence in service delivery, OPPO has implemented its 6S Service Standard, which governs the entire customer journey—from initial contact to after-sales follow-up. This framework ensures that every detail is meticulously managed, providing users with reliable and personalized support wherever they are.
Additionally, OPPO’s global service philosophy of “Care & Reach” drives locally tailored initiatives designed to meet the unique needs of diverse markets. For instance, in regions with hot climates, OPPO offers complimentary cold beverages at service centers, making each visit more comfortable and welcoming. These thoughtful touches reflect OPPO’s dedication to understanding and adapting to the lifestyles of its users.
Global Recognition for Exceptional Service
OPPO’s commitment to delivering outstanding user experiences has garnered international acclaim. In 2024, the company’s service teams received numerous accolades, including:
- Best Customer Service Experience Award and Service Quality Award at the SWA Awards in Indonesia.
- CXP Best Customer Experience Award in Malaysia.
- A prestigious Deep to Award in the Consumer Protection category in Bangladesh.
These achievements highlight OPPO’s success in combining professional excellence with heartfelt service—a testament to the impact of initiatives like the Smiling Angel program.
Beyond Technology: A Commitment to Human Connection
While technological innovation remains central to OPPO’s mission, the company understands that true success lies in fostering human connections. The Smiling Angel initiative exemplifies OPPO’s belief that the best technology serves as a tool to enhance lives, not an end in itself. By empowering its frontline staff to act as ambassadors of this vision, OPPO continues to set new standards for customer-centricity in the tech industry.
As OPPO looks to the future, the Smiling Angel program will remain a cornerstone of its strategy, ensuring that every customer interaction reflects the values of empathy, dedication, and care. More than just an employee recognition program, Smiling Angel embodies OPPO’s broader commitment to creating a world where technology and humanity coexist harmoniously.
