SHENZHEN, China--(BUSINESS WIRE)--May 25, 2025--
Global technology brand OPPO hosted the 2025 Smiling Angel Awards Ceremony in Shenzhen on April 28th, recognizing 163 outstanding frontline staff from customer service and retail teams for their exceptional performance. Driven by OPPO’s belief that technology is not an ends in itself but a means to serve people, the Smiling Angel initiative is the most important annual awards honoring frontline staff who exemplify OPPO’s commitment to creating human-centric technology and experiences.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250525200035/en/
Working across more than 300,000 stores and service centers worldwide, OPPO’s 77,000 frontline professionals are not only essential touchpoints between OPPO and its global users, but also trusted partners who help bring OPPO’s technology and brand to life through human connection and enrich it with warmth through attentive care.
Beyond Tech Specs: Empathy and Creativity Shapes the OPPO Experience
The spirit of the Smiling Angel lies in “Benfen” (OPPO’s core philosophy of always doing the right thing and go beyond what is expected), a positive attitude, a willingness to share, and a commitment to exceptional service. Based on these values, the OPPO Smiling Angel program goes beyond typical performance-based metrics to highlight assessment of staff’s “outstanding contributions to user experience”, aiming to spotlight those who create extraordinary customer experiences through innovative service and personal connection.
One such story comes from Trương Thị Hồng Nga – a service consultant from Vietnam. During Vietnam’s rainy season, Hồng Nga assisted a food delivery driver whose OPPO A3x shut down following prolonged rain exposure. Hồng Nga quickly determined the cause of the issue and had the phone functioning again within 30 minutes. By providing waterproof bags and additional guidance for using the phone in heavy rain, she turned a stressful situation into a moment of care and connection. Her response not only enabled the customer to resume work that same day, but also inspired improvements across OPPO’s A-series products and services.
Similar stories can be found throughout the region. In Malaysia, Lim Chun drew on his strong technical expertise to successfully back up data from a user’s unresponsive device. In Bangladesh, Robiul Islam Rana, a top-performing retail associate, earned customer trust through his dedicated and caring service. Despite coming from an underprivileged background and earning a modest income, he provides free screen protector applications and phone cleaning services for customers in need. On one occasion, he even traveled 47 kilometers by rickshaw to deliver a phone to a customer.
Another award winner who exemplified the Smiling Angel spirit by building lasting relationships with her customers was Niluh Warniasih, a retail associate in Bali. “I know that in the world of sales, it's not just about the product, but also about the relationships. I build trust with customers by providing the best service. I always strive to do more—not just selling, but also creating an unforgettable experience for them,” she says. Niluh maintains long-term relationships with her customers and proactively follows up with them to check their experiences with their devices.
As Roy Chen, Head of OPPO’s Overseas Channel & Retail Department, puts it, “We’re no longer waiting in stores, but actively interacting with consumers through social media, delivering both functional and emotional value, for terminally improving our sales performance.” Day in and day out, every OPPO frontline staff upholds the same belief — not only to exceed expectations but to elevate every customer interaction with empathy, dedication, and the human touch that embodies the spirit of Smiling Angel.
Accompanying Customers All the Way—From the Frontline to the Heart of the Experience
In an industry where technical specifications are often seen as the only true benchmark, the Smiling Angel initiative reflects OPPO’s long term approach to placing real human interaction at the center of its products and services. Spanning 75 countries and regions, with over 3,300 offline service centers and 12,000 customer-facing service staffs worldwide, OPPO’s service network is where the company puts this belief into action through consistent, professional services with a human touch.
OPPO understands that excellent user experiences cannot be achieved through technology alone. “A consistently great user experience relies not just on standardized systems but the ability to understand and adapt to personal user needs wherever they are,” said Samuel Fang, Head of OPPO’s Global After-Sales Services.
To ensure a reliable customer experience for users worldwide, OPPO has built a comprehensive service framework centered around its 6S Service Standard. This standard governs the full customer journey—from service preparation and reception to after-sales follow-up—ensuring every detail is thoughtfully managed.
In addition, OPPO has established a structured talent development framework based on its global service philosophy of “Care & Reach”. From recruitment and training to long-term capability building and incentive programs like Smiling Angel, the system is designed to bring together human connection and professional excellence.
Given the diversity of markets worldwide, OPPO delivers locally tailored services based on frequent market visits and customer insights. The company has taken the lead in rolling out a series of “Care & Reach Service” initiatives such as complimentary cold beverages in regions with hotter climates. These locally tailored details help make OPPO services better fit the lives and habits of users in different markets, turning every trip to an OPPO service center into a welcome encounter with the brand.
This user-first approach continues to gain international recognition. In 2024, OPPO’s Indonesia service team won the Best Customer Service Experience award and Service Quality award at the SWA awards. In the same year, OPPO’s Malaysia team earned the CXP Best Customer Experience award, and the Bangladesh service team received a prestigious Deep to Award in the Consumer Protection category.
Building on this recognition, OPPO continues to prioritize the user experience through the Smiling Angel and other initiatives. More than just an employee award program, the Smiling Angel initiative is reflective of OPPO’s wider belief that the best technology is always rooted in human connection and care.
OPPO hosted the 2025 Smiling Angel Awards Ceremony
