Providing Greater Value to Customers through “VOC Management” Since February 2007, LG Electronics has been consistently striving to improve and strengthen its VOC system, and leveraging it as a useful management tool for quickly identifying customer wants and needs.
Every year, LGE collects over 190,000 comments and suggestions from worldwide customers through diverse contact channels, including the corporate website and call center, and manages them to create greater value. Since October 2011, we have also been interacting with our customers through LGE’s official blog “THE BLOG” and social networking sites such as Facebook and Twitter.
LGE takes its commitment to customer satisfaction a step further, placing strong emphasis on service improvement, establishing performance targets for VOC management in advance, and implementing proactive service improvement measures to meet all targets.
From April 2007, LGE’s top executives, including our CEO, are taking time to review recorded conversations between customer service representatives and callers in top management meetings, all part of our effort to improve VOC intelligence and help the company’s top executives identify customer needs and fast-track them into product planning, marketing and services.
In addition, LGE analyzes the strengths and weakness of our customer service at each customer contact point, utilizing the Net Promoter Score (NPS), which compiles a Customer Satisfaction Index (CSI) to assess customer satisfaction at each stage of service and performs comparative analysis of customer satisfaction levels against those offered by our competitors.