Customers

At LG Electronics, we are making concerted efforts to change our organizational structure and our management system from a customer perspective in order to achieve the enhancement of our brand value through the creation of customer value. It These changes are aimed at establishing a one-view, in-house system capable of representing 'One LG', through the integration of all data distributed by various customer contact points and the establishment of a customer-centered response process. In addition, we will continue to establish customer value by introducing this system through customer service activities aimed at solving the pain points in the overall experience of our customers by flexibly and diversely responding to rapid social change.

  • Customer-Centered Management Goals

    • Achieve superior service competitiveness through customer satisfaction management
    • Improve service quality in order to solve oligopoly issues for customers
    • Achieve qualitative growth: establish a customer-oriented customer service system and diversify customer access channels

  • | Mid-to Long-Term Goals |

Establishing the One LG system • Establish a system that can solve customer problems at once and at all customer contact points • Establish a channel for consistent customer response through the One LG system Diversify customer access channels • Acquire content for customers and strengthen management • Improve call center operations according to customer needs • Establish an interactive channel geared toward customers through expansion of consultation service Innovate the structure of our response to customers • Enhance service quality through the strengthening of networks • Provide and expand differentiated service experiences through a cleaning service for large home appliances • Establish a dedicated two-person service system in order to respond to the upsizing and premiumization of goods  and the invisible inconvenience, complaints, and anxiety of customers Establishing the One LG system • Establish a system that can solve customer problems at once and at all customer contact points • Establish a channel for consistent customer response through the One LG system Diversify customer access channels • Acquire content for customers and strengthen management • Improve call center operations according to customer needs • Establish an interactive channel geared toward customers through expansion of consultation service Innovate the structure of our response to customers • Enhance service quality through the strengthening of networks • Provide and expand differentiated service experiences through a cleaning service for large home appliances • Establish a dedicated two-person service system in order to respond to the upsizing and premiumization of goods  and the invisible inconvenience, complaints, and anxiety of customers
  • Diversifying Customer Access Channels

    • Telepresence:
    - Consultation service for customers by means of video
    - Video and photo capture allows clear identification of the problems that customers are trying to describe and is also useful in helping customers understand issues
    • Global Messenger
    - Enhance customer access by establishing a customer-oriented chat service through various external mobile messengers
    - Promptly resolve the inconveniences of customers by providing them with useful content during real-time consultation
    • Cloud Call Center
    - Photos and videos of products can be sent via text message while consulting with customers.
    - It is easy to provide clear guidance as the actual issues can be checked visually.

  • CSR Activities at Customer Contact Points

    • Flood recovery activities and free laundry rooms for flood victims
    • Online blood donation campaign: customers directly participate through matching donation by sending supporting messages
    • Creating kimchi refrigerator sales matching fund for delivering kimchi to the underprivileged

  • Integration of the ‘One View’, In-House Customer System

    • Establishment of an integrated system that shows, in one place, a consumer's history in relation to their experience with our products and services, such as product purchase and delivery, membership, services, and after-sales support.
    - Easy respond to customers via the company-wide integration of a customer journey history: → provides history of all phases of customer journey
    - Establish a solution process that facilitates immediate resolution of customer issues through the activation of contact point communication and sharing of customer issues: On-site receipt of requests and management and resolution of to-do list between contact points
    - Strengthen the customer response system for each customer problem, and enhance response capabilities for each contact point

| Customer-Oriented Change |
Contact Point Oriented Customer Marketing & sales / Response limited to sales  Relocation & installation / Response limited to installation Care / Response limited to care Services / Response limited to services Consultation / Response limited to consultation Delivery / Response to delivery Response from the customer's perspective is impossible as contact-point specific information cannot be shared Customer-Oriented One View(logo) Marketing & sales / Hi Plaza for sales in South Korea Delivery / Pantos Consultation / HiTeleservice Services / LGE CS Management Center Care / Himsolutek Relocation & installation / Pantos Company-wide integration of customer journey map (from sale to services) enables all employees to respond to customers Contact Point Oriented Customer Marketing & sales / Response limited to sales  Relocation & installation / Response limited to installation Care / Response limited to care Services / Response limited to services Consultation / Response limited to consultation Delivery / Response to delivery Response from the customer's perspective is impossible as contact-point specific information cannot be shared Customer-Oriented One View(logo) Marketing & sales / Hi Plaza for sales in South Korea Delivery / Pantos Consultation / HiTeleservice Services / LGE CS Management Center Care / Himsolutek Relocation & installation / Pantos Company-wide integration of customer journey map (from sale to services) enables all employees to respond to customers
  • Training Aimed at Upgrading the Capabilities of Service Engineers

    • Five nationwide service academies were integrated into one place, and thirteen service training centers were established.
    • In order to provide systematic education tailored to the needs and capabilities of our engineers, we reorganized and customized our educational content such that it is now tailored to various job levels and roles.
    • LG Learning Center: We launched an education platform that allows service engineers to watch service-related content and live broadcasts anytime and anywhere through the web or a mobile app in order to expand on our platform of “ontact” education that minimizes spatial constraints in line with the increase in demands for remote training.

  • Engineers' e-Tech Olympics

    • Conducted online due to the impact of COVID-19
    • This was a fresh attempt at overcoming the limits of space and time by securing a large number of contest participants and a large number of global viewers by holding an online contest and a Youtube live awards ceremony.
    • Recording the largest number of participants from various countries to date, eighty-one people from twenty-seven countries participated, and 23 winners were honored across a total of five events (HE, HA, RAC, ID, B2B, CIC counseling).

  • Service Technology Research Group

    • We supported and shared the development of customer content and consultation content for remote services in Korea and overseas
    - Developing our standard repair guide
    - Developing, updating, and optimizing the management of self-repair content for customers
    • We verified the efficiency of the produced content and reviewed it such that customers could smoothly have their products repaired throughout the new product development stage
    • Inexpensive, easy, and quick repair content was developed in order to improve field service productivity and contribute to operational efficiency.

  • Customer Satisfaction Survey

    • Korea: Surveys conducted and managed by sending text messages to customers who had used our services and then receiving replies to those messages
    • Overseas: Conducted over-the-phone surveys regarding the level of satisfaction with customers who used our services

| Customer Satisfaction Survey Results |