[New Year's Message] Koo Kwang-mo: "Let's Make This Year One That Understands and Moves Our Customers"

Koo Kwang-mo, Chairman of LG Group, is delivering the 2021 New Year's address to the employees.

[Asia Economy Reporter Changhwan Lee] Koo Kwang-mo, Chairman of LG Group, emphasized to employees that this year should be a year of understanding customers and delivering excitement.

On the morning of the 4th, Chairman Koo delivered a digital video containing his New Year's address, titled 'LG 2021 New Year Letter,' to over 250,000 LG members worldwide. Since last year, LG has been delivering digital New Year messages instead of holding traditional kick-off ceremonies gathering in auditoriums.

Chairman Koo said, "This year, to elevate LG's customer value to the next level, let us complete customer excitement with meticulous understanding, empathy, and a persistent mindset toward customers, turning them into fans of LG."

He stated, "Two years ago, I mentioned that the direction LG should take lies with the customer. Last year, as a starting point for practicing LG's unique customer value, we focused on the 'customer pain point.'"

He continued, "Today, we want to take time to think together about how to further enhance LG's customer value and what more we can add to our actions. As people's lifestyles become more personalized and consumption patterns change much faster, reading the hidden feelings within customers has become even more important. Now is the time to understand customers more finely, find their inner desires, and realize them to grow customer excitement."

Chairman Koo emphasized 'understanding and empathy through hyper-segmentation' as the first point of his message.

He explained, "We need to break down customers into detailed segments, deeply and specifically grasp the needs of each segmented customer, and find needs that can perfectly satisfy customers, not just ordinary and common needs. To do this, we must thoroughly understand every customer experience journey and empathize more deeply with customers' lives, from lifestyle to values."

As the second point, he presented 'completing customer excitement to turn customers into fans.'

Chairman Koo said, "We need to broadly and diversely consider how to reflect customer insights into concrete value in products and services. At this time, digital technologies such as artificial intelligence (AI) and big data will certainly be of great help." He also said, "New attempts that go beyond existing frameworks and methods create small but important differences and finally complete customer excitement. By spreading excitement to more customers, we deepen the fan base."

The third point emphasized was 'persistence toward customer excitement.'

He urged, "What is most needed in all these efforts is a persistent mindset toward customer excitement. It would be good to carefully create even the smallest things with persistence, refusing to compromise until customers are moved and enthusiastic."

Finally, he concluded his New Year's message by saying, "Over the past year, I visited many sites and confirmed the sufficient potential of our LG people, and I am confident that this potential will be the confidence that keeps us tirelessly continuing this work." He emphasized "a year of finely understanding customers, completing excitement, and turning them into fans of LG."

This content was produced with the assistance of AI translation services.