"From Difficult Terms to Easy" LG Uplus Launches Full-Scale Strategy to Secure 'Jjinpan' Fans

Improving Complex and Difficult Communication Terms for Easier Customer Understanding
3,706 Improvements Over 4 Years Through Language Innovation Activities... Expanded to Annual Campaign This Year
LGU+ "Strategy to Secure 'True Fans' by Enhancing Service and Product Comprehension"

[Asia Economy Reporter Eunmo Koo] LG Uplus is promoting a ‘Customer Language Innovation’ initiative to simplify complex and difficult telecommunications terms so that customers can easily understand them. The strategy aims to increase LG Uplus’s ‘Jjin-fans’ by enhancing customer understanding of services and products.

LG Uplus announced on the 16th that it will expand the ‘Customer Language Innovation’ initiative, which has been underway since 2017, into a company-wide campaign this year. This campaign identifies terms or explanations that customers find difficult to understand through surveys, replaces them, and spreads the changes to the field, including employees and customer centers.

Previously, LG Uplus has worked on improving terms and names so that customers can intuitively understand products and services. Over the four years from 2017 to last year, a total of 3,706 terms and expressions were simplified.

LG Uplus plans to continue the campaign annually so that employees can share the achievements of the customer language innovation activities conducted so far. Considering that the previous activities were limited to some departments directly interacting with customers, the company intends to internalize the use of simplified language across all employees.

As the first step of the campaign, LG Uplus simplified and shared about 100 frequently used foreign expressions and technical terms. Specifically, ▲CTN was changed to ‘mobile phone number’ ▲PPS to ‘prepaid mobile phone’ ▲mVoIP to ‘data-based voice call’ ▲router to ‘portable Wi-Fi’, among others.

Chinese-character-based expressions and loanwords were also replaced with Korean words. ▲Overpayment became ‘amount paid in excess’ ▲advance payment became ‘payment in advance’ ▲rate became ‘calculation method’ ▲non-refundable amount upon cancellation became ‘amount to be refunded upon cancellation’, etc. Complex expressions such as ‘budal’, ‘Mobigo’, and ‘dosu’ were also simplified to ‘not delivered’, ‘mobile phone information transfer’, and ‘minutes and seconds’, respectively.

LG Uplus plans to go beyond simple term changes and also change the way explanations are provided to enhance customer understanding. They will provide guidance on giving concrete examples when explaining services and on speaking from the customer’s perspective. The company is also considering developing a search system so that employees can easily find the simplified customer language.

Park Soo, Executive Director of Customer Value Innovation at LG Uplus, said, “Through continuous campaigns, we will internalize the use of language that customers can understand,” adding, “We plan to increase Jjin-fans by enhancing customer understanding of services and products through improved language.”

Securing Jjin-fans was emphasized by LG Uplus President Hwang Hyun-sik in his New Year’s address this year. Earlier, LG Uplus set ‘qualitative growth through securing Jjin-fans’ as a growth task for this year. To achieve this, LG Uplus plans to strengthen customer satisfaction content and continuously improve areas with many customer complaints.

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