LG Chem, First in Petrochemical Industry to Introduce 'Integrated Digital Sales'

Digital CRM (Customer Relationship Management) Platform Launch
From Product Exploration to Technical Collaboration All in One Place
ABS Customers and Non-Face-to-Face Technical Collaboration Feature First Phase Opened
Future Expansion to Order and Delivery Services

[Asia Economy Reporter Hwang Yoon-joo] LG Chem is launching the first integrated digital sales platform in the petrochemical industry. Starting with a platform that enables untact technical collaboration with clients, it will soon allow online ordering and delivery of all petrochemical products.

LG Chem announced on the 1st that it opened the digital customer relationship management (CRM) system 'LG Chem On' on the 26th of last month, targeting high value-added synthetic resin (ABS) customers. This strategy aims to move away from the traditional petrochemical industry's reliance on face-to-face sales, enabling customers to easily and quickly access LG Chem products online.

Until now, customers manufacturing home appliances or automotive parts had to conduct technical collaboration face-to-face and confirm delivery status by calling the person in charge when ordering ABS materials from petrochemical companies.

LG Chem analyzed pain points from about 500 client companies and developed LG Chem On focusing on ▲fast product search ▲real-time, untact task processing ▲easier access to specialized information. The system was built in cooperation with CRM solution company Salesforce. LG Chem is the first petrochemical company worldwide to provide customer contact services on a single platform.

LG Chem On helps customers make quick decisions through customized product recommendations. For example, if a customer wants to manufacture automotive parts using LG Chem's ABS, they can view recommended products by part as well as the status of automotive OEM materials available by region at a glance. If they want ABS material in a specific color, they can search for products using photos. The function to find products based on colors in images is also a first in the petrochemical industry.

All tasks through LG Chem On are conducted in real-time and untact. LG Chem has also established a notification and real-time chat consultation system to inform customers of progress such as sample shipments. Specialized information that previously required asking sales representatives directly is now easily accessible through the website.

Additionally, support is provided in English and Chinese, which is expected to accelerate relationship building with customers in the US, China, and Europe, as well as the discovery of new clients. LG Chem On plans to expand its service scope to include ordering and delivery by the end of this year and will sequentially open to the entire petrochemical business division, including NCC, PO, PVC/Plasticizers, Acrylic/SAP, HPM, and CNT.

Moon Won-joo, Head of DX Promotion Division at LG Chem's Petrochemical Business Division, said, "Now is the time for an 'outside-in' approach that considers the customer's perspective," adding, "We will create customer value in various ways in the era of digital transformation."

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