LG Uplus Launches Nationwide Dealership 'Customer Complaint Zero' Campaign

6-Step Classification of Initial Enrollment Inspection Process

[Asia Economy Reporter Cha Min-young] LG Uplus announced on the 4th that it has succeeded in achieving the goal of zero customer complaints by implementing the ‘Zero Complaint Campaign’ as part of its strategy to secure ‘Jjinpan (true fans)’ across 11 sales teams and 119 agencies nationwide.

This campaign, conducted by LG Uplus Consumer Sales Group, focuses on thoroughly inspecting customer inconveniences from the service subscription date to the first month’s billing date, aiming to eliminate complaint calls received by the customer center during the initial subscription period.

The Zero Complaint Campaign classifies the initial inspection process into six stages: ▲customer perspective shift ▲subscription point activities ▲D+3 activities ▲D+10 activities ▲first month billing activities ▲post-improvement activities, and carries out systematic and differentiated customer care activities.

For example, in the subscription point activities, the subscription contract, which previously only required the customer’s signature, now requires signatures from the sales staff and the store manager as well to reconfirm the contract. Additionally, the subscription situation and conditions are accurately and thoroughly recorded in the system so that customers can receive customized consultations even if they visit other stores.

Activities on the 3rd and 10th days after subscription check for any missing benefits such as free additional services or extra discounts, verify the fulfillment of promised items, and inspect any inconveniences. Considering that over 80% of customer complaints occur at the time of the first month’s billing, the campaign compares the information provided at subscription with the actual charges item by item on the first billing date, and re-informs customers about their plans, additional services, and bundling details.

In the first month of the campaign’s implementation last July, 28 sales teams and 146 agencies nationwide voluntarily participated, among which 11 sales teams and 119 agencies succeeded in reducing the initial subscription complaint calls, which previously averaged about 10 per store per month, to zero. Other participating sales teams and agencies also reduced complaint calls by an average of over 60% during the same period.

The 119 agencies that achieved zero complaint calls recorded an average subscription acquisition performance of about 20,000 cases in the first quarter of this year, which increased by approximately 14% to an average of 22,800 cases during the campaign period in July and August. In September, 31 sales teams and 163 agencies voluntarily participated.

LG Uplus plans to reward stores that achieve the zero complaint goal by the end of this year. The customer care period will also be expanded from the initial subscription period to the entire period of using U+ services to secure true fans.

Park Seung-guk, Head of Sales Operations at LG Uplus, said, “The first month of subscription, when customers form their first impression of the company, is the most critical period.” He added, “We are conducting this campaign to establish a culture in the sales field that obsessively monitors customer inconveniences and listens attentively to even the smallest voices. We will expand these activities in the future to go beyond reducing complaints and achieve customer satisfaction.”

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