LG Electronics Accelerates 'Customer Experience'... Tiun and StanbyMe Gain Popularity Increasingly

Representative Cases of Well-Applied Customer Experience Based on Detailed Customer Understanding

LG Electronics has prepared the 'Geumseong Arcade' targeting the MZ generation.

[Asia Economy Reporter Park Sun-mi]LG Electronics' plant lifestyle appliance ‘Tiiun’ and wireless mobile screen ‘Standby Me’ are being recognized as representative cases where customer experience is well applied based on detailed customer understanding.

‘Tiiun’ is a rare success case that focused thoroughly on the experience and value of actual product users, changing its concept during development from a ‘lettuce cultivator’ to a ‘companion plant appliance.’ ‘Standby Me’ is also regarded as a result of utilizing collective intelligence of employees across various fields such as product planning, development, design, marketing, and quality to identify pain points customers had not yet noticed, thereby implementing a differentiated user experience (UX).

In addition, LG Electronics is enhancing customer experience by creating opportunities for customers to directly experience kitchen appliances, OLED TVs, and the LG ThinQ app through diverse methods such as ‘Geumseong Arcade,’ ‘ThinQ Escape Room Cafe,’ and the cooking experience space ‘Another Kitchen’ in Seongsu-dong, Seoul, a sacred place for the MZ generation. Especially, Geumseong Arcade, which is operating its season 2 this year in Gwangalli, Busan, following last year's high popularity, attracted up to 700 visitors per day, gaining significant popularity.

Since the inauguration of CEO Cho Joo-wan, LG Electronics' ‘New LG’ image has become clearer in areas such as customer experience, communication with employees, working methods, and business portfolio. LG Electronics recently selected eight core values (communication, agility, challenge, enjoyment, trust, customer, future readiness, and intensity) for changes in working methods and organizational culture, and prepared 11 guidelines to implement them.

Also, in key businesses such as home appliances, TVs, and automotive components, LG unified the names of product planning organizations as ‘CX (Customer Experience),’ showing a swift move toward customer experience. CEO Cho conveyed a message to employees, saying, “We need to change our perspective to see that customers buy experiences, not products.”

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