LG Electronics 'Product Quality Evaluation Team' Outstanding Performer Awards Ceremony

Reflecting Opinions of Product Quality Evaluation Group 'Elviewers' in Development Stage to Improve Performance and Quality Before Product Launch

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[Asia Economy Reporter Kim Pyeonghwa] On the 15th, LG Electronics held an awards ceremony at the Customer Quality Research Center in LG Digital Park, Pyeongtaek-si, Gyeonggi-do, to recognize outstanding members of the product quality evaluation group ‘L-viewers.’ This ceremony, held for the third time this year, was attended by five awardees along with Ji Seunghyun, head of LG Electronics Customer Quality Research Center.

L-viewers is a compound word of LG Electronics and reviewers. It refers to people who review LG Electronics products. Since 2020, it has been operated to listen to diverse consumer voices during the product development stage before launch and to reflect segmented customer demands in the products. The evaluation group includes participants from various age groups ranging from teenagers to those in their 70s. This year, the number of participants increased to about 1,500, up from 1,000 last year.

L-viewers experience products in offline spaces provided by LG Electronics and then evaluate them, or receive products at home and use them in daily life, sharing their impressions and improvement ideas through online surveys. Based on this, LG Electronics identifies customer pain points in advance and reflects them in product development and improvement activities.

A representative case is when developing the LG Tromm washing machine, the detergent compartment was changed from an integrated type to a detachable type before release. LG Electronics explained, “Since the detergent compartment is cleaned regularly once a month, it was difficult to clean thoroughly because it was integrated,” and by reflecting L-viewers’ opinion that “it would be convenient if the detergent compartment could be separated with a lid,” they improved the convenience of cleaning the detergent compartment.

Kim Jongpil, Executive Vice President and Head of Quality Management Center at LG Electronics, said, “We aim to deliver differentiated customer experiences by actively reflecting diverse customer voices and segmented needs in our products,” adding, “Since deep understanding of customers is most important, we will continue to communicate with customers through various channels.”

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