LG Electronics Accelerates Customer Experience Innovation Management... Expanding the 'Man·Deul·Dwe' Project

Hitele Service Expands 'On-Site Experience for Customers'
Domestic Executives Engage in Key Touchpoints Including Consultation, Sales, and Delivery

LG Electronics announced on the 12th that it will expand the participants and scope of the 'Experience Customer's Field' program, which was conducted for domestic executives at its telephone consultation subsidiary Hi-Tele Service until last year, starting this year.

Jo Joo-wan, CEO of LG Electronics [Photo by Yonhap News]

From this year, the experience field for LG Electronics' domestic executives will be expanded beyond consultations to cover major customer touchpoints such as sales (Hi Plaza), delivery (Pantos), service (Korea Service), and HVAC system maintenance (Hi-EM Solutec). The purpose is to diversify customer touchpoints further, listen to customers' voices, and consider what value can be provided to them. Team leaders and other organizational managers will also join the telephone consultations at Hi-Tele Service to participate in the 'Experience Customer's Field' program.

LG Electronics plans to gradually expand the program participants so that all employees can experience customer touchpoints in the future.

This corresponds to the 'Meet·Listen·Become (Mandeuldoe)' project, which LG Electronics is promoting to internalize customer-centric thinking, specifically the 'Meet' activity.

Through the so-called 'Mandeuldoe' customer understanding project, LG Electronics is accelerating customer-centric management. 'Mandeuldoe' is a project reflecting CEO Jo Joo-wan's request that understanding customers' hearts is essential for innovating customer experiences.

Last year, through the 'Experience Customer's Field,' about 280 domestic executives met customers at Hi-Tele Service and listened to the voices of frontline employees. CEO Jo Joo-wan also personally visited customers' homes to repair air conditioners, experiencing customer inconveniences and on-site difficulties firsthand.

Going forward, LG Electronics plans to create opportunities for employees to meet customers through customer advisory groups or partner meetings. As part of the 'Listen' activity, the company runs the 'CX-Sebasi' program, which shares customer experience innovation cases. This year, topics more closely related to ongoing internal projects will be selected, and employees will participate as speakers in presentations to increase engagement and interest.

For the 'Become' activity, the company is conducting activities where employees set their own customers and define the value they can provide. Additionally, before product launches, employees participate in events to use the products first, allowing them to view the company's products and services from the customer's perspective.

Jung Yeon-chae, Vice President and Head of LG Electronics' Customer Value Innovation Division, said, "We are continuously making efforts in various ways to understand customers' hearts that even customers themselves do not know," adding, "We will continue to drive ongoing changes through diverse activities so that all members can internalize customer-centric ways of working."

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