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By News Reporter
In the third episode of the ‘Customers at Heart’ series, we take a look at how LG India created a customized care solution to innovate the customer experience.
LG India, a subsidiary of LG, is unique among its global counterparts as it independently manages sales, installation, repair and maintenance. Leveraging this autonomy, LG India has enhanced customer satisfaction and boosted sales through LG BEST Care, a service extending the warranty period of home appliances, including regular maintenance and cleaning.
Prior to LG BEST Care, LG India offered product care services under LG CareShip, which included routine visits and complimentary filter changes. However, a challenge was that 99% of customers only signed up for the service when they needed it, rather than at the point of purchase. This realization prompted efforts to improve customer engagement and revenue generation.
LG India aspires to conduct regular product inspections by experts to ensure that purchased products are in optimal condition, especially for customers who want to ensure peak product performance throughout the entire period of use. In order to do this, LG India came up with three key customer experience innovations.
The first looked to expand the range of customer choices, broadening the range of CareShip sales channels and products. The second aimed to improve customer impression services, where detailed plans were developed to differentiate the installation and repair experience. The last considered how to create an easy and convenient CareShip management system with customer convenience in mind.
To implement these new services, LG India analyzed data from its 50 million customers based on product type and usage period. This data-driven approach led to the expansion of sales channels and the creation of new care packages tailored to customer demand.
The company has also enriched the customer experience with discount promotions, a wider selection of choices and the introduction of LG SUPER Service – a unique local package offering superior service quality.
LG BEST Care further reflects customer needs by bringing ease and convenience to CareShip’s management system. Services are now automated with a systemized schedule for regular visits. In addition, LG India has increased the number of dedicated care professionals and uses Net Promoter Score to identify and address negative feedback on CareShip products.
These enhancements have yielded impressive results. The number of care products increased from three to ten types, offering a more diverse range of services. The rate of same-day installations and repairs has improved from 66.5 percent to 70.4 percent with SUPER Service. Consequently, LG BEST Care has experienced rapid growth in both customer base and revenue. LG India aims to continue this momentum into 2024 by setting regional monthly goals.
Stay tuned for the next episode of ‘Customers at Heart,’ where we’ll visit another global LG office to discover more innovative customer experience strategies.
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By News Reporter
For consumers, it’s the ‘experience’ that counts.
link hidden, please login to view, 73 percent of all customers place experience near the top of their checklist when making purchasing decisions, following only price and product quality in order of importance. LG, a company that strives to ensure that ‘Life’s Good’ for all, has prioritized the art of providing F.U.N. – first, unique and new – core values for customers.
To successfully deliver the types of experiences that customers desire, LG first had to make sure that all parts of the organization were aligned and properly equipped for the task at hand. In 2024, new CX performance management system is applied to the entire executive organization structure – not just Korean executives at the company’s headquarters but global executives and employees in charge of sales, manufacturing and management – with a view to adding CX to other crucial measurements of overall business performance, such as sales and operating profit.
The data from the CX indicator is analyzed to assess the various teams involved and to instill a ‘customer-first’ mindset throughout the entire company. The definition of ‘customer’ in this equation is not limited to end-users, but includes business partners and relevant internal departments as well.
The company made meaningful changes by promoting various customer value innovation activities. However, it was identified that a process was needed to properly evaluate business performance as well as reward the achievement of increased levels of customer satisfaction.
Accordingly, starting from this year, all LG Electronics executives will be evaluated based on the level of customer satisfaction within the organizations under their purview, and also on whether or not they have achieved their allotted tasks. Customer satisfaction is graded based on LG’s in-house-developed measurement tool, which quantifies the satisfaction level of LG customers during each stage of the customer experience journey.
Now, each organization is charged with the mission of determining how it will go about innovating target customers’ experiences. In this way, each unit or team can give in-depth consideration to the important question of “What constitutes a differentiated experience from the customers’ perspective?” and then gauge whether or not a specific CX innovation can be realized.
For teams that don’t work directly with customers, CX tasks can include identifying the relevant customer groups, such as internal departments or suppliers, for a certain aspect or piece of organizational work, and generating appropriate and actionable innovation activities to drive meaningful results. LG strongly believes that customer value innovation is not just the domain of ‘management’ or select customer-facing teams. Rather, it takes a whole company working together to consistently create it, with each person adopting a ‘customer-first’ mindset and seeking to view all pertinent matters from the customer’s perspective.
This belief reflects LG CEO William Cho’s management philosophy, which states that the start and end of all innovation is the customer. Since taking charge of the company at the end of 2021, CEO Cho has continuously emphasized how accelerating customer experience innovation plays a critical role in improving customers’ lives. As a result of his astute direction, and as underscored by LG’s ‘Future Vision 2030’ document and recent brand reinvention, the company is actively expanding its CX innovation initiatives.
To boost the innovation of customer experience, the company has launched a company-wide project calling on all employees to ‘meet’ with customers directly to ‘hear’ their honest feedback and concerns in order to ‘empathize’ with them. As a part of this internal project that focuses on LG’s commitment to advancing CX, executives partook in an ‘on-site’ experience program designed to ensure the implementation of customer-centric management practices and policies. Last year alone, more than 280 LG executives from the Korean headquarters visited key offline sites to see firsthand a broad range of customer contact points and associated activities, including product purchase, phone consultation, rental, delivery and after-service care.
Many of these executives even visited Hi-Tele Service, an LG subsidiary that provides remote customer service. While there, the executives had the valuable opportunity to hear feedback direct from LG customers – giving them insight into how and where the CX might be further improved and refined.
On top of these activities, in order to ‘hear’ from customers, LG hosted seminars where employees could share CX innovation cases as well as programs where they could directly listen to customers’ stories. And, to boost ‘empathy’ for customers, the company is carrying out company-wide activities that enable employees to set their own customer and determine the value they can provide to these customers.
Customer value innovation is not just a task for management or teams that work directly with customers. It is the job of everyone at LG to make meaningful changes by rethinking and differentiating everything the company does from the customer’s perspective.
LG is committed to providing differentiated customer value. The company will continue to pursue a customer-centric way of working – one that is based on a detailed understanding of and empathy for its customers.
Not limited to HQ, our system of actively meeting, hearing and empathizing with customers is being put into place in LG offices around the world. In a dedicated series on , we will introduce how various LG teams and subsidiaries are making changes to reinvent CX, so stay tuned.
By Kang Je-nam, director of Customer Value Innovation Division at LG Electronics
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By News Reporter
Company Will Sell Its Energy-Efficient Washers and Dryers to
America’s Leading Route Laundry Solutions Provider
SEOUL, Feb. 7, 2024 — Commercial laundry technology leader LG Electronics (LG) has expanded its relationship with WASH, one of the largest laundry route businesses in North America. The new agreement enables LG to increase its position in the fast-expanding market for commercial laundry solutions for multi-family housing and university dormitories while bringing end-users the convenience and performance of LG’s energy-efficient washers and dryers.
WASH is a leading B2B laundry service providers in North America, supplying and managing laundry solutions for multifamily properties across the United States and Canada.
Through the new agreement, LG will supply WASH with advanced commercial washing machines and dryers offering ease of use, short cycle times and enhanced fabric care. Together, LG and WASH anticipate satisfying the growing demand for communal laundry facilities in busy housing and campus environments across North America.
LG Commercial Laundry machines, built with the company’s advanced Inverter Direct Drive technology, are designed to deliver durability and reliability. The design with the drum directly attached to the motor results in fewer components, reducing the likelihood of needing repairs. These LG ENERGY STAR® certified washers also reduce energy and water consumption and increase overall efficiency,1 while their proprietary balancing system reduces vibration2 for quieter operation.3
“Our cutting-edge laundry solutions will further enhance WASH’s convenient services, delivering more value to customers and end-users,” said Baek Seung-tae, executive vice president and head of Living Solution Business, LG Home Appliance & Air Solution Company. “We will continue to forge partnerships that drive innovation and help people enjoy a better life.”
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1 Based on energy and water consumption testing of LG commercial washing machine, conducted in accordance with Energy Star standard. It has achieved an energy consumption of 0.076kWh and water consumption of 52.2 liter per cycle (based on use of Energy program/4.08kg of DOE load/DOE J2 testing).
2 According to LG’s internal test, the cabinet vibration level of the LG commercial washing machine has achieved below 67μm and no walking occurred, testing with 5kg of actual usage load and horizontal floor. Results may vary depending on the load or usage environment.
3 According to LG’s internal test, LG commercial washing machine has achieved the noise level below 57dB, testing with 3.9kg of IEC towel load. Results may vary depending on the load or usage environment.
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By News Reporter
LG Expands Local Content, Launches Premium Channels for Movie Buffs and
Drama Aficionados, and Delivers Enhanced Cross-Device User Experience
SEOUL, April 17, 2023 — LG Electronics’ (LG) exclusive, free streaming service, LG Channels, has tripled its user base in Europe over the last year. The strong growth reflects the increasing popularity of LG’s premium service and of free ad-supported streaming TV (FAST) in Europe and worldwide. LG Channels was first launched in 2016 in the U.S. and in 2019 in select European countries.
According to LG data as of January 2023, the number of LG Channels users in the 16 European markets where the service is offered grew by a factor of three. This significant boost in active users represents an increase of over 200 percent. Along with this, there has been a noteworthy uptick in viewing time across several content categories, including movies, TV series, music and news.
Industry experts expect the global growth of FAST services and channels to continue with the U.K. and Germany anticipated to be among the biggest FAST markets by 2027.1 To meet the growing demand for FAST, LG will bolster its service with new content – more of which will be made available on the LG Channels mobile app2 – and convenient, new features to enhance viewing pleasure and the user experience.
LG Channels is constantly expanding its content library and is offering an increasing number of local-language channels, spanning diverse categories such as news, lifestyle, TV series, movies and sports. When it comes to sports, thanks to a new partnership with DAZN, LG Channels will feature the new DAZN FAST and newly announced DAZN Rise, the first 24/7 streaming channel dedicated purely to women sports.3 Through a new partnership with Funke Digital, LG Channels now provides access to a variety of FAST channels covering some of the best fiction and entertainment contents, with plenty of films including PLAION’s Netzkino, ranging from action to thriller, comedy and romance.
To give users more options when viewing on-the-go, LG has also expanded content availability on the LG Channels mobile app. In Germany, users can now watch hundreds of hours of content from 50 popular channels, including Auto Motor und Sport, which offers the latest in car testing and wedo TV, where viewers can watch a variety of free content from movies to sports.
Additionally, LG is launching advertising video on demand (AVOD) titles4 in five European countries, with content offered in English, German, Spanish and other languages. These AVOD titles are provided thanks to collaborations with companies like Minerva Pictures, an independent film production and distribution company based in Rome, active in the film and audiovisual market since 1950, LoveTV Channels, which targets niche audiences passionate of themes such as cinema, environment or wine and Shoot for Love, which targets football fans.
What’s more, thanks to the collaboration with ITV Studios, new channels will be added such as Storylands – featuring high-quality, award-winning European drama produced by ITV Studios labels in France, Italy and the Nordics – and Hell’s Kitchen, a program hosted by world-famous Michelin-starred chef, Gordon Ramsay, filled with cutthroat competition and explosive entertainment.
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1 Source: Omdia ( link hidden, please login to view)
2 Available in the US and Germany. Content availability varies by market.
3 DAZN Fast and DAZN Rise to be made available in the upcoming months starting in Germany, Austria and Spain.
4 Country availability varies.
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By News Reporter
‘NVIDIA GeForce NOW’ at 4K and ‘Boosteroid’ Available on LG TVs Worldwide
SEOUL, April 13, 2023 — LG Electronics (LG) is expanding the cloud gaming experience on its 2023 TVs by adding 4K (3,840 x 2,160) support for
link hidden, please login to view in over eighty countries as well as launching the popular Boosteroid service in over sixty countries. Following the additions of Blacknut and Utomik in 2022, these compelling, new options further bolster the suite of cloud gaming services available to LG TV users. With the Game Quick Card on webOS 2023, gamers now have a gateway straight from the home screen on their LG TV to access services such as GeForce NOW, Utomik, Blacknut, newly launching Boosteroid, as well as Twitch and YouTube.1 Players can enjoy an outstanding gaming experience on the company’s award-winning OLED TVs, which deliver ultra-smooth gameplay courtesy of a 0.1 millisecond (gray-to-gray) response time and low input lag. LG’s premium TVs also provide a more personalized gaming experience with the Game Optimizer and a variety of customization features and game-genre-specific picture settings.
LG 2023 TV users2 can now enjoy gaming on GeForce NOW at 4K 60fps with no additional downloads, installation or hardware required. GeForce Now is also currently available in Full HD (1,920 x 1,080) at 60fps on LG TVs (2020-2022 models) running webOS 5.0 and higher, while support for 4K gaming on GeForce NOW will be coming to select 2022 TV models at a later date. Blockbuster games on NVIDIA’s service, including Cyberpunk 2077, No Man’s Sky and Warhammer 40,000: Darktide, become even more realistic and dynamic when played in stunning 4K resolution on LG’s premium TVs.
Another exciting addition to the stable of cloud gaming services on LG TV is , the world’s largest independent cloud gaming provider, with four million global users. By simply logging into their Boosteroid account, LG TV owners from 2021 to 2023 (webOS 6.0 and higher) in Europe, North America and a part of LATAM now have access to hundreds of top PC video games, including some of the world’s most popular AAA titles, without the need of a console or set-top box. With 18 server sites worldwide, the service delivers reliably smooth gameplay and hours upon hours of immersive, interactive fun.
Committed to offering a diverse range of gaming services through its expanding webOS ecosystem, the company will continue to partner with gaming industry leaders to bring its customers a broad selection of options for different preferences and interests, while advancing the gaming capabilities of its outstanding TVs. This year, LG TV owners can look forward to even more cloud gaming services, including Amazon Luna.
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1 The access to multiple cloud gaming services from Game Quick Card will be updated progressively.
2 GeForce Now at 4K available on LG’s Z3, G3, C3, B3, A3 OLED TVs, QNED85, QNED80 series QNED TVs, 86NANO77, 86UR9000 and 86UR8000 series.
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