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By News Reporter
In the first episode of the ‘Customers at Heart’ series, we take a closer look at how HiTeleservice – LG’s dedicated customer service subsidiary – is enhancing the customer experience through improved customer service around the world.
In the cutthroat world of business, having a great product isn’t enough. Companies need to excel in distribution, marketing and innovation to stay ahead. But even with all that, poor customer service can destroy a brand’s reputation and the loyalty it took years to build.
LG knows this well and is stepping up its game in customer service on a global scale. The goal is to create a standout customer experience by applying its proven customer care expertise from home to abroad.
This year marks the start of a new chapter, with HiTeleservice – LG’s customer service arm – setting up a robust support system to help boost the performance of LG’s service centers worldwide. HiTeleservice’s expert Customer Service Representatives (CSRs) will take the lead, sharing their knowledge and skills in customer service practices, talent development and operational strategies internationally.
The plan is to iron out any differences in service quality that come from cultural and operational variances, aiming for consistently high service standards everywhere LG operates. With Customer Care Centers in over 40 countries, supporting more than 50 languages, LG is serious about providing top-notch support, whether online or offline.
HiTeleservice is now ready to roll out significant support after a thorough review of LG’s global customer service operations. The first step is to upgrade the skills of global CSRs with best practices in customer service, focusing on problem-solving from the customer’s viewpoint. They’ll also get access to English training materials from LG’s learning platform.
But it’s not just about a one-off training session. LG is building a system for ongoing CSR talent development and providing advice for running an efficient organization. This long-term strategy is all about keeping service standards high through continuous improvement.
Moreover, HiTeleservice will offer comprehensive training programs to its own CSRs, including language skills for better global communication and specialized training to hone their core competencies. The aim is to develop customer service pros capable of providing expert advice whenever and wherever they’re called for assistance overseas.
In accordance with its recent reinterpretation of AI as Affectionate Intelligence, LG believes that AI can be harnessed to foster more compassionate and understanding customer experiences. Consequently, the company is progressively incorporating AI into its customer service operations.
One such AI innovation is ‘Smile Plus,’ a customer service call system that uses AI to boost the speed and precision of CSR responses. It offers CSRs a comprehensive view of various customer data, including purchase, delivery, installation and service histories from all touchpoints, such as the website, LG ThinQ app and service call records.
Additionally, LG has devised and implemented an AI-driven feature, ‘STT/TA (Speech-to-Text/Text Analysis),’ which transcribes customers’ verbal expressions into text in real-time, eliminating superfluous tasks and averting miscommunication. STT/TA is also capable of understanding the context of the service call and proposing optimal solutions. Furthermore, LG intends to launch its ‘AI Voicebot,’ an autonomous service call solution presently in the development phase, within the year. This service is designed to handle straightforward inquiries during peak service call times or when calls are experiencing delays.
LG’s dedication to customer service goes beyond the Customer Care Center. It includes sales and repairs, spreading its high service standards across the globe. This involves sending experts to train staff on-site in other countries and hosting group training sessions for overseas personnel. Since 2011, LG has been sharing its successful Korean sales strategies with teams in the Middle East, Africa, Central Asia and Southeast Asia.
In essence, LG is not just selling products; it’s delivering an experience. And with this new initiative, it’s committed to offering each customer, regardless of their location, an unparalleled level of service.
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By News Reporter
A company that understands there’s no place like home, LG is trying to make home life even better through expanding the customer experience offered by its advanced appliances.
LG presents consumers with a diverse range of products spanning around 20 different product categories, including home appliances, TVs, information technology and signage solutions. Right now, there are almost 200 million LG smart home appliances delivering customized convenience to people all over the globe. Via its rich ecosystem of products, and with the consent of its customers, the company is actively collecting and organizing data throughout the entire customer journey. Based on the analysis of this data, LG is developing various services and features to further improve the customer experience.
By utilizing ‘big data,’ the company is showing how digital transformation (DX) can simultaneously enhance business competitiveness and bring greater value to consumers. LG is applying DX technology to several key areas of its operations, such as product development, manufacturing and sales; improving the way the company works while also creating first, unique and new – or F.U.N. – customer experiences.
Let’s take a look at some of the innovative ‘DX-powered’ services that LG is able to provide its customers.
Proactive Customer Care
Inconvenient and rare though it may be, sometimes, home appliances don’t function as intended. To help avoid any major breakdowns, and the hassle that invariably comes along with them, LG developed a technology that preemptively checks for any potential issues and takes action in advance if any is required. The collection and analysis of home appliance data makes it possible to identify if a product has been incorrectly installed or is being improperly used, flagging the problem before any actual damage is done.
LG is expanding this preventive maintenance technology, which is being used throughout its home appliance lineups, by incorporating data-based AI care services. One such service enables the company’s washing machines to notify users when the drum needs cleaning due to laundry contamination or inform them if there is a risk of pipes freezing or bursting due to cold ambient temperatures. Active rather than passive, LG’s AI customer care features can be easily managed using the LG ThinQ app.
Upgradable Home Appliances
LG’s paradigm-altering ThinQ UP home appliances can adapt to the unique and changing lifestyles of each customer thanks to their impressive upgradability. A first for the home appliance industry, ThinQ UP technology, which allows customers to choose which additional features or functions they download and install, was no small task to develop.
In addition to providing a more tailored experience to users, ThinQ UP has helped LG to lower the total cost of developing and testing new functions for its appliances. In the future, ThinQ UP functions will be continuously improved based on customer usage data.
In order to deliver innovations like ThinQ UP, it is essential to first gain a deep understanding of how customers live. LG achieves this through analyzing product usage data and a variety of ‘external’ user data, such as whether the user is sensitive to heat, how much water they drink, and whether or not they have pets.
Customer Index
Developed and managed by LG, the Customer Index provides a wealth of data that the company is leveraging to make its smart home appliances – and related services – even smarter. The Index is helping to extend and enhance the user experience by revealing underlying usage patterns as well as customers’ hidden wants and needs – which LG then addresses by crafting clever, new services linked to its products.
In the future, owners of LG Objet Collection products who are interested in interior design will be able to use the company’s interior platform to find décor inspiration and purchase interior accessories that match with the aesthetic of their home appliances. As another example of what could soon be possible, LG’s Styler, washing machine and dryers may be able to connect users with specialist mobile laundry services aligned with their specific needs uncovered through the analysis of usage data.
By seamlessly combining products, data and services into a unified whole, LG will create continuous customer experience innovation that delivers unprecedented value and convenience. And through its commitment to implementing DX technologies, the company will keep on growing and refining its ability to help consumers everywhere enjoy healthier, happier lives.
Stay tuned to
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By Miroslav Tuhársky
Hello, I have LG OLED CX and recently the Youtube app has incorrect geographic data- CH. I am from Slovakia, the TV has never been to Switzerland. Nor physically, nor virtually (VPN). I am getting CH ads, which I dont mind so much, but I am afraid of possible in app geo restrictions.
I already tried everything, even resetting the TV to default. No other TV app is affected.
Anybody please advise.
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By News Reporter
In this installment of On the Job, we go inside LG Experience Informatics (EI) Task to look at how LG leverages data analysis to uncover hidden needs and create personalized customer experiences that improve everyday life
Hyper personalization is the new must. In this era, consumers are much more evolved in terms of their engagement with brands and are seeking products that can adapt to their individual needs and offer user experiences that suit their unique preferences and lifestyles. With LG Object Collection, which presents a range of chic, customizable living solutions that can elevate any home décor, and LG ThinQ UP Appliances, which allow users to select and add convenient, new features and functions, LG is at the forefront of the personalized appliance trend.
When creating personalized products or services, it is crucial to first discover customers’ unvoiced needs – and this is where data collection and analysis are so important for a lifestyle innovator like LG. To enhance its capabilities and efficiency in this area, the company established Experience Informatics (EI) Task, a dedicated unit that uses large-scale quantitative analysis to thoroughly assess a diverse range of customer experience data. EI Task is enabling LG to better predict future purchasing intentions and gain greater insight into the lifestyles and needs of its customers.
Recently, EI Task received a significant boost to its operations with the introduction of the Lifegraphy system which provides customer insights through customer-centric data structures and interpretation algorithms developed based on years of customer research experiences. Lifegraphy enables its users to comprehend customer experiences from multiple angles and flexibly explore customer needs by converting abstract concepts, including customer values and lifestyle, into numerical data.
Before the invention of Lifegraphy, the task of understanding customers and uncovering what they really want was handled by LG personnel proficient in data analysis and statistics. Unfortunately, the considerable time and effort required to complete their research made it difficult to keep up with fast-changing industry trends and customer tastes. Moreover, challenges in sharing and interpreting data collected by different divisions and projects brought further inefficiency to the overall process.
But now, thanks to the advent of the Lifegraphy system, any business unit or group within LG can accurately analyze customer data without requiring an expert team of analysts or statisticians to do so. As such, they can establish the initial design and marketing direction for new products much faster than before, meaning a shorter development period and more precise targeting of specific consumer segments. Another advantage of Lifegraphy is that, because it lessens the impact of personal opinions, the results it provides are more objective and, therefore, more reliable.
Lee Kun-woo, lead of LG EI Task
“The Lifegraphy system was designed based on a belief that, if data collected from extensive research become a tool and was used continuously by many people, it would contribute to developing products and services that offer better customer experiences,” said Lee Kun-woo, lead of EI Task.
Many experts involved in creating this efficient system faced numerous challenges and obstacles along the way. The biggest problem to solve was how to visually express the digitized, abstract concepts the system delivers in a way that any employee could easily understand.
Noh Eun-young, a specialist at LG EI Task
“There were people who insisted on providing the collected data as-is, but we spent much time and effort to persuade and explain to them the importance of presenting data in a way that actually helps LG employees understand target customers,” said Noh Eun-young, a specialist at LG EI Task. “No matter how much data we have, it is meaningless if we cannot interpret it accurately, and that’s exactly what Lifegraphy helps us do.”
LG’s newly introduced MoodUP refrigerator is an example of a successful product conceived with assistance from the Lifegraphy system and perfected by the talented designers at LG. The refrigerator boasts LED doors that can change color to match users’ moods or preferred decorating palettes – without the cost and hassle of having to physically replace the actual panels. Through the LG ThinQ app, users can choose from 22 colors for the upper door panel and 19 colors for the lower, and instantly apply their new selection whenever the mood takes them.
Thanks to the convenient, effective Lifegraphy system and the endeavors of those who designed and use it, LG is bringing exciting, new innovations to the home appliance space and taking the personalized customer experience to a whole new level.
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By Reggie Thayil
Recently my LG C1 has been pausing on its own and going back to the profile selection screen while using native apps. This issue occurs while using Netflix, Disney+, Paramount+, etc. I tried using my Firestick and it kept pausing my program. I tried a hard reset and that fixed the problem for 2 days before it started again with Disney+.
I need a fix for this issue ASAP.
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