LG Uplus said on the 8th that it reduced customer center consultation time by more than 13 million minutes within a year through digital transformation (DX) aimed at customer value innovation last year.
This was achieved by enhancing the system for identifying pain points that occur according to the customer experience journey stages and strengthening pre-guidance and direct communication with representatives so that issues can be resolved rapidly without calling the customer center.
LG Uplus announced on the 8th that the number of calls made to the call center by mobile and home product users last year was approximately 18 million, a decrease of about 1.7 million compared to the same period a year earlier. The consultation time with the customer center also decreased by an average of about 21 seconds per person, and the total inquiry time decreased by about 13.64 million minutes compared to 2023.
This accomplishment is evaluated as a result of combining LG Uplus's mindset of prioritizing customer value with efforts for digital transformation to implement it.
LG Uplus has made creating customer value a core task and has focused on enhancing the system for identifying and improving pain points since establishing a dedicated organization for customer value innovation in 2017.
From 2019 to 2020, it established a company-wide integrated customer consultation databases, and from 2023 to 2024, it added functions to convert and summarize consultation content into text, thereby advancing analysis capabilities and creating a system to easily visualize customer inconveniences.
Through this, it focused on analyzing big data that contains detailed experiences of individual customers and identified frequently asked questions based on customer experience journeys. As a result, new features were added to enable customers to resolve issues quickly and easily instead of waiting on the line to call the customer center, and guidance through digital channels was enhanced.
In March of last year, LG Uplus added a 'self-recontracting' feature to the selective discount system, notifying customers needing recontracting in advance, and, considering that new customers had many questions about benefits including family combinations, it sent text messages and alerts to guide them to its own app, resulting in a decrease of about 1 million related inquiries to the customer center within a year.
It also applied chat counseling to notifications about home manager (installation technician) visit schedules, allowing customers to resolve their inquiries directly with the home manager, and improved the transfer page so that procedures like service application could be completed without needing customer center consolidation, enhancing convenience.
By improving frequently asked questions for customers to 'self-solve,' the customer center can concentrate on those who genuinely need help, enabling them to provide more detailed and friendly consultations. General inquiry calls decreased by approximately 9.5% compared to the same period last year, and calls from customers raising complaints also decreased by about 11.2%.
Thanks to these efforts, LG Uplus ranked first in the telecommunications sector evaluation of the Digital Customer Experience Index organized by the Korean Standards Association in September last year and was selected as the top company in the call center quality index.
Park Soo, head of CX innovation at LG Uplus, said, 'This year, we plan to accelerate digital transformation even more to further improve the quality of customer consultations' and noted, 'We will integrate AI Ixi-Gen into the CX integration portal, which will be fully operational this year, to further segment the customer experience journey and identify hidden needs.'