LG Electronics held the launch ceremony for the Generation Z customer experience advisory group "LG Crew" at LG Science Park in Magok, Gangseo District, Seoul, on Dec. 12, the company said on Dec. 13.
The launch ceremony was attended by 16 college students selected through a competitive rate of 34 to 1, along with Lee Cheol-bae, head of LG Electronics' Customer Experience (CX) Center (vice president), and Kwon Hyuk-jin, head of the LSR Customer Research Institute.
Since 2021, LG Electronics has been operating the LG Crew, composed of college students, every year to gain a deeper understanding of future customers. Initially, the discussions centered around design concepts, but the themes of LG Crew have gradually expanded over the years to include LG Electronics' products and services that Generation Z may encounter in their daily lives, culture, and activities.
This year, the LG Crew will be divided into four teams and will carry out innovative customer experience discovery projects in various areas, including Generation Z communication, products, and services, alongside LG Electronics research institute employees for a total of six months.
LG Electronics plans to support external expert lectures and mentoring to help LG Crew members refine their ideas. LG Crew will share the outcomes of their projects during the final presentation event scheduled for August.
The LG Crew operated last year proposed differentiated services for Generation Z subscription customers, a new concept refrigerator desired by Generation Z, and effective ways to publicize "Ground 220," LG Electronics' experiential space for Generation Z, at the final presentation event.
The vice president noted in his welcoming speech at the launch ceremony that "we will continue to uncover new customer experience opportunities by reinterpreting LG Electronics' products and services from the perspective of Generation Z".