2011 2012 LGE SR Satisfaction
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Transcript of 2011 2012 LGE SR Satisfaction
32·2011-2012 LG Electronics Sustainability Report
Customer Satisfaction & After Sales Service
OUR APPROACH
OUR PERFORMANCE
• Improve repair service quality by expanding LGE-controlled service
infrastructure
• Provide greater value to customers through “Voice of Customer
(VOC) Management,” which emphasizes the value of customer
comments and suggestions
• Enhance customer service and repair service capabilities
• Upgrade global service quality by developing differentiated service
programs and implementing them globally
Providing Greater Value to Customers through “VOC Management”
Since February 2007, LG Electronics has been consistently striving to
improve and strengthen its VOC system, and leveraging it as a useful
management tool for quickly identifying customer wants and needs.
Every year, LGE collects over 190,000 comments and suggestions
from worldwide customers through diverse contact channels, includ-
ing the corporate website and call center, and manages them to create
greater value. Since October 2011, we have also been interacting with
our customers through LGE’s official blog “THE BLOG” and social net-
working sites such as Facebook and Twitter. LGE takes its commitment
to customer satisfaction a step further, placing strong emphasis on
service improvement, establishing performance targets for VOC man-
agement in advance, and implementing proactive service improve-
ment measures to meet all targets.
From April 2007, LGE’s top executives, including our CEO, are taking
time to review recorded conversations between customer service rep-
resentatives and callers in top management meetings, all part of our
effort to improve VOC intelligence and help the company’s top execu-
tives identify customer needs and fast-track them into product plan-
ning, marketing and services.
In addition, LGE analyzes the strengths and weakness of our customer
service at each customer contact point, utilizing the Net Promoter
Score (NPS), which compiles a Customer Satisfaction Index (CSI) to
assess customer satisfaction at each stage of service and performs
comparative analysis of customer satisfaction levels against those of-
fered by our competitors.
Enhancing Customer Service and Repair Service Capabilities
Competency Evaluation and Service Maestro Program · LGE conducts
a competency evaluation of its service and call center employees
twice a year, examining their technical skills, customer engagement
skills, job knowledge, etc. to provide a comprehensive assessment
of their competency in performing services. Based on the results,
Service Maestros are selected from employees who have been with
the company for five years or longer and maintain a grade of “high”
in competency evaluations for two straight years. Grand Service
Maestros are also selected from Service Maestros who have received
the top prizes (Minister or Gold Prize) in the annual LGE Service Skill
Olympics, following a formal review process.
Global Service Academy · LGE has established the Global Service
Academy to strengthen and systematically manage its service training
programs for overseas employees. Initially established in Thailand in
2011, a total of 16 Global Service Academies are currently in operation
in 11 countries, including South Africa, China (Guangzhou), Russia,
Jordan and Indonesia.
LG Electronics Service Skill Olympics · The 11th LGE Service Skill
Olymics was held in November 2011. Established to promote the com-
pany’s widely trusted service capability and improve technical skills
of service engineers, the event provides an opportunity for service
Service Skill OlympicsGlobal Service Academy in Indonesia
“Global Service Training by Service
Maestro” Program
In April 2011, LGE launched the
“Global Service Training by Ser-
vice Maestro” program to transfer
LGE Korea’s outstanding service
capability to overseas subsidiaries.
A total of 24 service Maestros have
conducted service training in 29
countries, helping to elevate the
service capability of LGE global
subsidiaries by sharing their practi-
cal repair know-how and customer
service best practices from Korea. Service Maestros will be dispatched to
40 countries to conduct training in 2012. They will also undergo relevant
training prior to assuming their important role in providing customer ser-
vice training and sharing region-specific repair know-how.
Service Knowledge TransferCustomer Comments in 2011
31.8%
18.5%
2.0%3.2%
4.1%
14.3%
4.2%
5.0%
6.2%
5.1%
5.6% Customer
Comments in 2011
Dissatisfaction with
repair service quality
Product quality
Dissatisfaction with
service appointment
punctuality
Marketing and sales
related
Insufficient explanation
following repair service
Suggestions
Service program
Emotional dissatisfaction
Dissatisfaction with call
center service
Repair costs
Others
Customer | Customer Satisfaction & After Sales Service·33
engineers who excel in each product group to compete and showcase
their skills. In this year’s competition involving 39 engineers from five
product groups (electronics, electrical, air conditioner, mobile phone
and PC), Seung Tae Kim from the West Daejeon Service Center (mobile
phone group) won the top honor - the Minister of Employment and
Labor Prize.
Differentiated Service Programs
In order to increase customer satisfaction and gain greater trust from
customers, LG Electronics is making an ongoing effort to improve its
global service quality with differentiated service programs and global
implementation of these initiatives.
Korea: Smart Care, Smart Service · In response to newly emerg-
ing smart environments, LGE has established an optimal smart ser-
vice platform that supports diverse smart devices, including smart-
phones and tablet PCs. In addition to our smart service platform, we
are offering self-diagnostic tools, supporting images and video clips to
improve user convenience and help customers resolve repair issues.
We have also introduced “Smart Care” QR code to provide greater
convenience and guide our customers to optimal after-sales service
options. Now customers can scan a “smart care” QR code on 274 key
LGE product models with their smartphones and directly access use-
ful information, such as user manuals, upgrade information, etc., on
our mobile website. Customers can also make a request for service
consultation or repair service instantly when they have an issue with
a product.
In July 2007, LGE implemented speech-recognition technology to bet-
ter assist customers contacting the call center. The new ARS directly
connects customers with a service representative who specializes in
the product at issue, drastically cutting the time and steps required to
receive assistance. We have also established a remote service system
for smartphones and PCs to offer greater convenience to customers
with busy schedules, and a precision repair and consultation service.
With this system, our service representatives can remotely access
customers’ mobile phones or PCs online and provide technical assis-
tance to customers, eliminating the need for a visit to a service center.
Additionally, in March 2011, LGE launched a website (www.lgservice.
co.kr) that supplies expendable components, offering greater con-
venience and access to after-sales services. Currently the site carries
• Secure competitiveness by establishing and expanding efficient
service infrastructure
• Provide faster and closer service with more powerful smart service
• Establish service infrastructure in emerging markets such as Africa
FUTURE DIRECTION
1/2 A product QR code and the
responding website
3 “Feel-Safe SMS Service” in China
4 “Visiting Bus Service” in Indonesia
5/6 “Weekend Repair Service”
in U.K.
2,025 types of components, significantly improving customer satisfac-
tion with our ongoing effort to expand product offerings and quality
services, including next-day delivery and rapid response to customer
inquiries.
China: “Feel-Safe” SMS Service · Our “Feel-Safe” SMS service
comforts female and elderly customers by sending photos and per-
sonal information regarding service engineers via SMS prior to sched-
uled service calls.
Indonesia: Customer Care Service · LGE keeps its promises to
customers at every stage of service, from booking service appoint-
ments immediately upon requisition to completing service calls within
one day (24 hours) of request, and accomplishing repairs within one
hour. From February 2012, we also provide “Visiting Bus Service.”
Customers are provided with prompt and precise service from three
service engineers on each bus, and a service consultant offers detailed
information on LGE products and services. Customers can enjoy prod-
ucts and services such as 3D TV, smartphones, Wi-Fi, etc. while wait-
ing. LGE’s carefully designed customer service programs are highly
esteemed as a perfect fit for consumers from a nation with the fourth
largest population in the world.
U.K.: Weekend Repair Service · LGE delivers customer satisfac-
tion with weekend repair services to provide greater convenience to
customers – working couples, singles, etc., who are unable to receive
services on weekdays.
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