LG's Koo reiterates focus on customers in New Year's message
LG Group Chairman Koo Kwang-mo stressed the importance of providing a valuable experience for customers through the company's products for the coming year, suggesting that LG employees change the way they work to achieve the goal.
In a New Year's message delivered to LG employees on Monday, Koo said that LG will start 2022 by micro-segmenting its work processes to better understand the customers.
The changes will include: recognizing that customers are not simply purchasers but product users; establishing a close-knit relationship with customers that will allow active communication between the company and customers; and upgrading products and services so that customers are always given new experiences.
"LG has been focusing on making its products well, but customers these days expect a value beyond that," Koo said. "They are touched by the moments where they experience the value that comes from a product or service, not the product or the service itself."
According to Koo, the valuable moments that customers feel arise when they feel a change in their lives after they use a service or product, or when using the product feels like an entirely new experience for them.
"These are the valuable customer experiences that we should be giving to our customers," Koo said. "To do this, we must innovate the way we think and the way we work."
He continued by addressing the employees: "You are the drive that brings LG forward by focusing on delivering better experiences for the customers. I promise to make LG a company where everyone's efforts and passions are fully appreciated."
Koo's message came around 10 days earlier than usual. Until last year, it was customary for the group chairman to deliver the greeting on the first day of the New Year. The sooner-than-expected speech is meant to allow employees to ponder upon the message deeply before 2022, LG said.
Since taking office as chairman in 2018, Koo had declared LG's utmost priority to be on the customers from the first New Year's speech he gave in 2019. He also changed the group's tradition of gathering together at a hall for the speech to sending out video messages through email.
The video also featured LG employees who shared their memories of having upgraded customer experiences through their work.
"The New Year message for 2022 has been delivered to make sure that it communicates with everyone," LG said through a press release. "It's also in line with the goal of the message, which aims to ensure the best experience not only for customers but also for the employees."
BY YOON SO-YEON [email@example.com]
with the Korea JoongAng Daily
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