LG Chem aims to keep customers’ best interests at heart
![LG Chem On offers information on all LG Chem products. [LG CHEM]](https://koreajoongangdaily.joins.com/data/photo/2022/08/19/91ad2962-5c6a-4af7-8f76-f3bb40451861.jpg)
LG Chem On offers information on all LG Chem products. [LG CHEM]
LG Chem is planning to grow its customer service campuses, previously operating in China and Korea, toward the U.S. and Europe to ensure it can offer quality services that specifically fulfill customer needs.
LG Chem is currently operating customer service campuses in Osan, Gyeonggi and China, after first constructing a campus in Daejeon in 1995. The company hopes to open a second facility in China and begin the process of setting up offices in Ohio and Frankfurt, Germany by 2025.
LG customer service campus is a multipurpose facility, where employees endeavor to innovate the quality of not only goods but also technology as a means to enhance overall productivity. It offers technological solutions targeting affiliated companies as well as individual buyers who have purchased petrochemicals from LG.
Employees at customer service campuses have been educated as technical marketers who embrace a well-balanced comprehension of a marketer’s perspective and professionalism in product generation. They come up with solutions to customer issues and help lead the market by utilizing LG’s valuable advanced technology assets.
Another innovative approach LG is taking is via LG’s digital sales platform, “LG Chem On”. Salesforce, a company that specializes in customer relationship management solutions, was in charge of LG Chem On system management.
As the first among petrochemical firms, LG can troubleshoot customer concerns virtually. LG Chem On is an integrated business platform where users can easily access petrochemical merchandise and identify the current operational status of their order by the minute.
The application was created using data from roughly 500 customer businesses and tackling three principles: Time-efficient search engines for products, contactless operations offered in real-time and easy access to professional information. Much like browsing on an online shopping website, the integral purpose of LG Chem On is to provide simple and friendly usage of specialized techniques.
LG Chem is taking the lead in the digital transition and working to create customer value and become a strategic business partner.
In June 2021, the company opened a collaborative function for acrylonitrile butadiene styrene customers via LG Chem On. Apart from this thermoplastic polymer, LG Chem has expanded its fields into about 450 types of petrochemicals, including post-consumer recycled products and other biodegradable materials.
Only six months after opening the platform, a total of 12,000 people have visited the site and more than 2,700 have downloaded LG technological resources. A total of 12.2 percent of LG Chem On visitors have requested a project, exceeding the conversion rate of the regular business-to-business market.
BY LEE HYEIN [lee.hyein@joongang.co.kr]
with the Korea JoongAng Daily
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