By News Reporter
In this installment of On the Job, we go inside LG Experience Informatics (EI) Task to look at how LG leverages data analysis to uncover hidden needs and create personalized customer experiences that improve everyday life
Hyper personalization is the new must. In this era, consumers are much more evolved in terms of their engagement with brands and are seeking products that can adapt to their individual needs and offer user experiences that suit their unique preferences and lifestyles. With LG Object Collection, which presents a range of chic, customizable living solutions that can elevate any home décor, and LG ThinQ UP Appliances, which allow users to select and add convenient, new features and functions, LG is at the forefront of the personalized appliance trend.
When creating personalized products or services, it is crucial to first discover customers’ unvoiced needs – and this is where data collection and analysis are so important for a lifestyle innovator like LG. To enhance its capabilities and efficiency in this area, the company established Experience Informatics (EI) Task, a dedicated unit that uses large-scale quantitative analysis to thoroughly assess a diverse range of customer experience data. EI Task is enabling LG to better predict future purchasing intentions and gain greater insight into the lifestyles and needs of its customers.
Recently, EI Task received a significant boost to its operations with the introduction of the Lifegraphy system which provides customer insights through customer-centric data structures and interpretation algorithms developed based on years of customer research experiences. Lifegraphy enables its users to comprehend customer experiences from multiple angles and flexibly explore customer needs by converting abstract concepts, including customer values and lifestyle, into numerical data.
Before the invention of Lifegraphy, the task of understanding customers and uncovering what they really want was handled by LG personnel proficient in data analysis and statistics. Unfortunately, the considerable time and effort required to complete their research made it difficult to keep up with fast-changing industry trends and customer tastes. Moreover, challenges in sharing and interpreting data collected by different divisions and projects brought further inefficiency to the overall process.
But now, thanks to the advent of the Lifegraphy system, any business unit or group within LG can accurately analyze customer data without requiring an expert team of analysts or statisticians to do so. As such, they can establish the initial design and marketing direction for new products much faster than before, meaning a shorter development period and more precise targeting of specific consumer segments. Another advantage of Lifegraphy is that, because it lessens the impact of personal opinions, the results it provides are more objective and, therefore, more reliable.
Lee Kun-woo, lead of LG EI Task
“The Lifegraphy system was designed based on a belief that, if data collected from extensive research become a tool and was used continuously by many people, it would contribute to developing products and services that offer better customer experiences,” said Lee Kun-woo, lead of EI Task.
Many experts involved in creating this efficient system faced numerous challenges and obstacles along the way. The biggest problem to solve was how to visually express the digitized, abstract concepts the system delivers in a way that any employee could easily understand.
Noh Eun-young, a specialist at LG EI Task
“There were people who insisted on providing the collected data as-is, but we spent much time and effort to persuade and explain to them the importance of presenting data in a way that actually helps LG employees understand target customers,” said Noh Eun-young, a specialist at LG EI Task. “No matter how much data we have, it is meaningless if we cannot interpret it accurately, and that’s exactly what Lifegraphy helps us do.”
LG’s newly introduced MoodUP refrigerator is an example of a successful product conceived with assistance from the Lifegraphy system and perfected by the talented designers at LG. The refrigerator boasts LED doors that can change color to match users’ moods or preferred decorating palettes – without the cost and hassle of having to physically replace the actual panels. Through the LG ThinQ app, users can choose from 22 colors for the upper door panel and 19 colors for the lower, and instantly apply their new selection whenever the mood takes them.
Thanks to the convenient, effective Lifegraphy system and the endeavors of those who designed and use it, LG is bringing exciting, new innovations to the home appliance space and taking the personalized customer experience to a whole new level.
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By News Reporter
Organizational Moves to Consolidate Company’s Capabilities to Create
Differentiated Customer Value, Accelerate Future Growth Engines
SEOUL, Nov. 24, 2022 — LG Electronics (LG) today announced organizational changes designed to bolster its preparedness for the future. The changes are being implemented primarily to accelerate the company’s future growth engines and enhance its ability to create differentiated customer value and experiences.
A key piece of LG’s forward-looking strategy is the establishment of the Corporate Customer Experience (CX) Center, which will report directly to LG’s headquarters. The CX Center will be led by executive vice president, Lee Chul-bae, who previously served as head of the Corporate Design Management Center. The main role of the CX Center will be to create a seamless and expanded customer experience. It will also develop strategies and roadmaps to foster greater innovation at every stage of the customer experience journey from product planning and customer service to future business models.
The CX Center will also encompass the CX Strategy Division, which will be charged with the discovery and promotion of company-wide goals and core tasks, and the LSR Customer Research Center, formerly the Life Soft Research (LSR) Lab.
LG’s Platform Business Center will play a new role in integrating and organizing LG ThinQ services, responsibilities that were previously distributed across corporate and business headquarters. Established in July 2021, the Platform Business Center has been leading the creation of LG’s fandom based on data. Moving forward, the Center will be headed by LG’s vice president, Jung Ki-hyun, who joined the company in September this year. Jung has had a distinguished career with roles at eBay Korea and Google as well as acting as the CEO of Meta Korea.
In 2023 and beyond, LG will continue to focus on improving supply chain management (SCM) and augmenting its already-strong Digital Transformation (DX) capabilities. To this end, the company’s Procurement and SCM Management Center has been renamed the Global Operation Center, with the functions and roles of the Production Planning Division transferred from the Production Engineering Research Institute. The Global Operation Center will create synergies across the company’s operations – such as production, purchasing and SCM – through promoting improvements based on DX technologies.
Aiming to spur further growth through improved organizational performance, LG will strengthen its agile and responsive decision-making system across all four business units.
Lyu Jae-cheol, head of the Home Appliance & Air Solution (H&A) Company, has been promoted to president in recognition of his success in improving H&A’s performance and product portfolio. An expert in his field, Lyu has worked in various areas of LG’s home appliance business since 1989, including in the R&D and production departments.
Eun Seok-hyun, head of the Vehicle component Solutions (VS) Company, was promoted to vice president. Under his leadership, LG’s vehicle component solutions business has achieved operational stability with an improved profit and loss structure, and has constructed a strong business portfolio encompassing several key future mobility technologies.
Another of the newly-announced changes, the H&A Company’s “Living Appliance Business’ and “Kitchen Appliance Business” will become the “Living Solution Business” and “Kitchen Solution Business,” respectively. The renaming aligns with LG’s renewed focus on customer experience innovation and points to the greater emphasis the company is placing on the expansion of content and services.
The Home Entertainment (HE) Company is set to increase its capacity to create customer value by establishing the Indonesia Research and Development Division under the HE R&D Lab Institute to enhance collaboration between overseas R&D and manufacturing bases.
The VS Company aims to strengthen its capabilities in purchasing, producing and SCM by establishing an operation group that manages the integrated operation of the electric vehicle component business.
The Business Solutions (BS) Company set up a new EV Charger Business Division directly under the company to accelerate the full-fledged development of EV charging solution business that was launched last year.
All appointments are effective Dec. 1 with promotions going into effect on the first day of the new year.
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By News Reporter
At IFA 2022 in Berlin, Germany, visitors to LG’s booth can experience a range of superb audio solutions tailor-made for today’s lifestyle. Offering stellar sound and stunning design, the company’s latest lineup includes the new XBOOM 360 speaker (model XO3Q) and the TONE Free (model T90, T60) and TONE Free fit (model TF8, TF7) true wireless earbuds.
The impressive LG XBOOM 360 features in an elegant exhibit where a selection of LG’s latest innovations are paired with gorgeous furniture and home accessories from premium Dutch lifestyle brand, Moooi. The continuation of a chic collaboration that began in June at Milan Design Week 2022, the delightful display presents the companies’ shared vision for a better life.
LG’s newest wireless speaker, the XO3Q immediately catches the eye with its aesthetically-pleasing design, then captivates with its authentic, 360-degree sound. Its distinctive form factor looks perfectly at home in practically any setting – indoors or out – while its clear, powerful sound delivered without distortion thanks to LG’s distortion-free reflector structure, makes one’s favorite tracks and tunes come to life.
The superior sound quality of the XO3Q is the result of LG’s insistence on using components and technologies typically found only in the most expensive, high-end audio products. The latest XBOOM 360 employs a Silk Dome tweeter for the accurate and detailed reproduction of high-res audio, a Glass Fiber driver for better clarity, especially where vocals are concerned, and neodymium magnets (which are seven times stronger than the more commonly used ferrite magnets) for a more dynamic performance.
LG XBOOM 360 also has a built-in lighting feature that can produce different effects in sync with the music, enabling users to change up the mood and enjoy a true multisensory experience. Offering three unique lighting modes (Ambient mode, Nature mode and Party mode) to choose from, the XO3Q makes it easy to create a cool, curated vibe fit for any time or occasion. Additionally, users can make their own customized lighting effects via the LG XBOOM app. Innovatively combining sound and light, the XO3Q heightens the emotional impact and enjoyment of listening to great music while elevating even the most sophisticated of space with its ‘art object’-like appearance.
LG’s new LG TONE Free earbuds (model T90) are on the show. The new earbuds boast the perfect combination of high-quality sound, user-centric features and a design that delivers a more comfortable fit.
LG TONE Free earbuds are the world’s first wireless earbuds to support Dolby Head Tracking across all content and devices. Dolby Head Tracking automatically recalibrates the sound whenever the user moves their head, ensuring a more immersive audio experience whether they’re listening to music, watching movies or playing games. The new earbuds also feature advanced Active Noise Cancellation (ANC) and LG’s comfort fit design, helping to provide users with the ultimate sound experience.
Visitors to IFA can check out the brand-new LG TONE Free fit earbuds (model TF8) as well. A great choice for those who lead an active lifestyle, TONE Free fit have a unique design that incorporates SwivelGrip technology, which helps keep the earbud firmly but comfortably in the ear during even the most vigorous workouts. IP67 rated, LG’s new earbuds can stand up to tough exercise sessions and harsh environmental conditions, providing proven resistance to rain, splashes, sweat and dust. LG TONE Free fit earbuds also make excellent companions for day hikes or working on projects in the yard, keeping the music coming for up to 10 hours on a single charge.
With supreme sound and unique designs, the latest audio products from LG on show at IFA 2022 are a treat for the ears and eyes.
To keep up with all the news and announcements from LG, stay tuned to Beyond News.
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By News Reporter
Between bushfires, floods, a global pandemic and a worsening cost of living crisis, Australian communities have endured so much over the past few years. But having to overcome such unprecedented challenges has made Aussies more resilient and more appreciative of what they may have taken for granted. That is, when we band together for the common good, we can withstand every challenge life throws at us.
To uphold this community spirit, LG Australia partnered with
link hidden, please login to view last December to support their incredible work in helping families rediscover the good in life, even in the toughest of times. With LG donating more than AUD 260,000 in home appliances, entertainment products and air-conditioning systems, RMHC has been able to refurbish its houses across Australia, which provide a home-away-from-home for more than 10,000 families traveling long distances for the treatment of their seriously ill or injured children.
In March, LG Australia launched the #LGGoldenHearts campaign to celebrate RMHC’s many kind-hearted volunteers. Following National Volunteer Week, which runs from May 16 to 22, the #LGGoldenHearts campaign recognized the selfless contributions of 11 RMHC volunteers who dedicate their precious time to the charity and the families by rewarding them with a LG prize package.
With more than 120 volunteers nominated, this initiative successfully put the spotlight on some of the charity’s unsung heroes and the positive impact they leave on families facing unimaginable challenges. Every single nominee had their own unique and inspiring story – like stepping in to fill last-minute shifts even during Christmas and becoming a volunteer to repay the kindness they received from RMHC when their family needed a helping hand.
LG Australia also worked with Sydney Dance Company to donate eight-week memberships to online dance classes in line with RMHC’s – an inclusive 7-day challenge held every May to support sick children and their families and bring together a community of people who want to make a difference. The membership was donated to each RMHC Chapter nationally, which allowed hundreds of people staying at RMHC locations to enjoy fun and entertaining moments together.
The #LGGoldenHearts initiative is part of the broader CSR program held by LG Australia, which includes campaigns like – now in its third year of calling on Australians across the country to nominate their community’s heroes. The campaign demonstrated LG Australia’s commitment to fostering meaningful relationships with like-minded, purpose-driven organizations while encouraging Australians to recognize the good in everything around us.
Learn more about LG Australia’s partnership with RMHC .
Contributed by LG Australia
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By News Reporter
To Give Corporate Customers the Level of Protection they Demand, Company is
Applying Reliable Anti-Eavesdropping System to Latest Digital Signage Solutions
SEOUL, Aug. 11, 2022 — LG Electronics (LG) is introducing an innovative eavesdropping detection solution for its commercial signage products. Going forward, the cutting-edge security system will be applied to the company’s flagship models, including LG LED All-in-One, LG LED Bloc and LG MAGNIT, as well as select video walls and UHD signage products supporting webOS 4.1.
As demand for commercial signage products expands across multiple industries, so does the need for related technologies that serve the needs of companies operating in different sectors. Although counter-surveillance is important in every sector, some entities such as corporates, government agencies, national institutions and the military prioritize confidentiality and the protection of personal information. LG, in partnership with high-tech security technology provider
link hidden, please login to view, has addressed this growing need by installing a dedicated app that runs with GITSN’s eavesdropping detection terminal in LG’s smart signage platform, webOS. The new eavesdropping detection function displays a warning icon on screen in real time as soon as it detects any abnormal signal. The system utilizes simple icons to keep attendees updated on just how secure they are at all times. Moreover, LG’s webOS-based detection function, which can cover multiple conference/control rooms at once, analyzes every inch of a potential risk fast and accurately to alert those in charge immediately.
“LG’s newest solution detects various potential, unexpected risks and reports it immediately, while also bringing the company’s security management up to date,” said Paik Ki-mun, senior vice president and head of the Information Display business unit of LG Electronics Business Solutions Company. “LG will continue to introduce the high-definition display solutions that not only express the most vivid colors and clear images to date, but also let consumers feel safe while they use them.”
The latest signage solution will be available in the third quarter of 2022, starting with key markets in Middle East and Asia, with other markets to follow.
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