By News Reporter
Recently, we’ve introduced many revolutionary products, such as an indoor gardening appliance that lets you grow your own greens and flowers in the comfort of your own home and a laundry solution that packs a full-size washer and dryer into a single unit – automatically applying the optimal drying cycle for unparalleled user convenience. With user-centric innovations like these, LG and other like-minded companies are helping usher in an exciting, new era of customer experience (CX).
At the essence of CX is an increased focus on how customers feel when they experience a particular brand, product and service. Nowadays, comprehensively understanding CX has never been more fundamental for company growth. No longer confined to customer-product interactions, CX refers to the total flow of any interactions between the company and the customer, targeting all the experiences and emotions that customers have and feel from the moment they first learn about a product or service, to purchase, use, repair, disposal and so on.
Considering the emotions and reactions that customers have, CX – if done properly – goes beyond traditional definitions to provide value that surpasses customers’ expectations, successively increasing the attractiveness or appeal of a brand, product or service. And, with the recent business landscape reorganizing around online and omni-channels, ‘digital’ has also become an integral part of CX and a key priority for companies.
The Age of Relational Value: The Customer-Company Interaction
The channels that users encounter and experience in the digital sphere are so diverse, with substantial variables in terms of the emotional responses elicited. While all variables cannot be controlled, the direction or even the degree of satisfaction can be modified by removing the source of dissatisfaction. Thorough analysis allows companies to determine what these may be and, subsequently, proactively respond to remove them from the equation. Brand competitiveness comes from offering a CX that fosters an emotional relationship with the customer and, to be successful at this, brands must be effective at increasing the positive emotions their customers experience.
In the past, having competitive technologies or products and an aggressive marketing strategy was sufficient. However, in this new era, a company must focus all available resources on the needs of the customer. CX, which includes direct, indirect and even virtual experiences, is where all such efforts come together. Direct experience comprises various categories, including exploration experience, purchase experience and user experience, along with the sharing and resale experience. For companies to compete in today’s market, offering a differentiated CX is essential, especially where the
link hidden, please login to view (a widely-used term in South Korea that encompasses Millennials and Gen Z) is concerned. With members of this group already accustomed to experiential marketing, designing a diverse range of experiences for them is exceptionally complex.
Favoring unique shopping experiences both online and offline, the MZ Generation generally opt for experiences with optimized digital convenience and minimal interruptions. To provide a seamless CX without any hassle, companies are actively undertaking an array of digital transformation (DX) initiatives. From a micro perspective, DX plays a significant role in CX, enabling companies to resolve pain points in a short period of time – exactly what consumers expect and demand in today’s market. The ultimate goal is the innovation of CX, something that is now essential. Conducted continuously in the background, silent and subtle support for better CX backed up by variable data serves as a steppingstone on the path to building strong and lasting relationships with customers.
At its core, CX is a journey where brand loyalty is earned through the development of trust as well as the delivery of immersive experiences. Cyclical in nature, the CX journey repeats again and again, creating a genuine connection with customers that grows over time. With CX, the concept of customer loyalty, which had been all but abandoned in recent years, is reborn and reimagined for a new era.
By Lee Hyang-eun, managing director of the Customer Experience Innovation Division at LG Electronics
Learn more about the areas of CX that LG will be focusing on in the future in the second part of this series, coming soon to Beyond News.
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By News Reporter
Company to Present Vision of Reimagined Technology, Lifestyles and
Experiences as the Tradeshow Makes Offline Return
SEOUL, Aug. 15, 2022 — LG Electronics (LG) invites consumers from around the globe to experience its latest innovations up-close and in-person at IFA 2022 in Berlin, Germany (September 2-6). Under the theme of Life, Reimagined – with the booth displaying LG’s vision of reimagined technology, rediscovered lifestyles and redefined experiences – the company will introduce an array of products that break new grounds in technology advancement as well as unique, new solutions and services designed to deliver unparalleled customer experiences.
LG is thrilled to be returning to Berlin for IFA for the first time since 2019. Europe’s premier consumer electronics tradeshow is back on the ground in the German capital after a two-year hiatus and ready to again wow visitors from all over the world.
During IFA 2022, visitors can discover LG’s latest innovations, and learn how the company is reimagining the customer experience, at its booth in Hall 18 at Messe Berlin. Those who cannot attend IFA in person can still explore the LG booth by checking out the LG Booth video, which will be uploaded on the LG Global YouTube channel (
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By News Reporter
Thanks to several breakthrough innovations of recent decades, several home appliances can work in unison via NFC Tag, Bluetooth or Wi-Fi to form the integrated home solutions that put the ‘smart’ in smart home. With technology advancing so rapidly, the role of the smart home has evolved from simply providing basic functions to now offering subscription services and integrated care services that elevate people’s wellbeing.
Since debuting in 2017, LG’s ThinQ smart home solution has been helping people live more accessible, more comfortable everyday lives in multiple ways. With the advanced ThinQ platform controlling the home, consumers can set a routine that automates multiple appliances at once while being able to monitor them in real time remotely. The comprehensive home assistant even comes with ThinQ Care, which identifies potential issues, and the ability to purchase supplies or replacements on the ThinQ store with ease.1
Let’s explore how LG ThinQ is bringing next-level convenience and smarter control to thousands, if not millions, of homes across the world.
Preparing meals has never been simpler
When arriving home exhausted, cooking may be the last thing on your mind. With ThinQ Recipe guiding you every step of the way, creating tasty, healthy dishes is less of a chore and more of a hobby. To kick the cooking process off, ThinQ uses your preferences and dietary needs to recommend both trendy online recipes and LG Original Series recipes – prepared and tested by LG food scientists and chefs to unlock LG oven’s full potential. But before cooking your selected recipe can start, do you have all the required ingredients? In collaboration with Amazon Fresh, Walmart, Walmart, Kroger, Target and Instacart, you can now make sure you’re never missing an item by ordering supplies from your favorite grocery store via the app.2 So, once you’re ready to cook, open up a video guide and follow the instructions. Then put your creation in the LG InstaViewTM Oven, which is ready to go thanks to LG ThinQ having already sent over the temperature and cooking time that will cook it to perfection. The only thing left to do after the food has been cooked and served is to make sure the room temperature is perfect for you by controlling the LG DUALCOOL air conditioner via the app. Now you can enjoy your perfectly home-cooked meal to the fullest.
Providing the smart home solutions everyone can use
To make sure everyone can experience a convenient, connected smart home, LG ThinQ has incorporated useful voice guides to provide better accessibility. Through voice recognition technology, elderly people or those unfamiliar with smartphone can directly speak to your Alexa, Google Assistant devices or directly to LG ThinQ app to give instant verbal feedback on device-related problems.
LG ThinQ-powered convenience is now available with most LG devices, including its well-known refrigerators, washing machines, air conditioners as well as its Air Water Heat Pump (AWHP), WashTower, ceiling fans and more. And since these appliances become more compatible with Google Assistant now in almost a hundred countries and Amazon Alexa in sixty-four, more people can get accurate information on their appliances in a matter of seconds.3
Joining Matter for a more integrated platform
What’s more, LG recently joined the Board of Directors of the Connectivity Standards Alliance (CSA), the leading global organization for developing, evolving and promoting universal open standards for the Internet of Things (IoT). LG will lead the way in developing smart home ecosystems by actively participating in the development and standardization of Matter, the Alliance’s open-source IoT protocol for connecting smart home devices.
With LG ThinQ, every person, disability or no disability, can experience the smart homes that make daily life simpler and easier through innovative functions and state-of-the-art appliances.
Learn more about LG’s smart appliances and LG ThinQ
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1 Availability of the services and features may vary depending on product model or region.
2 LG ThinQ Recipe app is applicable for models featuring Scan to Cook. Services and features may vary depending on model or region.
3 Google Assistant is compatible in 99 countries and Amazon Alex is compatible in 64 countries in North America, South America, Asia, Middle East, Africa, Europe and Oceania as of the first half, 2022.
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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By News Reporter
Companies Aim to Improve the In-Vehicle Experience via Seamless Integration of
Virtual Assistant into LG’s Infotainment Solutions
SEOUL, July 28, 2022 — LG Electronics (LG) has signed a memorandum of understanding with SoundHound AI, Inc. (SoundHound), a global player in voice artificial intelligence (AI), to jointly develop advanced voice AI technology for the next-generation of in-vehicle infotainment (IVI) systems.
The partnership will leverage LG’s innovative IVI systems and SoundHound’s advanced voice AI platform, which enables conversational voice control, to bring an up-to-dated convenience to the driver and passenger experience.
As an intelligence driven consumer electronics and IT business, LG has been trying to inspire the auto industry with new form-factors. Simultaneously, LG always pursues an innovative partner for the future of mobility.
SoundHound’s advanced voice AI platform is built on Speech-to-Meaning® and Deep Meaning Understanding® technologies. These technologies enabled the evolution of voice experience from a legacy command-and-control interface to a more intuitive conversational functionalities for drivers and passengers.
This new collaboration will also allow users to take advantage of SoundHound’s voice commerce partnerships – meaning drivers and passengers will be able to pay for gas, parking or even order food directly from their vehicles, simply by using the microphone and infotainment display. Such voice-enabled commerce could help OEMs build new revenue streams via their connected vehicles.
Voice recognition is beginning to see much wider adoption in the auto segment, after initially being available only as an optional extra in select luxury vehicle models. As safety and ease-of-use being enhanced, voice AI technology will make it possible for carmakers to provide a range of services that will allow drivers to perform a variety of tasks hands-free and without taking their eyes off the road. Its wider implementation will also improve any commute or journey for those occupying the passenger seats as well.
With the virtual assistant market expected to grow considerably over the next decade, more automakers are recognizing the need to bring voice recognition features to their vehicle programs. In order to meet the anticipated rise in demand and move the technology forward, LG has partnered with the SoundHound. The two companies aim to bring innovative, new voice functionalities and capabilities to LG’s next-gen IVI systems to change the in-vehicle experience for the better life.
“We’re excited to collaborate with SoundHound and look forward to providing new in-vehicle experiences through seamlessly integrating its voice AI platform with our latest IVI system architecture,” said Eun Seok-hyun, president of the LG Vehicle component Solutions (VS) Company. “This partnership will allow us to better meet the needs of our auto industry customers and create innovative solutions that will help driving the future of mobility.”
“Our agreement with LG will allow auto manufacturers of all sizes to deliver the kind of voice-enabled infotainment experience that users have come to expect in every part of their lives,” said Keyvan Mohajer, president and CEO of SoundHound. “We’re entering an era where people are beginning to expect to talk to devices in the way they talk to each other, and that those interactions will be helpful and proactive. This experience is enabled by the most advanced voice AI technology.”
Based in Santa Clara, California, SoundHound is a leading innovator in AI-based voice recognition and natural language processing solutions, operating across various industries including audio, telecommunications, financial services and automotive.
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