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 Alex Ukraine
Hi, I have a problem with setting area option for my TV LG C2 (now all app are locked). I bought it in Poland and after transferring to Ukraince I can`t change area option, due this a also have a problems with apps and lg store. Could you please help me))
By News Reporter
User Interface image as shown on 2021 LG TVs
A user-friendly hub for content consumption, the modern smart TVs offer access to more movies, series, documentaries and live-streamed events than one can count. The downside to having such a wealth of content options so conveniently available is figuring out what to watch.
To help users discover great, new content, LG continues to streamline and expand the viewing experience on its market-leading smart TVs. The company’s webOS smart TV platform is constantly evolving, growing its capabilities while simultaneously simplifying users’ path to greater viewing enjoyment.
As part of these ongoing efforts, LG’s latest Smart TV models are the first to have an opted-in enhanced Prime Video experience, with easy access to personalized content suggestions available directly from the “Now Streaming” section on the LG TV home screen.
This means watching a favorite show on the global streaming service is as easy as turning on the TV and heading to the “Now Streaming” section using either voice command or the Magic Remote. In addition to watching a movie or show right where they left off, users can browse Prime Video’s content recommendations on screen without having to open the Prime Video app. These recommendations reflect relevant content based on their tastes and viewing history. The TV will show the last two watched titles and a list of personalized content users might enjoy from new shows, movies or live sports.
The time and hassle-saving enhancement rolled out globally with a recent software update for LG’s 2021/2022 model Smart TVs. These TV owners will be alerted to the availability of the Prime Video user-experience enhancement by a pop-up notification when launching the Prime Video app and they will be able to opt in or out on the Prime Video settings page.
One of the most popular streaming services on LG TVs worldwide, Prime Video can accommodate any taste or interest with its impressive selection of content. Among its expansive library of movies, TV shows, documentaries and more, are acclaimed Amazon Originals such as The Marvelous Mrs. Maisel, The Boys and Tomorrow War, as well as exclusive live sporting events like Thursday Night Football. The service is included with membership to Amazon Prime, see
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The optimized Prime Video experience on LG Smart TVs is representative of Amazon and LG’s continuing commitment to expanding and streamlining the user and viewing experience.
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By News Reporter
New Lineup Offers the Ultimate Sound Experience with Combination of
Superb Audio Quality, Adaptive ANC and a Comfortable Fit
SEOUL, Aug. 8, 2022 — LG Electronics’ (LG) 2022 lineup of TONE Free true wireless earbuds provides the ultimate sound experience with advanced audio technologies, a better-fitting design and a host of useful, new features. Demonstrating LG’s ongoing commitment to user-centric innovation, the new TONE Free earbuds are the perfect everyday companions for today’s on-the-go lifestyles.
This year’s flagship model (T90) TONE Free earbuds deliver impressive sound thanks to several upgrades, including a new internal structure with larger drivers that helps generate deeper, more satisfying bass. The use of graphene, a premium material that reduces vibration while boosting audio quality, enables the T90s to produce incredibly dynamic, yet balanced and crisp sound. A treat for the ears in more ways than one, LG’s T90 earbuds integrate the performance enhancing capabilities of Meridian Headphone Spatial Processing (HSP), a specialized technology from LG’s long-standing partner in delivering superior sound, Meridian Audio. With HSP inside, the earbuds present a full, more natural sound stage with a clear center image – making one feel like they’re listening to music played through real stereo sound system. In addition, Meridian’s Perfect Balance technology enables the T90 earbuds to achieve a consistent tonal balance at any volume.
What’s more, LG’s T90 TONE Free Dolby Atmos earbuds are the world’s first wireless earbuds to support Dolby Head Tracking across all content and devices. Dolby Head Tracking recalibrates the sound as users move their heads for a more natural sound experience, so users will feel like they are in the center of the scene and experience a whole new level of audio immersion whether they are listening to music, watching movies, enjoying favorite streaming series or playing video games. Dolby Head Tracking together with Dolby Atmos content further elevate the listening experience, providing incredible detail, depth and clarity. The T90s are the first wireless earbuds to feature an audio virtualizer designed by Dolby specifically for earbuds – an advanced solution that expands spatial dimensionality for stereo entertainment.
Additionally, the T90s come with Snapdragon Sound Technology Suite1 meaning users can experience a level of sound quality previously only available on wired headphones. Along with 24-bit/96kHz high-resolution audio, LG’s Snapdragon Sound earbuds provide robust connectivity, crystal-clear voice quality and low latency, making them perfect not only for listening to audio, but also for making voice calls and gaming.
On top of that, the company’s premium wireless earbuds offer improved Active Noise Cancellation (ANC) with the Double Step ANC Algorithm and Real Time ANC Optimizer. The Double Step ANC Algorithm leverages a new filter with a higher sampling rate to cancel out external noises more effectively, and an advanced howling detection algorithm to eliminate unpleasant and distracting feedback. Meanwhile, the Real Time ANC Optimizer automatically adjusts ANC performance by analyzing the actual position of the buds inside the user’s ear via the inner microphones.
LG’s latest TONE Free’s fit delivers comfort while boosting performance for enhanced sound and optimized noise cancellation. Created in collaboration with South Korea’s POSTECH Ergonomic Design Technology Lab, the earbuds’ comfort fit design boasts ergonomic precision and an optimized shape that feels better in the ear. Moreover, the new models are both smaller and lighter in weight than their predecessors, meaning users can wear TONE Free for extended periods with less distraction. The TONE Free’s Performance Fit ensures the right positioning in ears delivering more ultimate sound experience.
LG’s new TONE Free models also ship with the UVnano charging case, which uses ultraviolet light to help keep the earbuds hygienically clean. New for 2022, LG’s UVnano technology provides wider coverage, sterilizing all parts of the ear gels. Additionally, the T90s adopt medical-grade, hypoallergenic ear gels to reduce the risk of skin irritation in the ear canal. Outstanding user convenience is another key benefit of LG’s TONE Free earbuds, which now boast enhanced connectivity and wider compatibility. Plug & Wireless, a feature that enables the charging case to double as a Bluetooth transmitter, enhanced with a useful, new voice chat function2 that is ideal for conference calls and for chatting with friends while gaming. With the included USB-C to AUX cable, users can plug the case into a radio, treadmill, in-flight entertainment system and a wide range of other products to enjoy the wireless freedom and first-class sound quality.
Courtesy of Voice Pickup unit, the premium T90s even provide an improved voice calling experience. The Voice Pickup Unit detects and minimizes ambient noises when the user is speaking, making it easier for whomever is on the other end to hear what they are saying. New TONE Free models offer up to 9 hours of use on a single charge while the case itself can provide a further 20, for up to 29 hours of listening enjoyment.3 And, with a new quick charge feature, the earbuds can be completely charged after approximately 1 hour in the UVnano charging case.
Finally, 2022 sees the introduction of LG’s new TONE Free fit lineup (models TF7 and TF8) designed for active lifestyles, providing a secure and comfortable fit for active moments from running and mountain biking, to vigorous training sessions at the gym. Both models incorporate SwivelGrip technology – which helps keep the earbuds firmly and comfortably in place, even during the most intense workouts – and offer a lightweight design that promotes better air circulation.
Moreover, TONE Free fit models deliver solid ANC performance, clear spatial sound with Meridian HSP technology, and the hygiene-enhancing benefits of medical-grade, hypoallergenic ear gels and LG’s UVnano charging case. IP67 rated, the TF7 and TF8 are resistant to rain, splashes, sweat and dust to make it easy to go running or working out without any worries.4
TONE Free fit models have a battery life of 10 hours (up to total 30 hours with the charging case). For more enjoyable workouts at the gym, the TF8 earbuds can connect to older, Bluetooth-less treadmill displays by using LG’s innovative Plug & Wireless solution.
LG’s 2022 TONE Free true wireless earbuds will be rolled out in major markets worldwide from the end of August.
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1 Full benefit of Qualcomm Snapdragon Sound Technology Suite can be enjoyed when both source device and earbuds are Snapdragon Sound enabled. Source devices not enabled by Snapdragon Sound technology can be used in Plug & Wireless mode. Snapdragon and Snapdragon Sound are trademarks or registered trademarks of Qualcomm Incorporated. Snapdragon Sound is a product of Qualcomm Technologies, Inc. and/or its subsidiaries.
2 Voice chat function is available only when using the included USB-C to USB-A cable.
3 Up to 29 hours of use available with ANC turned off. With ANC turned on, LG 2022 TONE Free earbuds offer up to 15 hours of playback time: 5 on a full charge plus an additional 10 hours via the charging case.
4 Charging case is not waterproof. Earbuds must be thoroughly dried prior to placing them into the cradle.
T90 T60 Sound Quality Graphene Unit Y Y Driver Unit Size Dynamic 11 Φ Dynamic 11 Φ Meridian Sound Y Y Dolby Head Tracking Y – Mic System 3 MIC + VPU 3 MIC ANC Real-time ANC Optimizer Y N Double-step ANC Algorithm Y Y Health UVnano Y Y Medical Grade Silicone Ear Gels Y Y Battery Life Earbuds / Charging Case Up to 9hrs/20hrs (ANC Off) Up to 9hrs/20hrs (ANC Off) Convenience Plug & Wireless Y – Whispering Mode Y Y Charging Fast Charging Y Y Wireless Charging Y – Active IPX Rating IPX4 IPX4
TF7 TF8 Sound Quality Meridian Sound Y Y Mic System 3 MIC 3 MIC ANC Active Noise Cancellation Y Y Health UVnano Y Y Medical Grade Silicone Ear Gels Y Y Battery Life Earphones / Charging Case Up to 10hrs /20hrs (ANC Off) Up to 10hrs /20 hrs (ANCOff) Convenience Plug & Wireless – Y Charging Fast Charging Y Y Active IPX/IP Rating IP67 IP67
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