Professional Documents
Culture Documents
01
Product safEty
romotedVoiceofCustomers(VOC)systemglobally P Openedaglobalmarketingportalsite GEsCTOarecipientofa2008UL(Underwriters L fferedregion-differenciatedservices(ZeroConsumer O ntegratedconsumerinsightmanagementinto I LaboratoriesInc.)LeadersinWorldSafetyaward ComplaintscampaigninKorea,211systeminIndia, MarketingDivision CertifiedasaBluetoothQualificationTestFacility 777serviceinAustralia) ompletedanexclusiveofficeforidentifying C oonhoPark,LGEschiefR&Dresearcher,received J evelopmentanduseofservicecenterlocation D consumerinsights aspecialcommendationfromKoreasprimeminister optimizationprogram evelopedregion-specificproducts(NigerianTVs,Indian onWorldStandardsDay(foradoptionofadvanced D refrigerators,IndonesianA/Cstofightbirdflu) safetyanalysismethod) stablishedaglobalqualityinformationmanagement E system mprovecapabilitytoidentifyconsumerinsightsand I reflectthemindevelopingnewproducts Diversifiedandsegmentedconsumerneeds Increaseofnewriskswithnewtechnologies pportunitytoenhancebrandimagewith O safeproducts nsurednecessaryconditionsforsystematic E managementofVOC aisecustomerexpectationsaboutservice R eedtoimprovecustomerserviceskillaccordingto N developmentofdiversenewproducts Risksforprivacyinfringement ncreasedregulatoryrisksasregulationsgetstricter I nhancetheroleofcallcentersashubsofcustomer E communication stablishcorporate-wideprivacyprotectionsystem E akepreventivemeasuresagainstpersonalinformation T leaks SOperationGroup&CSStrategyGroup, C CSManagementTeam,CMODivision Information&SecurityGroup, SD C
future direction
xtendconsumerinsightactivitiesintoProductPlanning Improveproductdesignwithsafetyinmind E DivisionandR&DDivision mproveproductqualitycontrolprocesstogain I Establishinfrastructureforglobalmarketing competitiveedge omeupwithmarketingroadmapforgreener C products GBSIMTeam&INITeam,CMODivision onsumerCooperationGroupateachregion C QualityStrategyGroup,CMODivision EcoStrategyTeam,CTODivision
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Consumer insight helps identify hidden meanings in consumer feedback, such as discovering latent consumer needs or value that they themselves might not be aware of and applying this information to our products. LG Electronics is making every effort to explore consumer insight and to reflect it in product development and marketing, thereby increasing consumer value.
3
1.GlobalMarketingPortal 23.MarketingEducation(China)
NIGERIAN TV
Nigerian TV was developed by LG Electronics Africa Logistic FZE (LGEAF) to support the onscreen display (OSD) of the countrys three major languages (Ibo, Yoruba, and Hausa). Released in May 2008, Nigerian TV sparked an explosive response from local consumers by improving on previous TVs, which until then had only supported English text. Other features, such as the CRT TV rotating stand (especially useful for larger families) and higher volume range for loud surroundings, were also included to reflect the unique conditions of the local environment based on newly identified consumer insights. LG Electronics has positioned itself as the runaway market leader in Nigeriaover 50% of market share in big ticket items such as air conditioners, refrigerators, and TVsthanks to active marketing efforts that truly reflect consumer insights.
ConsumerInsightSurveyUsingEyeTracker
Product Safety
LG Electronics places the utmost priority on consumer safety. From the design stage to a products usage and disposal, LGE continuously looks for ways in which to improve product safety to prevent any risk to a consumers health or property caused by a faulty product. In addition, it is continuing to improve process management and quality so that consumers can feel more safe with product made by LG Electronics.
safEty dEsiGn
safEty coMPonEnts
safEty ProcEss
customers
Electromagnetic Environment
Moreandmore,productsbecomeever-moresophisticatedusingGHz broadband,therearegrowingconcernsamongconsumergroupsabout theelectromagneticinterference(EMI)ofhigh-performanceproducts,especiallythoseusingGHzbroadband.Sometimeinthefuture,EMIregulationswillhavetobestandardizedinternationallyandappliedforcefully, whichissomethingthatLGElectronicsisalreadypreparingfor. EMIsitesthatcanconductGHzbroadbandEMItestsarerequiredtosatisfy6dBorlessofSiteVSWR(VoltageStandingWaveRatio),butthecurrenttechnologyofverifyingthevalidityofEMIsiteswas notabletomeetthestandard.ThatiswhyLGElectronicsdevelopedthe SiteVSWRValidationTechnologyforGHzbroadband,allowingittolay thegroundworkforconductingGHzbroadbandEMItestsandobtainthe absorberoptimizationtechnologynecessarytoimplementEMISites. ThistechnologyissupportedatEMIsitesateveryLGEcompany. Furthermore,withqualitycontrolsystems,specialfacilities, andtrainedpersonneltoverifyEMCsuitability,LGEprovidestechnical supportforthestandardizationandanalysisofpriorstandardswithits newproducts.
safEty assurancE
First,LGElectronicsviewsinternationalsafetystandardsastheabsolute minimumrequirementtoensureconsumersafety,abidingbyevenmore stringentinternalsafetystandardsthattakeintoaccounttheusersenvironment. Second,astudyoftheuserenvironmentisconductedpriortoproduct development,whilebreakdownmodeanalysistoolsareusedtopredict potentialsafetyproblemssuchasfires,electricshock,injuriesandexplosionssothatsafetymeasurescanbeaptlyreflectedintheproductdesign.Inaddition,LGEconsiderspossiblesafetyissuesafteraproductis deliveredtotheconsumer,frominstallationandusagetomaintenance/ repairanddisposal.Safetymeasuresarethendrawnupdependingon scenariosofpossibleproductmisusebytheuser. Third,fielddataandbreakdownmodeanalysisareusedtoselectcomponentsthatmayaffectproductsafety.LGElectronicsthenkeepsaclose watchoverthedevelopmentandproductionoftheselectedcomponents. Fourth,productionprocessesthatmayleadtoproblemsareanalyzed andidentified.LGEpaysextraspecialattentiontosuchprocesses,holdingregulartrainingonprecautionarymeasuresandsafetychecklists. Fifth,safetycheckstandardsareinplaceforeveryproduct.LGEalsoconductssafetychecksateverymajorstageofthedevelopmentprocess.If andwhenaflawisdetected,LGElectronicschecksforthepossibilityof
2
1.EMITest 2.BatteryTester
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suPPLiErs sELf-rEGuLatEd tEst and cErtification systEM LGElectronicsrunsaself-regulatedtestandcertificationsystemforits supplierstoinnovatethequalityoftheirparts.Underthissystem,suppliersevaluatetheirownproductstoassuretheirquality,whilepartsfrom suppliersthatmeetLGEsstandardsdonotneedtogothroughanyother tests.Thisinitiativehasnotonlyhelpedraiseawarenessamongsuppliersaboutqualitycontrol,buthasalsostrengthenedtheircompetitiveness.Atthesametime,ithasraisedthelevelofcompetitivenessforeveryLGElectronicsproductevenmore.
[suPPLiErs sELf-rEGuLatEd tEst and cErtification ProcEss]
sELEct suPPLiErs
Post-ManaGEMEnt
diaGnosE suPPLiErs
2
1.SafetyProtectionCapforDrumWashers 2.CampaignfortheSafeUseofDrumWashers
( rE-EVaLuation ) ( rE-EVaLuation )
notEbook battEry chEckuP Inearly2008,therewasanunfortunateaccidentinvolvingourZ-series notebookbattery,soinspectionswereconductedbyoutsidespecialized institutions,theKoreaElectrotechnologyResearchInstituteandIntertek.Afterreconstructionexperiments,thecauseoftheaccidentwasdeterminedtobemoreaboutenvironmentalfactorsthananymechanical flaws.Still,LGEconductedfreecheckupsandreplacementsofnotebook batteriestopreventthesameaccidentfromhappeningagain.Atotalof 29,000Z-seriesunitswhichhadbeensoldfromJanuarytoDecemberof 2007areeligibleforafreecheckupandreplacement,with53.3%ofthem havingbeenreplacedthroughthisserviceupuntilnow. Gqa (GrEat quaLity aWard) systEM LGElectronicsGreatQualityAward(GQA)systemisaproprietaryquality controlsystemthatisoperatedbycompanybasis.ThroughthisGQAsystem,whichwasimplementedin1997,relevantbusinessunitandmanufacturing&productionsubsidiariesaremonitoredandcheckedfortheir qualitymanagementresultsandqualityassurancesystemsonanannual basis,withawardsbeinghandedouttothosebusinessunitsandsubsidiarieswithexcellentrecords.Thissystemhelpedtoraiseawareness aboutqualitycontrolandimprovecapabilitiestomanagequality,with systematicguidanceandsystemoptimizationbeingofferedforunsatisfactorysectorsnotmeetingtheserigidstandards.
Last December, President and Chief Technology Officer (CTO) Woo Hyun Paik was recognized as 2008s Leader in World Safety by one of the most prestigious safety standard agencies in North America, Underwriters Laboratories (UL). LG Electronics continues to spearhead consumer protection efforts by promoting product safety.
Customer Satisfaction
Through an analysis of customer expectations as they relate to service, LG Electronics is always keeping up with which service items customers want most, as it continues to provide the best service possible.
ontheirown,LGEsremoterepairsystemletsthemreceivehelpfulservicesfordigitalproductswithoutrequiringavisitfromaserviceengineer.
TheLGElectronicsChineseCallCentertoppeda listofhomeappliancemakersinaqualitysurvey conductedbyChinasCIC(ConsumersInformation Center),whichcarriedoutthesurveyonmajorcompaniesoperatinginChinainthe fieldsofhomeappliances,communication,andcomputers. Accordingtothesurvey,conductedonMarch15,WorldConsumerRights Day,QQ.COM,thebiggestportalsiteinChina,rankedLGElectronicsNo.1,with highscoresineveryfieldincludingagentresponse,speed,andproblem-solving capabilities.FourChinesecompanies,includingMediaandGlanz,followedLGEto roundoutthetopfivecompaniesonthelist.
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h E L P i n G E L i M i n at E W a s t E d s ta n d b y P o W E r in hoME ELEctronics
LGDirectMobileServiceVehicle
sErVicE EnGinEErs LGElectronicsbelievesthataccuratefeedbackaboutmaintenancework, aswellasresultsafterprovidingcustomerservice,leadtoincreasedcustomersatisfactionandproductvalue.ThishasalsoledtoLGEproviding thoroughtechtrainingforserviceengineers. Buildingonthis,LGElectronicssetupasystemtoshare educationalmaterialswithserviceengineersaroundtheworld,andis strengtheningspecializedtrainingprogramsbyrunninganeducational websiteandconductingonlineinteractivetrainingsessionswhereinstructorsandserviceengineerscaninteract. Inaddition,LGEcontinuestoprovidethreepiecesofkeyinformationwhenofferingservice:whatpart(s)wasfixed,thecauseofthe failure/problem,andhowtopreventthesameproblem(s)fromrecurring inthefuture.
intErViEW
JONG-SOO LEE, ENGINEER, 7TH SERvICE SKILL OLYMpICS GRAND PRIZE WINNER
I always think positively, and never give up until I find a solution to the problem and can complete the repair. This habit gave me todays honor, I believe. As I have done so far, I will continue to work together with my colleagues, give them technical support, and grow together.
12.ServiceSkillOlympics
3.InteractiveTechnicalTraining
LG Electronics has a variety of channels to communicate with customers, through which we are able to listen to what they have to say and deliver this to the relevant departments as quickly as possible. As such, LGE can reflect each customers unique voice to improve our products, marketing, and service.
sErVicE EnGinEErs
rEPair Products
foLLoW-uP ManaGEMEnt
brands
doMain
http://www.xcanvas.com
unit: cases, %
rEsPonsE ratE
XCANVAS
2,134
1,791
1,501
84
(Hometheater systemincluded)
XNOTE FLATRON TROMM DIOS WHISEN DIOSBuilt-In WHISEN AirPurifier CYKING B2B Total
140,416 344 2,339 2,398 2,568 503 657 860 4,856 157,075
16,103 1,807 384 675 1,107 110 170 169 79 22,395
15,958 1,576 375 630 949 110 168 124 54 21,445
99 87 98 93 86 100 99 73 68 96
MediaContacts JobTraining Recruitment PressReleases Sponsorships Advertising MailingLists FinancialReport StockInformation Total
143 15 89 13 56 17 25 194 143 695
91 13 3 92 66 59 60 42 58 54
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Privacy Protection
LG Electronics complies with all relevant laws and regulations concerning privacy to protect the personal information of customers. We also take several preventative measures against the illegal leaking of personal information and improve the reliability of customer privacy protection on an ongoing basis.
increase the reliability of customer privacy protection through the prevention of personal information leaks and the minimization of compliance risks
PRINCIPLE
Major Activities
LGElectronicshasbeenfocusingitsprivacyprotectioneffortsonthesubscribersofitswebsites.However,wearewellawareofthenecessityand importanceofprivacyprotection,whichiswhywehaveexpandedoureffortstoallofthepersonalinformationgatheredbyLGElectronics(includingpersonalinformationcollectedoffline)andarecarryingoutprotective measuresformoresystematicandthoroughprotection. Moreover,wehaveestablishedcorporate-wideprivacypolicies,improvedourmanagementsystem,standardizedtheoperationand managementprocess,andbuiltaresponsesystemforpossibleinformationleaksorprivacyinvasions.Also,wearetakingpreventivemeasures suchasofferingregularcheckupsanddiagnosisofprivacyprotection. Atthesametime,thesecurityawarenessprogramhasbeen developedtotrainpersonneldealingwithpersonalinformationandgeneralemployeesonaregularbasis,whileavarietyoftechnicalmeasures havebeencarriedouttodealwithanypotentialsecurityloopholesin processingpersonalinformation.
MANAGEMENTSYSTEM
operating system
process and manage
policies
Diagnosis/Check/influence
Run organization/
Evaluation/promotion
Entrusted/third-party
management
Establish operating/
Monitoring
Respond to privacy
operate/Manage personal
Limit approach/use of
personal information
protective measures
technical protection
Managerial/technical