“In the meantime, I’ve been adding benefits because I think our customers will like it. But what the..

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*It has been translated using AI
“In the meantime, I’ve been adding benefits because I think our customers will like it. But what the customer wanted was to “leave me what I really need.”

Kim Junyoung Jang, head of LG U+’s marketing group, recently met with Mail Business and explained that LG U+’s “Simply U+” is a customer experience strategy that makes it easier for customers to choose. Here, Simple is not a concept that unconditionally reduces product functions or shortens advertising phrases. The key is to clearly tell the customer what to choose and to deal with the complex process by the carrier. “The essence of simplicity is to make Uplus take care of complex things and customers focus on important daily lives,” said Jang, head of the group.

Jang is a “Uplus Man” who has worked at LG Uplus for 24 years. As the head of the marketing group this year, he is in charge of marketing strategies and implementation, as well as domestic business alliances, subscription platform “Subscription”, and customer relationship management (CRM) for 11 million customers. In recent years, his role has expanded from traditional marketing, which informs and sells products, to designing customer experiences across the company.

This change is in line with the philosophy of LG Uplus CEO Hong Bum-sik, who sees marketing as a starting point for customer experience. Rather than a functional organization that advertises products after they are completed, marketing is redefined as an organization that first defines the value that customers want and makes products, sales, services, and promotions move in the same direction. Jang, the head of the group, explained, “The role of marketing is to look at the entire customer journey, set standards for what experiences to change, and to take the lead in designing activities to realize them.”

This strategy has led to a change in the way we work in the company. From the organization that makes products to sales, policies, personnel, and public relations, they were asked to think about “how work should be different to give simple results to customers.” The starting point is “Simple Lab,” which directly receives customers’ voices. About 13,000 proposals have been received so far, and more than half of them were opinions on communication services such as pricing plan and combined products. The reporting method has also changed, and when receiving a report in-house, the first question was “Have you heard the customer’s story” and “What was the opinion of Simple Lab?”

Jang, the head of the group, summarized the values of Simply Uplus into three categories: “Simple, Custom, and Connection.” If simple is to eliminate unnecessary choices, customization is to use artificial intelligence (AI) to propose pricing plan, services, and membership benefits that fit each customer’s usage habit. Connection is a concept that extends the scope of customer experience beyond individuals to families, acquaintances, and affiliated partners. In fact, there were many family suggestions in Simple Lab, such as asking parents to prevent damage from voice phishing or wanting parents to easily manage their children’s communication use.

Customer needs are also reflected in products. The scattered customer centers and membership functions have been integrated into ‘Uplus One’, and complex pricing plan and combined products are also being simplified. Roaming reduced the procedures that customers had to handle directly from pre-departure settings to local use.

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