LG Uplus reduced customer service call times by over 13 million minutes in the past year through digital transformation (DX) aimed at enhancing customer value. According to a statement on the 8th, the number of calls to the call center from mobile and home product users decreased by about 1.7 million, totaling around 18 million calls compared to the previous year. The average consultation time per customer also decreased by approximately 21 seconds, resulting in a reduction of about 13.64 million minutes in customer inquiry time.
This achievement was attributed to LG Uplus’s efforts to enhance the system for identifying pain points in the customer journey and to provide pre-guidance and direct communication with personnel, helping customers resolve issues without calling the customer center.
The company focused on analyzing big data to pinpoint frequently asked questions at each stage of the customer journey. Based on this analysis, new functionalities were added, and digital channels were enhanced to allow customers to resolve issues quickly without waiting in long queues at the call center.
For instance, in March of last year, a ‘self-renewal’ feature was added to the optional contract discount system, notifying customers in advance of contract renewal needs. New customers curious about family benefits were directed to the self-service app through texts and alerts, leading to a reduction of about 1 million related inquiries to the call center within a year.
Additionally, chat consultations were integrated into notification talks regarding home manager (installation technician) visit schedules, allowing direct customer communication with home managers. The installation page was revamped to enable service procedure initiation without contacting the customer center.
These improvements in facilitating self-resolution for frequently asked questions allowed the customer center to focus on assisting customers who needed more support, providing more detailed and courteous service. General inquiry calls decreased by approximately 9.5%, and complaint calls dropped by about 11.2% compared to the previous year.
Thanks to these efforts, LG Uplus secured the top position in the mobile communications sector of the Digital Customer Experience Index, organized by the Korean Standards Association, in September last year. The company was also named the best-performing company in the Call Center Quality Index.
Park Soo, the Head of CX Innovation at LG Uplus (Executive Director), stated, “We plan to accelerate digital transformation to further enhance customer consultation quality this year. We will incorporate AI into the CX Integrated Portal, which will be operational this year, to further refine the customer journey and uncover hidden needs.”