Koo Kwang-mo: "All Members Are LG's Protagonists... We Must Foster Customer Delight"

'2023 is the Year of Customer Value I Create'

[Asia Economy Reporter Park Sun-mi] Koo Kwang-mo, Chairman of LG Group, was the first among business leaders to deliver the 2023 New Year's address, sharing his resolutions for the new year with employees. Since his inauguration, Chairman Koo has never omitted the word 'customer' in his annual New Year's speeches, and in 2023, he conveyed a message to continue customer value management.

On the 20th, Chairman Koo sent a digital video containing the New Year's address via email titled "Hello, this is Koo Kwang-mo" to LG employees worldwide. Emphasizing that employees are the main actors of LG and the importance of customer value, he delivered the message, “When LG people who strive to practice customer value come together to continue nurturing the dream of customer delight, LG can become a lasting company loved by customers.”

Chairman Koo called the employees who challenge higher customer value ‘Customer Value Creators’ and said, “I hope 2023 will be a year when you become the main actors of LG and find ‘the customer value I create.’ To this end, let us each think about who our customers are and what value we want to deliver to them.”

He continued, “My customer is you, who create customer delight in the name of LG, and the customer value I create is to help each and every Customer Value Creator realize their dream of customer delight.” He also emphasized, “I will ensure that your actions and challenges are recognized and lead to greater opportunities and personal growth,” concluding his New Year's greeting with, “Let us gather the customer value of every LG person worldwide to create moving experiences that change customers’ lives.”

Since his first New Year's address after taking office in 2019, Chairman Koo has emphasized that the direction LG should take is ‘the customer,’ continuously evolving and developing the message of customer value management. In 2019, LG defined its unique customer value as three things: ‘something that can change customers’ lives and inspire them,’ ‘providing ahead of others,’ and ‘creating continuously, not just once or twice.’ In 2020, he urged focusing on customer pain points?the points where customers feel inconvenience?as the starting point for practicing customer value. In 2021, he emphasized understanding and empathizing with customers more deeply through customer micro-segmentation. This year, he proposed creating valuable customer experiences that, once experienced, customers cannot go back to the previous state.

Meanwhile, the New Year's video featured LG employees sharing various thoughts and cases related to customer value. Especially this year, the video was structured as if Chairman Koo and employees were asking and answering what customers and customer value mean to each of them, adding interest. More than half of the entire video was filled with employees’ voices, showcasing LG employees working in various fields.