Used by over 1,200 clients
Product ordering, delivery, and customer support
[Asia Economy Reporter Choi Seoyoon] Lotte Chemical announced on the 2nd that it has recently officially launched the digital customer relationship management (CRM) system 'LOCHEM Portal' for polymer product customers.
Breaking away from the petrochemical industry's sales methods centered on wired and face-to-face contact, the company has introduced and operates an online, non-face-to-face, real-time system to enable customers to quickly and conveniently access Lotte Chemical's products and services.
Since 2019, Lotte Chemical has proactively established and actively implemented a digital transformation strategy aimed at providing differentiated customer convenience and strengthening sales capabilities.
The newly developed 'LOCHEM Portal' is an advanced online sales system based on the online and mobile customer service platform 'MaaS (Material as a Service)' introduced by Lotte Chemical in November 2020.
Through about two years of 'MaaS' operation, improvements and suggestions were derived based on accumulated big data and feedback from customers and employees, and after system development and testing, the 'LOCHEM Portal' was completed.
A Lotte Chemical employee is accessing the system through the 'Rochem Portal.' [Photo by Lotte Chemical]
The 'LOCHEM Portal' expands the functions of 'MaaS', which provides product search, order status, and real-time transportation information, to implement a mobile-based integrated sales environment.
Through the application, customers can place orders directly, and sales representatives can check product shipment, delivery guidance, and transportation vehicle dispatch in real time. The offline ordering method, which was mainly conducted through phone calls and emails with sales representatives, has been converted to an online platform, allowing orders to be processed conveniently and quickly from anywhere.
Customer support functions have also been enhanced. When customers request improvements on the portal, the responsible sales representative can check in real time and simultaneously connect directly with the Tech Center in charge of the product to promptly resolve issues, expanding communication functions.
Customers who have used the 'LOCHEM Portal' stated, "The intuitive screen layout makes ordering simple, and it was convenient to easily check documents such as shipment and transportation status, product property tables, certificates, and receipts whenever needed."
It is also expected to contribute to improving the operational efficiency of transportation companies. Compared to the existing system, the faster and optimized user environment has made vehicle dispatch and driver management easier, and delivery status can be shared in real time with customers and sales representatives, enabling smooth communication.
The 'LOCHEM Portal' currently provides services to about 1,200 customers purchasing PE (polyethylene) and PP (polypropylene), and plans to gradually expand the range of service users in the future.
Hwang Jin-gu, head of Lotte Chemical's Basic Materials Business, said, "With digital transformation, online-based service capabilities and customer convenience are becoming core elements of sales in the chemical industry," adding, "We will expand differentiated platforms that combine IT technology and big data to enhance customer value and business competitiveness."
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