LG Electronics Truly Committed to Customer Experience, Exploring Gen Z with 'LG Crew'

Recruiting University Students Born Mid-1990s to Early 2000s
Online Applications March 6-14... "Discovering New Customer Experience Opportunities"

[Asia Economy Reporter Moon Chaeseok] LG Electronics is gathering product and service ideas from Generation Z (those born in the mid-1990s to early 2000s) university students.

On the 20th, LG Electronics announced that it will recruit 16 university students for the 'LG Crew' program through an online recruiting site from April 6 to 14. Candidates will be selected through document screening, written tests, and interviews. The activity period is from April to August.

LG Crew seeks 'good experiences' in four areas?working, resting, playing, and eating?together with LG Electronics employees. They reinterpret LG Electronics products and services from the perspective of Generation Z. Newly discovered customer experiences will be shared through campaigns such as Good Experience Talk Concerts, Good Experience White Papers, and Good Experience SNS.

LG Electronics provides LG Crew with mentoring from CX (Customer Experience) Center research staff on customer research and content mentoring from Park Woonghyun, a famous domestic advertiser and head of the TBWA Organizational Culture Research Institute.

The CX Center, established this year, oversees the planning of innovative products, services, and business models. The CX Center’s LSR (Life Soft Research) Customer Research Institute operates the LG Crew program. The LSR Customer Research Institute is a specialized customer research organization that discovers business and customer experience insights based on customer demands and data and connects them to products and services.

LG Electronics selected the predecessor of LG Crew, Design Crew, in 2021 and last year. Participants presented content created based on Generation Z’s awareness of issues and proposed future concept products. To produce results beyond design, the name was changed from Design Crew to LG Crew this year, and the scope of activities was expanded.

Lee Cheolbae, Vice President and Head of LG Electronics CX Center, said, "We will passionately contemplate good experiences to create a better life together with Generation Z, the future leaders," adding, "We will innovate LG Electronics’ customer experience by reflecting Generation Z’s perspective."