16 University Students Who Overcame 20:1 Competition Rate Participate
Exploring 'Good Experiences' of Working, Resting, Playing, and Eating
LG Electronics has started activities to share product-related customer experiences together with 'LG Crew,' composed of 16 Generation Z university students. Generation Z refers to young people in their 20s born from the mid-1990s to the early 2000s.
On the 5th, LG Electronics held an orientation for LG Crew at a shared office in Gangnam-gu, Seoul. The 16 LG Crew members exchanged greetings with Kwon Hyuk-jin, Executive Director and Head of LG Electronics LSR (Life Soft Research) Customer Research Institute, and Park Woong-hyun, CEO of TBWA Organizational Culture Research Institute. Park Woong-hyun, head of the global advertising company TBWA, participated as a mentor.
LG Electronics operated the predecessor of LG Crew, Design Crew, from 2021 until last year. The goal was to gain a deeper understanding of future customers and obtain Generation Z’s insights related to customer experience. To expand activities beyond design, the Design Crew was renamed LG Crew this year.
At a shared office in Gangnam-gu, Seoul, 16 LG Crew members are taking a commemorative photo during the LG Crew orientation held on the 5th. [Photo by LG Electronics]
LG Crew members were selected through document screening, interviews, and written tests, overcoming a competition rate of 20:1. They work with researchers from LG Electronics CX (Customer Experience) Center for four months, seeking good experiences in four areas: working, resting, playing, and eating. They reinterpret LG Electronics products and services from the perspective of Generation Z.
The customer experiences discovered during their activities will be promoted through campaigns such as ▲Good Experience Talk Concert ▲Good Experience White Paper ▲Good Experience SNS. The Good Experience White Paper, produced for the first time this year, will include stories about product usage experiences under the theme 'Good Experiences with LG Electronics' and newly proposed product usage methods from the Generation Z perspective.
The first seminar of LG Crew will be held on the 12th. Lee Cheol-bae, Vice President and Head of LG Electronics CX Center, and CEO Park Woong-hyun will appear as speakers. LG Crew will discuss the process of seeking fundamental life experiences and good experiences.
Executive Director Kwon Hyuk-jin said, "LG Crew is an activity for Generation Z and LG Electronics to get to know each other," adding, "It will be an opportunity to discover and widely share Generation Z’s good experiences that will change our daily lives and the world, spreading them to all generations."
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