LGU+ Drives Digital Transformation, Reduces Customer Center Consultation Time by 13 Million Minutes

Call Center Calls Decrease by 1.7 Million Year-on-Year
Customer Big Data Analysis... Notification Talk & Chat Consultation
"Integrating AI Exigen to Uncover Hidden Customer Needs"

LG Uplus has reduced customer center consultation time by more than 13 million minutes in one year through digital transformation (DX) for customer value innovation last year.

LG Uplus reduced customer center consultation time by more than 13 million minutes in one year through digital transformation for customer value innovation last year. The photo shows LG Uplus CX Center employees checking customer consultation data on the CX integrated portal. Photo by LG Uplus

LG Uplus announced on the 8th that the number of calls made by mobile and home product users to the call center last year was about 18 million, a decrease of about 1.7 million compared to the same period last year. The average consultation time per customer also decreased by about 21 seconds, resulting in a reduction of approximately 13.64 million minutes in customer inquiry time compared to 2023.

This is the result of systematically identifying points of customer inconvenience and strengthening pre-guidance and direct communication with representatives so that problems can be quickly resolved without calling the customer center. LG Uplus established a dedicated customer value innovation organization in 2017 and built an integrated company-wide customer consultation database from 2019 to 2020. From 2023 to 2024, they further advanced the analysis area by adding functions that convert and summarize consultation content into text, building a system that allows a comprehensive understanding of customer inconveniences at a glance.

Focusing on analyzing big data containing segmented experiences of individual customers, they identified frequently asked questions along the customer experience journey. To enable customers to solve problems easily and quickly instead of waiting long hours on the phone with the customer center, new features were added and guidance to digital channels was strengthened.

For example, in March last year, the 'self-renewal' function of the selective discount system was added to notify customers who needed to renew in advance. Considering that new customers had many questions about benefits such as family bundling, text messages and AlimTalk notifications were sent to guide them to the proprietary application. As a result, related inquiries to the customer center decreased by about 1 million in one year.

Additionally, chat consultation was applied to AlimTalk notifications informing customers of installation technician visit schedules, allowing customers to communicate directly with home managers and resolve their questions. The previous installation page was revamped so that procedures such as service requests could be processed without connecting to the customer center.

By improving frequently asked questions for customers to 'self-solve,' the customer center was able to focus on customers who really need help and provide detailed and friendly consultations. General inquiry calls decreased by about 9.5% compared to the same period last year, and calls from customers filing complaints also decreased by about 11.2%.

LG Uplus ranked first in the mobile telecommunications sector evaluation of the Digital Customer Experience Index hosted by the Korea Standards Association in September last year and was selected as the best company in the call center quality index.

Park Soo, LG Uplus CX Innovation Manager (Executive Director), said, "This year, we plan to accelerate digital transformation and focus on improving customer consultation quality," adding, "Starting this year, we will integrate AI Exigen into the CX integrated portal, which will be fully operational, to further segment the customer experience journey and discover hidden needs."