LG U+, Communicating with Customers through 'Jjinshim Crew'... Feedback Delivered Within One Day

As Part of CEO Hong Beomsik's Emphasis on "Full Marketing"
Customer Feedback Delivered Within One Day of Meeting...
Improvements Communicated Within Seven Days

LG Uplus announced on the 14th that it will introduce full marketing into its customer communication program 'Jjinsim Day,' which directly listens to customers' voices, and expand it into 'Jjinsim Crew.'

Jjinsim Day is a program operated since 2023 that allows LG Uplus employees to meet and talk directly with customers. When employees select specific customer segments they want to meet, the related organization, 'Jjinsim Day Support Center,' arranges the meetings.

At the LG Uplus Yongsan Building in Yongsan-gu, Seoul, Executive Director Kim Saera (second from the right) poses for a commemorative photo with customers participating in the 'Jjinsim Day'. Photo by LG Uplus

Since the introduction of Jjinsim Day, LG Uplus has arranged for about 500 employees to meet approximately 1,000 customers over two years. The participating employees range from the CEO to staff from various departments. Customer feedback gathered from these meetings has been reflected in actual services.

LG Uplus is strengthening the existing Jjinsim Day program into 'Jjinsim Crew' activities to ensure that meetings with customers are not one-time events but continue sustainably. 'Jjinsim Crew' signifies that customers who participated in Jjinsim Day grow together as LG Uplus's crew.

Jjinsim Crew plans to deliver feedback from relevant departments within one day after employees meet customers and inform customers within a week about which services will incorporate their opinions and how.

Jjinsim Crew is part of 'full marketing,' which LG Uplus CEO Hong Beom-sik continuously emphasizes. Unlike push marketing, where companies promote services or products to induce purchases, full marketing means customers use products as supporters of the company and share them with other customers.

Earlier this year in his New Year's address, CEO Hong emphasized, "If people-centered values that can impress customers are found and well delivered, satisfied customers become recommenders themselves, creating a virtuous cycle that raises our value and adds more value back to customers."

LG Uplus plans to increase touchpoints with customers through Jjinsim Crew activities. In particular, to encourage key executives to freely participate in customer meetings, Jjinsim Crew activities will be regularized to take place on the last Wednesday of every month.

Kim Sae-ra, Executive Vice President and Head of LG Uplus CX Center, said, "The purpose of Jjinsim Day is to hear the real voices of customers that cannot be captured through typical surveys or data," adding, "By listening to actual customer opinions and reflecting them in services, we will create differentiated customer experiences that help LG Uplus grow further and provide customers with impressive experiences."