Meeting with over 200 Students from the Department of Electrical and Information Engineering
"LG Electronics is a Company that Provides Customer Experiences"
Introduction of Innovative Products such as StanbyME
Emphasis on the Need for Experience-Oriented Thinking, Not Just Technology
Expanding Talent Engagement through Events like the LG Tech Conference
LG Electronics announced on the 25th that CEO and President Cho Joo Wan met with approximately 200 undergraduate students from the Department of Electrical and Information Engineering at Seoul National University’s Engineering Building 1 on the 24th, where he emphasized that “the outcomes created through technology are tailored to customer experience.”
LG Electronics CEO Jo Joo Wan is giving a special lecture to 200 undergraduate students of the Department of Electrical and Information Engineering at Seoul National University’s Engineering Building 1 on the 24th. Photo by LG Electronics
Beginning his lecture by introducing LG Electronics not as a company that simply manufactures products, but as a company that provides diverse customer experiences, Cho stated that the company’s future vision is to become a “smart life solutions provider that connects and expands customer experiences in various spaces where customers live their lives.”
Cho went on to say, “Outstanding products and advanced technology are important, but the essence of everything LG Electronics does is to deliver differentiated experiences to customers.” He explained LG Electronics’ efforts to differentiate customer experience through innovative products such as the ‘LG StanbyME,’ which pioneered the wireless portable lifestyle screen genre, and the world’s first wireless OLED TV, the ‘LG Signature OLED M.’
Cho particularly explained why even in research and development (R&D)?a field that engineering students aspire to?one must focus on experience, not just products and technology. The undergraduate students strongly resonated with this message.
Cho shared, “The beginning of StanbyME was photos of customers watching TV while lying in bed. If an engineer only thought about technology, they might have considered developing a TV dedicated to beds, taking into account viewing angles, sound, and UX. However, by focusing on experience, we realized that what customers truly wanted was the ability to watch TV in any position, anywhere they desired.”
Additionally, Cho described other examples where LG Electronics goes beyond products to deliver experiences for entire spaces. These include the wireless OLED TV ‘LG Signature OLED M,’ which was developed in response to customer feedback about messy cables around TVs hindering free use of space and eliminates all cables except for power, and the small modular home ‘Smart Cottage,’ designed for customers who want an easy way to own a personal second house.
He also introduced the fact that LG Electronics has a dedicated in-house organization specializing in customer experience research. Since first establishing the Customer Research Lab in 1989, LG Electronics has expanded its customer experience-related organizations to strengthen its capabilities for creating differentiated customer value. In a corporate restructuring at the end of 2022, the company established the CX (Customer Experience) Center, which reports directly to headquarters.
Cho further advised students aspiring to become future engineers to develop experience-centered thinking skills by “looking deeply” through constant questioning and in-depth contemplation, “looking broadly” by paying attention to various phenomena and discussing with others, “looking far” by imagining a better future, and “persuading” by communicating technology in a way that others can easily understand and relate to.
Meanwhile, since taking office in 2021, Cho has been committed to talent management. Last year, he personally organized the ‘North America Tech Conference’ in California to recruit outstanding overseas talent. Earlier this month, he attended the ‘LG Tech Conference,’ an event held at LG Science Park in Magok, Gangseo-gu, Seoul, to invite science and engineering talent, thereby expanding opportunities to connect with top talent.
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