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32·2011- 2012 LG Electronics Sustainability Report Customer Satisfaction & Aft er Sales Servic e OUR APPROACH OUR PERFORMANCE • Impr ove re pair service q uality by ex panding LGE- controlled service infrastructure • Prov ide great er value to custo mers thro ugh “V oice of Customer (VOC) Management,” which emphasizes the value of customer comments and suggestions • Enhance cu stomer ser vice and r epair service capabilities • Upgrade global service quality by developin g diff erentiat ed service programs and implementing them globally Providing Greater Value to Customers through “VOC Management” Since February 2007, LG Electronics has been consistently striving to improve and strengthen its VOC system, and leveraging it as a useful management tool for quickly identifying customer wants and needs. Every year, LGE collects over 190,000 comments and suggestions from worldwide customers through diverse contact channels, includ- ing the corporate website and call center, and manages them to create greater value. Since October 2011, we have also been interacting with our customers through LGE’s official blog “THE BLOG” and social net- working sites such as Facebook and Twitter. LGE takes its commitment to customer satisfaction a step further, placing strong emphasis on service improvement, establishing performance targets for VOC man- agement in advance, and implementing proactive service improve- ment measures to meet all targets. From April 2007, LGE’s top executives, including our CEO, are taking time to review recorded conversations between customer service rep- resentatives and callers in top management meetings, all part of our effort to improve VOC intelligence and help the company’s top execu- tives identify customer needs and fast-track them into product plan- ning, marketing and services. In addition, LGE analyzes the strengths and weakness of our customer service at each customer contact point, utilizing the Net Promoter Score (NPS), which compiles a Customer Satisfaction Index (CSI) to assess customer satisfaction at each stage of service and performs comparative analysis of customer satisfaction levels against those of- fered by our competitors. Enhancing Customer Service and Repair Service Capabilities Competency Evaluation and Service Maestro Program · LGE conducts a competency evaluation of its service and call center employees twice a year, examining their technical skills, customer engagement skills, job knowledge, etc. to provide a comprehensive assessment of their competency in performing services. Based on the results, Service Maestros are selected from employees who have been with the company for five years or longer and maintain a grade of “high” in competency evaluations for two straight years. Grand Service Maestros are also selected from Service Maestros who have received the top prizes (Minister or Gold Prize) in the annual LGE Service Skill Olympics, following a formal review process. Global Service Academy · LGE has established the Global Service Academy to strengthen and systematically manage its service training programs for overseas employees. Initially established in Thailand in 201 1, a total of 16 Global Service Academies are currently i n operation in 11 countries, including South Africa, China (Guangzhou), Russia, Jordan and Indonesia. LG Electronics Service Skill Olympics · The 11th LGE Service Skill Olymics was held in November 201 1 . Established to promote t he com- pany’s widely trusted service capability and improve technical skills of service engineers, the event provides an opportunity for service Service Skill Olympics Global Service Academy in Indonesia “Global Service Training by Service Maestro” Program In April 2011, LGE launched the “Global Service Training by Ser- vice Maestro” program to transfer LGE Korea’s outstanding service capability to overseas subsidiaries. A total of 24 service Maestros have conducted service training in 29 countries, helping to elevate the service capability of LGE global subsidiaries by sharing their practi- cal repair know-how and customer service best practices from Korea. Service Maestros will be dispatched to 40 countries to conduct training in 2012. They will also undergo relevant training prior to assuming their important role in providing customer ser- vice training and sharing region-specific repair know-how . Service Knowledge T ransfer Customer Comments in 2011 31.8% 18.5% 2.0% 3.2% 4.1% 14.3% 4.2% 5.0% 6.2% 5.1% 5.6% Customer Comments in 2011 Dissatisfaction with repair service quality Product quality Dissatisfaction with service appointment punctuality Marketing and sales related Insufficient explanation following repair service Suggestions Service program Emotional dissatisfaction Dissatisfaction with call center service Repair costs Others
