LG Uplus personalizes customer experience via app

Vice President Jung Soo-heon

LG Uplus Corp. is striving to lead the digital transformation by enhancing personalized customer experiences via its customer center application according to Vice President Jung Soo-heon, who oversees the consumer department.

In a recent interview with Maeil Business Newspaper, Jung outlined the telecom carrier’s strategy to segment every aspect of customers’ communication usage. By collecting and analyzing data at each stage, LG Uplus aims to provide personalized benefits via its customer center app.

The app allows users to easily manage communication plans, data usage, membership benefits, and phone purchases. Jung described it as “the first life platform among the three major telecom companies to integrate customer center functions with membership benefits.” He highlighted the app’s improved accessibility and convenience, which was achieved by consolidating various online communication channels.

Jung emphasized that the app serves as a “value consumption center” that enables customers to proactively use the services they desire, rather than just resolving issues. If a user visits the Hongdae neighborhood in Seoul, for example, the app will display available benefits at local stores.

Jung, who joined LG Uplus in 2021 after working at U.S. telecommunications company Sprint Corp, leads the company’s digital transformation projects and business-to-consumer (B2C) operations. Since joining the South Korean company, he has led the exclusive deal for Disney+ on its Internet Protocol television services and launched innovative B2C services, including new subscription packages, a group calling app and a community platform for pet families.