LG Electronics H&A was contemplating the optimization of the customer experience journey. However, there was a lot of uncertainty in identifying the pain points that occur during the customer experience journey. As a result, based on key questions for each customer experience journey, they initiated the CX Clinic Project with the primary goal of improving the brand experience on their customer experience journey (CEJ). Additionally, through the derivation of CEJ competitiveness indicators, they aimed to establish a foundation for a continuous monitoring system to achieve ongoing brand challenge goals.
In 2021, the project was conducted targeting Italy, France, and China. In 2022, a project examining the customer experience journey was carried out targeting Australia and the UK.
In the project conducted in Italy in 2021, the influx of visits to the company's specialized mall showed a relatively weak trend compared to the e-commerce market in that market. Additionally, despite positive product evaluations, an unfortunate situation was discovered where it did not translate into market response. Despite the technical superiority of the products, there was also a regrettable absence of differentiated brand keywords.
From the perspective of visit behavior to the company's specialized mall, differences in the characteristics of consumers entering each product category were observed. This highlighted the need for more detailed target marketing. Furthermore, analyzing consumer patterns during visits led to the conclusion that continuous testing and validation (Lesson/Learn) in terms of UI/UX aspects, based on consumption behavior, are necessary to enhance content strategies and conversion rates. Finally, it was deemed essential to datafy consumer response content within the specialized mall for effective utilization and application of data.
A proposal was made for the dataification process to closely examine the customer experience journey. The necessity of creating a coding guide within which data could be tracked was emphasized. Additionally, suggestions were put forth, including precise segmentation targeting and A/B testing aimed at inbound customers to the specialized mall. The goal was to continuously increase visits to the specialized mall, highlighting the need for enhanced customer trust. Furthermore, recognizing the challenge of translating technical prowess into market response, there was a recommendation for differentiated brand communication messages and avenues for social brand marketing strategies.
The CX Clinic Project is a project that closely examines the customer experience journey, identifying areas for improvement. Additionally, it has a process in place to propose improvement strategies and derive execution plans.
A meticulous data refinement process for the company's specialized mall has been carried out, and communication directions and post-campaign validation work have been conducted based on social analysis. Furthermore, led by LG Electronics H&A headquarters, personalization efforts have been implemented based on customer online behavior data, including microtargeting and exposure of personalized search/banner ads based on visitor interests/behaviors.
Through search keyword optimization, exposure increased by 21.3%, and by enhancing UI/UX, the product registration time for customers on the specialized mall was reduced by 29 seconds. Additionally, improvements were made in areas where customer attrition was high, resulting in a significant reduction in attrition. In the realm of social content, efforts are being made to select content that satisfies customers and apply it to various products.
The customer's experience journey requires careful examination and ongoing monitoring. The process of identifying and resolving pain points in the journey is an essential step that a brand must undertake.