LG opens Dubai-based contact centre

LG expands customer care in the region as part of its worldwide CRM initiative.

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By  Simon Duddy Published  November 11, 2004

As part of its customer relationship management (CRM) initiatives, consumer electronics giant LG has opened a customer interaction centre (CIC) in a bid to boost support to customers in the region. LG customers in the GCC can now dial a toll free number for connection to the company’s call centre in Dubai. The call centre features consultants who can assist callers in English, Arabic, Urdu and Hindi with product information and after sales support, as well as receive feedback and suggestions for future product upgrades. Specialist GSM and notebook consultants can also offer in-depth product counseling. The toll free numbers are designed to be easy to use and convenient with the combination of either 800-54 or 5454 that indicate LG or LGLG based on combinations of numbers. “This is a breakthrough in terms of customer service, we can now offer standardised, professional and efficient responses for all our GCC customers. The mission of the call center is to be a one-stop shop for information on products, prices and service. LG is a customer-centric company and the launch of this call center reiterates our commitment to our customers in the region,” says S S Kim, chairman and CEO, LG Electronics. The company also guarantees quality after sales service support with a one-month warranty period, post repairs. If the repaired product fails within one month, it will be repaired free of charge. All products have a four-hour turn around time and same day service for minor repairs; customers will also get repair status notifications via SMS alerts on their mobile phones. LG expects around 190,000 calls to be generated in 2005, which can be broken down into 94,000 inbound calls, 87,000 ‘happy’ calls and 9000 call back phones. The launch of this new CRM platform will allow LG to significantly upgrade customer service levels across all its destination channels. “Our primary objective is to enhance the customer experience in their dealings with LG following our core strategy of being closer to our customers. Unlike other call centers, our customer interaction centre will take a strategic approach to call centre deployment. “We are growing significantly in the Middle East, and this investment gives us the infrastructure to support our operations,” says Y R Roh, managing director of LG Electronics Middle East. The move follows a recent initiative by Samsung to introduce a similar scheme to cater for the UAE market.

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