Is the commoditization of technology ruining the customer experience? Can Artificial Intelligence be characterized as “Affectionate Intelligence” if it’s designed to respect a consumer’s boundaries? Louis Giagrande, CMO of LG Electronics USA, dives into these hot topics as he discusses the challenges of maintaining brand value in a market flooded with cheap alternatives. Plus, he explains what companies can do to stand out and how LG is breaking down silos and fostering collaboration to enhance customer experience.
Key Moments:
- (00:00) Introduction
- (00:36) Welcome to Experts of Experience
- (01:43) Human-Centered Innovation at LG
- (03:59) Voice of Customer Program Enhancements
- (06:04) Game-Changing Data Sources
- (07:30) Integrating Marketing and Customer Support
- (08:56) Challenges in Cross-Functional Collaboration
- (10:30) Impact of Executive Alignment
- (11:25) The Next Phase of LG
- (13:24) Customer-Centered Innovation
- (14:47) Proactively Providing Customer Solutions
- (16:10) LG’s Philosophy and Brand Story
- (21:37) Key to Identifying Campaign Effectiveness
- (24:25) Basics of Integrating Customer Feedback
- (26:23) The Power and Purpose of LG Nova
- (32:04) B2B Segment Focus Brings New Opportunity
- (34:29) Challenges in the Home Appliance Industry
- (40:36) What We Can Learn from Chewy’s Customer Service
- (42:45) Advice Every CX Leader Must Hear
About the Guest:
“Over 25 years of Marketing & Operations Leadership experience working with tech industry leaders such as LG Electronics, Samsung Electronics and Sony. I am currently the CMO / Customer Experience Marketing Division Leader for LG after holding various positions within LG’s internal Marketing & Creative Agency. As the Chief Operating Officer for LG’s internal agency I was the primary partner for the previous three LG CMOs while also managing the operations of agency. As the current LG CMO, my role is different than the past because it involves leading a cultural transformation of our team to align with the digital transformation evolution within LG Electronics. This effort included changing our operating model, improving internal collaboration, identifying organizational gaps and enhancing coordination between teams. I oversee Brand Marketing, Social, PR, Channel, LG.com Content & Experience as well as Brand & Retail Media.”
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