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 Introduction01:43 Human-Centered Innovation at LG03:59 Voice of Customer Program Enhancements06:04 Game-Changing Data Sources07:30 Integrating Marketing and Customer Support08:56 Challenges in Cross-Functional Collaboration10:30 Impact of Executive Alignment 11:25 The Next Phase of LG 13:24 Customer-Centered Innovation 14:47 Proactively Providing Customer Solutions16:10 LG’s Philosophy and Brand Story21:37 Key to Identifying Campaign Effectiveness24:25 Basics of Integrating Customer Feedback 26:23 The Power and Purpose of LG Nova32:04 B2B Segment Focus Brings New Opportunity 34:29 Challenges in the Home Appliance Industry40:36 What We Can Learn from Chewy’s Customer Service42:45 Advice Every CX Leader Must Hear–How can you bring all your disconnected, enterprise data into Salesforce to deliver a 360-degree view of your customer? The answer is Data Cloud. With more than 200 implementations completed globally, the leading Salesforce experts from Professional Services can help you realize value quickly with Data Cloud. To learn more, visit salesforce.com/products/data to learn more. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. –Are your teams facing growing demands? Join CX leaders transforming their AI strategy with Agentforce. Start achieving your ambitious goals. Visit salesforce.com/agentforce Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org
Full Episode
In the past, we had good reviews on our refrigerators, our laundry, our TVs. But now it's like, wait, what does this company stand for? So reinventing the brand, committing to telling the brand story has been a big part of our development of where we're going in the last two years.
What got us here won't get us there. Telling the story of what this brand means so that people feel connected. We want to feel like we are a part of something in that. And it's not just a product that we put on our counter, but it's actually something that's here to help us live a better life. Hello, everyone, and welcome to Experts of Experience. I'm your host, Lauren Wood.
Today, I am joined by Luis Giagrande, the Chief Marketing Officer at LG Electronics USA. Today, we are going to explore how he's leading a transformative shift in the customer experience at LG, leveraging innovation, new market expansion, and a redefined brand vision to strengthen LG's connection with both customers and businesses. Before we dive in...
I just want to share a quick little PSA for everyone who is listening. If at any point in this episode you say, I totally agree, or that was really interesting. I'm really enjoying this episode. Please let us know by giving us a quick rating wherever you listen to your podcast. That helps us to know that we're doing this right. And we really appreciate your support. Now let's dive into it.
Lewis, how are you doing today?
I'm doing great. Thank you. And yourself?
I'm very, very well. So I'm really excited to talk all about LG. And in our prep conversation, you told me that you have over 1400 products on your website. Is that correct?
Product pages. Yes. You know, variations and accessories and everything. But the point is the product portfolio is broad for sure.
Which is huge. And you also shared that the way that you would design these products is really built on the premise of human centered innovation. And so I'd love to talk a little bit about what human centered innovation really means at LG and how that's a differentiator for you.
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