Visitors continued to flock to Hwadam Forest in Gwangju City, Gyeonggi Province, which had begun to be dyed in autumn colors. Visitors smiled brightly as they took commemorative photos in front of the pine trees that symbolize Hwadam Forest or participated in experiential events such as the stamp tour set up by LG Uplus in various locations.
Hwadam Forest was specially opened on the 19th for LG Uplus long-term customers. The invitation event held at this location, where reservations are usually fiercely competitive, recorded a competition ratio of 9.2 to 1, with approximately 46,000 people applying. Approximately 5,000 invited customers and their family members actually attended.
Kim Yeon-soo (56), who participated in the event, said, "If you add up the usage periods of LG Uplus for our entire family, from my parents-in-law to my three sisters and children, it exceeds 100 years," adding, "It was even more meaningful that I could walk through Hwadam Forest side by side with my father, who has turned 90, and three generations."
Compared to the first Hwadam Forest invitation event held in April last year, this event increased the maximum number of accompanying persons to four and introduced a QR code entry method. As a result, the time taken for entry verification was reduced from an average of one minute to five seconds. Customer participation programs such as the stamp tour and photo zones were also expanded from one to three.
On this day, LG Uplus held a press conference at Gonjiam Resort and announced that it would triple its long-term customer invitation events from eight times this year to 24 times next year. The strategy is to enhance customer loyalty by providing special experiences beyond membership centered on communication fee discounts.
Ryu Byung-cheol, team leader of the Loyalty Marketing Team under the Marketing Strategy Division at LG Uplus, stated, "The existing membership had a tendency to be preoccupied with living discount benefits and competition," adding, "In an era overflowing with benefits, we considered what value we could provide to customers beyond just more benefits."
As a result of LG Uplus analyzing over 32,000 customer opinions, it was found that 46.9% of membership-related opinions expressed a desire for special treatment commensurate with their long usage period. Accordingly, the company increased long-term customer invitation events from three times last year to eight this year and expanded experiential programs such as full-house musical reservations and the Legoland Marathon.
Team Leader Ryu emphasized regarding the competition among telecom companies for long-term customer benefits, "We focus on customers rather than competition," adding, "Competitors may follow quickly, but a gap will emerge depending on how well we understand and think about our customers."
Currently, among LG Uplus's approximately 11 million mobile subscribers, there are approximately 2.58 million long-term customers who have used the service for more than 10 years. LG Uplus provides basic long-term customer benefits to customers with two or more years of subscription and offers invitation opportunities depending on events for customers with five or more years. This Hwadam Forest event was conducted targeting customers with more than 10 years of usage.
Customer reactions to experiential benefits are also positive. Customer satisfaction for the musical invitation events held this year reached 97 points, and the Hwadam Forest event exceeded 90 points. The number of membership benefit users increased by approximately 190,000 in August this year compared to last year's average.
LG Uplus plans to introduce an online program next year and alleviate regional bias in offline events. Team Leader Ryu said, "It is true that there were customer voices asking if it was focused only on the metropolitan area," adding, "We will allocate offline events by region so that as many customers as possible can participate."
in TECH
