LG invests US$ 8.8 million in own call center
Valor Econômico
LG Electronics announces today in Taubaté, interior of São Paulo, an investment of R$ 15 million (US$ 8.8 million) to inaugurate its customer assistance center. The Korean manufacturer of electric and electronic devices and home appliances was outsourcing its call center since June 2006, but it decided to have its own operation. "Our goal is to be increasingly closer to our customer with a faster, more ethical and transparent service", says the Marketing Managing Officer of LG Electronics Brasil, Humberto De Biase. The call center of LG will have 800 employees, mostly attendants, and 98% of such personnel has been hired in the region of Taubaté. De Biase says the idea is to reduce the staff turnover ("turnover"), generally high in companies operating call centers for third parties.
The Service Center of LG is located next to the plant of the company, in an area of 19 thousand square meters. Only the built-up area amounts to 3 thousand square meters, according to Managing Officer. "All our divisions will be catered by the call center. Customers will be able to contact us by phone, email or online", says De Biase. According to him, the consumer will be able to call the call center for questions on technical problems or on doubts about how a specific appliance works.
The call center software of LG was developed by the headquarters, in Korea, but it was adapted to the Brazilian market. The Executive of the company says the plant has the capacity to meet 100% of its demand of calls in less than 1 minute. Another advantage of the system developed by LG in Korea, says De Biase, is that the database of the call center is integrated to the technical assistance and to all areas of the company, such as electronics, white line and cell phone division.