LG Uplus is expanding participatory innovation by reflecting ideas proposed directly by customers in service improvements.

LG Uplus said on Tuesday that cumulative customer ideas submitted through its customer participation service “Simple Lab” topped 10,000 in seven months. Of the ideas received, 1 in 10 was reflected in actual service improvements.

Simple Lab is a co-creation platform based on LG Uplus’ brand philosophy “Simply. U+”, through which it builds service experiences together with customers. It gathers customer opinions each month through “topic of the month” and “open topic” formats to improve inconveniences that arise in the service-use process.

LG Uplus reflected many opinions received through Simple Lab in actual function and user experience (UX) improvements. A representative case is the “children’s mobile bill management” function introduced in the integrated app U+one.

Previously, guardians had to check a child’s phone directly or contact the customer centre to view the child’s bill or report a lost phone. LG Uplus confirmed demand for related improvements based on 146 customer opinions submitted to Simple Lab and about 33,000 monthly customer-centre inquiries. It improved the service so that a legal representative can directly handle key tasks on their own phone, including checking and paying bills for a child’s line, reporting loss, and applying for a selected plan discount.

Last month, it also applied a “favourites” function to U+one. It reflected feedback that frequently used functions were scattered across multiple menus. LG Uplus allowed customers to set up to 5 frequently used menus so they can access desired functions directly without repeated menu searching.

LG Uplus plans to continue collecting customer ideas through Simple Lab and linking them to actual service improvements. Earlier, it carried out service improvements reflecting customer feedback in areas including a combined home-and-mobile plan and roaming services.

Hee-jin Kim (김희진), head of the brand marketing team at LG Uplus, said, “Simple Lab is a platform where customers directly change services.” She added, “We will continue to create changes that customers can truly feel, based on the Simply. U+ philosophy.”