[DigitalToday reporter Jin-ho Lee (이진호)] LG Uplus is accelerating improvements in customer service by using artificial intelligence and data. Recent evaluations related to user protection and customer satisfaction also show improved results compared with before, suggesting visible progress.

According to the industry on June 16, LG Uplus recently received a "very excellent" rating in both the mobile and high-speed internet categories in the Korea Communications Commission's 2025 evaluation of telecom operators' user protection work. In the mobile category, its rating rose by one notch from a year earlier, making it the only one among the three telecom operators to see an upgrade.

It also posted results in other customer satisfaction indicators. LG Uplus ranked first for the first time in the mobile phone service category of the National Customer Satisfaction Index survey, and it ranked first for the fifth consecutive year in the IPTV category. In the Korean Service Quality Index evaluation, it ranked first in the call center category, with its efforts to strengthen customer-facing services recognized. An industry official said, "It appears to be the result of shifting the company's operating policy toward managing things so problems do not arise from the start, rather than responding after issues occur."

LG Uplus operates a security inspection system using its nationwide stores, and it has improved efficiency across its operations by applying AI, including real-time analysis and responses to customer inquiries through an AI-based consultation system. It is also incorporating customer feedback extensively into services through the customer participation program Simple Lab. Simple Mailbox, a participatory campaign that links encouragement between customers based on voice messages, has drawn a positive response, with usage exceeding 1,000 cases.

The company has also sought change internally. LG Uplus is focusing on planning services tailored to users through its Customer Experience Center. It said it is improving services by collecting ideas from inside and outside the company, including improving the procedure for inquiries on pricing plans to reflect customer requests. Data played a key role in the process.

An LG Uplus official said, "Based on data, we collect and analyze errors or delays that occur during the service use process," adding, "We are pursuing governance to manage customer inconvenience in advance."

LG Uplus is also continuing to expand the scope of its use of AI. It has broadened applications by detecting spam or voice phishing during calls and by immediately providing needed information during consultations. Its AI calling service Iksio is also speeding up its overseas push, including by pursuing a commercial launch with Malaysian telecom operator Maxis as of late last month.

An LG Uplus official said, "We have improved the company's operating methods with a focus on reducing inconvenience that customers actually feel," adding, "We will further advance related systems so we can continue changes that can be felt across user protection, consultations and overall service quality."