LG's regional B2B strategy pays off with 100 per cent on-line orders

"Before June this year the average annual on-line order rate was 68%," explained Mr. Y.R. Roh, Managing Director LGEME. "Now we are averaging a 100% monthly rate which is a remarkable achievement considering the orders are placed from over 80 business accounts in 50 countries, including far-flung places such as Abidjan and Togo.

"Our partners have embraced e-commerce and realise it can only assist in improving the way we ultimately service the customer."

LGEME's business partners use the B2B site to gauge stock, process orders, view parts lists for new models and check their accounting balances. They also log on to download pro-forma invoices, shipping documents and information.

"Increasing the efficiency in the order fulfillment cycle has led to substantial savings in time and money while establishing LG as a leading B2B provider," said Roh.

"For instance, the e-commerce initiative has reduced order intake and payment confirmation time from 11 days to just one hour during normal business days."

LGEME is now planning to boost its Internet offering with the launch, this year, of an open-web customer information centre for end-users and a track-and-trace shipment service which may be run in conjunction with a reputable logistics company.

"Via the end-user CIC, which will operate in both Arabic and English, customers will have 24-hour access to LG service centres. They will be able to register a request for a technician and will receive both email and SMS confirmations of the date and time of the appointment. This is all in line with LG's overall regional vision of taking the number one slot on customer indices," explained Roh.

LG has already extended its Net initiatives to in-house administration and training. "All LGEME staff now communicate with customers via the Internet enabling us to provide exact information and eliminating the risk of misunderstandings," explained Roh. "In addition, the B2B site now hosts a 'Technical Forum' where technicians exchange views and experiences and raise the level of technical expertise in the region."