Making Service Flatter

With these initiatives in place, Prakash's team is looking forward to more applications to add to the LG customer experience. "We want to expand the SMS base further," says Prakash.

Taking the SMS application forward, there are plans for newer applications in which an engineer can interact directly with LGSCNET, via SMS, to check for part availability. Currently engineers have to call a local service center for this data because it is only online.

"Then it will be possible to tell a customer, with greater accuracy, how long a service will take."

LGEIL is also developing tools to forecast part availability. "It means coming up with a business intelligence application. For instance, some models of ACs in NOIDA have problems with gas leaks. So, service staff can be ready with spares and service for these models, because I can forecast problems. The idea is to have a pro-active service structure."

The company's proactiveness is contagious. IT is cutting through the reluctance of service centers to be more transparent. "When the SMS started, it was a little difficult initially, but the LG team helped us through," says R.G. Swaminathan, a service center owner in South Chennai. "Thanks to this, we can service more customers. In 2004, I took about 2,000 calls a month. Today I deal with about 3,500 calls a month. In addition, now there is much more transparency."

In the additional 1,500 calls, LG may perhaps find a way to increase its revenue. "I have asked and talked to my customers. They are much happier, there's less time wasted, and their glad someone is asking if they are satisfied with our service. What we're doing now -- that's making a difference," says Prakash.