시장 도전자 LG텔레콤의 서비스 혁신전략과 성과 (Service Innovation Strategies of LG Telecom as a Market Challenger and Its Performance : Case Study)

서지정보

· 발행기관 : 한국상업경영학회
· 수록지 정보 : 상업경영연구 / 22권 / 353 ~ 370페이지
· 저자명 : 홍성준, 이서구, 김성환

초록

LG텔레콤은 2003년 4월 1일부로 '고객사랑 경영(Customer Champion Value Proposition (CCVP) Initiative)'을 선포하고 고객 서비스부문의 혁신에 들어갔다. 그 후 부터 LG텔레콤은 뱅크온 서비스, 기분존, 폰앤펀 매장 구축, 항공마일리지 서비스 출시, 3G 데이터 서비스 OZ등의 생활형 서비스 혁신을 지속적으로 추구해 왔다.
시장 3위사업자이만 LG텔레콤은 지속적인 서비스 혁신으로 가입자는 물론 주가도 서비스 혁신을 추구한 이래 경쟁사 대비 월등하고 지속적인 상승 추세를 보여주고 있다.
본 연구는 이에 LG텔레콤의 서비스 혁신의 내용과 성과에 대한 영향력을 분석하였다. 아울러 LG텔레콤의 서비스 혁신을 통해 지속적인 성장을 가능하게 했던 성공요인을 분석하여 서비스 혁신의 중요성과 관련 시사점을 제시하였다. 이는 마케팅의 혁신전략 사례를 발굴함으로써 상업교육에 유용한 사례연구로써 활용될 수 있도록 하였다.

영어초록

In this paper, we study the case of LG Teleom in the Korean mobile phone service industry and derive some business insights from the case. Specifically, we examine the underlying factors of many innovative services which the company has introduced and their effects on the performances of the company in the customer market and the stock market.
LG Telecom launched its 'Customer Champion Value Proposition (CCVP) Initiative' on April 1, 2003 by proclaiming 'Customer Love Management' as its top priority. Since then, the company has persistently pursued innovation in its services by introducing many valuable daily life services such as BankON (IC chip-based mobile banking) service, MusicON (integrated music portal) service, Home Zone (Ki-bun Zone: cheap combination of fixed-line and mobile at home) service, mileage program jointly with an airliner, Phone & fun (chain shops for customer experience) stores, PassON (expressway toll payment) service, and OZ 3G service to name only a few.
From the study, we find that thanks to many successive and successful innovations in its services for customers under its new vision of “the People Company,” the company although still the third in the market has been growing very fast in the service market, in terms of the number of subscribers, its stock price, etc. and that the growing momentum of the company seems much stronger and more sustainable in many aspects than that of its strong rival companies.
From the case, we can infer that persistently challenging and innovative measures of LG Telecom the weakest in the market for higher customer values have moved customers in the market and its satisfied customers put the company in the successful position and proved the most valuable assets to its customers and the company as well.

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