U+one gains child billing management, favorites features

Improvements driven directly by customer suggestions

An LG Uplus employee introduces the company's customer participation service "Simple. Lab." [LG Uplus]
An LG Uplus employee introduces the company's customer participation service "Simple. Lab." [LG Uplus]

Customer ideas submitted through LG Uplus' participatory service platform "Simple. Lab" have surpassed 10,000 cumulative submissions, with more than 1 in 10 leading to actual service improvements.

LG Uplus said Thursday that Simple. Lab crossed the 10,000-idea milestone seven months after its launch. The company said it intends to cement its position as a customer-centered brand by translating user feedback directly into service changes.

Simple. Lab is a platform built on LG Uplus' brand philosophy "Simply. U+," designed to shape the service experience together with customers. Each month, the platform collects feedback through a designated monthly theme and an open free-topic category, channeling real-world frustrations into service improvements.

LG Uplus said it analyzes incoming submissions to identify recurring and shared pain points, then incorporates those findings into functional and user experience (UX) improvements. On a monthly basis, customer input has been applied across multiple areas including sign-up processes, roaming, in-store experiences and partnership services.

One of the most prominent examples is the addition of a child billing management feature to the company's integrated app U+one. LG Uplus said it learned of customer frustrations related to children's mobile phones through Simple. Lab. Parents who wanted to check their child's bill or report a lost phone had to either physically access the child's device or call the customer service center. That cumbersome process was confirmed through 146 submissions on Simple. Lab and 33,000 monthly customer service inquiries.

In response, LG Uplus updated its service so that legal guardians can handle key tasks directly from their own device — including checking and paying a child's bill, reporting a lost phone and applying for a discount commitment plan.

In addition, LG Uplus said it added a "favorites" feature to U+one last month. Customers who submitted feedback through Simple. Lab had consistently noted that frequently used functions such as bill inquiries and line management were scattered across multiple menus, making them hard to find. Some said the lack of personalization limited the app experience, given that usage patterns vary from customer to customer.

To address this, LG Uplus introduced the favorites feature, allowing customers to select the functions they use most. Users can pin up to five menus for instant access without navigating through additional layers.

LG Uplus said it will continue refining its services based on ideas registered through Simple. Lab, with a focus not just on individual feature fixes but on reviewing the broader context of how customers use its services. The company said it has already applied customer feedback to improve its combined home-and-mobile plan and roaming service as well.

"Simple. Lab is more than a channel for listening to customers — it is a platform where customers directly shape the service," said Kim Hee-jin, head of LG Uplus' brand marketing team. "We will keep delivering changes that customers can genuinely feel, grounded in the 'Simply. U+' philosophy, and expand LG Uplus' customer-centered innovation."


chami@heraldcorp.com