LG Uplus improves products and services with 14,000 user ideas

[Financial News] LG Uplus Corp. revamped 17 products and services based on around 14,000 ideas collected through its user-participation platform, ‘Simple. Lab.’ Simple. Lab was selected as a winner of the Korea Advertisers Association Marketer Award in recognition of connecting user feedback to service changes and making the process public.
LG Uplus Corp. announced on the 14th that Simple. Lab had been selected as a winner in the Marketing Strategy category of the Marketer Award at the 2026 KAA (Korea Advertisers Association) Awards. LG Uplus Corp. was the only domestic telecom carrier named among this year’s winners.
The KAA Awards is an annual event in which the Korea Advertisers Association selects and honors outstanding marketing activities and advertising and media content. On the 13th, the association announced winners in four categories: the Program Award, Newspaper Planning Award, Planned Reporting Award and Marketer Award.
Launched last November, Simple. Lab is a platform where customers can suggest improvements or share inconveniences they experience while using telecom services. Relevant departments jointly review the submissions and incorporate them into products and services.
Around 14,000 customer ideas have been collected to date. Based on them, LG Uplus Corp. has launched or improved 17 products and services, including child account management in its U+one membership app, a combined 5G/LTE plan, Ixio Roaming Call and Roaming Pass, and a priority-access communications network for firefighters.
The process of incorporating customer feedback is also shared through content. Since Simple. Lab’s launch, 516 pieces of content featuring stories from customers and employees have been published, drawing more than 121 million views in total. LG Uplus Corp. said it received high marks in this selection for consistently sharing how customer suggestions lead to actual service changes and the results.
Last year, LG Uplus Corp. also won the Marketer Award for its influencer community, ‘Boostus.’ The program supports creators in producing content and growing. LG Uplus Corp. is the only company among domestic telecom carriers to have been named a KAA Awards winner for two consecutive years.
Joon-young Jang, head of LG Uplus Corp.’s Marketing Group and an executive director, said, “This award is the result of our efforts to ensure that no customer feedback, however small, is overlooked and to turn it into actual service improvements.” He added, “We will continue to actively incorporate customers’ voices into our products and services to provide a better customer experience.”
[email protected] Yoon Hong-jip Reporter