POSCO E&C CEO Song Chi-young: “The answer lies in customers’ blunt criticism” ... Forum for end-users

[Financial News] POSCO E&C has set out to listen to firsthand accounts from customers and experts and explore innovative ways to bring about a shift in the future housing paradigm.
POSCO E&C said on the 29th that it had held a brand forum on the 27th at The Sharp Gallery in Gangnam District, Seoul, under the theme “Creating a Home Where Customers Are Happy and a Brand Customers Choose.”
The forum was attended by about 60 company employees involved in the entire process, from product planning and design to sales, urban renewal sales and post-occupancy customer service (CS); 26 homemaker panelists from key areas of the Seoul metropolitan area who are shaping housing trends; and four experts in branding, architecture, interior design and real estate.
The keynote addresses were “Changes in the Future Housing Paradigm” by Professor Cheon Eui-young of Kyonggi University’s Department of Architecture, and “What It Takes to Be a Brand of Choice” by Professor Kim So-yeon of Yonsei University’s Department of Integrated Design.
In the topic discussion that followed, end-users offered suggestions for POSCO E&C’s flagship brand THE SHARP and its high-end brand OTIÈRE. Homemaker panelists called for a shift away from landscaping designed merely to impress toward “experiential landscaping” that residents can enjoy along their everyday routes, from the underground parking lot to their front doors. They also stressed the need to expand residential life-care services, including childcare, senior care and household assistance. For the high-end brand OTIÈRE, participants also discussed the importance of the fundamentals of construction quality, as well as thoughtful consideration and attention to detail that extend into residents’ everyday lives.
Particularly notable was the unannounced visit by POSCO E&C CEO Song Chi-young, who listened directly to customers and experts from the beginning to the end of the event. “Customers’ unfiltered blunt criticism is the surest answer for taking a clear-eyed look at the reality of our brand and moving it up a level,” Song said. “We will actively incorporate the valuable voices heard on the ground into product enhancements and establish ourselves as the brand customers trust most,” he said, expressing his ambition.
POSCO E&C plans to actively incorporate the various needs and suggestions raised at the forum into its future product planning. The company said it would especially continue to strengthen the fundamental competitiveness of its housing by increasing the tangible value customers experience firsthand every day.

[email protected] Jeon Min-kyung Reporter