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~ Oct8ne ~

Sergio. Nowadays, there are a lot of different trends in
e-commerce and cross-border selling, such as
What distinguishes LG Electronics from other sustainability and transparency. What trends do you
brands? think will take the spotlight in the upcoming year(s)?
“In terms of products, we always offer the newest meaningful “Definitely sustainability is one of the keys, and transparency
and differentiated technologies with high functionalities to is a must to get the customers’ confidence. The other one
make people’s lives better while preserving the environment which sounds important to me is tailor-made solutions: offer
thanks to our top energy-efficient and long-lasting products. customers exactly what they need.”
In terms of service, we always put customers and end-users
first to ensure they have a great experience.” Why do you think these trends will take the
spotlight?
Can you tell us something about the importance of Sergio continues: “Regarding sustainability, which is a key
selling cross-border within your company? And how value for LG, everyone is concerned about the planet. So,
has selling cross-border helped your company grow? we must think about reducing our footprint to ensure that
“As a subsidiary, we do not conduct cross-border sales in the next generations enjoy the future. This is not only about
B2C products as we have subsidiaries in most markets. creating sustainable products but also about communicating
However, B2B projects are the exception, as we collaborate to customers why our products contribute to environmental
with Spanish companies that are delivering those projects sustainability to let them consider these topics in the
anywhere. From the biz perspective, the key point for us is to Moment Of Truth (when they decide to buy any product).”
support our customers wherever they have the need to install
our products, in our country or outside. This is the way to Do you have any particular tips for companies that
build a strong relationship with our partners and customers,” want to start selling online and/or cross-border?
Sergio continues. “One which is very simple but complicated at the same time:
listen to your customer.”
What are some of the biggest challenges or pitfalls
when it comes to selling cross-border? You have been selected as one of the winners of
“In our case, the biggest risk is being able to match customer the Cross-Border Magazine Awards of 2021 for
expectations with terms of service. Customers are used to outstanding performance in Customer Experience.
receiving a certain level of service in local projects (solution Can you tell us how Oct8ne has helped you to
design, logistics, installation supervision, maintenance & accomplish this?
repair), but ensuring that same level when doing cross-border “By implementing our new chat tool, which includes a
is always a challenge.” new bot interface plus video-chat functionality & a perfect
integration to our online platform, we improved customer
What would you consider to be a secret weapon when experience by being able to provide faster and more accurate
it comes to successfully selling cross-border? responses during customer journeys. Besides expanding our
“Deeply understanding your customers’ needs in advance. support capability to 24/7 thanks to the bot, what is really
In this way, we recommend the best product solution for amazing for me is how the tool provides information to our
every concrete project, plus we will adapt our service level to agents about customer needs: models visited by the customer,
customer needs, making clear from the beginning what can be features searched, etc. In this way, our agents understand
expected. much better customer needs and let them offer the best
support while focusing easily on the important aspects,”
Can you tell us something about the importance of e- Sergio concludes. ••
commerce within your company? Did you start selling
online from the very beginning?
“That depends on what you consider the very beginning,
but we started in 2011. Within LG Electronics, LG Spain
was one of the first subsidiaries anticipating the importance
of developing capabilities to better serve digital consumers.
Since then, we really appreciate that direct contact has let
us learn better what consumers’ expectations are. Moreover,
we use it as a tool to facilitate consumer purchase intention,
enabling consumers to choose “where to buy,” including
a direct button that redirects traffic to our retail partners,
increasing conversion rate. The consumer is the boss, and we
need to let them choose what, how, and where to buy in a
user-friendly manner,” says Sergio.

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