[Edaily Reporter Kim Hyun-ah] #LG Uplus announced on the 3rd that the number of customer suggestions received through its customer-participation service platform, “Simple. Lab,” has exceeded 10,000 just seven months after its launch.

More than 11% of the submitted feedback has been incorporated into actual services or has entered the development or review stage, demonstrating the success of this customer-participatory innovation model.

Simple. Lab is a co-creation platform that builds services together with customers based on LG U+’s brand philosophy, ‘Simply. U+’. It gathers customer feedback through monthly themed topics and open suggestions, serving as a channel to address inconveniences experienced during actual use.

A prime example is the “Child Mobile Bill Management” feature implemented in the integrated app “U+one.” Previously, customers had to check their children’s phones directly or contact customer service to view their bills or report a lost phone.

LG Uplus improved the service by analyzing 146 pieces of feedback submitted to Simple Lab and 33,000 monthly customer service inquiries.

As a result, legal guardians can now directly handle key tasks—such as checking and paying bills, reporting lost devices, and applying for contract plans—for their children’s lines using their own phones.

Last month, the company also added a “Favorites” feature to the U+one app. This was in response to customer feedback that frequently used menus were scattered across various locations, making them difficult to find. Users can now register up to five frequently used functions to quickly access their desired menus.

In addition, LG Uplus has been improving its services by incorporating customer feedback across various areas, including integrated home and mobile plans and roaming services. The company plans to continue its customer-centric innovation by reviewing the overall customer experience.

Kim Hee-jin, Head of the Brand Marketing Team at LG Uplus, stated, “Simple Lab is more than just a channel for listening to customer feedback; it is a platform where customers can directly shape the service,” adding, “We will continue to create changes that customers can truly feel.”