LGMaster v2.0

A reference community created for sale associates selling LG appliances, an intranet management system for supervising field staff and sales representatives.

LGMaster.ru

LG Electronics is a South Korean company, a world leader and developer of innovative technology on the market of consumer electronics, domestic appliances and mobile communications. We have already been cooperating with it for 8 years, and so far have realized several successful projects.

REFERENCE COMMUNITY

The LG Master project was first intended as an instrument for training, developing and attracting associates who work in shops selling LG products. To solve these tasks, a reference community was created and launched based on BrandRecommend technology.

LGMASTER’S KEY FEATURES

Distance learning system. The community platform features all the latest news about LG appliances, learning materials and tests which help to find and eliminate gaps in knowledge.

Rated role model. The community has its own motivation system – silver and gold coins which users receive for doing courses, passing tests that check their knowledge of LG products, website activities and participation in contests. The more coins a user has collected, the higher his\her status and position in the league is.

Game mechanics. At least three times a month, the community portal holds competitions where any sale associates form retail chains located in Russia can take part in. Each contest has its own prize fund, e.g. cash or gold and silver coins exchangeable for LG products.

Cool prizes. In a special promotion store, the winner has a right to choose a prize to his\her taste.

Live communication with co-workers from all over Russia. Project participants can lead their own blog on the website and communicate with other community members or administrators using a forum.

LGMaster reference community helps to shape long-term loyalty to LG products among field and sales personnel. Audience-oriented activities, well-chosen content and the way it is served facilitate the correct positioning of the brand’s value system among participants.

INTRANET SYSTEM

After the reference community was launched, the company decided to expand the project and to make it cover the internal audience as well. This decision was triggered by lack of transparency in a multilevel system, with a large number of employees, such as associates, sales representatives, supervisors, merchandisers, regional representatives, coaches etc.

The LG Company would like to make long-term work and interaction between departments as efficient as possible. They should fit the company’s needs to make sure that resources are used in a sustainable and efficient way, too.

For this project, we projected a unique management intranet system to monitor and run learning processes in real time. This project was designed from scratch and completely covered the field structure of LG Company. Its key feature is its adaptability to structural and procedural changes in business as the company is constantly developing and the system has to keep pace with it.

KEY PROJECT’S TASKS

- Managing field personnel’s training - Efficient interaction of the company structure as a whole and its parts in particular

Sergey Puponin

AFT Digital CEO

When a structure we work with has a complex subordination scheme, a broad regional network, we have to get a clear understanding of each link’s meaning and role. Training, incentivizing, monitoring and holding events have a special reporting form which allows us to compare results for previous periods. And the system we use for distributing learning materials helps to bring all the necessary information to those who require it, depending on their access levels.

REPORTING

Reports are an important part of working in a large company. That is why we have paid special attention to enabling the intranet system to create detailed statistical reports with various filters, series and sections. It is the most dynamic part of the body and it is able to rapidly create new types of reports tailored for the concrete company and its requirements.

CERTIFICATION

One of the key achievements of this program is the distance test system for checking the participant’s knowledge of the merchandise and sales techniques. The system includes a number of devices which enable a nearly 98% accurate identification a person who is taking a test. While he\she is being tested, the examinee is fixed by photo and video cameras, other windows on the computer are blocked so no information can be copied and pasted and there are plenty of other technical gimmicks that help to protect the system from cheaters.

LGMaster

All these measures help to build an efficient management system, to enhance the personnel’s level of expertise and introduce distance monitoring methods. We have reached a new summit in terms of the new transparency of management systems which facilitated the development of staff and considerably decreased the staff turnover.

FEEDBACK ON COMMUNITY

Vitaliy Kirilin

Training Manager HE

We have long been cooperating with AFT Digital (I myself have worked for LG Electronics for 6 years) and we are together for better and for worse. But whatever happens, I am always sure that with this team, we can find a solution and come to terms about any question.

Day after day, the designed intranet system helps to raise the staff’s level of expertise, facilitates the development of junior and middle managers, impacts personnel management, discipline and other aspects. Together with other important factors, all this enhances the company’s growth in general and boosts its sales in particular.

Denis Kuznetsov

Project Manager, AFT Digital

I have been working on the LGMaster project for over two years now. For me, it is nothing less than a ship which was patiently and carefully being built all that time.

At first, this ship was more like a small boat: it developed from a simple portal as back then we didn’t have a clear idea of how such mechanisms should work. To begin with, we painted our vessel. Then, we structured its sections and threw all the rubbish away. After the portal was redesigned, some volunteers got interested in it. They helped us to arrange the audience system and all game mechanics. Gradually reshaping the ship, we at last could put up the sails down wind and gain speed. The passengers add sailors, who at the beginning were criticizing the captain’s team for their incompetency, came to terms with the new course and even started to show loyalty to it, one by one. That was the moment when I realized: we have done it! Later on, the ship had to undergo one more change. It was equipped with in underwater compartment for the internal audience and this way the portal turned into a powerful management tool inside the LG Company. Today, LGMaster both motivates the chance audience and navigates the brand in the necessary direction. Moreover, it helps to consistenly organize the company's employees in their day-to-day activities. I am very proud of it.

OTHER REFERENCE COMMUNITIES

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Made for Samsung WCG

The reference community of Samsung. It incorporates games and cyber sportsmen and facilitates both the world tournament, World Cyber Games, and the discussion of new gimmicks in the game industry.

Avgust Company Project Pole-Online

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Lenovo Company Project LenovoProfi.ru

It unites retail sales associates selling Lenovo appliances and provides tools for their communication and professional training in the points of sales.

LG Electronics Company Project LGSeminar.ru

This project involves sales associates selling LG mobile phones. Besides, there is an Android application available, which is connected to the main website and makes it possible to stay in touch with the community every single minute of your life.

A unique proposition for consumer electronics!

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