The three elements that essentially made up LG's trade cycle were: The company itself, its trade partners, and end customers. The plan was to bring all these elements onto a single platform.

So Prakash formulated a Web interface to essentially facilitate two-way communication between LG and its trade partners called a Sell-out Management System (SOMS).

Now, any sale happening at the partner's end is immediately captured in the system. SOMS provides information on stock replenish dates for every individual trade partner, captures market dynamism, and identifies real market trends for LG. It also registers every single end consumer once they buy a product--in real time. Customer data that flows back to LG is immediately passed on to the customer service department. This empowers the post-sales service team make customer experience memorable and delightful.

Every change is close to a revolution. And is met with resistance. "It's hard to thrust a new way of working on an external customer. Its like making aliens understand about your system. It took a long time for them to accept that SOMS was created to help them," he says.