SK Telecom (017670) is enhancing customer experience by expanding customer touchpoints and strengthening field-based activities.
At a briefing held at Ferrum Tower in Euljiro, Seoul on the 18th, SK Telecom announced plans to roll out nationwide "visiting services" and expand customer touchpoints throughout the year, providing consultation, education, and device management support.
SK Telecom established a dedicated Customer Experience (CX) unit under its Customer Value Innovation Division late last year. The unit is responsible for collecting and analyzing customer feedback across various channels and incorporating findings into product and service improvements as well as mid- to long-term customer policies.
Field-based programs are also expanding. SK Telecom will operate "visiting services" to 71 rural counties nationwide this year. The initiative will focus on areas with high elderly populations, providing telecommunications usage education, security guidance, device inspections, and consultations.
Customized responses for different customer segments will also be implemented. For customers with over 40 years of service, the company is reviewing simplified consultation procedures and dedicated support systems. For young adults and teenagers, SK Telecom plans to gather feedback and conduct educational activities through university and school partnership programs.
SK Telecom is also diversifying its customer feedback channels. The company will strengthen communication with its customer advisory panel and external experts on its Customer Trust Committee. Data collected through various channels will undergo "AI data curating" before being utilized in service development.
Internally, the company plans to foster a corporate culture centered on customer-driven innovation, including requiring new employees to complete projects that address and solve real customer problems encountered in the field.
"SK Telecom's goal this year is to go directly into the field, listen to customer voices, translate them into company changes, and make those changes sustainable," said Lee Hye-yeon, Head of SK Telecom's Customer Value Innovation Division. "We will concentrate all our capabilities on ensuring customers can feel our efforts to change by addressing even the smallest customer feedback."