SKT, Customer Advisory Group Rewrites Trust Metrics as It Sees Need for Service Stability Standards
TECHWORLD ·
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On the 21st, SKT held the "2026 Insight Day" and discussed redefining corporate trust metrics based on customer experience.
The event was attended by senior executives, members of the Customer Trust Committee, and 30 members of the customer advisory group, and prior online surveys and FGIs were also conducted.
SKT plans to validate the candidate metrics through additional surveys of general telecommunications customers, then use the results to refine its corporate trust diagnosis and management metrics and to review products and services, as well as rate, contract, and benefit disclosures.
On the 21st, SKT held the "2026 Insight Day" and discussed redefining corporate trust metrics based on customer experience. The event was organized as part of SKT's efforts to strengthen trust recovery and served as a forum for agreeing on the need to establish trust metrics, including service stability. SKT disclosed the discussion on the 21st.
The event was attended by senior executives including Han Myung-jin, head of MNO CIC, and Lee Hye-yeon, head of the Customer Value Innovation Office. Ahn Wan-gi, chair of the Customer Trust Committee, along with committee members and 30 members of the customer advisory group, also took part. Ahead of the event, SKT conducted an online survey and in-depth focus group interviews (FGI) with 100 members of the customer advisory group, asking about the meaning of corporate trust, factors that build trust, and factors that undermine it.
The survey identified transparency in rate and price information, personal data and security management, accountable resolution when problems occur, stable service, and commitments to long-term customers as key factors. Based on these results, SKT continued discussions on redefining corporate trust metrics that reflect customer perception.
The customer advisory group presented five areas, focusing on situations in which trust is built and the changes in customer behavior that follow. The five areas were joining or changing plans, using telecommunications services, managing and using memberships, customer touchpoints, and maintaining trust with the company.
The key point of the presentation was that as corporate trust rises, customers' self-checking and confirmation behavior decreases. One example cited was a customer who, after receiving advance notice before the expiration of a selective contract discount and therefore not losing the benefit, no longer separately managed the renewal date and instead applied based on the text message without contacting the customer center. Another example was customers who, after canceling a paid add-on service, no longer rechecked the cancellation through the next month's bill. It was also suggested that the state in which no additional customer verification is needed is itself a trust metric.
Based on this, participants organized and refined behavioral types by working group and set priorities for each group. They then discussed changes SKT should make to improve each metric.
SKT plans to conduct additional research with general telecommunications customers on the candidate metrics identified. The purpose of the additional survey is to validate the candidate metrics. SKT plans to use the validation results to refine its metric system for diagnosing and managing corporate trust.
SKT also plans to establish customer-perspective review criteria before launching products and services. It will also review the transparency of rate disclosures, as well as the transparency of contract and benefit disclosures.
Ahn Wan-gi, chair of the Customer Trust Committee, emphasized that the session was meaningful because customers directly presented trust criteria based on their everyday experiences. Ahn said he would avoid ending the discussion as a one-time collection of opinions and would pursue a path of linking it to tangible changes. He added that the company plans to continue monitoring the execution process and results from the customer perspective. Han Myung-jin, head of SKT MNO CIC, said trust is not something a company declares, but something customers judge through concrete experiences. He also said SKT would use the trust criteria proposed by the customer advisory group as review standards across products, services, and customer support, and that it would work to ensure customer feedback leads to real change.
Source: TECHWORLD · Kim Hye-jin
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407266
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Source: TECHWORLD
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