[Evolving CSR] Hyundai Card's Various Services for 'Digitally Marginalized Groups' Including Disabled and Elderly

Warm Management Initiatives by Card Companies ④ Hyundai Card
First in Financial Sector to Launch 'Product Information Voice Support Service'
Various Counseling Services for People with Disabilities
Consumer-Oriented Customized Educational Content Provided

[Editor's Note] The methods of social contribution by card companies are evolving. As the emphasis on corporate social responsibility grows in the atmosphere of sustainable management, including non-financial factors such as environment, society, and governance beyond financial indicators, social responsibility is highlighted from financing to social contribution targets expanding to children and youth, local communities, natural environment, and culture and arts. Especially this year, card companies are conducting various social contribution activities, including financial support and marketing analysis using big data, for financially vulnerable groups facing crises due to the impact of the novel coronavirus disease (COVID-19). Asia Economy presents a series on the social contribution activities of individual card companies leading warm management.

[Asia Economy Reporter Ki Ha-young] This year, Hyundai Card's social contribution (CSR) keyword is digital. Unlike other card companies, it focuses on support services for the digitally marginalized. This is due to growing concerns about the digitally marginalized as demand for non-face-to-face services increased under the influence of COVID-19.

A representative example is the 'Product Information Voice Support Service,' the first of its kind in the domestic financial sector. This service, launched this month, was developed to enable the digitally marginalized such as people with disabilities and the elderly to safely use financial products. It reads aloud the key product information and precautions for subscription written in the product brochure to customers applying for card issuance.

As most financial services have become digitalized, card issuance is also conducted online, but for the elderly or visually impaired, reading product brochures filled with small print to obtain desired information is not easy. Therefore, Hyundai Card introduced the product information voice support service for the digitally marginalized who find it difficult to read text.

The product information is delivered in a friendly and pleasant voice by professional voice actors, not a robotic voice. Anyone can listen immediately by accessing the card issuance application page on the Hyundai Card website or application (app). No separate QR code scanning or dedicated app installation is required.

Currently, voice guidance is available for Starbucks Hyundai Card and Baemin Hyundai Card, and the product information voice support service will be applied to existing products such as Hyundai Card M, X, Zero, and all new products to be launched from next year.

Consultation services for people with disabilities are also continuously provided. Hyundai Card helps people with disabilities use card services without inconvenience through visible automated response systems (ARS) and voice ARS. In June 2015, it introduced the sign language consultation service 'SeeTalk,' where sign language professional counselors conduct video calls for card issuance and financial service applications via a dedicated number. It also provides telecommunication relay services such as the 'Sign Language Interpretation Center' operated by the Korea Information Society Agency.

Additionally, it launched an artificial intelligence (AI) chatbot in 2017 to support chat consultations. This year, an upgraded version of the AI chatbot Buddy was introduced, offering 58 consultation keywords so customers can check necessary inquiries in keyword form. Personalized consultation and hybrid chat counselor functions were also added.

Since December 2017, braille card products have been offered. Upon request at the customer center without separate documents, customers can use braille guides and braille card plates. Currently, braille card products are available for Hyundai Card X Edition 2, Hyundai Card Zero Edition 2 (discount type), and Hyundai Card X Check.

Hyundai Card plans to continue providing customized educational content tailored to consumer levels to bridge the digital divide. This includes detailed demonstrations of each step in app usage such as accessing the app market, installing apps, and logging in, to help consumers unfamiliar with digital technology use services smoothly. It has already produced guide videos such as the Hyundai Card usage guide for people with disabilities and voice phishing prevention methods for the elderly, and this month released the Elderly App 3.0 usage guide.

A Hyundai Card official said, "The digitalization of finance is accelerating as demand for non-face-to-face services increases after COVID-19," adding, "We plan to continue supporting the digitally marginalized through various services."

This content was produced with the assistance of AI translation services.