'IMEI·In-network Discount'... SKT Simplifies Complex 'Telecom Alien Language'

Customer Language Innovation 2.0 Campaign
Regular Production, Distribution, and Training of Terminology Glossary

[Asia Economy Reporter Cha Min-young] SK Telecom is launching a language purification campaign in response to criticisms that complex telecommunications terms mixed with Sino-Korean words, loanwords, and technical jargon such as ‘IMEI’, ‘in-network discount’, and ‘new device’ make it difficult for customers to understand.

On the 6th, SK Telecom announced that it has produced and distributed 57,000 copies of the terminology guidebook ‘Tongsinjeongeum’, which simplifies telecommunications and marketing terms used in nationwide retail stores for easier understanding.

Tongsinjeongeum is part of the company’s third consecutive year of the ‘Using Korean Properly’ campaign. This campaign was expanded and implemented as ‘Customer Language Innovation 2.0’ in July.

The first project is the production and distribution of Tongsinjeongeum. Inspired by the purpose and name of ‘Hunminjeongeum’, the project involved a team of writing experts with experience as broadcast writers and copywriters, and also received supervision from the National Institute of the Korean Language.

To achieve practical effects of ‘Using Korean Properly’, SK Telecom is also conducting training for store employees. They distribute the four principles of customer communication: ‘easy words, correct words, practical words, and intuitive words’. Educational video materials reflecting the principles of Tongsinjeongeum are also provided.

At the customer center, customized consultation terms are used considering customer age groups such as the silver generation and teenagers, and ‘proper expression’ consultations that show consideration for customers are being promoted. These have been applied to the T World website, mobile app, and the official online mall T Direct Shop. In addition to explanatory notices, customer-friendly language purification campaigns are also underway.

Furthermore, SK Telecom plans to derive a differentiated ‘SK Telecom-only customer language’ within the year. They will analyze over 10,000 accumulated language improvement data collected over three years since 2019 using artificial intelligence (AI). They are also considering developing and publicly releasing a ‘language search dictionary’ inside and outside the company to make it easy to find improved terms during work.

Kim Seong-su, Head of SK Telecom Mobile CO, said, “There is increasing positive customer feedback that explanations and understanding for mobile subscriptions have become easier and consultations much more comfortable as the language used at all customer contact points, including retail stores that communicate directly with customers, has been purified along with using proper Korean.” He added, “We will continue to conduct consultations with proper expressions that consider customers under the goal of communicating at the customer’s level.”

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