[2022 NCSI] Amid Economic Crisis... Customer Satisfaction Increased

0.3 Point Increase Compared to Last Year... Highest Ever
Satisfaction Rises in 11 of 14 Categories
Impact of Non-Face-to-Face... 8 of Top 11 Are 'Hospitals'

A patient at Severance Hospital is receiving an explanation about hospital room etiquette.

Despite the challenging economic conditions last year and the ongoing COVID-19 pandemic for the third consecutive year, domestic companies' customer-centric management shone through, driving an increase in customer satisfaction.

The Korea Productivity Center (Chairman An Wanki) announced on the 12th that the National Customer Satisfaction Index (NCSI) survey of 335 companies, universities, and public institutions across 82 domestic industries showed a score of 78.4, up 0.3 points (0.4%) from 78.1 in 2021. This is the highest score since the NCSI survey began in 1998. The survey was co-hosted by the Korea Productivity Center and the University of Michigan in the U.S., with support from the Ministry of Trade, Industry and Energy.

Among the 335 surveyed entities, the highest score was recorded by Severance Hospital in the hospital sector, with 85 points. Severance Hospital also ranked first last year with 84 points. Notably, eight hospitals, including Severance Hospital, were listed in the customer satisfaction 'Top 11,' drawing attention. Also included were Samsung C&T in apartments, Daegu Metropolitan Transit Corporation in urban rail, and Lotte Duty Free in duty-free shops.

◆Intense Competition in Customer Satisfaction = Among 14 economic sectors with comparable data from the previous year, customer satisfaction increased in 11 sectors. Of the 81 industries with comparable data, 35 showed an increase in customer satisfaction compared to last year, down from 53 the previous year. Industry NCSI scores ranged from a high of 82 to a low of 74, with a gap of 8 points. The Productivity Center explained, "There were 14 industries where the top-ranking companies swapped places and 13 industries with joint first place, indirectly confirming how fierce the competition to win customers' hearts was," adding, "Thanks to the efforts of leading companies, customer satisfaction among top-tier companies is becoming more leveled up."

The economic sectors with the highest NCSI improvement rates were 'Electricity, Gas, Steam, and Air Conditioning Supply,' 'Water Supply, Sewerage, Waste Management, and Raw Material Recycling,' and 'Business Facilities Management, Business Support, and Rental Services,' each rising 1.3% (1.0 point) from the previous year. 'Accommodation and Food Services' rose 0.8% (0.6 points), followed by 'Non-durable Goods Manufacturing' with a 0.6% (0.5 points) increase. By industry, 'Wholesale and Retail Trade,' 'Transportation and Warehousing,' 'Finance and Insurance,' 'Educational Services,' and 'Health and Social Welfare Services' all increased by 0.5% (0.4 points) compared to the previous year.

◆Hospitals Lead in Customer Satisfaction and Retention Rates = Hospitals were rated highest again this year in both customer satisfaction and customer retention rates. High customer satisfaction and retention rates indicate a higher likelihood that satisfied customers will remain compared to other industries. Hospitals scored 82 points in customer satisfaction and 81% in customer retention. The Productivity Center explained, "The reason hospitals have maintained a higher satisfaction level compared to pre-COVID times is due to the non-face-to-face interactions at patient touchpoints and accelerated digital transformation," adding, "Touchpoints that were previously handled only face-to-face after visits are now accessible via mobile apps or kiosks, allowing patients to manage them independently."

Smartphones and regional banks both scored 80 points in customer satisfaction and 79% in customer retention. The smartphone market is generally stagnant as the duopoly of Samsung Electronics and Apple has intensified following LG Electronics' business withdrawal, making product differentiation difficult and lengthening customers' product replacement cycles. To increase customer satisfaction in the future, companies will need to make efforts such as providing innovative features and services. Regional banks recorded the same scores as the previous year as the transition to digital finance entered a stabilization phase and the interest rate hike trend was quickly applied to products, maintaining customer expectation levels and perceived value relative to costs.

The Productivity Center emphasized, "In most industries, as customer satisfaction increased, customer retention rates also rose," adding, "An increase in customer retention leads to a higher proportion of premium customers, which is significant for companies as it enhances the long-term growth potential of the respective industries."

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