[2024 NCSI] SK Telink, 11 Consecutive Years as Customer Satisfaction No.1

SK Telecom, No.1 in Mobile Phone Service for 27 Consecutive Years
Samsung Life and Shinhan Bank Also Score High

SK Telink was selected as the No. 1 international call service provider in this year's National Customer Satisfaction Index (NCSI) survey. SK Telink's international call service ‘00700’, which has maintained the No. 1 position in NCSI for 11 consecutive years, has enhanced customer satisfaction by leveraging a sustainable ESG (Environmental, Social, and Governance) management model, top call quality, and differentiated products. First, 00700 has taken the lead in preventing international call customer damage by annually analyzing and publishing the ‘Top 10 International Spam Origin Countries,’ which summarizes international spam origin countries and crime types. It also practices sharing for socially vulnerable groups, such as donating fully read books, providing free international call vouchers for multicultural family children, and volunteering to support basic necessities for children at risk of food insecurity.

To provide differentiated services, the operation of the customer center, the frontline of customer contact, was also streamlined. The customer center’s response manual was improved with more customer-friendly language, and through analysis of consultation content, customer inconveniences were identified, reducing the refund processing period from a maximum of 10 days to within 3 days. Additionally, to ensure excellent call quality, voice quality monitoring is continuously conducted in 16 countries, and connection quality tests are performed in 50 countries.

An SK Telecom user is viewing 'A.Dot,' an AI personal assistant with significantly enhanced search and daily convenience features. Photo by SK Telecom

SK Telecom has maintained the No. 1 position in the mobile phone service sector for 27 consecutive years since the introduction of NCSI in Korea in 1998. This is attributed to continuous service innovation using artificial intelligence (AI) and various efforts to improve customer satisfaction. In August, SK Telecom implemented a large-scale service overhaul of ‘A.Dot’ to make AI easier and more convenient for customers to use in daily life. Through this, customers can naturally converse with AI and manage their daily lives based on LLM (Large Language Model). SK Telecom also applies specialized LLMs, trained with various telecommunications expertise, to customer consultation tasks, providing differentiated consultation services to customers. Currently, handling one consultation call at the customer center takes about 3 minutes for customer consultation and over 30 seconds for post-consultation processing. With this LLM, while the consultant is on the phone with the customer, the LLM automatically provides solutions to the consultant for customer inquiries and summarizes the consultation content automatically, significantly reducing the time required.

In life insurance, Samsung Life Insurance ranked No. 1 in NCSI for 21 consecutive years. Samsung Life Insurance has a customer monitoring system called ‘Customer Panel,’ which marked its 20th anniversary this year. It is currently active with 1,000 customers, and in the first half of the year, it experienced the insurance consultation process and derived 26 customer-perspective suggestions, which were reflected in actual operations by the end of the year. Samsung Life Insurance also introduced a customer experience management program that allows customers to receive tailored guidance on beneficial services and systems from their assigned consultants during the insurance maintenance process. Services necessary for customers, such as premium conversion, insurance claim methods and precautions, variable insurance management, and revival systems, are selected and provided monthly.

In the commercial banking sector, Shinhan Bank received high scores in this NCSI by adopting ‘Customer Satisfaction Management’ and continuously providing differentiated services in line with changing times. Shinhan Bank prioritizes customer protection as its top task and redesigns various systems and policies from the customer’s perspective. Using AI, it has significantly upgraded the electronic financial abnormal transaction detection system (FDS) and voice phishing monitoring system to lead in protecting customers’ financial assets. It also offers the ‘Shinhan Super SOL Financial Safety Insurance’ free of charge, allowing customers to be compensated for voice phishing damages. Notably, within the Shinhan SOL Bank app, the self-developed voice phishing prevention platform ‘Jikyeoyo (My Precious Asset)’ enables customers to measure their security level directly and provides content to practice voice phishing prevention methods.

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