SK Telecom said on the 17th that it held a launch ceremony for a customer advisory panel at T Factory Seongsu on the 16th and began full-fledged activities to innovate customer value.
SK Telecom expanded the role of the customer advisory panel, which began operations last year, into a "customer communication platform" where customers and the company actively exchange opinions, and formed it with a diversity of occupations and age groups, including office workers, homemakers and university students.
In addition, unlike typical customer advisory panels that are operated to monitor market reactions after new product launches, the company significantly strengthened the panel's authority to accurately identify customer pain points and present practical solutions.
Together with SK Telecom employees, the customer advisory panel will participate directly from the product and service and marketing planning stages, establish an "on-site feedback system" that conveys customer requirements, and play a role in directly helping to derive improvement plans.
It will also relay to the company, without filtration, opinions and customer reactions regarding activities to strengthen customer trust, and propose institutional improvement measures and new ideas.
Panel representative Kang Min-gu said, "Coming to the launch ceremony in person today made me feel a great sense of responsibility," and added, "I will strive to faithfully and vividly convey customers' requirements as a representative of SKT customers."
The customer advisory panel will hold regular monthly meetings with SK Telecom to discuss improvements to new services and new and diverse benefits, and to propose ideas. SK Telecom plans to reflect ideas with high feasibility and expected impact in actual services or marketing promotions.
The customer advisory panel will also participate in small-scale FGI (Focus Group Interview) activities to discuss perceived effectiveness of ad campaigns and levels of brand favorability.
Through ongoing meetings with the Customer Trust Committee, the customer advisory panel plans to conduct in-depth discussions and continuous reviews on external perceptions of SKT, market perceptions of customer trust activities, and corresponding areas for improvement.
Attending the launch ceremony were members of the customer advisory panel; Chairperson Ahn Wan-gi and Commissioners of the Customer Trust Committee; Han Myeong-jin, head of SK Telecom's MNO CIC; Yoon Jae-ung, head of Product & Brand; and Lee Hye-yeon, head of Customer Value Innovation, along with other senior executives.
Chairperson Ahn Wan-gi (former head of Korea Productivity Center) said, "Because customers know customers best, I have high expectations for the role of the customer advisory panel," and added, "This year, based on each Commissioner's expertise, we have volunteered to serve as "ambassadors" to actively inform customers of SK Telecom's efforts to restore trust, and we will do our best to facilitate active communication between customers and SK Telecom."
Han Myeong-jin, head of SK Telecom's MNO CIC, said, "Together with the customer advisory panel and the Customer Trust Committee, we will listen to the voices of customers and society and actively reflect them in our management strategy and services so that SK Telecom's efforts to change can be felt at every customer touchpoint."