SK Telecom is working to maximize customer satisfaction. We deliver ubiquitous and convergent services that enhance quality of life and view potential problems from the use of mobile services from our customers' standpoint.

Driven by our customer-centered philosophy, we aspire to create the greatest value for our customers, employees, and shareholders. This commitment forms the basis of our customer satisfaction (CS) activities that are designed to raise customer value. Customer value (CV) refers to all the benefits that customers receive by taking advantage of our products and services.

We reached an important milestone in 2005 as annual revenue surpassed KRW 10 trillion. Our sights are now on moving beyond the domestic market and evolving into a global leader. Recognizing that customers are integral to achieving that goal, we selected ‘customer value innovation’ as one of our priority tasks for 2006 and classified our work of raising our customer value into value creation, value delivery and value realization.

In order to increase customer satisfaction levels, one of our four management priorities in 2006 is innovating customer value. To that end, we established the CV Division and set up a CV team under the regional marketing division.

We adopted the Six Sigma methodology to systematically innovate customer value. We look at our business from the customers’ perspective and are improving our overall process to provide better services. We manage service quality using diverse evaluation tools that allow us to raise service levels at customer contact points. Customer satisfaction is measured with our self-developed Customer Satisfaction Index (CSI) model, while service quality is assessed using the Service Quality Index (SQI). The service quality certification is another mechanism that helps us provide standardized services at each of customer contact channel.

Mobile telephony has become an everyday necessity. To meet the corresponding rise in customer expectations, SK Telecom carries out various activities. For instance, we seek and implement measures to protect minors from exposure to adult or violent contents. To prevent excessive data billings, we launched the fixed fee plan for data services. We are also making an effort to curb random spam mail. These activities are pivotal to maintaining customer trust.

SK Telecom has held on to first place in the three major customer satisfaction surveys - the Korea National Customer Satisfaction Index (NCSI), the Korean Standard Service Quality Index (KS-SQI), and the Korean Customer Satisfaction Index (KCSI). We are setting our sights higher, though. We continue to seek ways to raise customer satisfaction by identifying and improving on weaknesses in any of the component areas in the CSI surveys.