[Edaily Reporter Yun Junghoon ]SKTelecom(017670)has been recognized for “restoring customer trust” after regaining the top spot in the mobile communications category across Korea’s three major customer satisfaction surveys (NCSI, KS-SQI, and KCSI) this year.

SKTelecom CEO Jeong Jae-heon stated via the SKTelecom Newsroom on the 1st, “I have learned the hard way that customer trust is never something to be taken for granted,” adding, “Ranking first in these three surveys is not the culmination of our efforts to restore trust but rather a new starting point; therefore, with the mindset of ‘grinding an axe to make a needle’ (ma-bu-jak-chim), we will continue to build even stronger trust.”

Visited 87 cities and counties nationwide to meet with approximately 35,000 customers

It typically takes a long time to restore brand trust once it has been damaged. According to a 2025 analysis report by the Australian market research firm Roy Morgan, 92% of major brands that suffered a severe blow to their trust had not fully recovered it even after one year, and half had still not recovered even after four years.

To overcome this crisis, SKTelecom employees traveled across the country to meet customers in person. Over the course of this year, they visited 87 cities and counties nationwide, meeting more than 35,000 customers face-to-face to actively gather feedback on everyday inconveniences and requests regarding service quality, roaming, membership programs, and rate plans.

Based on the customer feedback gathered on-site, SKT implemented sweeping improvements across its entire service portfolio.

First, the company focused on strengthening safety and quality—the very essence of telecommunications. It significantly enhanced AI-based network security and features to block spam and voice phishing, and transparently disclosed its activities through an information security white paper. At events attracting large crowds, such as fireworks and cherry blossom festivals, SKT applied AI-based demand forecasting and optimized base station placement to ensure a stable network environment.

The company also significantly improved the benefits and convenience experienced by users.

For roaming and membership plans, the company increased data allowances relative to the same price point and improved data speeds after the allowance was exhausted. The T-Membership program was redesigned to be more intuitive, allowing users to find and use key benefits at a glance. Furthermore, by eliminating the distinction between 5G and LTE and simplifying the selection process for subscription benefits—such as OTT and AI services—the company significantly reduced user inconvenience.

To strengthen communication with customers, the company has launched a “Customer Trust Committee” composed of external experts and a customer advisory panel to incorporate external feedback from the management and product planning stages onward. For long-term customers with over 10 years of service, the company operates distinctive appreciation programs such as “Forest Getaway Day,” “Table Day,” and “Adventure Day.”

"We Will Continue to Earn Customer Trust Through Steady Efforts"

CEO Jeong reaffirmed his commitment to leadership by referencing the achievements of the South Korean national fencing team, sponsored by SKT, at the recent 2026 Aichi-Nagoya Asian Games. At these Asian Games, the fencing team secured a dramatic come-from-behind victory in the men’s sabre team final and reclaimed the gold medal in the women’s sabre team event for the first time in eight years.

CEO Jeong emphasized, “It was the athletes’ long-term training and teamwork that created those decisive moments,” adding, “Restoring trust in SKT is also only possible through daily efforts—meeting customers, identifying their inconveniences, and making changes one step at a time.”

He continued, “I do not view this first-place finish in the three major customer satisfaction surveys as the culmination of our efforts to restore trust,” adding, “I will take these results as a call from our customers to serve them with even higher standards and to repay them with even better service.”