KT M Mobile said on Thursday it was selected for an eighth straight year as an outstanding company in the budget mobile carrier category in the Korean Standards Association's 2026 Call Center Quality Index (KS-CQI) survey.

The Call Center Quality Index is a system that comprehensively evaluates call centre service quality and customer satisfaction. KT M Mobile said it received high marks for its customer service and counselling operations system using generative AI.

KT M Mobile introduced a generative AI-based plan recommendation service this year. The service recommends suitable plans when customers enter their telecom usage patterns in a conversational format, and proposes products by analysing usage details when a bill image is uploaded.

KT M Mobile has expanded the scope of AI use to plan recommendations after previously introducing an AI automated activation service and its AI counselling service M-bot. It is applying AI to customer touchpoints such as sign-up, activation and counselling.

It also runs a Customer Reassurance task force to improve counselling quality. It analyses voice of the customer by type to review recurring inconveniences and their causes and to identify service improvement tasks. It also operates a customer service follower programme to respond to customer complaints. Specialist staff from each department participate in counselling processes to respond to inquiries related to their areas of expertise.

Kim Eui-hyun (김의현), KT M Mobile's chief executive, said the award was the result of efforts by all employees who have prioritised the voice of the customer and worked to improve service quality. He said the company would continue to provide more professional and friendly services and deliver a differentiated customer experience.