SK Telecom will establish indicators to measure corporate trust based on customer experience.

SKT said on Sept. 22 it held '2026 Insight Day' on Sept. 21, with participation from its customer advisory group and Customer Trust Committee, to discuss trust standards and metrics for the company proposed directly by customers.

The event was designed to turn into customer-focused indicators the '2026 trust recovery reinforcement plan' prepared in January by SKT CEO Jae-heon Jeong (정재헌), other key executives and the Customer Trust Committee. Attendees included Myeong-jin Han (한명진), head of SKT's MNO CIC, Hye-yeon Lee (이혜연), head of the Customer Value Innovation Office, Customer Trust Committee chair Wan-gi Ahn (안완기) and committee members, and 30 members of the customer advisory group.

SKT earlier conducted an online survey and in-depth focus group interviews of 100 members of the customer advisory group on the meaning of corporate trust and factors that build and undermine it. The results showed customers cited key trust factors as transparency of fee and price information, personal information and security management, responsible resolution when problems occur, stable service, and keeping promises to long-term customers.

The customer advisory group presented specific situations and behavioral changes in which trust is formed across 5 areas: signing up for and changing rate plans, using telecom services, managing and using memberships, customer touchpoints, and maintaining trust with the company. SKT focused on the point that the more customers trust a company, the fewer separate checks or inquiries they make during service use. For example, customers who trust notifications about the expiry of a selective contract discount do not separately check the reapplication date, and do not recheck the next month's bill even after cancelling paid add-on services.

Participants classified such customer behavior by type and set priorities, then discussed measures to improve each indicator. SKT will verify the candidate indicators derived this time through additional surveys of general telecom customers and turn them into a system of indicators to diagnose and manage corporate trust. It will use the final indicators, linked to actual customer behavior data, to detect early signs of wavering trust and respond.

Wan-gi Ahn, chair of the Customer Trust Committee, said, "It is highly meaningful that customers directly presented standards of trust based on everyday experiences." He said, "We will continue to check the execution process and results from the customer perspective."

Myeong-jin Han, head of SKT's MNO CIC, said, "We will develop the trust standards proposed directly by the customer advisory group into inspection standards across products, services and overall customer response so that the customer voice leads to real change."