SK Telecom was named an "excellent call center" for the 14th consecutive year in the 2026 call center category of the Korea Service Quality Index (KSQI) hosted by Korea Management Association Consulting (KMAC).

SKT said on May 27, "As a result of steadily advancing consultation quality through artificial intelligence (AI) innovation, we have been selected consecutively as an excellent call center since 2012, externally proving our customer service capabilities."

KSQI is an index by Korea Management Association Consulting that evaluates the level of call centers operated across major industries in South Korea. It assesses professionalism, accuracy and problem-solving capability in customer response. SKT received high scores in areas of service quality including consultation attitude, greeting and closing attitude, and task handling.

SKT strengthened how counselors respond while advancing its AI-based customer center (AICC). It also runs 24-hour consultations with customers through an AI chatbot and call bot. For complaints not resolved through its AI interactive voice response system, counselors use an "AI real-time assistant" to immediately analyse customer feedback and provide quick answers. After consultations, AI automatically categorises consultation records to support smoother consultations.

In addition, SKT has response manuals tailored to customer situations and focuses on attentive consultations. For example, when a dedicated counselor consults with a customer who has used the service for more than 30 years, the counselor first expresses gratitude for long-term use from the first call and simplifies the consultation process.

SKT also strengthened programs to raise counselors' expertise and provide psychological care. It uses a "customer empathy integrated response guide" in practice for proper language use and terminology standardisation. It is also expanding emotional healing programs, health management and cultural activities to ease counselors' work stress.

Hye-yeon Lee (이혜연), head of SKT's Customer Value Innovation Office, said, "Being selected as an excellent call center for 14 consecutive years is the result of efforts to strengthen customer trust through one-to-one customised consultations." She said, "We will continue to advance AICC and build customer trust through empathy-centred and attentive responses."