SK Telecom to Manage Trust Metrics "So Users Can Trust and Use Its Services"

[Financial News] "SK Telecom services can be trusted and used without having to verify them!"
SK Telecom has decided to develop its own trust metrics to enhance user confidence and manage corporate trust. Rather than relying on methods such as user trust surveys, which companies commonly use, it plans to assess trust levels through changes in user behavior during service usage. 
SKT said it held the "2026 Insight Day" on the 21st, with the Customer Advisory Panel and the Customer Trust Committee taking part, to discuss corporate trust standards and metrics proposed directly by users.
The event followed the "2026 Plan to Strengthen Trust Recovery," developed in January by SK Telecom CEO Jung Jae-heon, other senior executives and the Customer Trust Committee. Han Myung-jin, head of the MNO CIC; Lee Hye-yeon, head of the Customer Value Innovation Office; Ahn Wan-ki, chair of the Customer Trust Committee; other committee members; and 30 members of the Customer Advisory Panel attended.

The core of SK Telecom's proposed metrics is to use behavior observed during ordinary service use as a measure of trust, rather than asking users to rate their trust in the company.
SK Telecom previously conducted an online survey and focus group interviews (FGIs) with 100 members of the Customer Advisory Panel on the meaning of corporate trust and the factors that build or undermine it. Customers identified transparency in fee and pricing information, personal data and security management, responsible resolution when problems arise, stable services, and keeping promises to long-term customers as major trust factors.
At the event, the Customer Advisory Panel presented situations in which trust is formed and the resulting behavioral changes across five areas: signing up for or changing a plan, using telecommunications services, managing and using membership benefits, customer touchpoints, and maintaining trust with the company.
In particular, the panel noted that as trust in a company grows, users are less likely to check service details repeatedly or verify them one by one. For example, users who receive accurate advance notice of the expiration date of a selective contract discount can apply based solely on the notification message, without separately tracking the reapplication date or contacting customer service. Similarly, not checking the following month's bill to confirm that a paid add-on service was actually canceled could also serve as an indicator of trust.

SK Telecom plans to conduct an additional survey of general users to validate the candidate trust metrics presented at the event, then develop them into a system for diagnosing and managing corporate trust.
The finalized metrics will be linked to actual user behavior data. The company plans to use them to identify early signs that customer trust is wavering and take appropriate action. It will also establish criteria for reviewing products and services from the user's perspective before launch, while examining the transparency of information about fees, contracts and benefits.
Ahn Wan-ki, chair of the Customer Trust Committee, said, "This gathering is highly significant because customers directly presented their own standards for trust based on their everyday experiences." He added, "We will continue to review the implementation process and outcomes from the customer's perspective so that these discussions lead to meaningful change rather than ending as a one-time collection of opinions."
Han Myung-jin, head of SK Telecom's MNO CIC, stated, "Trust is not a value declared by a company but an outcome that customers judge through concrete experiences." He added, "We will develop the standards for trust proposed directly by the Customer Advisory Panel into review criteria for our products, services and overall customer support, ensuring that customers' voices lead to real change."
[email protected] Yoon Hong-jip Reporter