SK Telecom develops customer behavior metrics to measure corporate trust

SK Telecom held its ‘2026 Insight Day’ on the 21st, bringing together its Customer Advisory Group and Customer Trust Committee to develop metrics for measuring corporate trust based on customer experience.

Rather than relying on direct surveys asking if customers trust the company, SK Telecom aims to use actual customer behavior as a proxy for trust. The company posits that higher trust leads to a reduction in the need for customers to manually verify information or contact customer service. For example, if a customer receives timely notifications regarding contract expirations and does not need to check dates themselves, that lack of manual intervention serves as a trust indicator.

Key areas identified by the advisory group include transparency in pricing and billing, personal information and security management, responsible problem resolution, service stability, and fulfillment of promises to long-term customers. SK Telecom plans to validate these candidate metrics through additional surveys with general telecommunications customers and integrate them with behavioral data to detect early signs of declining trust and implement proactive measures.