SK텔레콤의 고객중심경영의 평가와 구체적 활동 분석

초록

SK Telecom, South Korea's largest telecommunication company, has strived to put the concept of customer centricity into practice. In this article, we analyzed SK Telecom's customer-centric activities focusing on the following four areas that Shah, Rust, Parasuraman, Staelin, and Day (2006) suggested as elements necessary for a firm to become customer-centric: 1) leadership commitment, 2) organizational realignment, 3) systems & processes, and 4) revised metrics. In addition to the dual value creation process discussed in Shah et al. (2006) we also analyzed SK Telecom's activities implemented to provide value to current customers and to eliminate negative experiences customers may face such as spam and smishing. This case analysis concludes that SK Telecom has successfully implemented various activities to become the leading customer- centric organization in Telecommunication. SK Telecom's customer-centric activities provide guidelines for other firms in Telecommunication as well as firms in other industries to follow in order to become customer-centric.

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