During a recent event, Kang Wook, head of SK Telecom's segment team, shared insights on the company's approach to long-term customer benefits. He noted that customers expressed a desire for recognition rather than discounts, stating, "What long-term customers want is for SK Telecom to acknowledge that I have been a loyal customer for a long time." The goal of the long-term customer program is to instill a sense of pride in their loyalty.
On September 12, SK Telecom hosted 3,000 long-term customers at Lotte World in Seoul. Kang explained that the idea was to provide an experience that customers typically cannot access, saying, "We wanted to create an experience where only SK Telecom customers could enjoy the theme park after hours."
The event saw a strong turnout, with the highest number of applicants for the long-term customer program, which has been running for three years. Attendees wore headbands of different colors based on their duration of service, allowing them to showcase their loyalty.
Kang recalled a previous event where customers who had been with the company for over 30 years were honored on stage, noting that other attendees showed respect and admiration. He emphasized that recognizing long-term customers fosters a sense of aspiration among others, encouraging them to remain loyal.
SK Telecom is committed to offering these experiential benefits seasonally. In spring, they held a 'Forest Vacation Day' at Everland, and in summer, they hosted a food and beverage event featuring a guest chef. A musical event is planned for this winter.
The event also included a prize giveaway for long-term customers. In the 'National Long-term Customer Showcase,' the grand prize winner received a year of free service, while the second-place winner received two tickets to the upcoming 'Musical Day.'
When asked if direct discounts on service fees might be more appreciated, Kang highlighted the importance of differentiation. He stated, "Offering direct discounts to all long-term customers must consider the impact on company revenue. Instead of small discounts, we focus on providing unique experiences that cannot be easily found elsewhere."
The success of the long-term customer program is reflected in customers' intent to continue using SK Telecom services. Not only did those who attended the event show increased preference for the company, but even those who applied but were not selected demonstrated a growing affinity for SK Telecom. Kang remarked, "In the past, we may have taken long-term customers for granted. Meeting them in person made me realize that the act of recognition itself is crucial. It is most important to make customers feel proud of their long-term relationship with SK Telecom."
* This article has been translated by AI.
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