A user opens SK Telecom's conversational AI agent adot.ai service via a smartphone. Courtesy of SK Telecom

SK Telecom topped the industry-wide National Customer Satisfaction Index (NCSI) rankings for the 27th year, according to the Korea Productivity Center (KPC) on Friday.

Securing over 80 points this year, the company has topped the mobile carrier category for 27 years since the KPC started the list in 1998.

"SK Telecom has continuously done its best to satisfy the needs of our customers," SK Telecom said in a press release. "We believe the list has reflected our long(-term) efforts."

In a bid to maximize its customers' experience with artificial intelligence (AI), SK Telecom updated its conversational AI service, adot.ai, in August.

The update includes upgrading its large language model (LLM) to offer a more natural conversation experience with users, strengthening its calendar scheduling service and revamping the app's user interface.

Thanks to the upgrade, customers can now use the world's cutting-edge LLM agents such as Perplexity, ChatGPT, Claude and A.X. The adot.ai agent also allows them to use customized services in music and media recommendations as well as stock investment.

In September, SK Telecom also released the iOS version of the ZEM app, a self-monitoring app for customers aged under 14. Via the app, users can plan how much they will use their smartphone and what apps they will use during the day.

Up to five guardians, who install the ZEM-For Parents app, can monitor the amount of time their kids spend on their smartphones and which apps they use.

SK Telecom is the only mobile carrier that provides such services both on iOS and Android platforms.

Last year, it also introduced a service plan exclusively designed for customers aged under 34 to offer up to 50 percent more 5G data in its package along with various coffee and movie ticket vouchers. According to the mobile carrier, seven out of 10 customers under 24 are using the plan.

Hy Central Laboratory in Yongin, Gyeonggi Province / Courtesy of hy

Hy tops NCSI rankings in milk category

Dairy producer hy also topped the NCSI rankings for the 27th year in the milk/fermented milk category, the KPC said.

It has held the top position on the list since the KPC began announcing rankings in 1998.

The company stated in a press release that its relentless efforts to strengthen its probiotic technology are the reason behind its dominant position on the list.

"Hy has continuously worked on its probiotics technology to compete in the global market," hy Central Laboratory head Lee Jae-hwan said. "Hy has been the No. 1 brand in fermented milk. We will continue our efforts to introduce better products in the future."

Hy was the nation's first food company to establish a research center focused on dairy production technologies in 1976. Approximately 90 percent of the company's workforce hold master's or doctoral degrees.

In a bid to strengthen its competitiveness, it also formed the Future Insight Advisory Committee, a joint study group with outside scholars to comprehensively analyze the dairy producer's various probiotics. Renowned scholars, including Kim Yeon-soo, former Seoul National University Hospital head, and Gloria Kim, a cognitive science professor at the Massachusetts Institute of Technology, are part of the group's advisory members.

Samsung Card's promotional image for its new credit card lineup / Courtesy of Samsung Card

Samsung Card secures top spot in NCSI rankings in credit card category

Samsung Card also secured the top position in the industry-wide NCSI rankings in the credit card category for the 11th consecutive year, according to the KPC.

The company's strong performance reflects its unwavering commitment to safeguarding customers from the possibility of fraud.

The credit card issuer also provides a comprehensive expenditure monitoring service to customers via its recently renovated in-app user interface.

Collecting related data from its sister firms, Samsung Life, Samsung Fire & Marine Insurance and Samsung Securities, it allows customers to get a wide range of financial analytic services in consumption, insurance, investment and pensions.

In 2021, Samsung Card introduced the Samsung iD Card, a custom-made credit card designed by each cardholder. Each card is made with reusable plastic and low-carbon paper, a measure to fulfill its commitment to conserving environmental resources.

To assist hearing-impaired customers, Samsung Card has provided an instant messaging service and a video-calling service. For disabled and older adult customers, its employees visit their houses during the credit card application review process.

Samsung Securities employees consult a customer in asset management. Courtesy of Samsung Securities

Samsung Securities named top brokerage in NCSI rankings

Samsung Securities claimed the top spot in the NCSI in the overall Securities and consignment trading category, according to the KPC.

The brokerage said in a statement that it offered differentiated asset management services for customers thanks to its diverse investment experts at home and abroad.

"Samsung Securities specializes in asset management for corporate customers," a Samsung Securities official said. "We also provide networking events for CEOs and chief financial officers of renowned businesses here."

It also offers custom-made digitalized asset management services for the mid and lower-income brackets as well as those in younger generations who just landed a job. Studying and analyzing each customer's income and consumption flow, the firm's one-stop digitalized consulting agent offers an ideal financial product for each customer.

The brokerage also regularly collects each customer's feedback to optimize the firm's service structure, the official added.

NCSI logo

NCSI rankings this year

Surveying over 300 companies, colleges and state-run institutions in over 80 industry sectors, the KPC has collected and studied related data to release the NCSI rankings with customer evaluations of products and services since 1998.

This year's overall customer satisfaction index averaged 78 points in 2024, down 0.2 points from the previous year.

"The NCSI has experienced a decline in two consecutive years," the KPC said in a press release. "The prolonged downturn followed by low consumption adversely influenced the figure."