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Press Release
SK Telecom Develops an Automatic Recommendation System Designed to Customize Rate Plans and Membership Cards.
2003.11.03 Print’Mobile Planner Service’ recommends customized rate plans for 18 million subscribers through analysis of their service rate use patterns.
This service automatically recommends such services as rate plans, memberships, and events, to new and conventional subscribers.
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A customer is shown receiving a guide describing a customized rate plan, and receiving a membership card for the Mobile Planner Service, at an SK Telecom branch office.
On November 4th, SK Telecom announced that the company has developed the world’s first ’Mobile Planner Service (Automatic Recommendation System) that automatically searches out and recommends the cellular service rate plans and membership services that best fit each customer’s life style and service use pattern. This service functions much like the systems of life insurance companies that establish and recommend whole life plans to their customers.
The company started developing the ’Mobile Planner Service’ in April of 2002, and completed its development in September of this year.
This service is based on a ’Customer Insight & Offering System’ that analyzes 60 variable factors and 19 customers’ demands in the company’s customers’ behavior, while
considering SK Telecom cellular subscribers’ service patterns and statistical characteristics. The system combines the resultant customer behavior factors, and demands with the most suitable products and services.
Through the Mobile Planner Service, the company’s conventional subscribers and subscription candidates, are allowed to get the following 6 recommendations at 52 SK Telecom branches, and 1,000 sales outlets nationwide: 1) The most suitable rate plans. 2) The membership card that best matches the life style of each subscriber. 3) On-going promotional events that fits the customer’s tastes. 4) Customer benefit programs. 5) The most appropriate value-added services to fit the customers’ service use patterns. 6) Special functions and features in the customer’s handset. SK Telecom plans to offer this service in its 1,600 branches and sales outlets throughout the country by the 15th of this month.
In the case of conventional subscribers, the Mobile Planner Service increased its recommendation accuracy based on the results of analyzing customers’ service use patterns over the last 6 months. Further, the service offers long-term discount rates based on amounts accumulated over the preceding one year, membership card use history and outstanding amount, as well as unused Call Plus points during the subscription. These measures will allow customers to enjoy a vast array of customer benefit programs more effectively.
In the case of subscription candidates who do not have any history of a service use pattern, the service makes recommendations to them based on a survey regarding their age, sex, expected service rate, and whether they use NATE, Short Message, and Traffic Information Services. Upon subscription, they can change their service rates and membership cards at anytime following a study of their service use pattern.
Dong Sup Ji, head of SK Telecom’s CRM Division said, "The Mobile Planner Service has been developed as a part of the ’SK Telecom Rainbow Campaign’ that is conducted under the motto of ’Participation, Care, Share, Responsibility, Pride, Faith and Privilege’. This service provides the service package and benefits that best fit our customers’ diverse needs and demands. Use of the service greatly increases customer satisfaction," he added.
The company started developing the ’Mobile Planner Service’ in April of 2002, and completed its development in September of this year.
This service is based on a ’Customer Insight & Offering System’ that analyzes 60 variable factors and 19 customers’ demands in the company’s customers’ behavior, while
considering SK Telecom cellular subscribers’ service patterns and statistical characteristics. The system combines the resultant customer behavior factors, and demands with the most suitable products and services.
Through the Mobile Planner Service, the company’s conventional subscribers and subscription candidates, are allowed to get the following 6 recommendations at 52 SK Telecom branches, and 1,000 sales outlets nationwide: 1) The most suitable rate plans. 2) The membership card that best matches the life style of each subscriber. 3) On-going promotional events that fits the customer’s tastes. 4) Customer benefit programs. 5) The most appropriate value-added services to fit the customers’ service use patterns. 6) Special functions and features in the customer’s handset. SK Telecom plans to offer this service in its 1,600 branches and sales outlets throughout the country by the 15th of this month.
In the case of conventional subscribers, the Mobile Planner Service increased its recommendation accuracy based on the results of analyzing customers’ service use patterns over the last 6 months. Further, the service offers long-term discount rates based on amounts accumulated over the preceding one year, membership card use history and outstanding amount, as well as unused Call Plus points during the subscription. These measures will allow customers to enjoy a vast array of customer benefit programs more effectively.
In the case of subscription candidates who do not have any history of a service use pattern, the service makes recommendations to them based on a survey regarding their age, sex, expected service rate, and whether they use NATE, Short Message, and Traffic Information Services. Upon subscription, they can change their service rates and membership cards at anytime following a study of their service use pattern.
Dong Sup Ji, head of SK Telecom’s CRM Division said, "The Mobile Planner Service has been developed as a part of the ’SK Telecom Rainbow Campaign’ that is conducted under the motto of ’Participation, Care, Share, Responsibility, Pride, Faith and Privilege’. This service provides the service package and benefits that best fit our customers’ diverse needs and demands. Use of the service greatly increases customer satisfaction," he added.