Making Telecom Terms Easier to Understand... SKT Publishes "Writing That Captivates People 2" for Hangul Day

SKT has released the second customer communication training book, "Writing That Captivates People 2," ahead of Hangul Day, encouraging the use of clear communication terms and proper Korean language that aligns with social sensitivity. Photo by SKT

[Asia Economy, reporter Soo-yeon Oh] On October 6, SK Telecom announced the publication of its second educational book, "Writing That Captivates People 2," ahead of Hangul Day. The book encourages the use of easy-to-understand telecommunications terms as well as proper Korean language that aligns with social sensitivity.

SKT stated that, compared to the first book published in 2019, this new volume further expands the scope of simplifying customer communication terms. It also newly includes examples of inappropriate language usage that no longer fits the changing social atmosphere and customer perception, along with suggested alternatives.

This book, published by the Brand Strategy Customer Language Research Team responsible for improving customer communications, is 250 pages long-100 pages longer than the first volume. Its main content covers: ▲ "Era Language" that reflects the language trends of the times, ▲ "Public Language" desired by society, and ▲ "Target Language" preferred by customers. The appendix, "Language Dictionary," includes sections on ▲ customer language ▲ neologisms ▲ a checklist of proper expressions, as well as terms related to gender discrimination, gender-based hate or derogatory expressions, and prejudiced or prohibited language concerning disabilities.

Summary of Language Usage Desired by the Times, Society, and Customers... Review of Proper Expressions

The "Era Language Desired by the Times" section introduces communication that reflects social sensitivity. It emphasizes the need for communication that matches the flow of social change and social expectations, such as gender sensitivity and human rights awareness. For example, it helps members correctly recognize the meanings of images, language expressions, and neologisms that may incite social conflict, hate, or derogatory implications. Through a checklist, it enables members to identify negative elements in advance.

Given that the number of mobile carrier subscribers now exceeds 50 million, the "Public Language Desired by Society" section argues that terminology used by telecom companies should be easy for all citizens to understand. It advocates for using simple Korean words instead of difficult Sino-Korean terms, English, loanwords, or technical jargon, so that everyone-regardless of age or gender-can easily comprehend them. This is part of an ongoing terminology improvement project that SKT has continued since publishing its first communication guidebook in 2019.

Examples include: ▲ using "mobile phone identification number" instead of "IMEI"; ▲ "mobile internet call" instead of "mVoIP"; ▲ "USIM unlock code" instead of "PUK"; ▲ "areas where service is unavailable" instead of "shadow area"; ▲ "linked line" instead of "dependent number/dependent line"; and ▲ "web (Web) sent message" instead of "web-to-phone message." The book presents both the commonly used industry terms and their improved Korean alternatives side by side, along with customer preference survey results for each term, thereby increasing both practicality and credibility.

The book also reflects changes in consumer behavior that value individual preferences-this is the "Target Language Desired by Customers." It includes greetings preferred by customers and appropriate communication expressions tailored to children. For example, when introducing children's services, it suggests using "The Earth is hurting" instead of "Let's prevent environmental pollution," thus encouraging expressions that are ▲ simple ▲ positive ▲ and explained through personification.

The appendix, "Language Dictionary," is structured like an actual dictionary, allowing readers to look up ▲ customer language ▲ neologisms ▲ and a checklist of proper expressions. The "customer language" section includes improved Korean terms for frequently used industry jargon, such as "discount refund" (previously "penalty fee"). The "neologisms" section features the latest expressions with appropriate social sensitivity, such as "donjjulnaeda," which is used in retail settings. The "checklist (proper language expressions)" organizes gender-discriminatory expressions, expressions discriminatory against people with disabilities, derogatory language, and expressions discriminatory based on race, nationality, age, or occupation, so that users can check for potential issues before using such terms.

Reflecting Customer Preferences and Employee Feedback to Enhance Credibility... Strong Response Leads to Additional Production

SKT actively incorporated feedback from its employees. Last year, a survey of about 150 employees on "communication topics they want to know about" showed high interest in topics such as "spelling and loanword notation" (35%), "refining technical terms" (26%), and "neologisms" (18%), all of which were reflected in the book's content.

The final decision to publish the book was made after confirming customer reactions to the improved terms. In the first customer preference survey of 600 people, 91% favored the improved terms, while in the second survey of 1,200 people, 71% responded positively.

The response from SKT ICT Family members to the book has also been enthusiastic. All 800 copies released on October 4 were distributed within two days, prompting additional production. When the first volume was published, there was also a flood of requests from public institutions, the National Assembly, and media organizations.

In August, SKT introduced artificial intelligence (AI) technology to improve customer language. By analyzing data accumulated over three years, SKT developed three AI models: a word correction model, a title recommendation model, and a message scoring model. The word correction model checks for terms, service names, and internal language that may trigger negative issues and suggests appropriate alternatives. The title recommendation model uses AI to suggest marketing-optimized titles. The message scoring model evaluates whether messages sent to customers are easy to understand, accurate, positive, and polite-all of which are currently applied in SKT's operations.

SKT expects that using AI to review customer messages will not only increase work efficiency but also strengthen employees' ability to check for social issues. The company plans to further enhance its AI language review models for active use in customer communications, thereby solidifying its image as an "AI company."

Lee Heekang, Head of Brand Strategy at SKT, stated, "While technological innovation based on digital infrastructure, including AI, is accelerating, the terms used within the industry remain distant from customer language. As the leading mobile carrier in Korea, we will take the lead in ESG practices by minimizing the information gap in telecommunications through easy and proper customer communication."