Product Information at a Glance... SKT Revamps 'Mobile T World'

[Asia Economy Reporter Oh Su-yeon] SK Telecom announced on the 18th that it will newly launch the mobile T World, which consolidates information and functions related to SKT products and services that were previously scattered across multiple channels.

Mobile T World has served as SKT's customer service mobile touchpoint since 2010, and it is SKT's representative service touchpoint channel with monthly visitors exceeding 8 million.

To provide more convenient and efficient services, SKT conducted four rounds of surveys last year targeting more than 15,000 customers regarding T World, identifying improvement points such as difficulty in information search, desire for more convenient use, inconvenience due to dispersed channels, and the wish for personalized tailored recommendations.

SK Telecom's promotional model is introducing the newly transformed mobile T World, which has evolved from a simple customer service contact channel to an SKT-related information hub and comprehensive portal.
[Photo by SKT]

The newly launched mobile T World aims to transform into an SKT-related information hub and comprehensive portal through ▲strengthening product and service information delivery ▲enhancing customer service convenience and expanding its scope ▲one-stop service up to device purchase ▲expanding customer-tailored offerings.

First, the existing T World main page, which applied a MY menu focused on customer service information as the first screen, was revamped. The home screen, where all the latest information on SKT products, benefits, and services can be checked, was designated as the first landing screen. Additionally, an artificial intelligence (AI)-based search function was introduced to ensure highly relevant results matching the search intent appear at the top. Users can also check nationwide SKT offline store information along with other customers’ visit reviews, and a feature was added to make reservations and visits without waiting time.

Second, the commerce function was strengthened so that users can order smartphones, subscribe to internet and bundled products and services all in one stop on T World, by enabling direct access to SKT’s official online mall ‘T Direct Shop’ from the initial screen.

Third, the scope of customer services provided by T World was expanded beyond wireless service processing to include wired and bundled product service processing, allowing customers to check all information and convenience functions related to themselves in the ‘My’ menu.

Lastly, a ‘Benefits’ menu was placed where users can check a summary of benefits they have received so far and the benefits currently provided by SKT, strengthening customer care to ensure no benefits are missed.

The revamped mobile T World can be updated and used through the Android Google Play Store and Apple App Store.

Jang Hyun-gi, head of SKT Digital Innovation Center, said, “This mobile T World revamp actively reflected the four improvement points derived from four rounds of customer surveys and internal member feedback,” adding, “Going forward, by delivering new customer experiences based on AI technology, we will ensure that mobile T World firmly establishes itself as SKT’s representative channel.”