[1mmGeumyungTalk] "No Face-to-Face Reports"... Lee Seok-jun, NH Nonghyup Financial Group Chairman's 'Digital' Style

Lee Seok-jun, NH Nonghyup Financial Chairman in 3rd Month of Inauguration
Emphasizes Customer-Centric Management Through Digital Enhancement

“Do not report in person.”

This is what Lee Seok-jun, Chairman of NH Nonghyup Financial Group, requested of executives after his inauguration in January. He asked them not to come directly to the chairman’s office but to use the online smart system for work reports. When necessary, he calls them in for face-to-face explanations, but such occasions are minimized. Formal procedures have largely been replaced by digital methods. The “digital transformation” that the chairman has set as his top priority during his term is also reflected in his management style.

Recently, he personally invited the 20-year-old CEO of ‘TableManager,’ a startup developing an AI (artificial intelligence)-based reservation management system, to give a lecture. The idea was to encourage Nonghyup Financial employees to make data-driven decisions by referring to TableManager’s case of providing customer-tailored services using data. About 50 senior executives attended and learned about the startup’s data utilization capabilities. The chairman himself is actively involved, demonstrating the company’s data information system, which was recently improved. A group official said, “The chairman has a high level of understanding of the digital sector.”

Chairman Lee believes that to strengthen the digital platform, it is necessary to learn from the know-how of other banks. On the 16th, 19 employees from Nonghyup Financial affiliates participated in the ‘Winning Session’ hosted by Toss, where they shared digital strategies and work methods. Based on this, they plan to improve UI·UX (user interface and user experience) to make the Nonghyup Financial application more user-friendly and to enhance organizational culture.

This digital enhancement strategy promoted by the chairman is connected to customer-centric management. In a situation where digital and data usage are widespread, quick response is essential to gain customer preference. The strategy also includes securing the MZ generation (Millennials + Generation Z), who will be key customers in the future.

Marketing is also shifting to a customer-centric approach. Traditional marketing methods such as ‘spring flower seed giveaways’ and ‘exam student marketing’ conducted routinely by season have been abandoned in favor of data-based effectiveness analysis. A digital division official at the group explained, “We are trying to conduct marketing that resonates by repeatedly observing customer reactions and making improvements.”

Now entering his third month in office, Chairman Lee is focusing on internal communication without any notable official activities. A group official said, “There will soon be an opportunity to explain the management direction.”