Focusing on Securing 'True Fans' through Customer Experience Innovation
SKB's 'Film Talk' Receives Positive Feedback from Customers
LGU+ Approaches Customers with Aideulnara
"It felt as if the actor was our guide, personally taking fans on a journey through the work."
"I have been a loyal customer using SKT and Btv my whole life, and I will continue to be loyal."
Actor Han Hyo-joo who appeared in 'Film Talk' hosted by SKB last month. [Photo by Btv Concert Instagram]
These are posts that appeared as reviews on Naver blogs and other SNS platforms after the 'Film Talk' event hosted by SK Broadband last month. The event featured actress Han Hyo-joo, who recently gained attention for the popular drama 'Moving,' sharing behind-the-scenes stories while watching scenes from her works. About 60 fans, selected by lottery from over 1,000 applicants, joined Han Hyo-joo at SK Telecom's flagship store, 'T Factory' in Hongdae. Film Talk, introduced by SK Broadband for the first time this year, is a talk concert where actors and customers meet. Starting with Ryu Jun-yeol in June, Han Ji-min, Kim Nam-gil, Jo Woo-jin, and Han Hyo-joo have met with customers.
The reason SK Broadband holds such events is to secure 'true fans' through customer experience innovation. 'True fans' means genuine fans who truly love and cherish the brand. With the rise of OTT (Over-The-Top) services and the slowing growth of Internet TV (IPTV), it has become difficult to survive by relying solely on past methods of attracting customers with cash and gift certificates. In fact, according to the Ministry of Science and ICT, the number of paid broadcasting subscribers in the second half of 2022 was 36.24 million, with the subscriber growth rate dropping below 1% for the first time since statistics began in 2015. Compared to the first half of the year, subscribers increased by 240,000, resulting in a growth rate of only 0.67%.
'National Childcare Mentor' Dr. Eun-young Oh is giving a lecture at the 'Genie TV Kidsland Talk Concert Season 2'. [Photo by KT]
Major IPTV providers are actively engaging in face-to-face events and content development for customers to offer services differentiated from OTT. KT and LG Uplus are doing the same. LG Uplus is actively utilizing its kids-only service 'Idolnara.' In partnership with Gunpo City, they conduct experiential classes using 'Ssuksuk Science Play' at the picture book complex cultural space 'Picture Book Kkummaru.' They also collaborate with the child care learning platform 'Jjaegak Agio' to operate kids centers within apartment complexes and provide home care services by visiting homes to offer classes directly.
KT is actively participating in face-to-face events with Dr. Oh Eun-young, known as the 'National Parenting Mentor.' They offered customers the chance to join the 'Kids Land Talk Concert with Oh Eun-young' through a lottery. Starting in Busan last July, they met 'working moms' and 'working dads' in four regions nationwide, including Seoul, Daejeon, and Daegu. Moreover, KT exclusively provides play content directly planned by Dr. Oh Eun-young on Genie TV.
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