From Hi-Pass to Service Areas and Call Centers
Digital Experiments by Public Enterprises Integrated into Everyday Life
Korea Expressway Corporation ranked first place for two consecutive years in the market-type public enterprise sector in the 2025 Digital Customer Experience Index (DCXI) survey announced by the Korean Standards Association.
In the 2025 Digital Customer Experience Index (DCXI) survey, it ranked first place in the market-type public enterprise sector for two consecutive years.
This achievement is seen as a sign that the company is moving beyond its traditional image as an "expressway management agency" and is being reborn as a future-oriented public enterprise leading digital innovation.
◆ DCXI, a New Standard for Public Enterprise Customer Experience
The Digital Customer Experience Index is an indicator that comprehensively evaluates the customer purchase and consumption process across all digital channels provided by a company. It was jointly developed in 2023 by Korea University Business School and the Korean Standards Association.
The index has established itself as a new standard for measuring a company's digital capabilities, as it quantifies the "perceived experience" not only in terms of simple usability, but also including ▲system quality ▲information quality ▲level of personalization, and more.
In this year's survey, Korea Expressway Corporation received high marks for connecting digital transformation to everyday innovation across all customer touchpoints, such as Hi-Pass, service areas, and call centers.
◆ Everyday Digital Innovation is Transforming Expressways
Korea Expressway Corporation, which has advanced Hi-Pass systems across all expressway sections, achieved a usage rate of 92%, and by introducing multi-lane Hi-Pass, established a new traffic culture of "non-stop passage."
At service areas, robot chefs and baristas have been introduced to provide stable food and beverage services even during late-night hours. Going beyond simple convenience, the company also operates an "Automatic Charging" system that enables one-stop electric vehicle charging and payment, presenting a blueprint for future transportation infrastructure.
Additionally, the call center adopted artificial intelligence (AI) voice robots, dramatically improving consultation quality. As a result, customer satisfaction with civil complaints increased by 28.5% compared to the previous year, and the company was recognized as an excellent institution for two consecutive years in the civil complaint handling evaluation by the Anti-Corruption and Civil Rights Commission.
"A Barometer for Public Enterprise Innovation" President Ham Jingyu emphasized, "This achievement goes beyond a simple evaluation index and demonstrates the potential for public enterprises to realize digital innovation at every point of contact with the public," adding, "We will continue to pursue service innovation that the public can truly feel."
◆ Public Enterprise Innovation Spreads to Local Governments
Experts predict that this achievement will not be limited to Korea Expressway Corporation, but will also spread to administrative service innovation in local public enterprises and local governments. In fact, local governments have recently been accelerating digital transformation by introducing ▲AI-based civil complaint response ▲smart parking and traffic systems ▲robot-based public services, and more.
The "everyday life-oriented digital transformation" showcased by Korea Expressway Corporation could serve as a benchmark for other public enterprises and even for policy design by local governments. This is a realization of a reversed innovation model, where the public sector leads innovation first and drives changes in the private market.
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