Advancing Data-Driven Protection Systems
Transitioning from Reactive Response to Proactive Prevention
Shinhan Card announced on November 5 that it has completely revamped its in-house consumer protection integrated management system, "Soboro 2.0."
The company focused on building a system that analyzes customer feedback and customer experience data to proactively identify potential sources of dissatisfaction and implement rapid improvements.
The previous complaint-centered, reactive response system has been replaced with a proactive, preventive protection system based on customer experience data.
Soboro 2.0 goes beyond simple complaint analysis, introducing integrated management features for customer experience such as Net Promoter Score (NPS), customer convenience-focused work improvement management, and analysis of digital channel usage patterns.
NPS is an indicator that measures brand customer loyalty. It is calculated by subtracting the percentage of customers who would not recommend Shinhan Card from the percentage of those who would. The system allows users to view monthly trends, sentiment analysis by age group, and even the specific reasons customers recommend or do not recommend the service on a daily basis.
The company has also strengthened its internal control monitoring system to proactively check and manage consumer protection risks throughout all stages before and after the sale of financial products.
With this system overhaul, Shinhan Card aims to establish consumer protection not merely as a risk management function, but as a core organizational value.
To this end, various activities are being carried out under the direct supervision of the CEO-led Consumer Protection Headquarters, enabling all employees to identify and address issues from the customer's perspective.
In particular, Soboro 2.0 is a system that supports the identification of complaint status, Voice of Customer (VOC), and customer behavior data as a continuous flow.
Shinhan Card believes that the revamp of Soboro 2.0 will help establish a company-wide, consumer-centric, autonomous protection system.
A Shinhan Card representative stated, "Shifting from a performance-oriented financial culture to a consumer-centric one is ultimately the way for financial institutions to earn and maintain customer trust," adding, "We plan to continue developing a preventive consumer protection model by leveraging data and technology."
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