South Korea suffered a slight decline in customer satisfaction across industries last year, an annual survey by the Korea Productivity Center said Thursday, in reflection of a sluggish economy and people’s increased belt-tightening amid high-flying interest rates.

The KPC’s National Customer Satisfaction Index for 2023 was 78.2 points, down 0.2 points from the previous year. It was the first time the figure fell since 2010.

The KPC, an affiliated agency of the Ministry of Trade, Industry and Energy, was established in 1957 to promote productivity across Korean industries.

The 2023 survey was conducted on a total of 84,992 people nationwide who used products and services from 334 companies and institutions across 82 business sectors.

Ranking the highest was Severance Hospital in Seoul, one of the largest and oldest hospitals in the country, which earned 85 points.

The top nine players with 82 points or more included six hospitals, the state-run Daegu Metropolitan Transit Corp., Lotte Duty Free and Samsung C&T.

Out of 74 sectors, only 11 sectors showed an improved customer satisfaction rating on-year, a drastic decline from 35 sectors in 2022. Seven sectors newly added this year included budget phone services, electric stoves, massage appliances and electric vehicles.

Top ranking companies and institutions were replaced in 13 sectors, while 17 sectors saw more than one top-scorer, which the agency said highlighted the fierce competition among brands to win customer trust.

The agency added that the gap between high-ranking organizations and the runner-ups has widened, calling for a more long-term approach to enhance customer satisfaction.

According to the NCSI analysis, customer satisfaction was directly linked to customer retention rate.

Hospitals showed the highest points of both customer satisfaction and customer retention rates. During the COVID-19 pandemic, hospitals also accelerated digital transition and advanced service quality.

Apartment complexes and bakery chains, on the other hand, were industrial sectors with lower customer satisfaction. Some defective work issues even for larger construction firms affected customer sentiment negatively last year. Bakery chains, hit hard by deepening inflation, suffered from complaints due to a series of price hikes.

Below are the top ranking sectors of 2023.

Samsung Fire and Marine Insurance took the lead in the damage insurance sector, recognized for digital innovation efforts in line with the customer-first approach, according to the NCSI.

In 2022, the insurer launched a digital platform “Direct Chac” to best use data analysis and generative AI in offering personalized services to users.

Its flagship is a points-based reward service where users, even non-subscribers to Samsung-based insurance, are awarded points every time they instill safe and healthy lifestyle habits. The service itself logged 76,000 net subscriptions as of September.

In October, the insurer added a pet health check service to the digital platform, enabling pet owners to easily detect any eye or skin problems for pets via photo diagnosis.

The insurer continuously upgraded its digital healthcare platform “Anyfit Plus” to encourage users to monitor and manage their health regularly with fun events and challenges. In September, it also released an AI-based health diagnosis service, where users can check one’s skin age, pulse rate, and stress scale via camera.

Leveraging this digital transformation, Samsung Fire and Marine Insurance aims to be an all-around health care solutions provider, evolving beyond just an insurer.

As a part of efforts to narrow the digital divide, the insurer also communicates with senior and foreign users, reflecting their voices in new services. In January, it introduced the industry’s first “Large font size” service to accommodate older users, offering a convenient customer experience.

Samsung Securities ranked first in the NCSI index's securities sector, in recognition of building a digital ecosystem while protecting clients.

Its digital asset management department, newly organized in 2020, helps clients better manage their assets with a one-stop consulting service in a digital channel.

Through a digital service named “S.Lounge,” clients can interact with a highly trained asset management specialist to receive personalized services, even in an online setting.

In 2022, Samsung’s four financial affiliates also launched a comprehensive service app “Monimo,” putting life insurance, fire and marine insurance, securities and card services in just one digital platform.

The ongoing digitization of finance also evoked the need for stronger consumer protection.

Under a chief customer officer, Samsung Securities strengthened consumer protection across the entire process of product development, sales and subsequent services.

Detecting any potential harm, the firm also conducts mystery shopping as well as bi-annual surveys to monitor customer satisfaction in the development phase of a product.

In order to prevent financial mis-selling, every sales manager has to take a mandatory course on giving appropriate, true, fair and transparent advice to clients.

Even after sales, Samsung Securities offers a happy call service to check whether the consumers received sufficient explanations and information on the product.

Amid heightened concerns about financial fraud, the firm has also operated a 24/7 transaction monitoring system to detect any unusual financial transactions and prevent voice phishing, since 2022.

While traditional asset management services primarily focus on high-net-worth individuals, Samsung Securities is expanding its sight on a wider range of customers, including the very wealthy, middle-class households, and the younger generation.

Samsung C&T won first place in the apartment sector and fifth across industries in this year’s NCSI index. The company, which owns the top apartment brand Raemian, has retained the top spot for 26 consecutive years.

Samsung C&T received high scores for carrying out diverse activities for residents.

Raemian Hestia, the housing property management service brand launched in 2005, in particular, has continued efforts to offer a unique customer experience to residents of Raemian apartments with well-trained staff and programs.

Through Raemian Hestia, Samsung C&T has been not only handling residents’ complaints but also holding a wide range of cultural events under four categories -- Let’s Play, Let’s Stay, Let’s Learn, Let’s Together.

Last year, Raemian Hestia held art exhibitions and opened lectures for residents of Raemian apartments. The customer service brand also made partnerships with third-party service providers to better meet residents’ needs.

Samsung C&T said the company will continue to expand and improve Raemian Hestia’s service quality.

Meanwhile, in 2002, Samsung C&T introduced the moment of truth or MOT market concept, becoming the first builder to do so. The company offers customers a tour around newly-built apartment complexes or invites them to cultural activities to deepen their brand experience.

Lotte Global Logistics, a logistics and shipping unit under Lotte Group, topped the NCSI index in the logistics sector, outpacing rivals especially in terms of customer services.

Since 2021, Lotte Global Logistics has been operating a 24-hour customer center to improve customers’ access to its customer support services and their satisfaction. The 24-hour customer center allows customers to record their inquiries by voice, and the voice is automatically converted into text, which is then checked and processed by consultants.

Since launching live chat support in December 2022, the company has operated two online customer support platforms, “LODA” and “Live Chat Consultation.”

Through the one-on-one chat platforms, customers can get immediate answers to their questions and real-time help. The live chat support has also helped reduce the workload and stress of call center employees.

To protect customer data from potential cyber threats, Lotte Global Logistics has established information security systems and strengthened security monitoring.

To improve its logistics service, the company also opened a mega hub terminal in Jincheon in 2022, which has continued to increase daily processing volume and to advance its delivery network system. The terminal also earned the top grade from the Ministry of Land, Infrastructure and Transport’s smart logistics center evaluation.