현대제철 통합보고서

Every year, Hyundai Steel conducts a customer satisfaction survey, based on which we minimize customer attrition by identifying satisfaction levels, analyzing customer needs, and implementing measures for improvement. In 2021, the survey was conducted on 345 domestic and overseas client companies across approximately seven weeks, in order to assess their satisfaction with doing business with Hyundai Steel in 2020. This survey included items such as ease of doing business, delivery and pricing policies, customer orientation, and support on quality and technology. The results showed that 79.1%, or 273 client companies, were 'satisfied' with 'convenient transactions, delivery scheduling and pricing policy, customer orientation, and quality technology support', marking a 1% increase from the previous year. Going forward, we will continue to reflect on customer satisfaction in order to address customer complaints and set directions for marketing strategies, as well as to ensure practical marketing activities are well aligned with the field.

In January 2020, Hyundai Steel opened the AE(Application Engineering) technology service portal site, and we have since strived to increase our competitiveness and secure a dominant position in the future automotive material market. The AE technology service portal represents Hyundai Steel's unique business strategy that seeks to 'maximize the competitiveness of customers by creating and providing differentiated value in all processes, from the stages of planning and design to production and sales'. On the AE Service Portal, the 'H-Solution' brand, launched in April 2019 as a customized automotive solution, offers a snapshot of the technologies needed for the application of automotive steel materials and parts. In particular, we prepared a separate website designed to enhance customer service, enabling users to check the status of steel grade certification and request technical support at any time. Our mobile app offers a convenient way of using the same services via smartphone. This platform has improved our internal work efficiency and is also expected to leave strong impression with our customers with respect to our high-quality automotive materials, technology and services.

To enhance customer satisfaction, Hyundai Steel promotes a company-wide claim campaign that facilitates our transition from production and quality control centered on existing indicators, to quality control focused on customers. This is a company-wide initiative for innovation, aimed at coping with increasing competition in the global steel market and market economy uncertainties amid the COVID-19 pandemic, as well as for rapidly responding to various demands from our customers. The core of this initiative is to go beyond the traditional KPI-based¹⁾ quality management and follow-up measures, and focus company-wide efforts on improving the quality management system by analyzing customer and market needs in advance. To make this transition, we devised three main strategies: 'Transformation to Customer-centered Production and Quality Management', 'A Quality-focused Mindset across All Departments', and 'Customer-centered Proactive Work Processes'. We plan to implement specific measures to promote a company-wide quality mindset, strengthen customer-centered activities, change our claims management policies, and enhance management processes. Hyundai Steel plans to implement a 'Company Claim Campaign' throughout the year and share the results company-wide at the end of the year. Through successful reforms, we will overcome the current business challenges and lead the global steel market.