Hanjin Corp. aims to deliver on customer service

To raise its competitiveness in the logistics industry, Hanjin Corporation said yesterday it will focus on quality customer service, rather than expansion and lowering shipping prices.

The nation’s third-largest shipper has recorded net losses for two consecutive years: 10.5 billion won ($9.3 million) last year and 29.5 billion won in 2011.

The affiliate of Hanjin Group said its advanced IT services will be the centerpiece of its emphasis on customer satisfaction. For instance, Hanjin distributed a smartphone application to its parcel-delivery employees.

In January, it adopted the Uniform Resource Locator sending system in its customer service center to improve communication. If customers can’t get through to Hanjin consultants by phone due to a busy line, the system will send a URL to their mobile phones that allows one-on-one communication with consultants via text messages later.

The logistics and shipping industry in Korea has recently entered another stage of war from this month after CJ Korea Express, nation’s largest logistics firm, merged with its affiliate and No. 2 player CJ GLS to enlarge its size.

The market is estimated to be 3.5 trillion won as of last year with continued growth forecast. According to data from the Korea Integrated Logistics Association, shipping volume in 2012 was more than 1.4 billion shipments, nearly seven times more than in 2000.

Logistics customers in 2000 used service an average of three times a year; last year that figure was 33.6 times in a year.

“Shipping traffic volume is growing on average of 10 percent per year as more people use Internet and home shopping,” said an official from Hanjin Corporation. “But what’s important is that customer service also needs to be enhanced as the market gets bigger.”

The company added that it is continuously working to upgrade its distribution centers. Hanjin last year expanded its distribution hub in Daejeon and Guro, Southwestern Seoul, by building more warehouses.

By Joo Kyung-don [kjoo@joongang.co.kr]