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Busan’s 120 Baro Call Center Selected for Korea’s Service Satisfaction Award for 13 Consecutive Years—First Among Local Governments

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Busan Metropolitan City (Mayor Park Heong-joon) announced that its 120 Baro Call Center has been selected as the winner of the 2025 19th Korea Service Satisfaction Awards in the call center category of the public service sector—for the 13th consecutive year, the first such achievement among all local governments.

Hosted by the Hankook Ilbo and sponsored by the Ministry of Trade, Industry and Energy and the Korea Brand Association, the Korea Service Satisfaction Awards recognize institutions and companies that provide outstanding services and contribute to spreading a consumer-focused service culture.

The 120 Baro Call Center’s continued recognition is credited to its well-trained professional counselors, personalized healing programs, systematic training, and its use of over 4,000 real-time consultation database entries to deliver accurate and prompt services.

To enhance the quality of services, the center continuously updates its database and improves counselor expertise. It also revises counseling manuals and operates tailored healing programs to support counselors dealing with emotional labor, ensuring their rights and well-being.

Over the past 17 years, the center has conducted more than 5 million consultations, providing fast and courteous responses to citizens' inquiries. Since its establishment in 2008, the center has evolved into a comprehensive platform, integrating municipal and waterworks inquiries in 2017 to deliver more efficient and citizen-focused services.

As a result, the first-call resolution rate—the percentage of inquiries resolved during the initial contact—has risen from 20% at launch to over 80% today. This has significantly improved citizen satisfaction and reduced the workload of city officials handling phone complaints.
(Note: A first-call resolution rate exceeding 75% is considered excellent for customer service centers.)

The city is also enhancing service accessibility by introducing web-based chat consultation and replacing aging systems to reduce response times. To meet the needs of citizens who prefer texting, chatting, or scheduled counseling, Busan has diversified its service channels through its official website. It is also improving search functions for consultation materials and continuously upgrading system functionality.

Mayor Park Heong-joon stated,
“We will continue to strengthen our counseling capabilities and pursue various initiatives to ensure that all citizens receive services without inconvenience. We are committed to innovating our administrative systems to offer better, citizen-centered services that truly listen to the voices of the people.”

For any inquiries related to Busan, citizens can call 120 (from outside Busan: ☎ 051-120) to receive prompt and friendly assistance from the 120 Baro Call Center.