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Nearly 80 percent of customers in SEA abandon brands after bad customer experience

Adrian M. Reodique | March 8, 2016
According to LogMeIn’s survey, 37 percent of respondents believe that being able to connect the customer to a company representative who can resolve the problem is key to customer satisfaction.

Nearly 80 percent of customers in the South East Asia region would stop doing business with a company after a bad customer experience, with 72 percent indicating that they would advise family and friends to do the same.

This is according to the findings of a survey titled "Optimising Customer Experience in India and South East Asia: Delivering to the Needs of the Connected, Multi-channel Consumer" - conducted by Fifth Quadrant, a customer experience consulting group, with LogMeIn - which polled over 1,500 respondents across Malaysia, Singapore, and the Philippines last November.

To avoid this situation, an excellent customer service is necessary. According to the survey, 37 percent of respondents believe the key driver for customer's satisfaction lies on the ability of the enterprise to connect the customer to a representative who can resolve the problem.

In line, the speed of response is also important. Majority of the respondents who make query via phone call (73 percent) and live chat (71 percent) expect a response within 10 minutes.

Aside from the speed of response, the availability of multi-channel engagement is also a key driver to a good customer experience. Nearly half (48 percent) of the respondents said that they used the web to look for information before contacting the customer service.

The number of consumers who use mobile and online channels for customer support have increased over the past year-31 percent in online, and 29 percent in mobile. However, the study showed that the current digital channels are not as efficient as traditional channels when it comes to query resolution.

Compared to traditional channels, which only require 2.8 interactions per query on average, digital channel require 8.3 interactions for each issue resolution.

"In this age of connectivity, the competition is just a few clicks away", said Dan Cran, Director of LogMeIn in APAC. "Delivering a positive customer experience both pre and post-sale is no longer a lofty goal, but a necessity for success. As available support channels continue to increase, it is important for customer service departments to be equipped with the tools to help meet the constant demand for better and faster resolutions. Those that constantly deliver positive and customised experiences will create loyal customers and pull ahead of the competition," he added.  

According to Steve Nuttall, Research Director for Fifth Quadrant: "Contact centers can tap on technology to understand cross-channel behavior, reduce response times and link customers' digital interactions with their profiles and case records. By optimising online support and guiding customers to the right channel for their issues, businesses will find that they are better able to reduce customer effort, improve resolution rates and customer satisfaction." 


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