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Singaporeans prefer variety in communications channels

Anuradha Shukla | Nov. 6, 2012
Avaya finds customers in the nation are more demanding and less forgiving.

Seventy percent of Singapore customers prefers using a wide range of communications channels, according to the 2012 Avaya Asia Pacific Customer Experience Index.

Customers in this nation demand multichannel communications, are now more demanding and also less forgiving. The growth in mobile and online usage has also increased from 46 to 60 percent over the last year.

Although Avaya has recorded an increase in the overall satisfaction levels, two in five customers are willing to move or have moved their business due to poor customer service.

Also, more than 63 percent of Singapore customers are willing to pay more for quality service and about a third of the respondents are willing to pay at least 20 percent more.

"As new media shapes new expectations in customer service, businesses in Singapore must start to evolve their customer experience strategies to ensure that multi-channel is right at the core in their deployment to deliver intuitive and richer customer experiences," said Chong-Win Lee, director, Contact Center Solutions, Asia Pacific, Avaya. "Companies which fail to do this risk alienating their customers and losing their relevance over time."

Era of the mature customer

Singapore customers have now matured and about 50 percent of those surveyed said they will leverage Web self-service to contact companies' customer service centres in the coming years.

Eighty-six percent of the respondents in Singapore already had a smartphone and 26 percent already use smartphone apps for customer service queries.

Customers have become savvier with technology and prefer online, mobile and social media. Avaya predicts the use of online channels in Singapore such as SMS/Text, Web chat, smartphone apps and social media or online forums will grow between 18 and 32 percent in the next one to two years.

Thirty-two percent of Singaporeans intend to use smartphone apps regularly to contact companies' customer service centres.

"It is clear that smartphones and tablets are rapidly becoming the device of choice for the masses. The ubiquity of smartphones and tablets enables seamless communication via voice, video and chat while widespread Internet connectivity drives behaviour such as impromptu social media posts, persistent e-mail access and instantaneous responses to text chats," added Lee.


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