8 August 2017

Qualtrics explores customer expectations in Asia Pacific

  • Around 75of Singapore and Hong Kong consumers indicate it is very or extremely important for organisations to respond to their feedback, markedly higher than Australia (64%) and New Zealand (52%).
  • Among the four countries, Singaporeans are the most unforgiving as only 23% are likely to continue using that brand if their feedback is ignored.
  • Nearly half of Singapore respondents (46%) expect a response from an organisation within the same working day.
Qualtrics, the experience management software provider, has released the results of its inaugural study* on customer experience (CX) in Asia Pacific. The Asia-Pacific Region’s Changing Customer Experience Environment report reveals differences in perceptions across different locations.

Qualtrics believes that companies are witnessing an “experience gap” – which is referred to as the gap between the experience that companies believe they are delivering and the experience their customers are actually receiving. Businesses today are awash with operational data (O data), which tells you what has happened. What they need to start collecting is experience data (X data), which will allow them to garner insights into why things are happening. Having both data sets will allow companies to reduce the experience gap and hence, positively impact the operational metrics of the business.

“Qualtrics is committed to helping brands in Asia Pacific measure, prioritise and optimise the experiences companies deliver across the four core foundational aspects of business – customers, products, employees, and brands. This study offers a deep dive into the region’s specific customer experience demands and offers key insights into the evolving landscape,” said Bill McMurray, MD of Asia Pacific and Japan at Qualtrics.

“Consumers in Asia Pacific have a wide variety of choice and if they do not like the service an organisation delivers, they will simply find another organisation that does it better. Ultimately, brands need to understand that nailing customer experience management can generate immense rewards, while getting it wrong will result in loss of customers, decreased revenue, reduced market share and even a damaged brand reputation.”

With 63% of business leaders in Southeast Asia having listed CX as their top business priority, according to Forrester, more businesses in the region will recognise the need to increase their efforts across all customer touchpoints, and international companies will also need to pay more attention to localising their customer management initiatives. The study reveals these top ten CX insights across Asia Pacific:

Customers demand action
Approximately 75% of Singaporean and Hong Kong consumers indicated that it is very or extremely important for organisations to respond to their feedback, markedly higher than Australia (64%) and New Zealand (52%).

Ignoring feedback is a fireable offence
On average, 39% of respondents in the Asia Pacific region are unlikely to continue doing business with an organisation that does not respond to their feedback. Singaporeans are the most unforgiving – only 23% are likely to continue using that brand if their feedback is ignored.

Fix it the first time
Just 2% of respondents feel that first-time resolution is anything less than moderately important. Some of the top frustrations cited are having to ask for the same information multiple times, and not having issues resolved the first time.

Respond today, not tomorrow
Nearly half of all respondents (46%) expect a response from an organisation within the same working day. Hong Kong customers appear to be more demanding, with 68% expecting brands to reply to their feedback on the same day.

Beware of the experience gap
Organisations must prioritise minimising the amount of effort customers exert to have their issues resolved. Companies must learn what customers’ value most in the experience you provide to them and then ensure that these aspects are executed at the highest level.

Make customers believe
Make sure your consumers know that you are listening and acting on their feedback. While Asia Pacific customers are keen to provide feedback, with 83% being likely to complete a customer experience survey from an organisation they deal with, 37% of these customers are uncertain as to whether organisations listen to and act on it.

Invest in the online experience
Online processes and offerings makes organisations more efficient and enable rapid, effective scaling. Results show that more than half of Asia Pacific customers (58%) are open to making the leap to online-only offerings.

Be one easy call away
While customers are more open to online channels for services and feedback, brands should still make it a point to have their phone numbers readily available to customers in the case they feel they need to contact the organisation. Eighty-four percent of customers thought it was important to have a company contact number on the home page or within a single click of it.

Put security first
Customers do not always “see” your security, but they want to know that it is there. Walk the fine line of having publicly accessible information about the company’s security measures, without revealing too much information to potential data thieves. Nine in 10 (87%) of the respondents believe that it is very important to be able to trust organisations with their customer data.

Welcome new technology
Half (48%) of customers would be satisfied dealing with an organisation staffed by artificial intelligence (AI). However, companies must understand which customer experiences to optimise through technology versus the human touch.

When it comes to consumers’ preferences in Singapore, locals ranked service (22%), quality of product (21%) and value for money (18%) as the top three attributes they value when dealing with an organisation. In terms of communicating with a brand, Singaporeans listed email (49%) as their preferred mode of interaction over other channels such phone (23%), online chat (15%) or face-to-face (13%).

On the other hand, the majority of Hong Kong consumers found the product quality to be far more important (55%), followed by service (54%), and trust (43%). In contrast, they prefer to interact with an organisation via phone (31%), instead of email (30%), face-to-face (20%) or online chat (18%).

The Qualtrics XM Platform manages the four core experiences of business - customer, employee, product and brand experience - on a single platform. The platform automatically analyses these touch points, helping organisations uncover key business drivers, predict future customer needs, and retain employees and customers.


Download Qualtrics' The Asia-Pacific Region’s Changing Customer Experience Environment report

*The multi-country customer survey polled 1,100 consumers online across four Asia Pacific markets, namely Singapore, Hong Kong, Australia and New Zealand. Nationally representative samples of customers were obtained in each country, with fieldwork taking place in January 2017.

posted from Bloggeroid