A third of consumers say Hong Kong businesses are putting any effort into providing excellent customer service, down significantly from two-thirds, a three-year low, according to a survey.
“This should sound an alarm bell for businesses … especially when the economic climate is increasingly competitive,” the survey by American Express said.
Two in five consumers said the most important attribute of a successful customer service professional is efficiency or the ability to answer questions or handle questions quickly.
Nearly half of the respondents talk about their poor service experiences all the time, much more than those that are only deemed to be just good (19 percent).
There was a notable increase in consumers who said representatives should be “courteous” (32 percent), significantly higher than 23 percent in 2015 and 26 percent in 2014.
“Brands should allocate more resources to train their sales representatives and go beyond by addressing customers by their names to retain brand loyalty and maintain a positive corporate image,” the survey said.
A leading negative recall of a customer service experience in Hong Kong was because the representative “did not answer the question”, according to nearly half of the respondents.
“This shows that customers want direct, straight-to-the point and honest answers.”
Nearly three in five said they hang up the phone when they can’t find a customer representative.
Two in five said they give up when there are too many steps involved.
About 38 percent said speaking directly with a customer representative is the best solution when an inquiry becomes too complicated,
Meanwhile, 45 percent of respondents said speaking face to face with a customer representative is most important, the highest of all countries surveyed,
“Ultimately, improving a business does not have to be complicated or costly. Some extra attention to customer service can go a long way,” the survey said.
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