Service Appreciation in Hong Kong - Ipsos · Divide this one into 3 slides ( one slide = 1...

1 © Ipsos Hong Kong

Service Appreciation in Hong Kong January 2014


Today’s Agenda

Research Approach

Hong Kong: A well developed customer service platform

The Customer / Employee divide

Nurturing the service appreciation culture


Today’s Agenda

Research Approach





Research Approach

*fieldwork for this project is supported by GMI

CUSTOMER EMPLOYEE

n = 800 Sample Size

Methodology

n = 274

Online survey Online survey

Target Respondent

Hong Kong residents that have experienced customer service in any of the below industry sectors in the past 6 months:

• Bank / insurance

• Hi-tech / telecom

• Government or public services

• Real estate

• Retail / wholesale

• Airline

• Hotel / travel / tourism

• Public transportation

• Automotive / automotive-related sectors

Front line staff that have provided service to Hong Kong customers in the past 12 months in the below industry sectors:

• Bank / insurance

• Hi-tech / telecom

• Government or public services

• Real estate

• Retail / wholesale

• Airline

• Hotel / travel / tourism

• Public transportation

• Automotive / automotive-related sectors


46% 54%

GENDER

Customer profile

16%

42%

42% 15-24

25-44

45-64

AGE


9%

72%

19%

15-24

25-44

45-64

Employee profile

GENDER

42% 58%

AGE


Today’s Agenda

Research Approach





More than half of Hong Kong customers indicate that service experiences are above expectations

53% of customers indicate that the quality of service in their most recent customer service experience is above expectations

A6 (Customer survey) What did you think about the quality of service in your most recent customer service experience?

5 4 3 2 1

Extremely beyond expectations Beyond expectations Achieved expectations Below expectations Extremely below expectations


Hong Kong consumers are twice as likely to experience a positive service experience compared to a negative service experience

S6 (Customer survey) In the past 12 months in Hong Kong, have you experienced any good or bad customer services?

82% Have come

across a positive service

experience

41% have come

across a negative service

experience


Especially in the hospitality/tourism and airline sectors

Q: Past 12 months customer service experience across sectors

57%

55%

46%

39%

37%

34%

33%

30%

29%

18%

Hospitality/Tourism

Airline

Bank/Insurance

Retail/Wholesale

Government/utilities

Public transport

Hi-Tech/Telecom

Automotive

Real estate

Other business services

Proportion of users of each industry who have shown

appreciation for good service


Descriptions of positive service experiences

The staff really stood in my shoes to help me select the product that most fit my needs instead of just trying to sell me a really expensive item.

The staff was so humble. I was thanking her profusely for all her help and wanted to go to her supervisor to praise her good work. But she smiled and said that this was part of her job and said there was no need to do so.

The staff was really patient and explained to me the different options of the package and the pricing.

The staff brought me and my family a very memorable (flight) experience with their service.

B3 (Customer survey) What drove you to show appreciation in that customer service experience?


Customers are also more likely to show appreciation to customer service providers in the upcoming year…

27% I will show more

appreciation in the upcoming 12

months compared to now

6% I will show less appreciation in the upcoming 12 months

compared to now

A8 (Customer survey) How will you change your appreciation for good customer service in the upcoming 12 months compared to now?


…because they feel that the quality of service will improve in the upcoming year

A7 (Customer survey) How do you think the quality of service will change in the upcoming 12 months?

32%

54%

14%

Quality of service will improve Quality of service will remain the same

Quality of service will get worse

What Customers Think


After giving positive feedback, customers hope to build a positive service culture

48%

44%

43%

38%

Encourage staff to providebetter service

Enable the staff to enjoybeing appreciated

Encourage promotion ofservice culture

Encourage the organizationto continuously improve

quality of customer service

B5 (Customer survey) What did you expect to achieve after showing appreciation?


Organizations are also driving better quality service by taking in customer feedback

A3 (Employee survey) So, why do you think customers are more likely to show appreciation?

41%

21%

The company I work for value customer service feedback

Staff are encouraged to continuously deliver better quality of customer service


Today’s Agenda

Research Approach





Customers are more and more likely to show appreciation and employees agree, but to a lesser extent

A2 (Customer survey) How has your behavior towards good customer service changed in the past 12 months? A2 (Employee survey) In your point of view as a service provider, how has service appreciation culture changed in the past year?

73%

39%

5%

47%

22% 15%

Have shown MORE appreciation No change Have shown LESS appreciation

Customer point of view in SHOWING appreciation over the past 12 months

Employee point of view in RECEIVING appreciation in

the past 12 months

34% gap between customers indicating giving appreciation

and employees acknowledging

receiving positive feedback


Reactions after received good customer service

37%

34%

17%

12%

Some customers only share the positive experience with others; some customers do not explicitly give feedback

Share the positive experience with others only

I generally do nothing

Show appreciation to the staff/ organization as well as to others

Show appreciation to the staff / organization only

A1 (Customer survey) What would you do if you have received good customer service in Hong Kong?


Main ways to share including telling friends / colleague or posting comments through social media

B4 (Customer survey) What channels did you use to show appreciation to the staff / organization?

51%

21%

Tell friends/colleagues about it

Post positive feedback on social media


Divide this one into 3 slides ( one slide = 1 solution/advice) Customers do not show appreciation due to cultural and technical reasons

Reasons not having shown appreciation for good customer service

32%

23%

I am not used to showing appreciation

I don’t think it is necessary to show appreciation as it is within the job responsibility of the staff to provide service to the customer

23% No channel to show appreciation

B6 (Customer survey) What have you not shown appreciation for good customer experience in the past 12 months?


Fewer instances of customer showing appreciation may also be attributed to increasing expectations (from customers)

Q: A4 (Employee survey) Why do you think customers are less likely to show appreciation?

70% of employees believe that customers are less likely to show appreciation because of increasing expectations towards the quality of customer services


Today’s Agenda

Research Approach





Many employees are encouraged to continue providing higher quality of service

64% Of employees indicate that appreciation will encourage them to continuously provide higher quality of service

A24 (Employee survey) How likely will you provide better customer service upon supervisor’s / manager’s appreciation?


It is important to keep customers satisfied as it has positive impact on the business

B1 (Customer survey) Which of the following did you do upon receiving good customer service?

62%

50%

32%

21%

17%

Keep returning to the samecompany

Recommend the service toothers

Tell othes about the goodexperience

Post positive comments onsocial media

Post about experience oncompany's website

Customer reactions upon receiving good customer service


Competent staff and convenient ways to show appreciation are key factors in motivating customers to show appreciation

D2 (Customer survey) Which of the following statements are likely to motivate you to show appreciation to good customer service?

79%

66%

64%

59%

56%

55%

52%

47%

47%

42%

40%

Provide convenient ways to showappreciation

Staff proactively fix problems

Staff are friendly and attentive

Staff understand my needs

Staff are knowledgeable andprofessional

The organization values my feedback

The organization will improve customerservice based on my feedback

Staff provide value-for-money serviceand go beyond my requests

Staff proactively contacts me aftersales to follow up

Staff are able to provide constructiveadvice

There are more channels to showappreciation


Personal benefits can motivate employees

79%

73%

Opportunities for promotion

Financial incentives

65% Paid leave time

A22 (Employee survey) Which of the following statements can motivate you, as a service staff, to perform better?


Informal recognition from the organization can also motivate service staff to perform better

47%

46%

38%

32%

18%

A personal “thank you” card, note or email from customers

Verbal appreciation from yourmanager in front of colleagues

Special “excellent customer service” display at the

workplace

A personal “thank you” or appreciation note from your supervisor / manager / co-

worker

An article about your workaccomplishment in the

company newsletter / website

A22 (Employee survey) Which of the following statements can motivate you, as a service staff, to perform better?


Formal recognition presented by the immediate supervisor is preferred

20% Of employees indicate that they prefer to receive recognition in a formal setting with a grand ceremony

A12 (Employee survey) In your opinion, which setting do you prefer to receive the recognition from your organization?

A13 (Employee survey) Who do you prefer to present the recognition to you?

45% Of employees prefer their immediate supervisor to hand out the recognition during the ceremony


Key takeaways

CUSTOMER

EMPLOYER

EMPLOYEE

Despite the foundations for solid appreciation culture. However,

more can be done to encourage customers to provide even more

appreciation to service providers.

Customer appreciation is an integral component of employee

motivation to continuously provide better quality service.

Organization recognition is important in motivating employees.

But at the same time, organizations need to ensure that service

staff are properly equipped (i.e., trainings) to provide a

remarkable service experience to customers to earn positive

feedback.

WAY FORWARD

Service Appreciation in Hong Kong - Ipsos · Divide this one into 3 slides ( one slide = 1...

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