Naritas Finance

..



.

ACN Business

2018 HKACE Customer Service Research: Digital Transformation of Customer Services in Hong Kong

  • Written by ACN Newswire
image
HONG KONG, May 15, 2019 - (ACN Newswire) - HKACE research reveals that better digital platform and mobile application contributes to higher engagement in digital services among Hong Kong customers. Yet human interaction remains crucial to providing immediate attention and resolution. Customer service staff need training and education to effectively use digital channels to meet customers' expectations.

Hong Kong customers have become more enthusiastic to use digital services because digital channels are able to meet customers' needs for convenience. Among the various digital channels, mobile apps receive the highest satisfaction and the highest intention to use in the future

More customers have used digital channels this year (increased from 79% in 2017 to 88% in 2018) to contact customer services, particularly through official websites/ mobile app and social media (see Figure 1).

Our research also identifies that "Convenience" is the key reason for customers to use digital channels - they can use the customer service anytime (61%) and anywhere (51%). With better digital platforms available in the market, 63% of customers are satisfied with company mobile app and 56% of customers are likely to use more company mobile app. The company mobile app is the best performing platform among all digital channels (see Figure 2).

Despite the convenience of using digital channels, manned channels continue to be very important to customers for solving urgent or complicated issues, since customers appreciate the immediate attention and resolution received from the human interaction with the customer service staff.

Our research reveals that over 80% of customers consider manned channels as better ways for solving their issues (83%), understanding their needs or issues (84%) and providing professional advice (86%). Customers, nonetheless, find digital channels more convenient to use (62%) and easier to find clear information (61%) (see Figure 3).

With the increasing prevalence of using digital channels, customer service employees expect that their companies will strengthen the digital channels in the next two years. Yet half of customer service employees express that they need more time to learn about the use of digital means, and one-third of them feel stressed when serving the customers through the digital channels.

Around half of customer service employees see that digital channels take up more of their personal time to serve customers (49%) and to learn how to use digital channels (48%). And one third (32%) feel stressed when serving customers via digital channels (see Figure 4).

CONCLUSIONMr. Algernon Yau, Chairman of HKACE concludes, "We are delighted to see customers continued to use more digital services. However, we must make sure our digital channels or services create value and convenience to our customers in areas that matter to them. In order to create good customer experiences, companies should strive for holistic strategies that look at end-to-end processes rather than rolling out digital features in isolations. They should leverage the right digital channels to create the engaging experience when new and existing customers come into interactions with them. With our "i-Service, I Serve" theme, HKACE will work with our fellow industry players to provide Hong Kong customers with satisfied customer journey through experience sharing, company visits and research findings sharing, to uplift Customer Service staffs' readiness and knowledge to provide customers services on digital platforms. While advocating the use of digital technologies in customer service, we will continue to emphasize the importance of integrated channels by embedding human touch elements into digital technology. At the same time, companies need to ensure the customer service staff are equipped and trained to deliver service digitally, in order to keep up with the pace of technology advancements."

ABOUT THIS RESEARCH The research was conducted in December 2018 and we interviewed a total of 800 respondents for this study:1. Hong Kong customers (n = 500)2. Customer Service staff (n = 300)All interviews were conducted via an online survey.

MORE ABOUT HKACE HKACE, a non-profit organisation, was established in February 2000 to represent more than 300,000 customer service practitioners in Hong Kong, the number of member companies has grown up to 57. The 10 founding member organisations are AIA International Limited, Cathay Pacific Airways Limited, Centaline Property Agency Limited, CLP Power Hong Kong Limited, Dah Chong Hong (Motor Service Centre) Limited, The Hong Kong Jockey Club, Hong Kong Post, HKT Limited (a PCCW Group Member), Shell Hong Kong Limited, and Standard Chartered Bank (Hong Kong) Limited. They are committed to continuously improve themselves, to promote customer service culture with passion, leveraging on members' synergy and professional expertise.

The Association drew up the first-ever Hong Kong Customer Service Charter and initiated a multitude of industry awards over the years, including the "Customer Service Excellence Awards", and the "Top 10 SME Awards". The Association aims to facilitate the sharing of experiences among member organisations, to encourage innovation, and to elevate the competitiveness of Hong Kong's service sector by rewarding high levels of customer service.

Highlights of the research methodology, analysis and results are available for downloading at HKACE's website.

Topic: Press release summarySectors: Daily Finance, Daily News[1][2] http://www.acnnewswire.com From the Asia Corporate News Network

Copyright © 2019 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.

References

  1. ^ Daily Finance (www.acnnewswire.com)
  2. ^ Daily News (www.acnnewswire.com)

Read more http://www.acnnewswire.com/press-release/english/51796/

Business Daily Media Business Reports

Di Jones real estate recognises high achievers

Di Jones celebrated its outstanding performers on Saturday (24 February 2018) evening at the Di Jones Real Estate Annual Awards.                               The bla...

Helen Hull - avatar Helen Hull

Eclipse Travel Expands Operations to New Zealand

Eclipse Travel, specialists in key adventure destinations such as Antarctica, the Arctic, Africa and Latin America, have announced today their expansion of operations to ...

Yvonne Kong - avatar Yvonne Kong

How medical professionals can benefit from an overall wealth management solution

As a health care professional, you have made it your life's work to focus on the care and health of the general public. While this kind of work can be extremely rewarding...

News Feature Team - avatar News Feature Team

Why Pinterest Should Be Part of Your Marketing Strategy

Pinterest is a growing social media platform that can deliver significant traffic to your website and new followers to your brand. With it’s steady growth and outrageous ...

Greg Nunan - avatar Greg Nunan

The top reasons why gyms fail

Steve Grant is a Business Coach and Founder of GymHub.com.au   Every month thousands of new trainers walk out of their 6-month course with the qualifications needed ...

Steve Grant - avatar Steve Grant

WHITE LABEL NOBA’s Winter 2016 season: Earth + Country

Taking cues from the warm winter colours of tobacco and caramel, and combining them with the strength of navy and the embracing lightness of whites and creams; and then...

Kath Rose - avatar Kath Rose

Former Etihad boss brings substantial event insight to PMY Group Board

Paul Sergeant PMY Group, the architects of the digital insurgency occurring at major venues across Australia and New Zealand, are delighted to welcome 35 year even...

Annie Konieczny - avatar Annie Konieczny

More training for coffee making than property sales: REINSW

Sydney 9 May 2016. An overhaul of education and training standards for the real estate profession must take place to help prevent illegal activities, according to the Rea...

Helen Hull - avatar Helen Hull