Asian consumers willing to pay more for better service standards

7 years ago by in Business, South East Asia

Asian consumers are tired of poor service standards and do not mind paying more for a better customer experience, according to a survey conducted for analytics firm Verint.

Customers have higher standards due to tens of years of economic growth in the Asia-Pacific region, but most of the companies fail to deliver satisfying services.

The majority of the Asian companies are described as having rude staff and inflexible procedures, and are unresponsive to service requests — all of which are “frustrating clients”.

“It is no longer the question of having access to goods and services, now they have choice and disposable income… so service becomes the new differentiator,” Wilson Chin, Verint’s marketing vice president for Asia Pacific said.

“Asian consumers feel customer representatives do not try to help beyond their normal support guidelines and procedures. Personalised support and finding creative solutions are still very much the exception,” he said.

The survey, conducted by market research firm Ipsos, polled more than 5,800 people from Australia, China, Hong Kong, India, Indonesia and Japan. Financial services, utilities, hotel and travel, retail and telecom sectors were scrutinised, according to the international press.

Around 24 percent of the respondents appreciated low prices over services, while 45 percent said they are willing to pay more for a better experience.

“With more economic stability and growth, consumers are moving from a subsistence focus, to one of reward and enjoyment. Having worked so hard for so long, Asian consumers also want to enjoy themselves — so they want to be treated well,” Chin said.