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Singaporeans more satisfied with contact centres: Avaya report

Subatra Suppiah | Nov. 17, 2008
Singaporeans more satisfied with contact centres: Avaya report

SINGAPORE, 17 NOVEMBER 2008 - Consumers' satisfaction in their engagements with contact centres in Singapore has gone up year-on-year, according to an annual report by and commissioned by Avaya.

Avaya is a leading provider of communications systems to enterprises while is a research, news and online publishing company dedicated to the contact centre and outsourcing industries in the Asia Pacific.

The overall satisfaction levels of Singaporeans surveyed across all age and gender groups have seen a massive jump, observed The 2008 Contact Centre Consumer Index Singapore report.

Forty-one per cent of respondents were satisfied to extremely satisfied with their last call to a contact centre versus 29 per cent in 2007.

Women prefer non-interactive tools

While a majority of respondents prefer using the phone as their most preferred method of contacting a company, the report showed that more consumers are inclined to using online methods in 2008 than in 2007.

Eighteen per cent of respondents prefer using e-mail in 2008 versus 10 per cent in 2007, and 13 per cent prefer using the Internet this year compared to 10 per cent last year.

Singaporean women tend to show a higher affinity for using non-interactive tools such as e-mail or touch phone to get their queries resolved, compared to men (60 per cent versus 40 per cent). Men show a stronger liking for speaking to a customer service representative than women (60 per cent versus 40 per cent), and prefer to do business with companies that operate a 24X7 contact centre.

The results of our survey show a strong correlation between customer loyalty and contact centre experience. This suggests that a business that offers to its customers a contact centre experience on par or higher than that expected from the customer highly increases its probability of retaining and getting referrals from that customer, said Catriona Wallace, director,


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