Thai consumers are increasingly showing preference to use digital channels for customer care and service interactions, and are demanding the ability to control and personalise products, services and experiences, according to a survey by global software and service provider Amdocs on Customer Experience Spotlight 2016.
The survey reveals that many consumers would consider switching to digital companies such as Apple, Facebook and Google, if they offered connectivity similar to that of traditional service providers.
Amdocs Customer Experience Spotlight 2016, an independent study conducted by over 450 researchers among 7,000 consumers in 14 countries, including Thailand, Singapore, India, Philippines and Indonesia, highlights the importance of embracing and anticipating emerging digital habits of the consumers in order to deliver a superior customer experience and offset competition from digital players.
The study found that digital lifestyles are changing consumer demands, shifting the balance of power to consumers. Around 64% of respondents valued the ability to control and personalise their devices and services, 63% wanted to receive offerings that were specifically relevant to their needs and interests, while 66% preferred to access self-service using digital platforms to avoid calling customer care. Furthermore, respondents said they would recommend their service provider to friends and family if they could perform a wide range of actions via self-service, specifically, if they could personalise their products and services.
The survey also found that consumers are becoming accustomed to the experience delivered by the new digital companies, with 80% preferring to interact with these companies via digital channels. Significantly, 74% expressed a willingness to leave their current service provider if they could receive a comparable level of wireless connectivity from digital companies.
The survey indicates that digital channels are increasingly becoming the preferred choice for Thai consumers to interact with their service providers for fast and immediate service. Fifty-seven percent of the respondents prefer to order a new service or product on digital platforms, while 54% prefer digital interactions to save time on solving issue, and 49% used digital channels to quickly and effectively solve a problem. Moreover, to improve overall customer satisfaction, customers want service providers to engage with them via their channels of choice — chat using a social network messenger or app, ability to make a mobile video call to customer service and the ability to interact with a virtual assist.
When asked what they expected their service provider to improve, almost half said that they wanted to get products and services that were personalised for them, and expected their service provider to become more proactive in letting them know about products and services met their needs. Respondents also said they wanted more interactivity and control over choices, including the ability to build a customised pricing plan to match their needs and change plan components at any time and be able to share their data usage with their family members, whether they are prepaid or postpaid subscribers.
“One of the major benefits of the digital transformation is the ability for service providers to improve customer engagement and achieve a closer relationship with their customers,” said Hakon Jacobsen, vice-president, digital services, APAC, Amdocs. “To remain relevant in the eyes of the customers and deliver the types of experiences that a customer demands in the digital age, service providers must quickly make critical adjustments to their digital strategy that aligns with the wider digital shift.”
This source first appeared on Bangkok Post Lifestyle.