Insights of First-Ever Quality Customer Service Survey of Hong Kong Cosmetic Industry

David Chung

Hong Kong

27 April 2016

ISSIP Service Innovation Weekly Speaker Series

Background of David Chung

• Senior Principal Consultant of Tricor Consulting

• Ex-Head of SGS Academy (Hong Kong)

• Ex-Head of Enterprise Learning of Dun & Bradstreet (HK)

• Ex-Head of Marketing of HK listed pharmaceutical companies and skin care retail chain

Voluntary Work • Chairman, Innovation Committee, Start-up and SME Association of HK • Vice-Chairman of Customer Service Index of Hong Kong Cosmetic industry • Director of The Cosmetic & Perfumery Association of Hong Kong • Executive Committee of Innovation Dynamic online discussion group

Publication & Patent • HK first patent inventor of the Customer Life Value Evaluation methodology • Co-author of business management book, Demand Chain Management

Online-Discussion Groups for Promoting Service Innovation in Hong Kong

https://www.linkedin.com/today/author/davidtwchung

http://www.innovationdynamics-hk.org

Recent Voluntary Activities for Promoting Service Innovation in Hong Kong & China

Official Presentation of First-Ever Quality Customer Service Survey of Hong Kong Cosmetic Industry Date: 6 Nov 2015

Difference between Customer Demand and Customer Satisfaction on 11 Major Touch-points of Retail Service

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Hardware In-Store Service Follow-Up

Demand

Satisfaction

Source: The Cosmetic & Perfumery Association of Hong Kong

Difference between Customer Demand and Customer Satisfaction on 11 Major Touch-points of Retail Service

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Hardware In-Store Service Follow-Up

Demand

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Source: The Cosmetic & Perfumery Association of Hong Kong

Difference between Customer Demand and Customer Satisfaction on Retail Service

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Hardware In-Store Service Follow-Up

Demand

Satisfaction

Source: The Cosmetic & Perfumery Association of Hong Kong

What percentage of customers willing to pay more for better customer service ?

9

Not Willing 36.90%

Willing44.80%

Insights of First-Ever Quality Customer Service Survey of Hong Kong Cosmetic Industry

Source: The Cosmetic & Perfumery Association of Hong Kong

10

What percentage of customers willing to pay more for better customer service ?

Low Spending

Group

Middle Spending

Group

High Spending

Group

Low-High Spending

Group Medium Top Low

Yes

No

Yes

No

Insights of First-Ever Quality Customer Service Survey of Hong Kong Cosmetic Industry

Source: The Cosmetic & Perfumery Association of Hong Kong

Improving the Quality

of Customer Service

through

Customer Emotion

Enhancement Model

Customer Emotion

Enhancement Model

5 “I” Approach

Inspiring

Service

Impactful

Services

Impressive

Services

Interactive

Services

Inconsequential

Services Level 1

Lowest Or No Impact

Level 2

Level 3

Level 4

Level 5 Highest

Emotional Impact

Customer Emotion Enhancement Model 5 “I” Approach

Inspiring

Service

(Level 5)

Impactful

Services

(Level 4)

Impressive

Services

(Level 3)

Interactive

Services

(Level 2)

Inconsequential

Services

(Level 1)

You help me get things that I didn't think I could

Your Surprise me with stuff I can’t imagine

You make it easy for me

You know me, you remember me

Further Discussion: david.tw.chung@gmail.com