Pres 121 david chung april 27 2016
14
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
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Transcript of Pres 121 david chung april 27 2016
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
Enviro
nm
en
t
Ap
pe
arance
Gre
eting
Pro
bin
g
Explan
ation
Try-Use
Ob
jectio
n
Han
dlin
g
Paym
en
t &
Go
od
bye
Valu
e-ad
ded
Follo
w-U
p
Service
Follo
w-U
p
Gu
arante
e
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
Enviro
nm
en
t
Ap
pe
arance
Gre
eting
Pro
bin
g
Explan
ation
Try-Use
Ob
jectio
n
Han
dlin
g
Paym
en
t &
Go
od
bye
Valu
e-ad
ded
Follo
w-U
p
Service
Follo
w-U
p
Gu
arante
e
Hardware In-Store Service Follow-Up
Demand
Satisfaction
Source: The Cosmetic & Perfumery Association of Hong Kong
Difference between Customer Demand and Customer Satisfaction on Retail Service
Enviro
nm
en
t
Ap
pe
arance
Gre
eting
Pro
bin
g
Explan
ation
Try-Use
Ob
jectio
n
Han
dlin
g
Paym
en
t &
Go
od
bye
Valu
e-ad
ded
Follo
w-U
p
Service
Follo
w-U
p
Gu
arante
e
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: [email protected]
