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Consumer Satisfaction in Singapore on the Rise in 2008


An annual research report generated by and commissioned by Avaya observed that the satisfaction of consumers in their engagements with contact centers in Singapore has gone up.

SINGAPORE – An annual research report generated by and commissioned by Avaya, a leading provider of communications systems to enterprises, observed that the satisfaction of consumers in their engagements with contact centers in Singapore has gone up year-on-year. The 2008 Contact Center Consumer Index Singapore research report saw an increase of five basis points from 0.61 in 2007 to 0.66 in 2008.


Singaporeans surveyed across age and gender groups have seen a massive jump in their overall satisfaction with their last call to a contact center. Forty-one percent of respondents were satisfied to extremely satisfied with their last call to a contact center versus 29 percent in 2007.


While a majority of respondents prefer using the phone as their most preferred method to contact a company, the report showed that more consumers are inclined to use online methods in 2008 than in 2007. Eighteen percent of respondents prefer using email as their most preferred method to contact a company versus 10 per cent in 2007 and 13 percent prefer using the Internet in 2008 versus 10 percent in 2007.


It is also very interesting to note that Singaporean women tend to show a higher affinity for using non-interactive tools like email or touch phone to get their queries resolved compared to men (60 percent versus 40 percent). Men show a stronger liking for speaking to a customer service representative than women (60 percent versus 40 percent) and prefer to do business with companies that operate a 24X7 contact center.


Better contact center experience = Customer loyalty
The report also noted that offering consumers their ideal services increases the likelihood of these consumers to recommend the company to family and friends and consider the company as their first choice to purchase additional products and services. In its Customer Loyalty Index, the report observed a mean increase of nine percentage points from currently customer loyalty to future loyalty, if given ideal contact center experience.


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


Avaya, the leader in the contact center applications market in Asia Pacific(1) and winner of the "2008 Contact Center Applications Vendor of the Year" at the Frost & Sullivan Asia Pacific ICT Awards – acknowledged the trends observed in the research report.


"Customer retention is the main driver for profitability in a contact center and we are currently seeing more and more companies in Singapore focusing on building a good contact center base to maximize customer loyalty. The current survey reveals that emotions and behavior continue to be key drivers in the overall value that consumers perceive from contact centers and already our solutions are taking that into consideration," said Eugene Chng, Regional Managing Director, Avaya ASEAN. "With Avaya's innovative contact center technologies we can help our customers by keeping overall costs down," he added


The research design was done online through a quantitative study of consumers of contact centers in Singapore. Respondents were asked to nominate a company they had contacted by phone recently and answer questions based on that experience.


When compared to other industries customers of utilities and finance, banking and insurance companies show a lower frequency of contacting companies via the Internet.


Overall, the research has indicated that a positive experience from the contact center interaction has a direct correlation to the loyalty index and an increased propensity for customers recommending services/products from the company to others; a likelihood of additional purchases; as well as using the contact center again for their next interaction.


About Avaya
Avaya delivers Intelligent Communications solutions that help companies transform their businesses to achieve marketplace advantage. More than 1 million businesses worldwide, including more than 90 percent of the FORTUNE 500®, use Avaya solutions for IP Telephony, Unified Communications, Contact Centers and Communications-Enabled Business Processes. Avaya Global Services provides comprehensive service and support for companies, small to large. For more information visit the Avaya Web site:


About Pte Ltd is Asia Pacific's leading research, analyst, news and online publishing company dedicated to the contact center and outsourcing industries. Established in 1999 and based in Sydney with a regional office in Singapore,'s research studies are regarded as the industry's definitive references (


(1) Research report by consulting company Frost & Sullivan: "Asia Pacific Contact Center Applications Market CY2007" published in mid-2008


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