SECTION A: SUMMARY WRITING (30 MARKS)

You should spend about 20 minutes on this section.

CUSTOMER SERVICE EXPECTATIONS – COMPARING ASIA AND THE

WEST

A. Across the world, consumer expectations are continually rising when it comes to the
service they receive from organizations. However, there are still significant differences
between what consumers demand in different regions and cultures.

B. For example, in the US delivering excellent customer service is seen as vital to differentiate
your product or service, spawning the slogan “the customer is always right”. Yet, at the
same time service staff expect tips as standard, rather than as a discretionary addition. In
France, service staff, such as waiters or shop assistants, see themselves as being on the
same level as the customer. With this mindset, they don’t always put the consumer’s needs
above their own. All these differences affect what local customers expect – and therefore
the levels of service they receive.

C. Asia is made up of multiple countries; all with their own cultures. According to the Asian
Development Bank by 2030 Asia will make up 43% of global consumer spending
(US$32.9 trillion). With customer experience a central factor in which brands Asian
consumers choose, organizations need to ensure that they are meeting expectations now if
they want to thrive and grow moving forward.

D. Research indicates that in Asian consumers have the highest customer experience demands
of all. 76% of consumers across the region say that customer service should be a
company’s top priority. The Economist Intelligence Unit (EIU) survey noted that Thai
customers value courteous, informed staff much more than South Korean or Malaysian
consumers. The survey also registered that 63% of Chinese respondents said they’d
immediately switch brands if they received poor service, compared to the 25% of
respondents from India.

E. There are multiple factors driving these fast-rising customer needs. An emerging, more
affluent middle class has high standards, while the population has a higher proportion of
digital natives who heavily use the latest technology than many countries in the West. 72%
of corporate executives believe access to online information is the key driver behind rising
expectations.

F. Additionally, demographics also play its part. 45% of Asians are currently millennials and
today, the region is home to 60% of the world’s population of this group. There is a
relentless focus on innovation and novelty in everything that people do. Finally, there are
long-standing traditions across the region that make good service a central part of culture;
meaning that people of all ages expect their needs to be catered for.
G. Based on this, what should brands in Asia be doing to meet customer needs? What lessons
should organizations in other parts of the world learn from the Asian experience, as it is
likely that similar needs would emerge in the future in other places. Here are four
suggestions:

1. Embrace technology

Consumers in Asia are advanced users of new technology and expect to be able to use the
latest devices and channels to communicate with brands. This means at a minimum
ensuring that organizations are offering mobile-friendly service options, such as mobile
chat and chatbots. It is important to note that technology must be seamless and easy to use
– no consumer likes to waste time or to have to repeat themselves if they escalate to a
different channel or speak to a human.

H. 2. Put the customer at the heart of your business

Amidst all the complexity and technological advances, the best way to understand and
engage with customers is to ensure that you are always putting them first. Build your
business to be customer-centric and continually check everything you do fits with
consumer requirements. Listen to their feedback and act on it, and make sure that everyone
within the organization is focused on customer needs.

I. 3. Demonstrate the human touch

Traditional Asian service revolves around personal service. It is vital to understand that
even in an age of technology, consumers still want to deal with people for specific
transactions and at times. So, make sure that you have clear escalation paths to human
agents from systems such as self-service to deliver the seamless service that consumers
demand. Help your staff by augmenting their skills with technology, such as by
automatically analysing incoming emails and social media messages and suggesting
responses using artificial intelligence.

J. Continually innovate
Many Asian consumers are early adopters, meaning they are always looking for the next
new thing. That means brands can’t stand still when it comes to customer experience –
they must be continually looking at how they evolve and innovate when it comes to the
service they provide. It doesn’t matter what industry you operate in – consumers expect
the same levels of innovation and service. So, look beyond your immediate competitors
and see what lessons you can learn from leaders in other industries and ensure you have
strong processes in place to encourage internal innovation within your teams.

Source: Adapted from Giraud, V. (2017) Customer service expectations – comparing

Asia and the West. EngHouse Interactive.
Using material from the reading passage above, Customer service expectations – comparing
Asia and the West, write a one-paragraph summary of about 100 words on the brands in
Asia are meeting their customer needs.

Summary:

Number of words ( )

TOTAL FOR SECTION A: / 30