Frost & Sullivan Best Practices in Customer Experience awards programme recognises companies that have demonstrated excellence with customers at every stage and in every interaction, demonstrating outstanding performance over competitors in their industry.
Frost & Sullivan measures customer sentiment across various touch points; direct (email, retail, in-house, self-service, contact centre) and indirect (television ads, web portals), services and support and at different stages throughout the customer lifecycle. The study measures both customer sentiment (emotions and feelings) as well as rational opinions to understand, compare and analyse customer experience. Research objectives include identifying companies who have continuously raised the bar to improve customer experiences, understand their best practices and provide consumers with insights for better decision making.
"Frost & Sullivan defines customer experience as the sum of all experiences a customer has with a supplier of products and services, over the duration of their relationship with that company. Increasing competition in the marketplace, empowerment of customers through new technologies such as social media, macro-economic climate change and others, have resulted in a greater focus on the customer experience. To stay competitive and survive, businesses need to reassess the way they are structured, function and build relationships with customers," said Mark Dougan, Managing Director, Australia & New Zealand, Frost & Sullivan.
Frost & Sullivan surveyed 6,500 end-customers across 12 countries in the Asia Pacific region, focusing on the industries of Automotive, Banking, and Telecommunications. The research methodology and focus areas studied the following areas:
• Measure entire customer experience
• Understand customer likes and dislikes
• Products & services in demand
• Satisfaction & usage measurements
• Customer loyalty measurements
• Customer perception of major brands in banking, telecom and automotive sectors in 12 countries
• Benchmark best brands in terms of customer experience
In the Australia market, the selected award recipients were:
Australia Best Customer Experience in Automotive Honda
This award measured customer factors that included showroom services as well as service centres and after sales service. Honda's scored the highest rating from customers in five areas, outscoring its competitors in most of the factors influencing the customer experience index evaluation such as highest level of customers' loyalty, most satisfying service centres and showrooms experiences, highest likelihood for customer to recommend the brand to their friends and relatives, and highest purchase potential for additional products from its customers.
Australia Best Customer Experience in Banking - Bendigo & Adelaide Bank
This award measured customer factors of facilities and experiences that included in-branch, self service (internet banking, ATM, mobile banking) and customer support channels. Bendigo & Adelaide Bank's success in the Australian banking industry are mainly driven by efficient customer orientation with 96% believing the bank listens to customers to improve product and service quality and best in-branch services and reliable customer support services in Australia. Consequently, with 39% citing extremely positive experiences, it offered the best overall customer experience in the industry contributed by reliable retail centres and customer support channels.
Australia Best Customer Experience in Telecommunications (In Store) Optus
This award measured customer factors of customer support channels, in-store and retail services (availability and accessibility of retail stores that are well designed and comfortable, competent advisors, waiting time, quality and quantity of demo sets and personalised service) and telecommunication services.
Optus emerged with the highest rating of 84% for customers' current experience as well as expressing confidence in future services. Positive current experience was contributed to by competent advisors with the right skills to handle needs, personalised service and waiting time to be served. 85% gave positive feedback on paying attention to customer feedback as an input to improve products and services and more than 50% expressed confidence in future services. 66% said they would consider purchasing additional services, while 75% expressed a likelihood of recommendation.
Australia Best Customer Experience in Telecommunications Telstra
This award measured customer factors customer support channels (voice, IVR, web chat, app, social media) in-store and retail services and telecommunication services (plans, pricing, coverage, voice and data quality).
Telstra is the single most popular brand; 61% of whole customer samples interviewed had interacted with Telstra in the past 6 months, in one way or another. Telstra also has the most loyal customers at 86%. Affordable pricing qualified with good network coverage are factors that contribute most to the likelihood of customers purchasing additional services, and Telstra was the highest scorer for network coverage coupled with voice and data quality
Frost & Sullivan's Asia Pacific launch of the Best Practices in Customer Experience awards program was held at a banquet on Thursday, 13 March 2014 in Kuala Lumpur in conjunction with Frost & Sullivan's 6th Annual Customer Interaction Malaysia summit. Media partners for the awards banquet include Business Today and Top 10 of Malaysia.
For more details on the 2014 Frost & Sullivan Best Practices in Customer Experience awards, log-in to frost-apac.com/ce/. You can also connect with Frost & Sullivan on social media, including Twitter, Facebook, SlideShare, and LinkedIn, for the latest news and updates.
2014 Frost & Sullivan Best Practices in Customer Experience Awards Recipients
Country - Award Category - Recipient
Australia - Automotive - Best Customer Experience - Honda
Australia - Banking - Best Customer Experience - Bendigo & Adelaide Bank
Australia - Telecommunications - Best Customer Experience - Telstra
Australia - Telecommunications - In Store - Optus
Indonesia Banking - Best Customer Experience Bank - Central Asia
Indonesia Banking - Telecommunications - In Store XL - Axiata
Indonesia Banking - Telecommunications - Services - Telkomsel
Indonesia Banking - Telecommunications - Customer Support Channels - Telkomsel
Thailand - Banking - Best Customer Experience - Siam Commercial Bank
Thailand - Telecommunications - Best Customer Experience - AIS
Taiwan - Automotive - Best Customer Experience - Nissan
Taiwan - Banking - Best Customer Experience - Taishin International Bank
Taiwan - Telecommunications - Best Customer Experience Chunghwa Telecom
Philippines - Banking - Best Customer Experience - Bank of Philippine Islands
Philippines - Telecommunications - Best Customer Experience - Smart
Singapore - Automotive - Best Customer Experience - BMW
Singapore - Banking - Best Customer Experience - OCBC Bank
Singapore - Telecommunications - Services - Starhub
Singapore - Telecommunications - In Store - SingTel
Singapore - Telecommunications - Best Customer Experience - M1
China - Telecommunications - Best Customer Experience - China Mobile
Malaysia - Automotive - Best Customer Experience - Honda
Malaysia - Banking - Best Customer Experience - Public Bank
Malaysia - Telecommunications - Best Customer Experience - Celcom Axiata
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