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Malaysia tops Southeast Asia in customer satisfaction, says Zendesk

Malaysia tops Southeast Asia in customer satisfaction, says Zendesk

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Malaysia is second to none when it comes to customer satisfaction. According to statistics from customer service software Zendesk, Malaysia's customer satisfaction score (CSAT) in the fourth quarter of 2018 was 93%, beating Singapore (88.4%) and Indonesia (87.8%). In fact, Malaysia has been consistently outdoing its Southeast Asian counterparts, posting a CSAT of 90% of more from the second quarter of 2017 until the end of last year.Meanwhile in terms of ticket volume, Malaysia had the highest ticket volume for emails (45.7%) compared to Singapore (22%) and Indonesia (19%). While Malaysia's API ticket volume (17.6%) was ahead of Singapore's (13.3%), the latter came out on top for web form (35%), chat (16.6%) and Facebook (3%).According to Sandie Overtveld, VP APAC, Zendesk, CSAT are determined by the customer's expectation and the actual customer experience that brands deliver. In Malaysia, Zendesk's data shows an uptick in customer satisfaction, which is likely a result of local brands leveraging more channels to engage with their customers, he said. However, it could be predicted that Malaysians will grow more demanding over time, as Zendesk has seen in other markets."Therefore, brands must ensure that they keep customer experience at the centre of their business strategy and adopt technologies that help them bridge the gap between expectation and experience in order to continue reap the benefits of the upward trend in customer satisfaction,” Overtveld added.(Read also: 4 ways of getting CX right)(Photo courtesy: 123RF)

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