Today, more Chinese people than ever before, enjoy middle class incomes. Increased levels of education, more opportunities to travel abroad and the increasing availability of goods and services from overseas have changed customer service expectations.
Since 2013, the Teleperformance Customer Experience Lab (CX Lab) has undertaken research in a number of countries around the world, including China, across 15 industries. Overall, Teleperformance found that customers in China are generally more satisfied than in previous years with their customer service experience.
This means customers are more likely to recommend a brand and remain customers. Customer experience with the customer service accounts for almost half of their intention to remain loyal or recommend a brand.
The overwhelming preference for voice is common across all generations. However, it is important for brands to understand the value of messaging. Forty-three percent of China’s population uses messaging platforms. WeChat is a messaging platform that has dominated that market, with over 800 million active users worldwide as of October 2016 (and almost 98% of users are under age 50). To leverage the sheer volume of people on the platform, WeChat has turned itself into an all-in-one solution for much more than messaging. In terms of practical needs, the platform includes bill paying, reservations, e-commerce and money transfer.
Successful brands in China will create long-lasting relationships through improving customer service and engaging their customers better on the platforms they use. This is most effective when tailored across generations, giving a more personalized, age-appropriate service.