ISSIP Service Innovation Weekly Speaker Series

1. Insights of First-Ever Quality Customer Service
Survey of Hong Kong Cosmetic Industry
David Chung
Hong Kong
27 April 2016
ISSIP Service Innovation Weekly Speaker Series

2. Background of David Chung
• Senior Principal Consultant of Tricor Consulting
• Ex-Head of SGS Academy (Hong Kong)
• Ex-Head of Enterprise Learning of Dun & Bradstreet (HK)
• Ex-Head of Marketing of HK listed pharmaceutical
companies and skin care retail chain
Voluntary Work
• Chairman, Innovation Committee, Start-up and SME Association of HK
• Vice-Chairman of Customer Service Index of Hong Kong Cosmetic industry
• Director of The Cosmetic & Perfumery Association of Hong Kong
• Executive Committee of Innovation Dynamic online discussion group
Publication & Patent
• HK first patent inventor of the Customer Life Value Evaluation methodology
• Co-author of business management book, Demand Chain Management

3. Online-Discussion Groups for
Promoting Service Innovation in Hong Kong
https://www.linkedin.com/today/author/david
twchung
http://www.innovationdynamics-hk.org

4. Recent Voluntary Activities for
Promoting Service Innovation in Hong Kong & China

5. Official Presentation
of First-Ever Quality
Customer Service
Survey of Hong Kong
Cosmetic Industry
Date: 6 Nov 2015

6. Difference between Customer Demand and Customer
Satisfaction on 11 Major Touch-points of Retail Service
Environment
Appearance
Greeting
Probing
Explanation
Try-Use
Objection
Handling
Payment
&Goodbye
Value-added
Follow-Up
Service
Follow-Up
Guarantee
Hardware In-Store Service Follow-Up
Demand
Satisfaction
Source: The Cosmetic & Perfumery Association of Hong Kong

7. Difference between Customer Demand and Customer
Satisfaction on 11 Major Touch-points of Retail Service
Environment
Appearance
Greeting
Probing
Explanation
Try-Use
Objection
Handling
Payment
&Goodbye
Value-added
Follow-Up
Service
Follow-Up
Guarantee
Hardware In-Store Service Follow-Up
Demand
Satisfaction
Source: The Cosmetic & Perfumery Association of Hong Kong

8. Difference between Customer Demand and
Customer Satisfaction on Retail Service
Environment
Appearance
Greeting
Probing
Explanation
Try-Use
Objection
Handling
Payment
&Goodbye
Value-added
Follow-Up
Service
Follow-Up
Guarantee
Hardware In-Store Service Follow-Up
Demand
Satisfaction
Source: The Cosmetic & Perfumery Association of Hong Kong

9. What percentage
of customers
willing to pay more
for better
customer service ?
9
Not
Willing
36.90%
Willing
44.80%
Insights of First-Ever Quality Customer Service
Survey of Hong Kong Cosmetic Industry
Source: The Cosmetic & Perfumery Association of Hong Kong

10. 10
What percentage
of customers
willing to pay more
for better
customer service ?
Low
Spending
Group
Middle
Spending
Group
High
Spending
Group
Low-High
Spending
GroupMedium TopLow
Yes
No
Yes
No
Insights of First-Ever Quality Customer Service
Survey of Hong Kong Cosmetic Industry
Source: The Cosmetic & Perfumery Association of Hong Kong

11. Improving the Quality
of Customer Service
through
Customer Emotion
Enhancement Model

12. Customer Emotion
Enhancement Model
5 “I” Approach
Inspiring
Service
Impactful
Services
Impressive
Services
Interactive
Services
Inconsequential
Services
Level 1
Lowest
Or No
Impact
Level 2
Level 3
Level 4
Level 5
Highest
Emotional
Impact

13. Customer
Emotion
Enhancement
Model
5 “I” Approach
Inspiring
Service
(Level 5)
Impactful
Services
(Level 4)
Impressive
Services
(Level 3)
Interactive
Services
(Level 2)
Inconsequential
Services
(Level 1)
You help me get things that I didn't think I could
Your Surprise me with stuff I can’t imagine
You make it easy for me
You know me, you remember me

14. Further Discussion: david.tw.chung@gmail.com