The complaining customer - a potentially happy one
Singapore's national customer satisfaction in ISES survey hits all-time high in 2014, even as complaints rates rise.
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THE "champion grumblers" among Singapore's customers made themselves heard last year, pushing the national complaints rate up. But customer satisfaction also soared to its highest level yet, said the Institute of Service Excellence (ISES) at the Singapore Management University, which tracks both.
The overall Customer Satisfaction Index of Singapore (CSISG) - which ISES compiles from surveys with customers of companies from a range of business sectors - seemed to defy a rise in the proportion of complaining customers to rise for a fourth year running to hit 71.1 points. That's the highest it has been since the CSISG first began tracking consumer contentment in 2007.
How should this seeming incongruency be understood? First, it can be noted that of the nine industry sectors measured by ISES over the course of the year, only two - finance and insurance and healthcare - saw significantly happier customers in 2014, compared to 2013.
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