Increasing Number of Japanese Consumers Prefer to Interact with Contact Centers in More Diverse Channels Including Social Media

20 May 2011
  • One in four Japanese consumers is happy to be contacted from a company based on comments or “tweets” they have made about the company.
TOKYO, JAPAN – Avaya, a global leader in enterprise communications systems, software and services, today revealed that increasing number of Japanese consumers prefers to interact with contact centers in more diverse channels including Social Media.
One in four (27%) of Japanese consumers are happy to be contacted from a company based on comments or "tweets" they have made about the company. As benefit of getting real time information through Social Media have became popular after the recent disaster in Japan, there will be more interaction between consumers and companies using the channel.
These figures come from the annual Avaya Contact Centre Consumer Index 2011 report  generated by and commissioned by Avaya. It surveyed 4,500 consumers in Japan, Australia, New Zealand, Singapore, the U.S., Canada , the U.K., France, Germany and Japan.
Social media interactions on the rise
As increasing number of Japanese consumers' use social media such as Facebook and Twitter, recently more Japanese companies use them for the interaction with consumers. This year's index shows one in five (20%) Japanese consumers are happy to be contacted from a company via social networking site on new products or services.
While less than 10% of respondents have actually been contacted by businesses via social media. (Overall, 7% of respondents said: "After I commented or tweeted about a business, I received a reply from the business via the same social medium," and 9% said: "I've received information about new products via social media."
Nevertheless, the research indicated that three times of those respondents have a positive perception regarding social media contact from a company.
Mobile text contact perceived more positively among younger people
People in four age groups were asked what form of communication (mobile text or phone call) and content (essential information such as booking confirmation or change of flight times, or promotional information such as new product offerings) they would be "happy" with, if they were to receive them from businesses. The percentage of respondents who were "happy" to "receive essential information by text to my mobile phone" was 64% for the 20-34 age group and 58% for the 35-49 age group. However, for the 66-86 age group, the percentage was only 35%. By contrast, the percentage of respondents who were "happy" to "receive essential information via a phone call" was 29% for the 20-34 age group, and 39% for the 66-86 age group.
The results also showed that there are differences among age groups regarding the means of communication that they prefer. In light of these results, it appears that the ability to offer various services depending on the purpose and situation will become a vital element in being able to operate a contact center that can provide high customer satisfaction.
Outline of Survey
"Avaya Contact Center Consumer Index"
Survey period: January 1 to February 28, 2011
Method: Online survey by
Survey region: Japan, Australia, New Zealand, Singapore, the US, Canada, the UK, France, and Germany
Number of respondents: 500 people in each country; 4,500 people in total for the nine countries

Tags: Contact Center, Social Media
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Aya Sakata, Media Relations