American Express and Ebiquity conducts a survey highlighting the importance of providing good Customer Service to retain as well as attract new customers. The study also highlights the channels the consumers use to get Customer Services. About American Express : American Express is a global services company, offering customers with access to products, insights and experiences enriching lives and build business success. For more info, visit: https://www.americanexpressindia.co.in

1. 2015 ASIA CUSTOMER SERVICE BAROMETER
FINDINGS IN INDIA

2.  This research was completed online among a random sample of
consumers aged 18+. A total of 1,000 interviews were completed.
 Interviewing was conducted by Ebiquity between August 10 - 20,
2015.
 The overall results have a margin of error of +/- 3.1 percentage points
at the 95% level of confidence.
Research Methods

3. Consumers believe that businesses continue to increase
their focus on providing good customer service
12%
21%
65%
11%
22%
66%
11%
22%
65%
12%
20%
66%
10%
24%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Businesses' attitudes
towards customer service
have not changed
Businesses pay less
attention to providing good
customer service
Businesses have increased
their focus on providing
good customer service
2015
2014
2012
2011
2010
Nearly two-thirds (64%) of consumers believe
businesses ‘have increased their focus on
providing good customer service’ in the
current economy, down slightly from last year
(66%) but relatively unchanged since 2010.
Just under one-quarter (24%) believe that
businesses ‘pay less attention to providing
good customer service’, up from previous
years (vs. 20% in 2014, 22% in 2012 and
2011). One in ten (10%) consumers think that
‘businesses’ attitudes towards customer
service have not changed’.
IN THIS CURRENT ECONOMY, DO YOU THINK THAT …?
Q. 2 Significantly higher/lower than previous year at the 95% confidence level. Not Shown: 3% or less Not Sure

4. Companies still meeting consumers’ expectations for
customer service experiences
9%
24%
65%
11%
25%
61%
12%
19%
65%
13%
20%
61%
15%
19%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Exceed your expectations
Miss your expectations
Meet your expectations
2015
2014
2012
2011
2010
Greater than six in ten (61%) believe that
companies meet their customer service
expectations, unchanged from last year and
down from 2012 (65%). Only one in five (19%)
consumers report companies are missing their
expectations for service, similar to 2014 (20%)
and 2012 (19%), and down significantly from
2011 (25%).
Those who say that the customer service
experiences they have with companies usually
‘exceed their expectations’ continues to rise
slowly over the past five Barometers to 15% in
2015.
IN GENERAL, WOULD YOU SAY THE CUSTOMER SERVICE
EXPERIENCES YOU HAVE WITH COMPANIES USUALLY…?
Q. 1 Significantly higher/lower than previous year at the 95% confidence level. Not Shown: 6% or less Not Sure

5. Consumers will continue to spend more with companies that
provide excellent service
Compared to last year, a significantly higher number of consumers state that they are willing to spend more with a
company they believe provides excellent customer service (89% vs. 86% in 2014). On average they are willing to
spend 22% more, similar to previous years (23% in 2014, 22% in 2012 and 2011).
Over three-quarters (78%) of consumers say they have spent more with a company because of a
history of positive customer service experiences, similar to last year.
Q.6/Q.7 Significantly higher/lower than previous year at the 95% confidence level. Q.7 8% or less Don’t Know
17%
13%
21%
42%
5%
40%
25%
25%
8%
40%
21%
27%
8%
41%
21%
23%
6%
41%
22%
26%
0% 10% 20% 30% 40% 50%
Not willing to spend more
20% or more
10% more
5% more
67%
11%
76%
80%
22%
90%
74%
22%
87%
78%
23%
86%
78%
22%
89%
0% 50% 100%
Have spent more
Average additional %
willing to spend
Willing to spend more
(overall)
2015
2014
2012
2011
2010
HOW MUCH MORE WOULD YOU BE WILLING TO SPEND WITH A COMPANY
THAT YOU BELIEVE PROVIDES EXCELLENT CUSTOMER SERVICE?

6. 6%
8%
25%
31%
30%
13%
13%
24%
24%
26%
20%
13%
27%
21%
20%
30%
24%
17%
15%
14%
32%
42%
8%
9%
10%
0% 20% 40% 60% 80% 100%
Convenience
Easy to do business online
Excellent customer service
Better products
Good value for the price
1 2 3 4 5
7%
8%
26%
30%
30%
10%
11%
26%
25%
27%
19%
16%
24%
21%
20%
31%
23%
18%
15%
13%
33%
42%
6%
9%
10%
1 2 3 4 5
Providing value and excellent service helps companies
attract new customers
Behind providing ‘better products’ (31%) and
‘good value for the price’ (30%), providing
‘excellent customer service’ is among the top
three most important factors consumers
consider when choosing a company with
which to do business (25% - most important).
The ranking is unchanged from last year.
RANK THE FOLLOWING IN TERMS OF WHICH ARE THE MOST IMPORTANT FACTORS WHEN YOU ARE CHOOSING A
COMPANY WITH WHICH TO DO BUSINESS, WHERE 1 = MOST IMPORTANT AND 5 = LEAST IMPORTANT
Q. 11
2015 Rank:
2014 Rank:

7. Meeting customers’ needs and providing value will help
companies exceed consumers’ service expectations
14%
16%
20%
22%
27%
15%
15%
18%
25%
27%
0% 10% 20% 30%
Make it easy for me to do business
with them online and off
Recognize me as an individual who
deserves personalized service
Make it easy for me to find
information about their products &
services
Deliver to me the promised value at
the right price
Provide products & services that
meet my needs as a customer
2015 2014
The best way that a company can stand out
and exceed consumer expectations for
customer service is to ‘provide products and
services that meet their needs as a customer’
(27%), unchanged from 2014.
Consumers are also looking for promised
value at the right price (25% vs. 22%, 2014).
WHICH ONE OF THE FOLLOWING IS THE BEST WAY THAT A COMPANY CAN STAND
OUT AND EXCEED YOUR EXPECTATIONS FOR CUSTOMER SERVICE?
Q. 3

8. To consumers, excellent service means getting their
questions answered by knowledgeable representatives
26%
39%
49%
53%
58%
63%
79%
34%
35%
37%
38%
34%
31%
18%
40%
26%
14%
9%
8%
6%
3%
25%
36%
49%
53%
58%
64%
77%
34%
38%
35%
38%
33%
29%
20%
41%
26%
16%
9%
9%
7%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Try to sell you something
Address you by your name
Thank you for being a customer
Follow up with you on your experience
Provide personalized service
Connnect you with someone who is knowledgeable
Provide a satisfactory answer to your question
Very Important Somewhat Important Not too/Not at all Important
Very Important Somewhat Important Not too/Not at all Important
2014 Rank:
2015 Rank:
In order to provide consumers
with an excellent customer
service experience,
representatives must be able to
‘provide a satisfactory answer to
their question’ (77%) or be able
to ‘connect them with someone
who is knowledgeable’ (64%).
Companies should not overlook
providing personalized service
(58%) and customer follow-up
(53%); both considered ‘very
important’ by more than half of
consumers in 2014 and 2015.
HOW IMPORTANT ARE EACH OF THE FOLLOWING IN PROVIDING YOU WITH AN
EXCELLENT CUSTOMER SERVICE EXPERIENCE?
Q. 5

9. Successful customer service representatives are
efficient, empowered and provide relevant information
9%
17%
22%
18%
34%
9%
18%
19%
20%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Courteous - Is polite and cordial in
addressing me
Human - Connects with me
personally, shows empathy
Consultative - Gives me relevant
information about my product or
experience
Empowered - Is able to handle my
requests without transfers or
escalations
Efficient - Answers my questions or
handles my transaction quickly
2015 2014 According to consumers, the most important
attribute of a successful customer service
professional is ‘efficiency – the ability to
answer questions or handle transactions
quickly’ (34%), unchanged from 2014.
Consumers also find it important that a
customer service professional is ‘empowered’
to handle requests themselves (20%),
‘consultative, giving them relevant information
about products/experiences’ (19%) and able
to make a ‘human connection’ (18%).
WHICH ONE OF THE FOLLOWING IS THE MOST IMPORTANT ATTRIBUTE OF A
SUCCESSFUL CUSTOMER SERVICE PROFESSIONAL?
Q. 4

10. Consumers tell more people about their bad customer
service experiences than their good experiences
67%
66%
66%
66%
31%
31%
32%
32%
1%
2%
2%
2%
1%
1%
0%
0%
0% 20% 40% 60% 80% 100%
2011
2012
2014
2015
All the time Sometimes Rarely Never
Nearly all consumers talk about their good customer service experiences, at least some of the time (98%); 66% tell
someone about them all of the time, in line with the past two years (66% ‘all the time’ in 2014 and 2012).
When it comes to poor customer service experiences, nearly nine in ten (86%) consumers talk about them, with 49%
reporting that they talk about these experiences all of the time (similar to 2014, 50%).
On average, consumers tell 39 people about their good experiences (41 in 2014, 44 in 2012), and slightly more -
42 people about their bad experiences (48 in 2014, 46 in 2012).
HOW OFTEN DO YOU TELL OTHER PEOPLE ABOUT YOUR
GOOD EXPERIENCE?
Q.8/8a/9/9a Significantly higher/lower than previous year at the 95% confidence level.
HOW OFTEN DO YOU TELL OTHER PEOPLE ABOUT YOUR
POOR EXPERIENCE?
56%
54%
50%
49%
36%
32%
36%
37%
6%
10%
10%
9%
2%
4%
5%
4%
0% 20% 40% 60% 80% 100%
2011
2012
2014
2015
All the time Sometimes Rarely Never
46
35
Avg # of
people they tell
48
44
32
Avg # of
people they tell
41
39 42

11. Consumers make use of various communication
channels to talk about customer service experiences
23%
31%
32%
32%
38%
44%
58%
37%
43%
42%
41%
43%
39%
34%
40%
27%
26%
28%
19%
17%
8%
21%
33%
34%
31%
39%
43%
53%
37%
40%
41%
40%
41%
40%
38%
42%
27%
25%
29%
20%
17%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Blog
Consumer review websites (Yelp, etc.)
Company website
Text message / SMS
Online chat / instant messaging
Social networking sites (Twitter,
Facebook, etc.)
Face-to-face
All the time Sometimes Rarely/ Never
All the time Sometimes Rarely /Never
2014 Rank:
2015 Rank: Most frequently, consumers tell others
about their customer service experiences
‘face-to-face’ (53%, all the time), down
slightly from 2014 (58%).
Similar to 2014, they also make use of
‘social networking sites’ (83%
always/sometimes) and ‘online chat/instant
messaging’ (80%).
HOW OFTEN DO YOU USE EACH OF THE FOLLOWING CHANNELS OF COMMUNICATION
TO TELL PEOPLE ABOUT YOUR CUSTOMER SERVICE EXPERIENCES?
Q. 10

12. Company reputation is most likely to influence
consumers to try a new company
6%
11%
12%
15%
22%
33%
6%
10%
10%
17%
22%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
An engaging website
An interesting advertisement
A sale or promotion
An online or social media review
Recommendations from a friend or
family member
A company's reputation
2015 2014
As seen in 2014, companies should continue
to take note that positive word-of-mouth via
recommendations from friends and family is
among the most likely ways to get consumers
to try doing business with a new company
(22%), behind a company’s reputation (36%) –
which is impacted by the service they provide.
WHICH ONE OF THE FOLLOWING IS MOST LIKELY TO GET YOU TO TRY DOING
BUSINESS WITH A NEW COMPANY?
Q. 12

13. IN THE PAST YEAR, HAVE YOU INTENDED TO
CONDUCT A BUSINESS TRANSACTION OR MAKE A
PURCHASE BUT DECIDED NOT TO BASED ON A POOR
CUSTOMER SERVICE EXPERIENCE?
Poor service can lead to lost sales
Yes,
73%
Yes,
71%
Yes,
71%
No,
27%
No,
29%
No,
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2015 2014 2012
In the past year, more than seven-in-ten (73%)
consumers intended to conduct a business
transaction or make a purchase, but decided
not to due to a poor service experience – this
is a slight increase over 2014 and 2012 (71%).
Q.N13Q.18

14. Consumers are generally willing to give companies a
chance to make up for a bad service experience
33%
59%
6%
2%
34%
56%
9%
2%
0% 20% 40% 60% 80%
Immediately consider switching
after initial poor customer service
experience
2 - 3 instances of poor customer
service
4 - 5 instances of poor customer
service
6 or more instances of poor
customer service
2015 2014
While most consumers are willing to give a
company at least one more chance after
receiving poor service before they consider
switching, one-third (33%) immediately
consider switching after the initial poor
customer service experience, similar to 2014
(34%).
HOW MANY INSTANCES OF POOR CUSTOMER SERVICE ARE YOU WILLING TO EXPERIENCE
FROM A COMPANY BEFORE YOU WILL CONSIDER SWITCHING COMPANIES?
Q. 19

15. 8%
9%
11%
22%
28%
9%
13%
7%
8%
12%
8%
22%
21%
9%
13%
9%
10%
11%
7%
22%
20%
8%
15%
0% 20% 40%
2015
2014
2012
9%
11%
12%
25%
15%
10%
18%
9%
12%
10%
9%
25%
13%
11%
13%
10%
14%
10%
9%
22%
11%
10%
15%
0% 20% 40%
15%
12%
16%
14%
12%
12%
21%
10%
11%
11%
12%
12%
13%
14%
18%
9%
11%
13%
15%
13%
11%
10%
17%
0% 20% 40%
Text message
Online chat/instant messaging
Telephone automated voice response system
Smartphone app*
Speaking with a real person on the phone
Face to face
Social networking site
Company website or email
Consumers’ preferred channel for customer service
varies depending on the complexity of the inquiry
For simple issues consumers prefer going online (17%) but for anything more complicated they want to talk to a real person.
Consumers’ desire for using smartphone apps has increased significantly from 2014 for simple inquiries (15% vs. 12% in
2014). For more complex inquiry such as returning a product nearly one-quarter (22%) want to speak with a real person
on the phone. For a difficult inquiry such as making a complaint a similar proportion wants to speak with a real
person on the phone (22%), closely followed by a face-to-face interaction (20%).
FOR EACH OF THE FOLLOWING TYPES OF CUSTOMER SERVICE INQUIRIES, WHICH IS YOUR
PREFERRED CHANNEL FOR REACHING OUT TO COMPANIES?
Q. 13a/b/c Significantly higher/lower than previous year at the 95% confidence level *Note: smartphone app not asked in 2012
A simple inquiry A more complex inquiry A difficult inquiry

16. 32%
31%
41%
39%
40%
46%
50%
32%
34%
44%
46%
47%
55%
57%
33%
35%
45%
47%
47%
50%
56%
0% 20% 40% 60%
Vent frustration with a bad customer service
experience
Praise an individual for providing a great service
experience
Seek rec. from others about great service
establishments
Seek a response from a company to help you with a
service issue
Praise a company for a great service experience
Ask questions of other users about how to get better
service
Share information about your service experience with
a broader audience
2015
2014
2012
Social media is a common channel for consumers
seeking a customer service response
Seven in ten (71%) consumers say they have utilized social media to get a customer service response, the
same as 2014 and up significantly from 54% in 2012.
For those who have used social media for customer service, they have done so for a variety of reasons,
including to ‘share information about their service experience with a broader audience’ (56%). Others
frequently utilize social media to ask questions of other users about how to get better service or
have a better experience with a company (50%).
IN THE PAST YEAR, HAVE YOU UTILIZED SOCIAL MEDIA
TO GET A CUSTOMER SERVICE RESPONSE?
Q.14/Q.15 Significantly higher/lower than previous year at the 95% confidence level Not Shown: 8% or less None of these
WHICH OF THE FOLLOWING ARE REASONS YOU USE
SOCIAL MEDIA WHEN IT COMES TO CUSTOMER SERVICE?
Yes, 71% Yes, 71%
Yes, 54%
No, 29% No, 29%
No, 46%
0%
20%
40%
60%
80%
100%
2015 2014 2012

17. Resolution of customer service issues via social media
may be hit or miss, but consumers still see improvement
Two in five (41%) consumers who have used social media for customer service inquiries say they always
get an answer or have their complaint resolved, but half (50%) say it is resolved only sometimes.
Further, nearly nine-in-ten consumers (88%) feel companies have improved their response times over
social media channels. One in ten (10%) say they have not changed, while only 2% say response times
over social media have worsened.
WHEN YOU USE SOCIAL MEDIA TO COMPLAIN ABOUT A
CUSTOMER SERVICE ISSUE, HOW OFTEN DO YOU FEEL YOU GET
AN ANSWER OR YOUR COMPLAINT IS RESOLVED BY THE
COMPANY?
Q.16/Q.17 Significantly higher/lower than previous year at the 95% confidence level
IN THE PAST YEAR, HAVE COMPANIES GENERALLY IMPROVED
OR WORSENED IN TERMS OF HOW QUICKLY YOU FEEL THEY
RESPOND TO YOU OVER SOCIAL MEDIA CHANNELS
SURROUNDING A GENERAL INQUIRY OR COMPLAINT?
41%
50%
8%
1%
39%
52%
8%
2%
37%
50%
12%
2%
0%
10%
20%
30%
40%
50%
60%
Always Sometimes Rarely Never
2015
2014
2012
88%
10%
2%
90%
9%
1%
80%
17%
2%
0%
20%
40%
60%
80%
100%
Improved Have not changed Worsened

18. On average, consumers are willing to wait a maximum of 20 minutes on hold when they contact a
customer service center by telephone (longer than 18 minutes 2014). Fewer than two-in-five (38%) are
only willing to wait less than 5 minutes.
In person, consumers are also willing to wait an average of 21 minutes for customer service help (up
slightly from 20 minutes 2014).
WHEN YOU CONTACT A CUSTOMER SERVICE CENTER BY
PHONE, WHAT IS THE MAXIMUM AMOUNT OF TIME YOU
ARE WILLING TO WAIT ON HOLD?
Q.20/21
WHAT IS THE MAXIMUM AMOUNT OF TIME YOU ARE WILLING
TO WAIT FOR HELP FROM CUSTOMER SERVICE IN-PERSON (EX.,
AT A BANK, RETAIL STORE, SERVICE PROVIDER OR RESTAURANT?
23%
11%
9%
15%
41%
27%
8%
9%
17%
40%
29%
9%
8%
16%
38%
0% 10% 20% 30% 40%
30+ min
15 min >30 min
10 min >15 min
5 min >10 min
Less than 5 min
2015
2014
2012
Consumers are generally more patient when it comes
to their willingness to wait for customer service
Average
2015 = 20 min
2014 = 18 min
2012 = 16 min
22%
15%
18%
17%
28%
29%
14%
13%
15%
28%
30%
13%
13%
15%
28%
0% 10% 20% 30% 40%
30+ min
15 min >30 min
10 min >15 min
5 min >10 min
Less than 5 min
Average
2015 = 21 min
2014 = 20 min
2012 = 17 min

19. JENNIFER CLARK
T: +1 646 998 7248
F: +1 646 998 7277
E: jennifer.clark@ebiquity.com
EBIQUITY
US Office
156 Fifth Avenue, Suite 604
New York, NY 10010
Disclaimer
This document is confidential to American Express. Disclosure or circulation of this document, or
any part of it, may only be made to American Express, its employees who need to have
knowledge of this matter and to its nominated agency (if applicable). Unauthorized copying,
disclosure or circulation of this document (by any company or individual) represents a breach of
copyright and confidentiality. By accepting disclosure of this document you agree to these terms
and to indemnify Ebiquity if you breach any of these terms.