Consumers rated fast response as the key factor in determining contact centre excellence. Having a 24/7 contact centre operation also helps companies attract more business from consumers, with 66.3 per cent of respondents (India 82.3 per cent, Singapore 68.7 per cent) indicating they would come back if they had a professional 24/7 experience.

While the phone is currently the most frequent method a majority of respondents use to contact a company, the report showed that more consumers are more inclined to use online methods. The Internet or email was preferred by 59 per cent of respondents overall (India 50 per cent, Singapore 57 per cent).

"Businesses today are fully aware that the cost of retaining customers is significantly lower than the cost of attracting new ones -- up to five times less. However, what many fail to realize is the impact of contact centre service is in the process," said Tan Choon Seng, Vice President, Contact Centre business, Avaya Asia Pacific.

Enormous potential for lost customers

"On average, 16 people will find out about one customer being dissatisfied with the level of service. Now, think of the 26 customers that remain silent for every one customer who complains, and the potential risk of losing customers with a sub-standard contact centre is enormous.