Toni Ruotanen, director of Microsoft APGC CSS, and Paul Shuga, CEO of COPC, spoke at a Singapore breakfast seminar on 'Optimising Customer Service Operations in a Downturn' sponsored by Microsoft Asia Pacific & Greater China Customer Service and Support (APGC CSS).

There were representatives at the event from major organisations including HSBC, UOB, Singapore Airlines, SingTel, DHL Express, Citibank, SMRT, Sony and Singapore's Ministry of Manpower.

Ruotanen said "most companies will look for ways to cut costs, but great enterprises make investments in downtimes to gain market share--the two are not mutually exclusive.

He said organisations are more open to change in a crisis and there was a much greater expectation on vendors to provide specific, practical assistance to clients to help reduce costs and increase efficiency.

"The key for vendors is to become the trusted advisor," Ruotanen said. "Take care of your customers in the downturn and they will invest in you in the upturn."