One of the delightful discoveries when visiting Singapore is the widespread use of customer-service feedback terminals.
The touch-screen device asks for your feedback at one or two levels depending on the location or organisational need. It takes just seconds to tap in details of your score at either level so there’s no sense of being delayed. The first level is an overall service rating experience using 5 styles of a smiley face with a brief caption under each graphic indicating the intensity of satisfaction from very high to very poor. The second screen asks which one of three possible factors underpins your satisfaction score. Again depending on the location this could be – for example – the length of your waiting time or the speed of the experience or the service attitude you encountered from staff. In a market where service is the name of the game the data obviously provides retailers and even government organisations including the Changi Airport Authority with vital information on how well they are satisfying the expectations of local customers or tourists.