SINGAPORE has finished behind the United States and South Korea in a comprehensive survey that examined service standards in the three countries.
The Customer Satisfaction Index, released yesterday, gave Singapore an overall score of 68.7 out of 100.
In contrast, the US and South Korea, which are currently the only other places using the same survey, scored 75 and 72 respectively.
This marked the first time a wide-ranging check of the service sector has been done here. Over 12,000 participants were asked to grade hotels, restaurants and other service providers on a scale of 1 to 10.
Out of the eight key sectors reviewed, consumers were most happy with the tourism, hotel and accommodation services sector, awarding it 71 points. Telecommunications came in the lowest with a score of 67.4.
The survey, expected to be an annual affair, was released by the Institute of Service Excellence at the Singapore Management University, with the support of the Workforce Development Agency.
Institute director Caroline Lim said that the survey will not only help consumers make choices, but also let businesses know where they stand against other industry players.
The index, done over two months last year, is part of an ongoing government effort to improve service standards.
In 2005, the Go the Extra Mile for Service or Gems campaign was started after Singapore was ranked 17th for customer service in a global report by the World Economic Forum.
It slumped to 26th place the following year, before rising to 15th last year.
Acting Minister for Manpower Gan Kim Yong said there was still room for improvement, and threw down the gauntlet to businesses.
'I challenge all service companies and workers to continually improve our Customer Satisfaction Index score each year and to move it above 70 points within the next three years,' said Mr Gan, who was the guest of honour at yesterday's announcement at the university.
But that may be an unrealistic goal, according to some Singaporeans who still believe that local standards are far from the rosy picture painted by the survey.
Marketing executive Katherine Ang, 48, was one local whose jaw dropped when she heard about the 68.7 score.
'I think we are only halfway there, so 50 would be more accurate. The service here can be much better, especially in the food and beverage area,' said Madam Ang.
The index found that tourists tend to give much higher ratings of their experiences than locals, often by a difference of more than 10 points.
'Singapore residents are more frequent users of these services, therefore the likelihood of them experiencing and remembering service shortfalls is higher,' said Dr Marcus Lee, academic director at the Institute of Service Excellence.
In response to the survey findings, Mr Yeo Guat Kwang, chairman of the Customer-Centric Initiative, an inter-agency effort aimed at raising service standards, said that it will talk to businesses in fields that received poorer scores. These include travel agents, public transport companies and hospitals.
