Canon introduces new customer initiatives

Canon Marketing Malaysia is ramping up its ‘Customer Delight’ programme with new five-star customer service initiatives, in conjunction with its 20th year anniversary celebrations.

Aimed at delivering improved convenience and comfort, the new Canon services include a VIP lounge at its customer care centre located at head office in Peremba Square.

This VIP lounge will cater to Canon users who can access the exclusive area offering complementary amenities, ranging from internet services right up to food and beverages.

In addition, a concierge service will be introduced to help customers load and unload their equipment from their vehicles. Also in the pipeline are plans for same day repair services for a nominal fee to cater for consumers in a hurry.

For users who are unable to visit Canon’s head office, cameras can be dropped off at the Canon Lifestyle Concept stores in Suria KLCC and MidValley Shopping Mall for repairs.

“We believe in creating and engaging in a lifetime relationship with our users. That is why we pay special attention to how we can support the customer’s needs after they have purchased the product,” said Liew Sip Chon, Canon’s President and Chief Executive Officer.

“Such moves to boost customer goodwill ‘makes good business sense’ as it costs five times as much to attract a new customer as opposed to keeping an existing one satisfied.”

“Research has also shown that dissatisfied customers will voice their unhappiness to at least seven other people,” he said.

This is in line with American Customer Service Institute’s findings that 65 per cent of a company’s business comes from existing customers.

Meanwhile, studies by the American Technical Assistance Research Programmes Institute showed that 91 per cent of disappointed customers will not buy again from a company that has displeased them.

To provide customers with greater flexibility in seeking service for their equipment, Canon has extended its service hours to 8 p.m. at Peremba Square and to 6 p.m. at other service centres across Malaysia.

Repair service at customers’ site, except for public holidays, will be extended to 10 p.m. during weekdays if the call is made before 6 p.m., and 1p.m. on Saturdays.

“We have extended our hours to after work hours because there are many requests from users to accommodate their schedule,” said Richard Yeow, Senior Director of Corporate Strategic Marketing Division.

“It is a vital to our business strategy to keep our customers happy. Our ‘Canon’s Customer Delight Program’ is aimed at providing a complete customer experience which will result in long term growth as they are more likely to stay loyal to the brand,” he added.

According to results of a survey by research firm SPSS BI, 95.5 per cent of Canon’s customers in Malaysia are satisfied with its services while 94 per cent of them find Canon’s Customer Care Centre extremely accessible.

“We pride ourselves in the fact that we are able to deliver quality in product repairs while our service staff are friendly and quick to respond to the needs of customers. This is probably why consumers have picked us as a preferred brand for imaging equipment,” Yeow added.

Canon has one of the country’s most extensive service networks nationwide, with 81 Authorised Service Partners, trained to service and support hardware, software and network connectivity aspects of Canon products.