#Japan #Tokyo #AltiusLink #CustomerSupport #Survey2025

Altius Link's Survey on Customer Support Awareness

On April 17, 2025, Altius Link Co., Ltd., based in Shibuya, Tokyo, released a comprehensive report titled "Customer Support Awareness Survey". This study surveyed 3,714 individuals aged 20 to 79 years old, who actively select, purchase, and use various products and services. The primary focus of the survey was to understand consumer behaviors, their preferred channels for problem-solving inquiries, and crucial elements that influence customer loyalty through support interactions.

Key Findings of the Survey

Preference for Self-Support Channels

The survey highlighted a prominent trend towards self-support among consumers. The most frequently utilized means for resolving questions or concerns about a product or service were the 'FAQ page' and 'online searches'. In fact, the 'FAQ page' emerged as the top channel across all age groups, with notable differences in preferences. For instance, half of the older respondents favored 'user manuals', indicating a generational divergence in channel usage.

Conversely, traditional inquiry methods like 'phone calls' and 'web inquiry forms' saw a usage rate of less than 30% across all age groups. This suggests that ease of self-resolution is highly valued by consumers, who prefer simple solutions that do not require direct communication.

Speed and Convenience in Problem Resolution

All demographics prioritized 'speed' when it came to problem resolution. The survey revealed that having the ability to quickly resolve issues and minimizing wait times before receiving assistance are paramount. Younger participants sought flexibility, preferring support channels such as chat, email, or messaging apps like LINE, allowing them to multitask while waiting for responses. In contrast, older respondents placed a higher value on personal interaction, favoring support via telephone, where they could receive empathetic and personalized responses from service representatives.

As such, establishing a diverse set of communication channels that cater to varying age group demands, while enhancing service quality, emerges as critical to effective customer support.

The Impact of Customer Support on Loyalty

The study also shed light on the overall impact of customer support on brand loyalty. Although product and service quality and cost-performance are significant factors, nearly half of the respondents indicated that human support plays a crucial role in forming their attachment and trust towards a brand. This finding underscores the importance of reinforcing customer support systems and maintaining continuous, meaningful communication with clients to foster loyalty.

Altius Link's survey further explores the correlation between customer support experiences and purchasing behavior, providing insights essential for enhancing customer experience (CX) and achieving customer success.

About Altius Link

Altius Link Co., Ltd. is a joint venture between KDDI and Mitsui & Co. It boasts one of the largest networks across Japan and overseas, with approximately 100 operational sites and a diverse workforce of about 57,000 employees. The company specializes in business process outsourcing (BPO), focusing on contact centers and back-office solutions, and emphasizes the combination of high-value human services with cutting-edge digital technologies. Their commitment to designing optimal CX aligns with their goal of enhancing communication experiences for customers and driving business growth.

For more information on Altius Link, visit their website at Altius Link.