Chairman Introduction
Asia Pacific Customer Service Consortium (APCSC) is founded with the belief of “Excellent Customer Relationship is the only way to Sharpen your Competitive Edge” to mobilize government, university, business community and to facilitate the continuous enhancement of customer service in across the region.

The Best-In-Class CRM Benchmarking Program (The Benchmarking) is conducted by APCSC continuously throughout the year with annual reporting to member companies from different industries. In addition to the benchmarking participants, APCSC makes regular mystery calls and visits to non-benchmarking participants to evaluate and benchmark their service performance.

Because of this diversity, benchmarking participants will be stimulated and inspired to revolutionize their services. The objective is to find solutions that member companies can adapt for use in their own business contexts, so that together we may learn faster from the best practices of other companies across industry, and pool resources to innovate where no one has yet found an acceptable solution.

The Benchmarking provides a solid overview of customer service and CRM operations, covering many important areas that can greatly impact service quality and customer satisfaction. Companies can learn from one another. With key industry representations, we can identify critical dimensions of customer service and support issues in the industry and provide the infrastructure for learning and knowledge management.

The Best-in-Class (BIC) recognition was awarded to the benchmarking participants during the Customer Relationship Excellence (CRE) & Customer Service Quality Standard (CSQS) Summit who performed well in different areas of The Benchmarking. The BIC recognition represents high degrees of achievements for the participating companies.

On behalf of the Asia Pacific Customer Service Consortium, I wish you business success and Best-in-Class achievements!

Jason Chu
Chairman of Asia Pacific Customer Service Consortium

Introduction and Overview of the Best-in-Class CRM Benchmarking
It is every company’s goal to provide their customers with the best customer experience. The BIC recognition is awarded on annual basis to participants of the Regional CRM Benchmarking Program. The Benchmarking is an on-going program which allows companies to benchmark their business and service operations, enabling them to identify key market trend, best practices and set investment plans. The benchmarking includes CRM Contact Center and Customer Service Center performance, as well as areas in which participating companies need attention. APCSC has formulated this program to help companies identify areas in which improvements can greatly increase customer retention and repeat business.

Endorsed and Supported by International Bodies
Through a strategic partnership the Customer Service Institute of Australia (, APCSC has combined the expertise and knowledge required to develop, deliver and manage the 2012 BIC CRM Benchmarking.

Customer Service Quality Standard (CSQS)
The benchmarking self assessment is integrated with the Customer Service Quality Standard (CSQS) framework in order to both improve the categorization of the extensive benchmarking areas and to help companies to easily assess themselves from a customer service management perspective. The CSQS has been developed jointly by the Asia Pacific Customer Service Consortium (APCSC) and the researchers at the University of Hong Kong (HKU), with industry support by the CSQS Committee Asia Pacific. The integrated benchmarking with the quality standard will provide a new perspective for developing future strategies.


A key performance indicator for corporate business success and continuous health check

Strategic business assessment and audit to identify gaps in CRM and customer service business performance

KPI measures for service excellence and the processes of measurement to enable improvement

Enable continuous improvement and benchmarking of organizations’ Customer Service efforts

Marketing knowledge on customer segmentation for excellent service delivery

Ensure service and business excellence while improve return on investment (ROI)

Improve resource allocation and schedule to meet customer needs

Help companies to identify areas where improvements can greatly improve customer experience, satisfaction and loyalty

Facilitate and refine the benchmarking process for best practice, market trends and business process break through

Ensures companies’ consistency in delivering quality, timely service efficiently to customers

Greater focus on Customer Service throughout the entire organization

Best-in-Class Recognition for outstanding participating organization’s achievements

Increase customer perception and confidence in dealing with the organization

Best-in-Class Benchmarking Participants

Participants by industry are described below:-

  • Consumer Market
  • Financial Services
  • Insurance
  • Property Management & Development
  • Hospitality
  • Supply Chain & Logistic
  • TMobile Communications


    APCSC Best-in-Class Benchmarking Program Registration

    Yes I would like to join the following program (please select one):-

    CRM Contact Center Benchmarking Program
    CRM Corporate Client Servicing Center Benchmarking Program
    CRM Service Portal Benchmarking Program
    Customer Service Contact Center Salary and HR Policy Survey for Hong Kong
    CRM Telemarketing Benchmarking Program
    CRM Customer Service Center Benchmarking Program

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