Singapore – Customer experience in Singapore has shown marked improvement over the past year, with automotive manufacturers leading the way, according to new research from the Centre for Experience Management. This initiative is backed by the Singapore Economic Development Board, Qualtrics, and SAP.

The annual Customer Experience Edge 2024 report, which surveyed nearly 3,000 consumers, reveals increased consumer loyalty and satisfaction. The automotive, grocery, healthcare, and aviation industries emerged as top performers in customer loyalty and improvements.

Conversely, the retail, insurance, and utility sectors reported the lowest levels of consumer loyalty, with minimal progress noted. Streaming providers, last year’s top performers, experienced the most significant decline year-on-year.

The study identified rude staff, inexperienced and unknowledgeable customer service agents, and problem-solving difficulties as primary consumer complaints. Notably, consumers emphasized the importance of human connection in customer service, citing helpful and courteous service, easy-to-find and use services, and empathetic customer service staff as top reasons for recommending a brand.

“The uplift in customer experience in Singapore is encouraging, but it is clear from this research that frustrations with resolving issues and speed of service persist for many consumers,” said Lara Truelove, Program Lead for the Centre for Experience Management and author of the report. “Despite digital and mobile being the preferred and default channel for most engagements, one of the most important and impactful steps consumers want brands to take to improve customer experience is finding ways to maintain and enhance the human connection. This is why as organisations look to unlock the value of AI in their customer experience programs, the biggest successes will be seen where brands use the technology to support and enhance their services and teams rather than replace.”

The study also highlights the increasing digitization of Singaporean consumers, with 54% using super apps weekly, up from 51% in 2023. A notable 4% increase was seen in the use of super apps for car or taxi bookings. Preferences for engaging with brands via mobile apps and online (30%) surpassed those for interactions with real persons (25%).

To improve customer experience, consumers identified increasing the number of mobile app services (40%), easier access to real persons (39%), and ensuring seamless experiences across all channels (36%) as critical steps.

The Centre for Experience Management aims to advance experience management in Singapore, building professional capabilities and fostering a community of practitioners. Since its inception in 2022, over 400 practitioners have engaged with the program.

In June 2024, NUS-ISS, part of the National University of Singapore, will launch a new Executive Education Programme course, Amplify Experience Management with Data and Insights, to help organisations elevate their experience management practices. “NUS-ISS has been supporting many organisations in their digital transformation journeys. From our experience, we recognise that it is a key competitive differentiator to build capabilities across multi-disciplinary teams to design, align and manage end-to-end customer experiences,” said Mr Khoong Chan Meng, Chief Executive Officer of NUS-ISS.

The study, conducted from November 2023 to January 2024, involved 2,931 consumers in Singapore aged 18 and above, evaluating 110 brands across 19 categories. Respondents provided feedback based on recent brand interactions, with quotas and weights applied to ensure demographic representation.