SG Consumers App Tell-All Uncovers CX Gaps
- By CDOTrends editors
- March 06, 2023
SG consumers are loyal to streaming services, automotive manufacturers and digital wallet providers. Ride-hailing, parcel delivery service, and retail companies — not so much. At least that is what they said in the Qualtrics’ and SAP’s Center for Experience Management survey The Customer Experience Edge Singapore 2023.
For organizations wanting to keep their new and existing customers satisfied, engaged, and loyal in 2023, it’s clear that they need to up their experience on mobile apps, payments, and cross-channel platforms. And with more categories falling below Singapore’s average NPS score than above, with poor customer experiences putting 5.3% of a business’s revenue at risk, a lack of action on CX could have a disastrous effect and shows that improving customer experience is more important than ever.
The study is the first to be launched by the Center for Experience Management — an initiative focused on advancing experience management capabilities across Asia and backed by Qualtrics and SAP, with Digital Industry Singapore's (DISG) support.
“For one of the first times ever, companies in Singapore have access to average industry scores for consumer loyalty and satisfaction, equipping them with comparative data to better understand the types of services and engagements people in Singapore want,” said Lara Truelove, author of the report and program lead for the Center for Experience Management.
“At a time when consumers are more careful about their spending and considering different brands, findings from the study show there is a significant need and opportunity for brands to build deeper connections with their customers while highlighting the important role digital services and offerings will play in this,” she added.
So how can companies start improving CX? The survey suggested that SG consumers are particularly put off by rude staff, technical failures, diminishing value of service, time-wasting, and an inability to access help. In contrast, positive customer experiences and endorsements are associated with value for money, product range, quality, usability, helpful service, and efficient processes.
In the survey, SG consumers wanted mobile application ease of use improvements. Payment options are the second most commonly mentioned area needing improvement.
“Customers today expect a personalized experience that is relevant and seamless, and companies need to understand that expectations are shifting rapidly in today’s highly competitive landscape. Business leaders need to prioritize creating exceptional customer experiences to differentiate and build long-term relationships with their customers, which will ultimately drive sustainable growth and value for their organizations,” said Eileen Chua, managing director of SAP Singapore.
“At SAP, we empower our customers to be sustainable, intelligent and networked enterprises to create a better future for all through customer-centric innovation and deliver dynamic, connected and memorable journeys that build loyal relationships that keep customers coming back. It is our mission to provide a delightful customer experience that inspires people to share positive stories about our business and that of our customers,” added Chua.
Despite calling for several improvements to the customer experience brands deliver, SG consumers are more likely to leave positive feedback than negative. When leaving feedback, more than a third (37%) said they’d recommended the company compared to 22% who left a complaint.
Consumers will most likely use the mobile app, company website, and email to give feedback. A company’s social media page and review sites are also popular channels, while making a telephone call is regularly used for providing negative feedback.
“Organizations across Singapore have only scratched the surface when it comes to listening and taking action on customer feedback, with unstructured feedback from the contact center, social media channels, in-app feedback, and online review sites a treasure trove of untapped information. Using platforms like Qualtrics, organizations can unlock the full value of the data at their fingertips by bringing it all together on a single platform to help quickly identify and resolve points of friction across all digital and human touchpoints, which will ultimately lead to improved customer service,” said Mao Gen Foo, head of Southeast Asia at Qualtrics.
Image credit: iStockphoto/Gratsias Adhi Hermawan