Singapore firms must respond fast or lose customers

Responsive customer service, ensuring data privacy and transparency and personalization are key factors in ensuring great customer experience and retention of consumers in Singapore, according to survey results from SAP Hybris.

More than 1,000 consumers in Singapore were surveyed to uncover consumer preferences when engaging with brands, including what makes or breaks a customer experience and the continued use of a brand.

The survey found that at least two-thirds (67%) of consumers in Singapore will not choose to purchase from a brand again if their data had been used without knowledge and expect transparency from brands when handling data.

While they share the same data privacy concerns as consumers in the Asia Pacific (APAC) region, unresponsive customer service was found to be the top reason for consumers to not use a brand again (81%) – with Singapore being the only market which ranked this over the use of data without knowledge.

“Our survey found responsive customer service to be Singaporeans top priority in the engagement with brands,” ,” said Nicholas Kontopoulos, global VP of Fast Growth Markets Marketing at SAP Hybris.

“Speed and privacy aside, it is just as important for businesses and marketers ensure relevant content is shared with consumers today – and this require a deep understanding of not just consumer preferences, but context at point of purchase or even consideration,” said Kontopoulos.

More than 40% of Singapore consumers expect brands to respond within three hours, with the survey findings further pointing to men being less tolerant to slow response than women (44% versus 39%).

While most consumers enjoy surprises from brands and see this as personalized customer experience, Singaporean youths (78%) (aged 18 – 24) demand this more than baby boomers (50%) (aged 55 and above).

For the baby boomers, personalized customer experience is getting appropriate responses to their queries with a full understanding of their history with the brand at 58%.

“Teceiving too many direct marketing and sales calls (64%) and irrelevant content (47%) are the Top 2 don’ts for Singapore customers,” said Kontopoulos. “Beyond simply capturing customer data, the ability to analyze, contextualize and more importantly, act on insights gathered in real-time, are key to truly impress savvy customers today.”