Unresponsive customer service in Singapore is a no-no

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SAP Hybris has released the results of a new survey which revealed that responsible customer service, ensuring data privacy and transparency and personalization as key factors in ensuring great customer experience and retention of customers in Singapore.

Rapid reaction is crucial

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

It found that unresponsive customer service is the top reason for consumers to not use a brand again (81%) – and is the topmost reason in Singapore. In addition, 1 in 2 (56%) of APAC respondents expect brands to respond within 3 hours – a much faster response time than what brands typically deliver.

In addition, 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 their personal data.

Singapore consumers not only expect brands to be responsive, but expect this to be done promptly. Indeed, more than 40% of Singapore consumers expect brands to respond within 3 hours, with the survey findings further pointing to men being less tolerant to slow response than women (44% versus 39%).

Relevant content also important

“While data privacy and security remains to be of high concern and importance amongst customers across APAC, including Singapore, customer service and personalization are also critical,” said Nicholas Kontopoulos, the global vice president of Fast Growth Markets Marketing at SAP Hybris.

“True to the highly service-oriented market, our survey found responsive customer service to be Singaporeans top priority in the engagement with brands. 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,” he said.

Receiving too many direct marketing and sales call (64%) and irrelevant content (47%) are the most unwelcomed in Singapore, says Kontopoulos. Instead, he noted that the ability to analyze, contextualize and act on insights gathered in real-time, are key to truly impress savvy customers today.

Further reading:

Brands struggle to meet demands of today’s customers

Adobe on why businesses must ride the ‘experience business’ wave

Data driven marketing is about the customer