Customer satisfaction in Singapore exceeds global average

Consumers went digital, and most of them are not going back, reveals new Qualtrics study.

Customer satisfaction in Singapore exceeds the global average, revealed a new Qualtrics study.

Three-quarters of customer in Singapore (73%) said they were satisfied with their brand interactions, in comparison to 66% globally. Grocery stores (76%), and medical clinics (76%) both delivered the highest levels of satisfaction, followed closely by banks and streaming services (both 75%), the experience management company said in a statement.

“Our research shows that consumers are not going back to the way things were,” said Bruce Temkin, Head of the Qualtrics XM Institute. “Consumers have adapted to a new, digital-first landscape, and the experiences that they have with brands across digital channels directly impact their purchasing decisions. In order to be successful, organisations need to prepare for the future instead of trying to recreate the past.” 

The other main findings of the study are as follows:

 Consumers went digital, and most of them are not going back. Having embraced new digital channels for most engagements during the pandemic, there is now a clear differentiation between what behaviours consumers will continue to adopt and which ones they will revert to – if at all. 

  • Consumers in Singapore are going back to face-to-face engagements for more personal interactions, such as exercise classes and religious services, or catching up with friends and family.
  • Transactional and self-serve engagements – including online retail and grocery shopping, using food delivery services, online banking, contacting customer support, online education, and streaming content – is expected to increase. Consumers also said they expect to continue accessing medical advice online.

Customer service is an important differentiator. Consumers are more discerning than before about their purchasing choices, and organisations need to do more than market the quality or price of their products and services: 19% of consumers would prefer to buy from an organisation that treats them well.

Consumers increasingly expect great experiences across multiple platforms. Organisations need to invest in delivering quality customer service and meet customers where they are – whether that’s online, in-person or somewhere in between: 30% through self-service, 28% of consumers expect to resolve support issues over the phone, 25% in person, and 17% through online chat.

Satisfaction breeds trust and advocacy. Positive experiences inspire greater levels of trust and advocacy among consumers. Consumers who have good experiences with organisations in critical industries — such as education systems, hospitals/medical clinics, and government agencies — are more likely to trust them. And when consumers trust an organisation, they’re more likely to recommend them to friends and family, helping to attract new customers.

The new study from the Qualtrics Experience Management (XM) Institute, “2021 Consumer Trends in APAC”, examined the perspectives of 1,000 consumers in Singapore. The study highlights how companies will need to rewrite their playbooks to deliver great online, in-person, and hybrid experiences to attract and retain customers.