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Singaporeans more likely to share bad brand experience than good finds study

Image: Epsilon

Image: Epsilon

A study on customer experience has found that Singaporeans are more likely to share a bad experience with a brand than a good one.

The study by big data firm Epsilon found that 57 per cent of Singaporeans will tell family and friends about a negative experience, while 55 per cent will share a positive experience.

As a result of a bad experience with a brand, 59 per cent will cut down how often they buy the brand, and 55 per cent will stop buying from the company altogether.

For high-income Singaporeans, 72 per cent will stop buying this brand after a bad experience.

Accessibility is key to creating a better brand experience in Singapore, the survey found.

When asked what would make their experience with brands more satisfying, 47 per cent responded ‘the brand is available when I need it’. This number rises to 52 per cent among 18-24 year olds.

Good customer service, which many brands struggle to provide in Singapore, also ranked highly, with 42 per cent of respondents choosing this in their top three considerations for making a brand experience better.

Rewarding customers for their custom really works in Singapore – 65 per cent of Singaporeans are motivated to share their personal information with a brand if they have a program to earn and redeem rewards.

Exclusive deals and discounts also rank highly, with 59 per cent of respondents being motivated to share information in return for a special deal.

Email is the preferred means of communication between Singaporean customers and brands, although mobile apps are also effective, particularly in high frequency categories such as banks, grocers and airlines.

Email is the preferred way for brands to communicate in e-commerce, restaurants, financial service providers and travel.

The full report, which looks how Singaporeans interact and engage with brands across points and channels, can be accessed here, after signing up.

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