Customer experience in Singapore ‘remains weak’ as brands urged to focus on emotion

Brands are still struggling to provide a quality customer experience in Singapore and are failing on all three key metrics of emotion, ease and effectiveness, new research has found.

Unveiling the Singapore 2019 Customer Experience Index, research firm Forrester said CX “remains weak”. It follows a dismal 2018 report where Forrester described customer experience as “feeble” and “overwhelmingly poor”.

The latest picture is not much better, with overall quality of customer experience stagnating at 55 points out of 100, with brands unable to differentiate their experiences.

“Our study has once again shown that Singaporeans maintain very high expectations and that it’s hard to earn a ‘wow’ from them,” Forrester principal analyst and report author Tom Mouhsian said.

Forrester’s CX Index revealed that brands disappoint customers on the three dimensions of CX: emotion, ease and effectiveness.

On average, only 39% of customers found their experiences emotionally positive, 41% of customers found brands easy to interact with, and 38% of customers said that they were able to accomplish their goals when interacting with brands.

Mouhsian advised brands to concentrate on emotion if they want to “move the needle on their CX quality”.

“How an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or ease in every industry,” he said.

The multichannel banking industry continued to have the highest average score of 58.9 while the auto/home insurance industry and government rose to 55.8 and 52.2 respectively.

Airlines stuttered however, their CX ranking falling to 55.1 although Singapore Airlines achieved the highest score, overtaking DBS Bank and OCBC Bank.

The Singapore government remained rock bottom of the rankings.

Forrester’s CX Index results are benchmarked on a survey of 4,027 Singaporean adult customers across 16 brands in three industries and the government sector.


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