Customer satisfaction improves in Singapore: study

More customers gave recommendations than those who complained.

Consumers in Singapore have experienced better services over the past 12 months with the biggest improvement recorded in the automotive, grocery and healthcare sectors, according to Qualtrics.

Its Customer Experience (CX) Edge 2024 report, which was backed by the Singapore Economic Development Board, showed that overall consumer loyalty and satisfaction improved over the past year as measured by the Net Promoter Score (NPS) metric.

The country’s average NPS went up to +9 in the latest round from +4 previously due to improving customer sentiment. The study also found that there were customers who made a recommendation (38%) compared to those who have complained (24%).

Customers said they mostly complain about rude staff as well as underperforming customer service agents.

Customer sentiment was the highest in the automotive sector with an average NPS of +35, followed by grocery (+25) and healthcare provider (+18). Meanwhile, retail and insurance businesses lagged in terms of customer satisfaction.

Future trends spotted in the report were the changing digital preferences of consumers as considering their frequent use of superapps (54%).

The study revealed that many consumers believe the most effective way to improve customer experience is to have more available services in a mobile app. The ease of reaching a real person to talk to and having a seamless experience across all platforms are also equally important.

“One of the most important and impactful steps consumers want brands to take to improve customer experience is finding ways to maintain and enhance the human connection,” said Lara Truelove, program lead for the Centre for Experience Management. “The biggest successes will be seen where brands use the technology to support and enhance their services and teams rather than replace.”

The study was based on a survey of 2,931 consumers in Singapore and evaluations of 110 brands across 19 sectors.

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