Singapore CX State of Play

Verint Team May 23, 2019

Singapore is one of Asia’s most digitally advanced nations – according to the Economic Intelligence Unit (EIU), the Lion City has topped the Asian Digital Transformation Index for the second time this year. This is attributable to the widespread availability of reliable, fast and affordable digital connectivity, and the advanced digital skills seen across the workforce.

It is against this backdrop that Verint has conduct a comprehensive global research study canvassing the views of more than 34,000 consumers across 18 countries. This year we interviewed more than 2,000 people in Singapore and identified key customer experience insights, detected changes in customer preferences, drew year-on-year comparisons, analysed differences between neighbouring countries, and identified trends stemming from last year’s findings.

Our 2019 study explored current consumer wants, demands and concerns in the digital age. The changing landscape across workplaces also took centre stage as the report captures the numerous number of ways technology is transforming the marketplace.

Our research finds that Singaporean customers are digitally advanced and well-connected, more receptive to digital channels for customer support and are more cost conscious when making purchases. They’re comfortable having their enquiries attended to digitally, more so than their Australian counterparts, yet less so than their Hong Kong peers. Singaporeans are less likely to pick up the phone to speak to someone or go and see someone for help. Instead, they prefer to engage digital channels for self-assistance and stand on their own two feet for longer.

However, the human connection is still highly valued in Singapore, more so than in other countries such as India. In terms of the changing workplace, Singaporeans aren’t as concerned about being replaced by robots as their Australian or Japanese counterparts. Singaporeans acknowledge there is a need for AI and automation and a large percentage of survey respondents accept that tasks and processes are now automated.