eCommerce News Asia logo
The latest digital commerce news for Asian businesses
Story image

Singapore businesses fall behind in meeting customer expectations

Businesses must strive for exceptionalism when it comes to meeting customer expectations, according to Zendesk's CX Accelerator report.

However, just 7% of Singapore businesses are qualified as CX Champions those considered the highest standard-bearers meaning there are only a few organisations in Singapore delivering exceptional customer services. Currently, Singapore ranks 10th across the 13 global markets surveyed.

APAC organisations know they aren't quite meeting these rising expectations, with only 19% of Singapore businesses scoring very good on their ability to act on customer feedback, ahead of Japan (12%) but lagging behind South Korea (21%), Australia (31%) and India (58%).

Additionally, only 22% of Singapore businesses are quick on turning feedback into change - a sign that APAC organisations are too slow at addressing customer feedback. While similar to South Korea (22%), Singapore stays ahead of Japan (12%), but falls behind other APAC markets including Australia (31%) and India (58%).

No matter where a business falls on the CX maturity scale from Starters at the earliest stage of implementing CX strategy, or Emergers, Risers, and CX Champions sitting at the highest level of expertise the changes needed to stay on top are consistent:

  • Balance human and automation strategy
  • Integrate key data from critical apps
  • Evolve the role of CX

"In an increasingly tough economy, businesses have a challenge on their hands to stay agile and keep things running efficiently while meeting customers' demands in order to keep them coming back," says Jeff Titterton, chief operations officer at Zendesk. 

"Our latest research shows it's clear that success is dependent on engaging your customers in relationship-driven conversations, and investing in technology that enables your team to deliver nothing less than exceptional service, and make sure its all integrated across your business."

Wendy Johnstone, chief operating officer, APAC, Zendesk, adds, "During times of economic uncertainty, nothing becomes more important than the retention of existing customers. 

"More than ever, APAC organisations are recognising the importance of increasing customer loyalty through delivering exceptional customer service," she says. 

"That's why investing in CX will continue to be a critical driver of growth and success for organisations in the future. At Zendesk, we remain committed to partnering with organisations in the region to deliver a personalised experience that will exceed customer expectations."

Agents + AI = a winning combination

Customers are clear they want more control over how they engage with businesses, and organisations have a huge opportunity to invest in AI-driven solutions to empower their customers with quick resolutions. In fact, when compared to Starters, 44% more APAC Champions use a mix of chatbots and human representation when it comes to customer service channels.

According to the report:

  • APAC Champions report chatbots resolving 1.8 times more inquiries without human involvement than Starters
  • Among companies that use chatbots, APAC Champions are 45% more likely than Starters to cite its pre-configured logic and parameters, successfully helping customers to reach the right channel for their specific issue
  • 1.5 times more APAC Champions than Starters report being able to message asynchronously with users
  • APAC Champions are 64% more likely than Starters to be effective at keeping their online help centre up to date
  • "Where businesses need to focus is in how they balance between automation and the human element of the customer experience," says Johnstone. 
  • "This requires a deeper understanding of customer behaviours to place automation where it is most effective and provide agent support where it can have the greatest impact."

Mind the (data) gap

The data deluge is overwhelming business leaders, and they are still lacking meaningful insights into how to drive better, more personalised experiences for customers. Nearly half (47%) of Singaporean companies surveyed use between six and 15 apps to get a full view of the customer journey, with only one-quarter saying that they are very strong in delivering personalised experiences.

While many understand the need for integration, breaking down the silos continues to pose a challenge, even for APAC Champions who are 8.3 times more likely than Starters to use upwards of 16 apps. In fact, APAC Champions are 11.7 times more likely to report data fragmentation as a serious obstacle to delivering more seamless customer support.

Providing agents with the right information at the right time can help support teams better anticipate customer needs. Customer feedback can also help other teams act quickly to improve product or service offerings. In fact, better collaboration between sales and support teams can optimise customer engagement across all touchpoints, reduce churn, and build stronger relationships.

Evolving CX's role

According to the report, rethinking the role of support teams requires investing in training and tools to ensure agents have what they need to uncover leads and close deals. In turn, businesses will reap the benefits. The data proves this: 79% more APAC Champions than Starters are well-trained to look for sales opportunities during customer interactions. In fact, APAC Champions are 2.1 times more likely to have their CX engagements uncover new sales opportunities. However, as customer expectations rise, so does the pressure to continue to differentiate a product or service.

"The biggest changes businesses face to keep up with - let alone get ahead of - customers expectations are both operational and cultural," says Titterton. 

"The role of CX cannot be understated, and business leaders still need to not only prioritise their investments, but make them work well for their teams. We understand how daunting this can be, but the data underscores just how significant the opportunity is when you get it right," he says.

"As consumers keep raising the expectation bar, the way forward is to ensure businesses have the right knowledge, skills and technology to meet them."

Related stories
Top stories
Story image
Sustainable IT
Adobe surveys sustainability at work in Hong Kong employees
The top three sustainability practices are reducing paper usage (46%), digital document storage and management (43%), and curbing electricity consumption (37%).
Story image
Customer Relationship Management
NetSuite helps Australian bridal boutique to scale operations globally
Grace Loves Lace is now using Oracle NetSuite to create enhanced experiences for brides from Queensland, Australia, to locations worldwide. 
Story image
Artificial Intelligence
Exclusive: Uniphore shares how Conversational AI can be the key to business success
Conversational AI and Automation are vital tools to help further promote organisational cohesion and communication, and Uniphore is leading the charge.
Story image
Customer Relationship Management
NetSuite introduces CPQ to help organisations simplify sales process
NetSuite CPQ is the only native configure, price and quote solution built on the NetSuite platform. It works with NetSuite ERP, CRM, and eCommerce solutions
Story image
Mobile Device Management
How to easily scale your mobile workforce and devices for the peak shopping season
Retailers are under constant pressure to streamline processes and become more efficient while looking for ways to improve customer satisfaction levels.
Story image
Payment gateways
PXP Financial partners DisputeHelp management platform
The partnership will provide an end-to-end dispute management platform across all payment schemes for their merchant portfolio.
Story image
Customer Relationship Management
Salesforce launches the first carbon credit marketplace
Salesforce has introduced the Net Zero Marketplace to make carbon credit purchases simple and transparent, aiming to scale the climate-positive impact.
Story image
Data analytics
Cross-team partnerships: The foundation for seamless digital experiences for customers
The region’s digital consumer population will continue to grow exponentially, reaching 370 million by the end of 2022.
Story image
Future Tech
Top seven CIO disruptions highlighted by Gartner
CIOs need to consider “what if” scenarios to avoid being blindsided by social, behavioural and technological disruptions, according to Gartner.
Story image
Ready, set, flop: four reasons why your online marketplace could struggle to gain traction
There’s a saying that ‘you have to spend money to make money’. That’s not always the case but the old maxim certainly holds true when it comes to online marketplaces.
Story image
Marketplacer available on Salesforce AppExchange now
Marketplacer is now available on Salesforce AppExchange, an enterprise cloud marketplace, as the Marketplacer Salesforce Commerce Cloud Cartridge.
Story image
Banking-as-a-Service to hit mainstream within two years
Some 30% of banks with greater than $1bn in assets will launch BaaS for new revenue by the end of 2024, but half will not meet revenue expectations.
Story image
Data management
Talend Data Health Barometer reveals ability to manage data is worsening
Most respondents believe data is important, 97% face challenges in using it effectively, and nearly half say it’s not easy to use data to drive business impact
Story image
Marketing Automation
Marketplacer recognised in Gartner Hype Cycle for eCommerce
Marketplacer has been recognised in the Gartner Hype Cycle for Digital Commerce 2022 as a sample vendor in the enterprise marketplaces category.
Story image
Artificial Intelligence
Ordr improves security and management of connected devices
It has implemented more than 80 integrations within the Ordr Data Lake while adding security enhancements to accelerate zero trust segmentation.
Story image
Customer Relationship Management
New kid on the block: How your business can build up its online marketplace expertise
Without the support of a skilled team, it’s impossible to realise the benefits of an online marketplace in full, observes Marketplacer executive Anna Trifonopoulos, VP of Customer Delivery, Marketplacer.
Story image
Cloud platforms
Salesforce partners with Snowflake and introduces ‘Hire Me’ button
According to a recent Salesforce report, 73% of customers expect companies to understand their unique needs and expectations
Story image
Jabra launches AI-powered SaaS solution for contact centres
Engineered to transform contact centre call experiences, the solution employs AI technology that provides real-time insights to improve customer calls.
Story image
Artificial Intelligence
WyreStorm unveils new video bars and an HD video system
WyreStorm has released new products, including two video bars and a high-definition (HD) video system, to improve customers' audio and video experience.
Story image
Online shopping
FedEx expands international day-definite delivery services across AMEA
The company says the continuous expansion of the FedEx International Connect Plus (FICP) is also set to fuel cross-border eCommerce growth within the APAC region.
Story image
Customer Relationship Management
Digitally evolve the smart way – federated content
Digital transformation became the ‘buzz word’ for many companies. Time to re-evaluate those old legacy systems, move to new and better ways of doing things
Story image
Artificial Intelligence
CUE Group expands operations at its Singapore hub
The Singapore-headquartered digital technology group has doubled down on its expansion into the Southeast Asian region.
Story image
Demand for Australian brands grows in China despite tension
67% of China’s cross-border online shoppers expecting to increase their online spending for western and Australian goods in the coming year
Story image
Springboard, Cataleya to offer switching infrastructure solutions
The partnership bundles Springboard's business intelligence platform with Cataleya's switching solutions to rapidly transform voice and messaging.
Story image
Artificial Intelligence
Salesforce introduces new Customer 360 innovations
Salesforce has introduced new Customer 360 innovations, which are set to provide companies with better automation and intelligence technologies.
Story image
Employees unsure who to go to to report security incident
A new study shows more than 20% of the untrained global workforce do not know who to contact during a security breach.
Story image
Digital commerce
VTEX and Adyen partner to extend unified commerce experience
"Through our partnership we are creating an all-in-one place that allows sellers to meet customers where they are in the buying process and unlock opportunities."
Story image
Entrust advances Sigma Instant Issuance Platform for cards
Unique light curing module for Entrust Sigma instant issuance systems brings new financial card durability and personalization to card issuers.
Story image
Zai announces partnership with TerraPay to accelerate global payments
This partnership supports both Zai and CurrencyFair's product suite, with better coverage across the global payments ecosystem
Story image
Exclusive: Corpay plans to provide more hedging features
Corpay addresses border payments and currency risk management. Offering hedging, payment technology, cash flow solutions and exotic currency capabilities
Story image
Digital Marketing
Optimizely and Orchard partner to scale marketing experimentation
Optimizely has announced a partnership with Orchard to help marketers and organisations scale experimentation through a mix of strategy and platform.
Story image
Cybersecurity threats finance sector facing more cunning
The financial sector continues to be victimised by motivated organised crime, with servers being involved in 90% of financial breaches.
Story image
Satellite technologies
Kacific wins big at the World Business Outlook Awards
The Kacific Group has been recognised in the World Business Outlook Awards for providing high-quality broadband services and infrastructure throughout APAC.
Story image
The metaverse, cryptocurrency and NFTs set to revolutionise retail
BigCommerce has released its consumer survey designed to give retailers insight into current and emerging trends shaping the way consumers buy from brands.
Story image
Business Intelligence
IDC finds the majority of executives expecting a recession
59% of respondents believe 2023 will be a recession year. Of these, nearly 30% believe we are amidst a recession. Another 26% expect a recession in later 2022.
Story image
Artificial Intelligence
The App Edit: why conversational commerce is overtaking the app
Consumers appear to be suffering choice fatigue and are reducing the time spent across different apps. People favour a small selection of quality items in their wardrobe, and they’re taking the same approach with their apps.
Story image
Payroll systems
Video: 10 Minute IT Jams - An update from UKG
Charlie DeWitt and Greg McManus join us today to discuss the importance of payroll in todays operating environments, and why automated processes can often be a key driver of success.
Story image
Customer experience
Loyalty, pricing and service are D2Cs biggest shortfalls
There is a key gap between brand manufacturer drivers for D2C deployment and their executional shortfalls, a new report reveals.
Story image
Digital Transformation
L’Occitane Japon reduces fraud with Forter’s platform
L’Occitane Japon increases revenue, reduces chargebacks and fraud, and creates a seamless customer experience with Forter’s fully automated platform.
Story image
Customer Relationship Management
Diagnostic: Does your tech stack up for growth?
It’s common for tech companies to encounter limitations in their tech stack as they experience growth. After all, at first, you only need to invest in systems to support the needs of an early-stage or single-entity business.