Published on November 9, 2023, 6:48 am

The recent Zendesk CX Accelerator report shed light on the challenges faced by Singaporean businesses in delivering exceptional customer experience (CX). According to the report, only seven percent of Singapore businesses qualify as ‘CX Champions’ – those who set the highest standard. This places Singapore at the 10th position out of the 13 global markets surveyed.

But it’s not just Singapore that faces these struggles. Other organizations in the Asia-Pacific (APAC) region share similar difficulties in meeting rising customer expectations. In terms of acting on customer feedback, only 19 percent of Singapore businesses scored ‘very good’, surpassing Japan’s 12 percent but falling behind South Korea (21%), Australia (31%), and India (58%).

Additionally, only 22 percent of Singapore businesses are quick at implementing changes based on customer feedback. APAC organizations, as a whole, seem to lag in this area, signaling a need for faster response times. While South Korea matches Singapore at 22 percent, both countries trail behind Australia (31%) and India (58%).

According to the report, regardless of where a business is in its development, there are consistent changes required to stay ahead:

1. Balancing human and automation strategies
2. Integrating key data from critical applications
3. Evolving the role of CX

Jeff Titterton, Chief Operations Officer at Zendesk, highlighted the challenge businesses face in staying agile while efficiently meeting customers’ demands to encourage repeat business.

The key to success lies in engaging customers through meaningful conversations and investing in technology that empowers teams to provide exceptional service across all channels.

Wendy Johnstone, Chief Operating Officer for APAC at Zendesk emphasized how crucial it is for organizations to retain existing customers during times of economic uncertainty. She stressed that APAC organizations recognize the importance of delivering exceptional customer service to increase customer loyalty.

Customers desire more control over how they engage with businesses and AI-driven solutions can play a significant role in empowering customers with quick resolutions. The report showed that APAC Champions (companies with high CX standards) use a mix of chatbots and human representation 44 percent more frequently than Starter companies (those starting their CX journey). APAC Champions reported chatbots resolving 1.8 times more inquiries without human involvement, showcasing the effectiveness of this technology.

Data integration remains a challenge for many businesses. Around 47 percent of Singaporean companies surveyed use between six and 15 apps to gain a comprehensive view of the customer journey, with only one-quarter claiming they deliver personalized experiences effectively. Even APAC Champions, who are more likely to use over 16 apps, encounter difficulties breaking down data silos.

To optimize the customer experience, it is crucial to provide necessary information to support teams allowing them to anticipate customer needs better. Effective collaboration between sales and support teams can lead to enhanced customer engagement across all touchpoints, reduced churn rate, and stronger relationships.

The report advises organizations to rethink the role of support teams by investing in training and tools that enable agents to uncover leads and close deals. By doing so, businesses will reap the benefits of improved customer experiences.

Jeff Titterton highlights the importance of prioritizing investments in CX and ensuring they work well for teams. He emphasizes how significant the opportunity is when businesses get it right in meeting customers’ expectations.

As consumers continue to raise their expectations, it is crucial for businesses to have the right knowledge, skills, and technology in place to meet these demands effectively. The path forward involves a combination of operational changes and cultivating a strong customer-centric culture.

In conclusion, Singaporean businesses face challenges in meeting customer expectations regarding exceptional CX. However, these struggles are not unique to Singapore but are shared by other APAC organizations as well. By embracing technological advancements such as AI-driven solutions and prioritizing investments in training and tools for support teams, businesses can bridge this gap and provide outstanding customer experiences.


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