epsilon singapore customer experience study 2015

epsilon.com November 2015

A quick look at customer experience in Singapore

Singapore is a vibrant city with over 5.5 million people. Customers interact with brands in many ways and a good experience can go a long way in generating a positive response and sales (while a negative one can set you back).

Brand interactions can come in many forms — shopping in store or on website, watching videos online, reading emails or even checking out ads. We asked Singaporeans* what they think about their brand interactions. Here are some insights that just might change the way you connect with Singaporean customers going forward.

*Our survey results are based on data from 1,074 respondents in Singapore, weighted to the age, gender, income and ethnic distribution of the population. The research was carried out via online channels in October 2015.

A quick look at customer experience in Singapore 2

What would make for a more satisfying customer and brand experience? Today’s experience is more than slogans and brand logos. Consumers interact with brands in different channels, all the time. Advanced technologies and more mobility have set higher customer expectations.

Based on your experience with the brands that you interact with most, what would make this experience more satisfying?

SG$15k+ income per month

The brand is available

when I need it

The brand has good customer

services/support

The brand makes safe

products

My interactions with the brand are consistent

The brand has a rewards program

where my purchase will earn me rewards

47% 42% 40% 38% 38% 38% 38%

57% 50% 51% 47% 47% 44%

52%

Overall results

18-24 years old

I find it fun/entertaining to interact with

the brand

The brand offers a unique/

distinct shopping experience

While offering quality products and services is fundamental to any business, providing excellent customer support is equally important. It adds to the brand value and that is what customers are also buying. And those higher income VIPs often have higher expectations of brands.

Top 3-box response, 10-point scale where 10=very important

Be there when your customers need you!


In what way(s) do you frequently interact with the brand that you engage with the most?

Browse their website

50%

Watch their videos online

18%

Check out their advertisements

41%

Shop online at their

e-store/website

28%Read email from them

27%

Engage with their loyalty

programs

21%

Read their SMS

12%Shop their products at e-commerce

11%

Play games offered by the

brand/company

8%

Respondents with ‘many times a day’ response for each option

Shop in stores42%

Use their mobile App

29%Get information

about themon the internet

29%

Interact via social media

18%


Play games offered by the

brand/company

Interact most with brand

website

50%

Your 24-7 storefront — your website

Never underestimate the power of a great website.Have you ever tried accessing a brand’s website on your mobile phone and found that the basics are missing? For example, it doesn’t recognize that that you are accessing the website from Singapore (it’s telling me how much things cost in British Pounds?!); there is no store locator (what I want is so near…yet so far…), or you were sent to a page with a 404 error (d’oh!).

A website visit can make or break a sale. Build a good website and let it work harder for you. Allow it to create a good first impression for your visitors and drive a meaningful customer experience.

Whether your brand sells online or not, a website is still an important channel that represents your brand: the products you sell, the service that you offer, the latest and greatest from your company, etc. How does your website look? Can your customers navigate and find what they want easily? Consumers search your products and services online. Are you welcoming them like an old friend, or are you turning your back and alienating them through a poor user experience?


18-24 years old

Browse their website56%

45-64 years old

Shop in stores54%

Check out their advertisements

52%

55-64 years old

Get information about them on the internet

41%

Browse their website56%

SG$12k+ monthly income

Read email from them34%

Use their mobile App

35%

Engage with their loyalty programs

28%

Segment-specific interactionsIn what way(s) do you frequently interact with the brand that you engage with the most?

Shop online at their e-store/website

34%

Interact via social media23%

Respondents with ‘many times a day’ response for each option


Connect to your customers via the right channelsConsumers have different channel preferences when it comes to getting information, depending on the brand type.

Email can be a very effective channel in delivering personalized messages. A timely and relevant message can prompt desired customer actions. It can inspire — how about a ski retreat in Japan this winter? — communicate important information — your insurance coverage is about to expire — and generate quick sales — enjoy buy one-get-one-free entrée this month.

Social media offers a convenient way for brands to stay in touch with customers. And its potential to go viral should not be ignored. Make content sharing easy and reward your friends and fans often.


Know your customers’ preferences. Recognize how they wish to receive information from brands in each category.

Email38%

Social media31%

Mobile App

26%Company Website

39%

In-store43%

Clothing retailers

In-store26%

SMS/text message on mobile phone

25%

Mobile App

25%Company Website

43%

Email45%

Financial service

providers Social media32%

Product review website

30%

Mobile App

27%Company website

45%

Email47%

Travel

For high frequency categories such as grocers, banks and airlines,mobile apps allow customers to complete tasks quickly in the palm of their hand and on the go. In our study, 25% to 27% of respondents stated mobile apps as one of their preferred channels for receiving information from brands in these high frequency categories.

Company website

34%Social media

27%

Mobile App

26%Email35%

In-store49%

Grocery retailers, supermarkets

Shopping is a leisure activity for many Singaporeans. It can offer great opportunities for your brand to connect with customers. Are your stores inviting? Do you know the traffic pattern in your store? As we discovered in the study, a fun and entertaining experience can make brand engagement more satisfying, and many customers value a unique and distinct shopping experience.

Check all that apply in each brand category. Top 5 choices


Know your customers’ preferences. Recognize how they wish to receive information from brands in each category.

Company website

35%In-store33%

Product review

website

30%Socialmedia

38%

Email39%

Restaurants, eateries

In-store33%

Social media26%


25%Email34%

Company website37%

Luxury product retailers

Socialmedia

31%Mobile

App

30%


28%Company Website

38%

Email45%

eCommerce websites

Email34%


28%

Social media

26%In-store36%

Company website38%

Consumer Products

Companies

Check all that apply in each brand category. Top 5 choices


So much is at stake

If you have a very bad experience with a brand, how likely would you do any of the following statements?

of high income consumers will reduce purchase frequency based on a very poor brand experience

72%Contact the brand/company

about the experience

42%

Uninstall their mobile APP

45%

Unsubscribe from the brand/company’s email

46%

Avoid interacting with the brand/company

49%

Reduce purchasefrequency

59%

Tell family & friends about the experience

57%

Stop buying from the brand/company

55%

Top 3-box response,10-point scale where 10=very important

As brand marketers, we aim to connect with consumers through a variety of channels. We want their attention. We strive to convert them to customers and in the long run to keep them. We develop products and offer services that set us apart from competitors. And now, ensuring a good customer experience has become an essential part of the formula.

59% of the Singaporeans we surveyed would reduce purchase frequency with a brand after a very poor experience. For people with a monthly income of over SG$15k, the rate is as high as 72%.


If you have a very good experience with a brand, how likely would you do any of the following statement?

Top 3-box response, 10-point scale, 10=very likely

44%Subscribe to their email

communications

39%Post comments on

the brand/company’s social media site

52%Search online/offline to learn more about the brand or their products/services

55%Tell family & friends

about the experience

40%Post positive

comments online

41%Interact with brand/

company more

33%Contact the brand/company about the

experience

46%Share the experience on social media with

family & friends

39%Buy more, even if

less costly options are available

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”— Maya Angelou, author, poet, and civil rights activist

43%Follow them on

social media

43%Install their mobile APP

35%Subscribe to the

brands’ video channels

A positive experience will turn customers into brand advocatesMeanwhile, Singaporeans will share a very good brand experience with their family and friends. A positive experience will also open doors for long term relationships: people will search for more information about the brand, subscribe to email communications, follow them on social media, and install mobile app of the brand.


Which of the following would likely motivate you to share information about yourself with companies and brands you interact with?

65%

A reward program where I can earn and redeem rewards with and for multiple companies

59%

Exclusive deals/discounts on products

and services

57%

Membership in rewards or loyalty program where I can earn points or miles

43%

A clear and open privacy policy that I trust

42%

VIP perks

37%

Exclusive experiential rewards (e.g. concerts,

special preview, invitation-only events, etc.)

45%

Priority customer service

Make the customer experience rewardingWhile exclusive deals are always attractive, Singaporeans like the notion of a reward program whereby they can earn and redeem rewards with and for multiple companies. Other reward programs for points and miles are also popular. With the right benefits, Singaporeans are willing to share information for an on-going dialog with brands.


Here are some brands that really stand out from the pack based on frequency of interactions.

NTUC

Qoo10

FacebookGoogle

YouTube

Apple

Samsung

SingtelStarhub

DBSBANK

YAHOO!

SONY

amazon

OCBC Bank

UOB

FairPrice

citi

Nestle

Giant

Groupon

Top 20 brands mentioned with the most interactions within the past 12 months


Key takeaways for marketers

Make it convenient for customers to connect

Consumers want brands to be there when they need them. So, figure out where the consumers are and what they are doing. Brands can do this by understanding the customer journey. For example, where do people get information when they are considering a purchase? Which features are important to each customer segment? What are the barriers to access your products and services? Start with a user experience audit to help you uncover the gaps and opportunities.

Make the customer experience on your website

A website is an indispensable gateway that connects brands to consumers. Whether you sell online or not, make sure your website works well. Usability should cover both desktop and mobile access. And don’t be strangers to your site visitors and customers! Make the effort to design your website with the individual customer in mind. For example, add context of how the customer last interacted with your brand. Welcome your new and returning customers properly. By giving your fans the attention they deserve, both your customers and you will find the visit a rewarding experience.


Make good use of data and technology

Intelligence is everywhere – collect and connect the dots. Map a good path for your customers to experience your brand. Consumers today know that marketers know a lot about them and they expect you should know better. Technologies can greatly help brands power good customer experience, so make good use of them. Personalization is more than addressing your customers by their name. Instead, serve up what they like and treat them like VIP’s. Make things easy and painless for your customers and your customers will enjoy the convenience and choose you over your competitors.

Make every interaction count

While an occasional bad experience may not cause customers to sever ties with your brand, nuisances turn people off.

Strive to provide good customer experiences. Sometimes things happen that are out of our control. But there are plenty of things we can do – start with the basics. Make sure your brand message and service level are consistent across touch points. Communicate in the channels that they prefer – note the preferred channels of communications depending on your sector and message type. Acknowledge and show respect. Like any long term relationship, surprising and delighting the customer can go a long way in showing your customer appreciation. And good experience often turns into an organic advocacy for your brand.


epsilon.com

About Epsilon

Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 Word CRM/Direct Marketing Network, #1 U.S. Digital-Agency Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company.

For more information, visit epsilon.com, email [email protected] or follow us on Twitter @EpsilonAPAC.

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