CX Global Insights 2025 – Singapore Edition: Unlocking the Future of Customer Experience
In today’s experience economy, great Customer Experience is paramount to success. It’s no longer enough to simply exceed customer expectations; businesses must create an emotional attachment with customers to drive greater loyalty and stronger relationships.
CX Global Insights 2025 benchmarking study, Ipsos' comprehensive global survey provides the data-driven insights businesses need to transform CX strategy and drive measurable business growth. The study included 65,000 evaluations across 18 countries such as Australia, India, Singapore, Thailand, and Vietnam, and multiple sectors: Financial Services (banks, insurers, motor insurers), Retail (supermarkets), Technology & Telecommunications (mobile networks), and Transportation (automotive, airlines).
Ipsos Singapore unveiled a deep dive report for the market specifically around national insights and findings from our global CX benchmarking study.
The study highlighted a significant gap between customer recommendations and initial brand choice. While 57% customers in Singapore chose brands based on recommendations, only 31% would recommend the same brand afterward, falling below the global average of 48%. In addition, 44% of customers in Singapore find social media influencers untrustworthy, suggesting businesses need to cultivate trust through authentic and personalized interactions.
Key findings from the insights study for Singapore included:
- Trial and Experience Disconnect:
Although 78% of customers in Singapore choose brands anticipating a good experience (second highest globally), actual experiences are disappointing. 86% report that the brand did not exceed their expectations, while 59% report having a bad or unmemorable experience in the last six months.
- Willingness to Pay for Better CX by driving Emotional Connection:
52% of customers in Singapore say they are willing to pay more for better experiences. This increases to 70% if brands can move beyond transactional experiences and build emotional attachments with customers.
Even in essential sectors like supermarkets and mobile network providers, emotionally attached customers in Singapore are 1.3 – 1.4 times more willing to pay more for better experiences than the average customer.
- Key Drivers of Good CX:
Customers prioritize friendly and proactive service, reliable products, seamless digital experiences, value for money, loyalty recognition, and personalized interactions.
- Differentiating CX:
Beyond basic hygiene factors, businesses must offer added value through competitive pricing, motivated employees, omnichannel availability, and customized solutions. True differentiation comes from experiences that match brand promises, understanding individual needs, and incorporating aspects beyond the experience factors, the foundation of true loyalty is being able to develop an emotional connection.
- The Role of AI and Human Interaction:
While AI is increasingly used for customer service, less than half (44%) of customers in Singapore believe it improves the experience. Finding the right balance between AI and human interaction is crucial, with AI handling routine tasks and freeing up human agents to address complex, emotionally charged situations.
The overarching message from the study was that to elevate the customer experience, brands need to think differently about customers and technology with Ipsos offering the following 3 recommendations for the future of CX:
- Seamless and consistent omnichannel experience: Design with HUMANS at the core
- Personalized through curation: AI supports HI
- Exceed expectations & connect: Experience + Emotional Attachment
