IT Brief Asia logo
Technology news for Asia's largest enterprises
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
Digital Transformation
Smartsheet reveals new product innovations during Engage
New features on data visibility, project control and third-party solution integration are in store for local Smartsheet customers.
Story image
Digital Transformation
Ensono delivers cloud economics with engineering resources
The new service offers access to global cloud engineering and DevSecOps experts focused on accelerating digital transformation.
Story image
Artificial Intelligence
ASUS Servers announce AI developments at NVIDIA GTC
The Taiwanese multinational now offers NVIDIA-certified servers with H100 Tensor Core GPU and AI enterprise software suite.
Story image
Software-as-a-Service
Micro Focus HCMX wins honours in cloud management reports
HCMX was also ranked as a market leader among all the participating vendors in the Hybrid Cloud Discovery and Mapping Solutions Tool, 2022.
Story image
Internet of Things
Absolute’s Persistence tech in Insyde’s Snapdragon platforms
Insyde extends Absolute’s secure device management and self-healing endpoint capabilities to a broader range of enterprise-ready devices.
Story image
No-code
Eradicating ‘App Fatigue’ and retention problems through implementing no-code ITSM
Almost always, simplicity is best. Intuitive designs and practical workflows are the keys to preventing fatigue.
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
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
Sustainable IT
Equinix partners NUS to use hydrogen tech in data centres
The partners will develop hydrogen fuel technologies for green data centres in tropical climates, and for use in Equinix’s global network.
Story image
Cybersecurity
Aqua Security solution to stop software supply chain attacks
Development and security teams can now proactively address the most critical software supply chain risks from code through runtime.
Story image
IoT security
Nozomi Networks and WALLIX strengthen OT network security
By combining WALLIX and Nozomi Networks solutions, end-to-end visibility and traceability for maximum security in an industrial environment is provided.
Story image
Ransomware
Commvault unveils early warning system, Metallic ThreatWise
A first among data protection vendors, the new cyber deception service detects and contains ransomware threats.
Story image
Cybersecurity
Kaspersky updates endpoint detection and response solution
"One of the goals was to make all the solutions capabilities accessible for all types of our users, even those who are making their first steps in EDR."
Story image
Digital Transformation
Alibaba Cloud unveils roadmap for international business
The Chinese firm commits US$1 billion to boost ecosystem capabilities while showcasing new products and comprehensive customer support for complete services.
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."
Aws Marketplace
Learn how to implement a backup and recovery plan for a new generation of Kubernetes-based modern applications
Link image
Story image
Software-as-a-Service
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
Customer experience
Nutanix rolls out next era of its global partner program
"Elevate now supports and rewards partners along this entire journey through purpose-built benefits and incentives.”
Story image
IT infrastructure
Bentley Systems announces finalists for the 2022 Going Digital Awards in Infrastructure
The company says that this annual awards program honours the work of Bentley software users who are advancing infrastructure design, construction, and operations throughout the world.
Story image
Computing
NVIDIA unveils new centralised computing technology for autonomous vehicles
NVIDIA has unveiled DRIVE Thor, a centralised car computer that is set to make the driving experience safer and easier for autonomous vehicles.
Story image
Observability
Virtualisation Security Market to reach over $7 billion by 2032 - report
A new report from Future Market Insights has found that the Virtualisation Security Market is anticipated to reach a valuation of US $7.6 billion.
Story image
Ransomware
Absolute recognised in KuppingerCole Leadership Compass 2022
The company's Absolute Secure Access was recognised for its ability to protect users and resources while improving the remote worker experience.
Story image
Network Management
New report identifies progress and benefits of 5G network lifecycles
Infovista has welcomed the findings of a new industry survey by TM Forum on the use and benefits of the automation within the 5G network lifecycle.
AWS Marketplace
Whitepaper: A practical guide for mitigating risk in today’s modern applications
Link image
Story image
Cybersecurity
Macroeconomic headwinds driving security up priority list
Current macroeconomic headwinds are driving security up enterprise’s priority list and reshaping the hardware Security Module market.
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
Cybersecurity
StackHawk launches deeper API security test coverage
Expansion of test coverage includes custom scan discovery, custom test scripts and custom test data for REST APIs.
Story image
Digital Transformation
Air Liquide successfully deploys Workday HCM across APAC
Air Liquide has successfully deployed Workday Human Capital Management (HCM) to digitally transform its HR processes and capabilities throughout Asia Pacific.
Story image
iOS
Microsoft announces a variety of new updates to Windows 11
The company says that ​last year’s launch of Windows 11 gave the PC a new outlook and that customer feedback has reflected that it is the most loved version of Windows ever.
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
Hybrid Cloud
Lenovo announces a new end-to-end infrastructure solution
Lenovo infrastructure solutions V3 portfolio delivers innovations to assist companies of all sizes in deploying and managing hybrid multi-cloud and edge environments
Story image
Springboard
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
Secure Code Warrior
Secure Code Warrior announces Coding Labs innovation
Coding Labs mechanisms allow developers to move from learning to applying secure coding knowledge more efficiently, leading to fewer code vulnerabilities.
Story image
Malware
SonicWall threat report mid-year update highlights significant threat variance
The 2022 SonicWall Cyber Threat Report mid-year update from SonicWall gives an in-depth insight into many of the current trends across the threat landscape.
Story image
Internet of Things
IoT Analytics forecasts continued global growth of cellular IoT
Approximately 2.5 billion modules are forecasted to be shipped by the end of 2022, and wholesale prices are also increasing with the average cellular IoT chipset wholesale selling price growing to 16 % in 1H 2022.
Story image
Cybersecurity
Test your API Security with Infinite API Scanner
The effectiveness of API scanning technology can mean the difference between successful and unsuccessful programming outcomes, and often enterprises and IT leaders struggle to get it right.
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.
Story image
Firewall
Barracuda tackles intensified threat landscape with latest releases
"The Barracuda XDR solution combines data across our security stacks through a single dashboard view, giving us the visibility we need."
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
Business
Accenture solutions help companies promote diversity, inclusion and equity
Research from experts at Accenture and other third-party sources has revealed some alarming statistics about employees' professional wellbeing and work attitude.
Story image
Spryker
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
Malware
Cybereason delivers nation-state level of protection to enterprises
Cybereason has announced new advancements in Cybereason NGAV that deliver nation-state level protection for organisations of all sizes.