A quick look at customer experience in Singapore

Transcription

1 A quick look at customer experience in Singapore epsilon.com November 2015

2 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 s 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 A quick look at customer experience in Singapore 2

3 Be there when your customers need you! 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. 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. Based on your experience with the brands that you interact with most, what would make this experience more satisfying? 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 The brand offers a unique/ distinct shopping experience I find it fun/ entertaining to interact with the brand Overall results 47% 42% 40% 38% 38% 38% 38% SG$15k+ income per month 57% 50% 51% 47% 47% 44% years old 52% Top 3-box response, 10-point scale where 10=very important A quick look at customer experience in Singapore 3

4 In what way(s) do you frequently interact with the brand that you engage with the most? 50% Browse their website 42% Shop in stores 41% Check out their advertisements 29% Get information about them on the internet 29% Use their 28% mobile App Shop online at their e-store/website 27% Read from them 21% Engage with their loyalty programs 18% Watch their videos online 18% Interact via social media Respondents with many times a day response for each option 12% Read their SMS 11% Shop their products at 8% e-commerce Play games offered by the brand/company A quick look at customer experience in Singapore 4

5 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. 50% Interact most with brand website 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? A quick look at customer experience in Singapore 5

6 Segment-specific interactions In what way(s) do you frequently interact with the brand that you engage with the most? years old years old years old 56% Browse their website 54% Shop in stores 56% Browse their website 35% Use their mobile App 52% Check out their advertisements 41% Get information about them on the internet 34% Shop online at their e-store/website SG$12k+ monthly income 28% Engage with their loyalty programs 23% Interact via social media 34% Read from them Respondents with many times a day response for each option A quick look at customer experience in Singapore 6

7 Connect to your customers via the right channels Consumers have different channel preferences when it comes to getting information, depending on the brand type. 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. A quick look at customer experience in Singapore 7

8 Know your customers preferences. Recognize how they wish to receive information from brands in each category. 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. 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. 43% In-store 47% 26% Mobile App 31% Social media Clothing retailers 38% 39% Company Website 26% Mobile App 27% Social media 49% In-store Grocery retailers, supermarkets 34% Company website 35% 25% Mobile App 25% SMS/text message on mobile phone 45% Financial service providers 26% In-store 43% Company Website 27% Mobile App 30% Product review website Travel 32% Social media 45% Company website Check all that apply in each brand category. Top 5 choices A quick look at customer experience in Singapore 8

9 Know your customers preferences. Recognize how they wish to receive information from brands in each category. 37% Company website 25% Product review website 26% Social media Luxury product retailers 33% In-store 34% 30% Product review website 33% In-store 39% Restaurants, eateries 35% Company website 38% Social media 28% Product review website 30% Mobile App 45% ecommerce websites 31% Social media 38% Company Website 26% Social media 28% Product review website 38% Company website Consumer Products Companies 34% 36% In-store Check all that apply in each brand category. Top 5 choices A quick look at customer experience in Singapore 9

10 So much is at stake 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 bad experience with a brand, how likely would you do any of the following statements? 59% 57% 55% 49% Reduce purchase frequency 46% Unsubscribe from the brand/company s Tell family & friends about the experience 45% Uninstall their mobile APP Stop buying from the brand/company 42% Contact the brand/company about the experience Avoid interacting with the brand/company 72% of high income consumers will reduce purchase frequency based on a very poor brand experience Top 3-box response, 10-point scale where 10=very important A quick look at customer experience in Singapore 10

11 A positive experience will turn customers into brand advocates Meanwhile, 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 communications, follow them on social media, and install mobile app of the brand. If you have a very good experience with a brand, how likely would you do any of the following statement? 55% Tell family & friends about the experience 43% Follow them on social media 52% Search online/offline to learn more about the brand or their products/services 43% Install their mobile APP 46% Share the experience on social media with family & friends 41% Interact with brand/ company more 44% Subscribe to their communications 40% Post positive comments online 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 39% Buy more, even if less costly options are available 39% Post comments on the brand/company s social media site 35% Subscribe to the brands video channels 33% Contact the brand/ company about the experience Top 3-box response, 10-point scale, 10=very likely A quick look at customer experience in Singapore 11

12 Make the customer experience rewarding While 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. Which of the following would likely motivate you to share information about yourself with companies and brands you interact with? 65% 59% 57% 45% A reward program where I can earn and redeem rewards with and for multiple companies Exclusive deals/ discounts on products and services Membership in rewards or loyalty program where I can earn points or miles Priority customer service 43% 42% 37% A clear and open privacy policy that I trust VIP perks Exclusive experiential rewards (e.g. concerts, special preview, invitationonly events, etc.) A quick look at customer experience in Singapore 12

13 Here are some brands that really stand out from the pack based on frequency of interactions. Starhub Nestle Apple Qoo10 DBSBANK citi SONY UOB Google NTUC Samsung YouTube FairPrice Singtel OCBC Bank amazon YAHOO! Giant Groupon Facebook Top 20 brands mentioned with the most interactions within the past 12 months A quick look at customer experience in Singapore 13

14 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. A quick look at customer experience in Singapore 14

15 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. 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. A quick look at customer experience in Singapore 15

16 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, or follow us on epsilon.com Copyright 2015 Epsilon International, a trading name of Alliance Data FHC, Inc. All rights reserved.