Ipsos Singapore has unveiled its latest study, “CX Global Insights 2025,” highlighting the importance of emotional connections in customer experience (CX). The study, presented at a recent event in Singapore, reveals that only 31% of customers worldwide believe companies truly care about them, underscoring a significant experience gap. The research, which surveyed 65,000 evaluations across 18 countries, including Singapore, emphasises the need for businesses to foster emotional attachments to drive loyalty and exceed customer expectations.
The study’s findings are particularly relevant for Singapore, where 57% of customers choose brands based on recommendations, yet only 31% would recommend the same brand afterwards, falling below the global average of 48%. This indicates a disconnect between initial brand choice and customer satisfaction. Additionally, 44% of Singaporean customers find social media influencers untrustworthy, suggesting a need for businesses to build trust through authentic interactions.
Key insights from the study include the importance of friendly service, reliable products, and seamless digital experiences. Notably, 52% of Singaporean customers are willing to pay more for better experiences, increasing to 70% if emotional connections are established. This trend is evident even in essential sectors like supermarkets and mobile networks, where emotionally attached customers are more willing to pay extra.
The study also highlights the role of artificial intelligence (AI) in CX, with less than half of Singaporean customers believing it enhances their experience. Ipsos recommends balancing AI with human interaction to address complex situations effectively.
Ipsos’ findings suggest that businesses must rethink their approach to CX, focusing on emotional connections and personalised interactions to truly differentiate themselves and foster customer loyalty.
“`
