Leading Singaporean brands such as StarHub, Singapore Airlines, DBS, and NETS are navigating the delicate balance between artificial intelligence (AI) innovation and maintaining a human touch in customer interactions. According to the KPMG Global Customer Experience Excellence Report, these brands are leveraging the Six Pillars of customer experience—Personalisation, Time & Effort, Expectation, Integrity, Resolution, and Empathy—to meet evolving customer expectations.
The report highlights the increasing importance of empathy, trust, and integrity as AI becomes more prevalent in brand interactions. Guillaume Sachet, partner at KPMG in Singapore, emphasises that these elements are crucial as customer experience becomes a key differentiator in an uncertain economic climate. “The rising importance of empathy, trust, and integrity in customer expectations is evident as AI becomes more integrated in brand interactions,” Sachet stated.
KPMG’s report offers four actionable steps for brands to respond to emerging customer experience trends, focusing on balancing automation with personalisation. These insights are particularly relevant as generative AI takes centre stage in the evolution of customer experience.
The report underscores that leading brands in Singapore are setting benchmarks in customer experience, which is increasingly becoming a critical factor for success. As businesses continue to integrate AI, maintaining a balance with human elements will be essential for delivering world-class customer experiences.
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