Smart Communications has released its 2025 Customer Experience Benchmark research, revealing that more than half of Singaporean consumers are willing to use artificial intelligence (AI) for critical insurance advice. The global survey, which included 3,000 consumers, highlights the growing acceptance of AI in sectors like healthcare, financial services, and insurance, despite ongoing frustrations with poor omnichannel experiences.
The report found that 51% of Singaporeans would value AI for suggesting insurance plan changes. Additionally, 71% are inclined to use digital self-service options for tasks such as filing complaints or making policy changes. However, the survey also noted that 65% of consumers would abandon interactions with insurance companies if the data collection process is cumbersome.
Leigh Segall, CEO of Smart Communications, commented on the findings, stating, “Customers’ expectations are set by the best brands in retail, technology, and eCommerce. When healthcare, banking, and insurance organisations fail to meet these expectations, they risk losing customer loyalty and business.”
Despite the positive outlook on AI, only 15% of Singaporean respondents believe that generative AI surpasses human capabilities in creating customer communications content. Nearly half (46%) insist that humans should always review AI-generated content.
The report also highlights the importance of seamless omnichannel experiences, with 66% of Singaporeans indicating they would trust companies more if they offered consistent communication across all channels. The study suggests that organisations should focus on simplifying data intake processes, as 66% of consumers, including 73% of Millennials, would end interactions if the process is too complex.
Smart Communications’ research underscores the potential for AI to enhance customer experiences, whilst also emphasising the need for improved communication strategies to retain consumer trust and loyalty.
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