Sub-par customer experience drive 2 out of 3 Singaporeans to change brands

Other reasons to shift brands include customer service, product quality and price increases. 

Qualtrics’ latest research revealed that 2 out of 3 Singaporeans, or 67% of respondents, pinpointed sub-par customer experience as the reason for switching brands.

Dissatisfaction with customer service was also the top reason people would move away from purchasing a brand, at 75%.

Meanwhile, product quality and price increases are also top reasons for shifting brands, according to 57% and 51% of respondents respectively.

“Your brand is defined by everything the organization does. It is embodied in the product, the customer journey, and it is delivered by happy employees who are enabled to provide superior services,” explained Lisa Khatri, Head of Customer, Brand & Design Experience, Qualtrics, APAC & Japan.

The top factor that could increase the competitiveness of brands in marketplaces was product/service quality, at 77%. This was followed by customer service and advertising at 58% and 32%, respectively. Public events, meanwhile, had the lowest impact at 29%. 

“To align the brand and customer experience, organisations must first understand and articulate their purpose and how they will bring it to life while ensuring they have the right systems and processes in place to deliver it. After this, it is about identifying the moments in the customer journey that have the biggest impact on their response - whether it’s at the point of sale or the support received through the contact centre,” added Khatri.

The study had a respondent pool of 1,000 Singaporeans.