Singapore brands need to up the ante with their digital offerings, says survey

Digital experience satisfaction can boost loyalty by 8 times.

Singapore consumers are unimpressed with the digital experience offered by local brands, as only a quarter of consumers report feeling satisfied.

According to a survey by SAP, over 3 in 10 (32%) were unsatisfied with their digital experience, while over 4 in 10 (43%) were categorised as ambivalent. Altogether, the digital experience (DX) score came in at -7%.

SAP asserts that the poor DX score should be a cause of concern for Singapore brands as it indicates a sizeable gap in performance among industries and individual brands. This gap presents significant implications for business outcomes, specifically for metrics around customer loyalty and advocacy.

“Consumers delighted with the digital experience were nearly 8 times more likely to stay with a brand than those who were unsatisfied,” SAP asserted.

“The findings also demonstrate that delighted customers are more emotionally connected to brands, which in turn will lead to greater brand affinity. Loyal customers are also more willing to buy more from brands for a longer period of time and will not hesitate to influence others to do the same,” SAP added.

The SAP Digital Experience Report for Singapore surveyed over 500 consumers and aggregated more than 1,300 ratings of digital engagements with local brands. In the survey, the digital experience is defined as how a brand digitally interacts with its customers during the discovery, purchase, delivery and support of a product or service.