Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Forget the Rain in Spain - the CX is Poor in Singapore

Forrester publishes Singapore CX Index for 2018

Based on a survey of 3,792 Singaporean adult customers, Forrester's 2018 CX Index measures and ranks 16 brands in Singapore to identify how well a brand's customer experience strengthens the loyalty of its customers. Released for the first time in Singapore, 2018 rankings include brands in the banking, insurance, government, and airline sectors.

Singaporeans demand more from their interactions with brands. However, brands fail to differentiate themselves and move beyond effective but very transactional relationships. Their inability to deliver led to unsatisfactory scores - and unimpressed customers. Brands especially fail to create emotionally engaging experiences, so while some may be delivering easy and effective experiences, it is not enough to strengthen customer loyalty. For example, a mere 27% of government customers said that their experiences were emotionally compelling - the least amount across all industries. Brands must excel at all three dimensions of CX to avoid disappointing customers and instead drive loyalty.

"Singaporeans have high expectations and require interactions that are emotionally positive, easy, and effective - but the low quality of CX in Singapore drives customers away, cuts revenue per customer, and reduces customer advocacy," Tom Mouhsian, principal analyst at Forrester and author of the new report, said. "Brands must work harder to deliver the strong experiences that consumers demand, as even a minor improvement to CX quality can add tens of millions of dollars of revenue by reducing customer churn and increasing share of wallet."

Though even top-ranked brands do not stand out as CX leaders, the airline and banking industries in Singapore are showing the best path forward. In 2017, multichannel bank leader DBS Bank invested in CX using journey mapping and digitalized processes, which paid off: According to Forrester's CX Index, it provides the easiest experience for customers, with 53% of customers agreeing that it's easy to interact with the bank. Additionally, airline leader Singapore Airlines provides the most effective experiences, which contributes to its unmatched loyalty. More than half of its customers confirm they can accomplish their goals when interacting with it, and the brand's customer retention loyalty is 26 points above average.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)