Poor customer service is really frustrating shoppers in Singapore. The thirteenth annual Accenture Strategy Global Consumer Pulse Research gauged the attitudes and expectations of more than 25,000 consumers around the world including 357 Singapore consumers about their appetite for more intuitive, technology-driven brand experiences.
48% are frustrated with companies that fail to deliver relevant, personalized shopping experiences, but the majority (53%) is concerned about personal data privacy as they subscribe to intelligent services designed to understand and anticipate their needs. These two figures are closely connected. Most customers give their data to companies expecting their service to be personalized and yet they worry more about what the company will do with their data.
Security concerns are overwhelmingly clear in the data from Singapore. A clear majority (85%) of Singapore consumers say that it is extremely important that companies protect the privacy of their personal information. Another 72% say it is frustrating to realize that some cannot be trusted to use it appropriately.
This data is concerning. Almost three-quarters of consumers don’t trust companies to look after their personal data, or they will hand over the data and then worry that it is not going to be protected. That 85% figure shows that one of the most important steps any company can do to reassure customers in Singapore is to prove demonstrably that their private information is safe.
The message is clear. Companies in Singapore need to send out two clear signals to their customers:
Your private data is safe. Use international standards and procedures and don’t just ensure that your cybersecurity team is world-class—tell the customer that you have all these protections in place.
We understand you. Customers know that brands have all this data on their preferences and half of them are disturbed to find that they get no personalization of service. Start using the data and predicting their needs.
Technologies such as machine learning, artificial intelligence, and digital assistants will be the future of the customer experience—in Singapore and beyond—but these technologies are only as good as the data they can absorb and analyze. Prepare for the future by ensuring that your customer data is safe, that the customer knows it is safe, and start exploring how you can use improved analytics to start offering the personal service these customers expect.
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