Firms should mine data to deliver tailored customer experiences

SINGAPORE'S customer service landscape has changed vastly over time, and is still changing rapidly now.

When it comes to customer service, Singaporean consumers prize good service so much so that two out of three Singaporeans will leave without completing a purchase if service is poor; Singaporeans also have low tolerance for repeat scenarios, in that a similar number (67 per cent) are likely to switch brands if they encounter bad service experiences with a company just twice.

The digital age has irrevocably changed all aspects of our lives - including the way we eat, live and shop, but the good news is that it also provides easy accessibility between the customer and the brand. Brands can now easily create multiple touch points to connect with the consumer at any stage of the purchase funnel.