SAP Hybris Survey: Respond (Fast), or Risk Losing Customers in Singapore

SINGAPORE
— 14 March 2017 — SAP Hybris today
released the results of the “SAP Hybris Consumer Insight” survey, which
revealed that responsive customer service, ensuring data privacy and
transparency and personalisation as key factors in ensuring great customer
experience and retention of consumers in Singapore. The survey found that at
least two thirds (67%) of consumers in Singapore will not choose to purchase
from a brand again if their data had been used without knowledge and expect
transparency from brands when handling data. While they share the same data
privacy concerns as consumers in the Asia Pacific (APAC) region, unresponsive
customer service was found to be the top reason for consumers to not use a
brand again (81%) – with Singapore being the only market which ranked this over
the use of data without knowledge. 

“While data privacy and security remains to be of high concern and
importance amongst customers across APAC, including Singapore, customer service
and personalisation are also critical. True to the highly service-oriented
market, our survey found responsive customer service to be Singaporeans top
priority in the engagement with brands. Speed and privacy aside, it is just as
important for businesses and marketers ensure relevant content is shared with consumers
today – and this require a deep understanding of not just consumer preferences,
but context at point of purchase or even consideration,” said Nicholas
Kontopoulos, Global Vice President of Fast Growth Markets Marketing at SAP
Hybris.

In this digital age, Singapore consumers not only expect brands to be
responsive – they expect this to be done promptly. More than 40% of Singapore
consumers expect brands to respond within 3 hours, with the survey findings
further pointing to men being less tolerant to slow response than women (44%
versus 39%).

While most consumers enjoy surprises from brands and see this as personalised
customer experience, Singaporean youths (78%) (aged 18 – 24) demand this more
than baby boomers (50%) (aged 55 and above). For the baby boomers, personalised
customer experience is getting appropriate responses to their queries with a
full understanding of their history with the brand at 58%.

“One key conclusion from the SAP Hybris survey highlighted that definitions
of personalised customer service differ greatly across various customer groups,
and the importance of brands’ capabilities in truly understanding and
contextualising their efforts for it to matter. In fact, receiving too many
direct marketing and sales calls (64%) and irrelevant content (47%) are the top
two don’ts for Singapore customers,” Kontopoulos added. “Beyond simply
capturing customer data, the ability to analyse, contextualise and more
importantly, act on insights gathered in real-time, are key to truly impress
savvy customers today.”

The SAP Hybris survey found that Singapore consumers are most
comfortable with sharing the email addresses (63%), shopping history and
preferences (53%), and mobile numbers (36%) with brands. While these allow
brands to create personalised customer experience for the consumers, collection
and usage of customer data have to be approached with extra caution. 77% of Singapore
consumers expect brands to protect their interest when using their personal
data, followed by transparency in data usage (67%), and ensuring customer
privacy in the event of criminal investigations at (61%).

About
SAP Hybris Solutions

SAP
Hybris solutions provide omnichannel customer engagement and commerce software
that allows organizations to build up a contextual understanding of their
customers in real time, deliver a more impactful, relevant customer experience,
and sell more goods, services and digital content across every touch point,
channel and device. Through customer data management, context driven marketing
tools and unified commerce processes, SAP Hybris solutions have helped some of
the world’s leading organizations to attract, retain, and grow a profitable
customer base. SAP Hybris software for customer
engagement and commerce provide organizations with the foundation, framework
and business tools to create a holistic customer view across channels, simplify
customer engagement and solve complex business problems. For more information,
visit www.hybris.com.

*SAP Hybris
is a new brand name launched in January 2016 to represent the SAP solutions for
customer engagement and commerce as well as the offerings, employees, and
business of acquired company hybris AG, which continues to be our legal entity
until integration with SAP is complete.