86% of APAC consumers have penalised brands for poor service: Genesys

Genesys, a global cloud provider in AI-powered experience orchestration, has found that customer experience (CX) has become an increasingly decisive factor in consumer loyalty and spending decisions across the Asia-Pacific region (APAC).

Source: Genesys landing page. Consumers compare businesses against their best experiences.

The 5th edition of Genesys' State of Customer Experience report has revealed that half of APAC consumers say they would rather do anything else than contact customer service, with the sentiment rising sharply in Singapore (63%) – the highest among APAC markets covered in the research.

Poor service is also hitting the bottom line. Across APAC, 86% of consumers say poor service has caused them to spend less or stop doing business with a brand altogether. The impact is especially pronounced in markets such as the Philippines and Thailand, where the figure rises to 91%, while Japan stands out as a lower outlier at 67%.

The research found consumers across APAC are increasingly open to AI when it delivers better outcomes. Eighty-four percent expect AI to improve the quality and speed of customer service, while 82% believe it will improve personalisation - both above the global averages.

Consumers increasingly care more about outcomes than whether AI or a person provides the service, Genesys found. Across APAC, 80% do not particularly care whether their issue is solved by a person or AI, as long as it is solved quickly and completely. At the same time, 93% value efficient customer service as much as being treated empathetically, reinforcing the need to orchestrate AI and human agents to deliver the right support at the right moment. 

As customer expectations rise and patience for poor experiences declines, organisations face growing pressure to use AI to strengthen customer relationships and improve service outcomes at scale. Meeting those expectations remains a challenge for many organisations. 

While 96% of APAC consumers expect information to be remembered across channels, nearly half (46%) of organisations do not automatically pass information between virtual and human agents. At the same time, managing data for AI, AI readiness and keeping pace with AI innovation rank among the top challenges for CX leaders, hindering efforts to connect customer data, channels and interactions - leading to customer frustration and eroded loyalty. 

"Across APAC, consumers are increasingly confident in AI's ability to improve customer experiences. But they also expect organisations to remember context, connect every interaction and resolve issues with minimal effort," said Albert Nel, Senior VP and Regional Sales Leader for Genesys Asia Pacific. 

"As agentic AI becomes part of everyday customer engagement, organisations need to use it to reduce customer effort –not just automate interactions. The businesses that succeed will be those that connect AI, people and customer context to deliver faster resolutions and more seamless experiences." 

Other highlights include: 

Customer expectations have never been higher 

Nine in 10 (91%) of APAC consumers want every organisation to deliver experiences on par with the best experience they have ever had, while an equal percentage (91%) judge a company by the quality of its customer service. 

Consumers are embracing AI – but expect it to deliver

Forty-nine percent of APAC consumers are comfortable with AI making decisions on their behalf if it improves speed and resolution. Comfort is highest in South Korea at 56%, suggesting stronger consumer openness as AI becomes more embedded across the customer experience. 

But patience is limited when AI falls short: 82% of APAC consumers will give a virtual agent three attempts or fewer to resolve an issue. 

Poor experiences have real business consequences

Six in 10 (61%) APAC consumers would switch to a competitor after three or fewer bad experiences with their most favorite companies or brands. For 17%, it only takes one bad experience before they switch. 

Organisations see agentic AI and orchestration as key to closing the experience gap. Eighty-six percent of APAC CX leaders expect autonomous AI agents to orchestrate customer experiences within three years, while they plan to spend an average of 32% of their customer service or experience budget on AI-powered CX technologies over the next 12 months.

The findings suggest the future of customer experience depends not only on agentic AI adoption, but on how effectively organisations connect AI, human interactions, data and systems across the customer journey.

Details

Download the State of Customer Experience report at https://www.genesys.com/resources/state-of-cx

*Genesys worked with an independent research firm to survey 5,811 consumers and 1,560 CX and business leaders in more than 20 countries. The study includes responses from 1,426 (24%) consumers and 508 (14%) CX leader respondents across APAC, including Australia, New Zealand, India, Japan, the Philippines, Singapore, South Korea, and Thailand. 

The survey was conducted in March and April of 2026. Among the business respondents, the industries represented were airlines, automotive, banking, government, healthcare, insurance, manufacturing, media and entertainment,professional services, retail, travel and hospitality, technology, telecommunications and utilities.

Tata Communications: Gap between customer experience ideals and reality

Source: Tata Communications landing page. Customer interaction hurdles, with the top hurdle being a lack of collaboration across teams. A new customer experience (CX) and customer interactions survey by Harvard Business Review Analytic Services in association with Tata Communications has uncovered the biggest hurdles organisations face in improving customer experience.

A new customer experience (CX) and customer interactions survey by Harvard Business Review Analytic Services in association with Tata Communications has revealed that relatively few organisations think they consistently deliver positive customer interactions.

The finding is part of a December 2023 global pulse survey, in which 264 members of the Harvard Business Review audience, all familiar with their organisation’s strategy and approach to customer interactions, shared how their companies manage customer interactions and their future plans to transform customer experiences. 

While 94% acknowledge it is very important that organisations consistently deliver positive customer interactions for business success, 38% said their organisation is very effective at consistently delivering them. In another paradox, 91% of respondents agreed that making interactions more useful for customers can optimise an organisation’s efficiency. However, 49% of respondents did not feel their organisation has the right technology in place to support strong customer interactions.

The survey revealed key roadblocks that organisations need to address to create quality customer interactions:

- Nearly half (48%) of respondents cited a lack of collaboration across teams as a challenge, which could be hindering a unified customer journey

- Roughly four in 10 (39%) identified that siloed or disorganised customer data likely makes it difficult to personalise experiences

- Over a third (35%) believed the use of different digital tools or dashboards across the organisation is a challenge - this issue can create friction for both customers and staff

Tata Communications also said the survey highlights how each customer interaction is a building block that shapes their overall perception and CX of an organisation or brand. Individual interactions, positive experiences, and business outcomes are inextricably linked.

Mauro Carobene, VP and Global Head – Customer Interactions Suite, Tata Communications said: “Brands encounter multiple challenges when trying to deliver excellent customer experience, the most prominent being siloed data, lack of collabortion across departments, and working with multiple partners across different channels. Brands that work on individual touchpoints, rather than seeing each interaction as part of a journey, lack a 360-degree view of their customers.”

The study further revealed that making cross-channel customer interactions more seamless, consistent and personal is paramount, with 97% of respondents saying their organisation is focusing on one or more improvements to CX over the next 12 months.

Alex Clemente, MD, HBR Analytics Services, said: “This research underscores that the experience a company provides is often as important as its products or services in terms of customer satisfaction and loyalty. Enhancing the customer experience isn’t just the job of customer service and marketing teams; every team involved with the customer should have the capability to collaborate and contribute.

"Technology can be a big help in driving exceptional customer interactions across multiple channels. With the right tools, organisations can analyse customer data more effectively, personalise interactions, make that data accessible across the organisation, and create a seamless experience for both customers and employees.”

Explore

Read the full report at https://www.tatacommunications.com/harvard-business-review-analytic-services/

80% of Singapore service professionals expect customer service to contribute more revenue in 2024

A report from Salesforce has found high expectations for customer service to contribute more revenue in 2024. With AI enabling greater personalised customer experiences, service teams are well-poised to maximise upselling, cross-selling and customer retention opportunities to drive revenue, the company said. 

The company recently released the new State of Service report, sharing insights from over 5,500 service professionals across 30 countries — including 100 from Singapore. The report covers the priorities, challenges, and strategies shaping customer service. It includes how service teams tap AI and data to increase revenue, efficiency, and customer satisfaction amid rising customer expectations.

According to the Singapore Business Federation’s National Business Survey, revenue growth (76%) and reducing costs (62%) were among the top priorities for business leaders this year, amid rising economic pressures and uncertainties. 

Insights for Singapore include:

Revenue generation 

The trend of viewing service as a revenue driver instead of a cost centre is accelerating, and service teams are investing in scaling up. This year: 

- Nearly eight in 10 (77%) service professionals expect more budget

- Seven in 10 (71%) service professionals expect more headcount 

AI to boost efficiencies

To scale service without sacrificing quality, professionals are increasingly turning to AI. 

- Nine in 10 service professionals are using or evaluating AI

- Nine in 10 service professionals plan to increase AI investments this year. The top three service use cases for AI: automated summaries and reports, customer-facing intelligent assistants, and service responses

- The majority of service professionals (97%) with AI say it saves them time 

Escalating demands

As customer expectations rise, service agents are feeling the squeeze. 

- Roughly two thirds (65%) of service professionals expect a higher case volume next year

- Eight in 10 service professionals (81%) say customers are more demanding than they used to be 

Data capabilities boosted 

Service professionals are stepping up their data integration efforts to fuel human agents and AI systems. 

- More than seven in 10 (72%) service professionals say better access to data from other teams would improve support 

- Nearly nine in 10 (87%) service professionals are increasing investment in data integration this year

“Service teams cannot afford to miss the moments in the overall customer journey to build stronger relationships and loyalty. Generative AI will allow agents to provide a smoother and more personalised customer service experience, freeing up time to focus on relationship building. At the same time, data and AI is enabling service teams to demonstrate their ability to drive revenue growth through greater efficiency and upsell activities,” said Gavin Barfield, CTO and VP of Solutions at Salesforce ASEAN. 

“AI is helping customer service agents be more efficient by reducing administrative tasks, which frees up time for them to focus on delivering personalised customer experiences and revenue generation. This will fundamentally shift the role of service teams within businesses from cost centres to profit centres.”

Explore

Download the State of the Service report

*Salesforce conducted a double-anonymous survey of over 5,500 service professionals between December 8, 2023, and January 22, 2024. Respondents were sourced from 30 countries and roles including service operations, service agents, mobile workers, service managers/directors, and service leadership/head of service. Additional methodology and survey demographic details can be found in the report.

ServiceNow: Customer service gaps causing Singaporeans to lose two full working days a year

Source: ServiceNow ebook, Customer Experience Intelligence Report: Addressing Singapore’s billion dollar customer service gap. A summary of the research findings. Singaporeans collectively spent over 30 M hours on hold because of customer service activities.

Singaporeans spent more than 30 million hours on hold to address a customer service complaint or issue, according to new research* by ServiceNow, the digital workflow company. The average person in Singapore spent approximately two full working days (equivalent to 16.1 hours) on hold last year, representing a loss of S$1.24 B in wages** nationwide.

Slow service solutions will see Singapore business’ operating costs increase, with employees spending an average of 4.7 working days to resolve each customer issue. According to Wee Luen Chia, MD, ServiceNow Asia, “The effect goes wider than just the individual businesses putting their customers on hold, it’s impacting Singapore’s competitiveness.”

Over a third (34%) of Singaporeans have had to resolve issues by themselves because of poor service, ServiceNow said. Customers ranked the top three frustrations with customer service as having to repeat their issues to multiple people/departments (60% of respondents); being transferred to multiple people or departments (53%), and waiting on hold (42%).

Respondents also suggested why the country is ‘stuck on hold’: 

- Staff not having any power to make decisions/resolve issues (52%)

- A lack of ownership and responsibility between different departments (48%)

- Inefficient communications within the organisations (48%)

- Customer service department is understaffed or overwhelmed (47%)

- Customer service staff not listening to me (40%)

Seven in 10 (72%) of Singaporeans have even less patience with bad service because of inflated costs; a similar number of locals (70%) think customer service is getting worse because companies are cutting costs.

One in three respondents believe that the time they spent on hold in 2023 is an increase from the previous year; over two out of five respondents (43%) believe the time it takes to resolve an issue has also increased. Another 43% of Singaporeans say their expectations of an organisation’s customer service department increased in 2023.

Seventy percent of Singaporeans also reported encountering service disruptions from key providers. On average, each Singaporean experienced two disruptions each year.

"Businesses that empower their employees and teams to collaborate quickly and transparently to resolve issues will succeed in 2024,” said Chia. 

"Frustrating wait times, little resolution and abrupt service disruption is costing Singapore its patience along with national productivity, too.”

The research also compared generational service experiences. Baby Boomers were left waiting the longest for service in Singapore, in 2023, spending an average of 5.7 days for their issue to be resolved. For younger generations, it takes around two days less on average to have their issues resolved (3.6 days).

More than half (56%) of Gen Z used self-service options more frequently over the past year to resolve issues and are less likely to speak to an agent, while 55% of Baby Boomers preferred to speak directly to a person (24% for Gen Z).

“A better customer experience starts with clearer visibility of where and why processes are currently letting customers down,” said Chia. 

“Only then can organisations invest in improving operations, to consolidate, augment, or replace the service gaps. Instead of betting on quick-fix solutions, customer experience requires a long-term commitment to building service roadmaps to progressively meet and even exceed Singaporeans’ evolving expectations.”

Good service is about being strategic around speed, empathy and transparency, ServiceNow said. Two thirds of Singaporeans think that having their issues resolved quickly is key to good customer service, with transparency and empathy frequently emerging as top themes for an exemplary customer experience: 

- Having the issue resolved quickly (67%)

- Getting through to someone quickly by phone, chat or in person (52%)

- Having an empathetic customer service agent who cares (47%)

- Being able to track progress (46%)

- Customer service agent knowing all your service details/interaction history (42%)

“Customers expect every part of a business to communicate and work together to solve their issues, fast. The research shows that customers attribute an organisation’s inability to solve issues to business siloes and disempowered teams,” said Chia. 

“To break this downward spiral and earn back trust, customer service needs to enable the service teams to do their best work. Routing the right people to the right process, at the right time will solve the customer’s issue fast - this is where automation and AI technologies can deliver their best work in the service of employees and also for customers." 

Explore

Read more about the research at https://www.servicenow.com/content/dam/servicenow-assets/public/en-us/doc-type/resource-center/ebook/ebk-customer-experience-intelligence-report.pdf (PDF)

*One thousand and thirty Singaporeans aged 18 and above took part in ServiceNow’s study, conducted by Lonergan Research in early 2024, to assess the state of service in Singapore within the past year.

**S$1.24 B estimated loss in wages was calculated at a median hourly rate of S$28.38 multiplied by the total average number of hours spent by workers resolving issues (17.9), multiplied by working population.

Social media is more important than phone calls or email for customer experience

Source: Genesys infographic.

Genesys, a provider of customer experience (CX) and contact centre solutions, today released a study which reveals that more than a third of companies in Asia Pacific (37%) consider social media as one of their most important CX channels.

The study* shows that while face-to-face communications still ranks as the top CX channel, social media is now more important than both phone calls and email interactions.

“Consumers are going digital more than ever,” said Bruce Eidsvik, Senior Vice President of Genesys Asia Pacific. “In Asia, we hardly think twice when shopping online or posting our feedback and enquiries on companies’ social media channels, therefore it makes sense that we now lead the world when it comes to digital CX engagement. As economies across the region continue to move towards more service-based economies, Asia’s leadership in digital engagement places it as the pioneer that other regions will look to for CX innovation.”

The EIU study shows a direct correlation between CEO engagement in customer experience and profitability. When CEOs lead CX initiatives, those initiatives are more likely to transform a company’s future success. The survey found that 58% of companies reported much higher profitability than their competitors when the CEO is in charge of customer experience, and 59% experience better revenue growth as a result of prioritising CX investments.

Source: Genesys infographic.

In Southeast Asia, investment in customer experience is growing faster than other regions, with 42% of companies boosting investments by more than 10% in the past three years, with an expectation that they will increase by the same margin over the next three years.

The study also found that CEOs in Southeast Asia are more likely to have the final say on CX initiatives than CEOs anywhere else in the world. “Ambitious companies are driving large investments in customer experience initiatives to adapt to the digital communication channels customers are demanding,” said Charles Ross, Senior Editor at the Economist Intelligence Unit and lead researcher of the study.

“By prioritising CX and placing the CEO in charge, companies are taking an extra step to drive revenue growth and improve profitability.”

There is still room for improvement however. Southeast Asia (24%) is the second lowest sub-region in Asia Pacific by customer ratings of their overall experience with companies. Therefore, organisations in the region need to step up their game if they are to make the most of their growing investments in CX technology.

Interested?

The global and Asia Pacific reports are available for download
View the complete infographic

*Conducted by the Economist Intelligence Unit, the survey of 516 senior level executives in 21 countries explores the impact of customer experience efforts and leadership on business performance. A third of the respondents were from Asia Pacific, including Southeast Asian markets like Indonesia, Philippines, Singapore, Thailand and Vietnam.

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