As Singapore continues to navigate inflationary pressures and a volatile global economy, delivering exceptional customer experiences remains a key differentiator for businesses. While the adoption of emerging technologies like generative AI (Gen AI) accelerates, maintaining a thoughtful balance between innovation and the human touch is becoming increasingly important. This is especially true in Singapore, where a strong services sector and steady consumer spending have long supported economic growth.
The KPMG Global Customer Experience Excellence (CEE) Report 2024–2025 explores how brands in Singapore are adapting to meet this challenge. Anchored on the Six Pillars of customer experience—Personalisation, Time & Effort, Expectation, Integrity, Resolution, and Empathy—the report offers data-driven insights on what customers value most today. While Personalisation continues to be the cornerstone of customer satisfaction, Integrity and Empathy are rising in importance as customers place greater emphasis on trust, transparency, and genuine emotional connection.
Singapore consumers remain cautious about AI despite its growing presence in daily interactions. Concerns over data privacy, identity theft, and the potential for impersonal experiences have reinforced the need for responsible and ethical AI adoption. As Gen AI moves from experimentation to integration, brands are shifting from using AI to automate tasks toward embedding it into their core processes—predicting needs, supporting real-time decision-making, and enabling hyper-personalised experiences at scale.
This year’s report highlights how leading Singapore brands are using AI not just to enhance operational efficiency, but to strengthen customer relationships. From harnessing real-time insights to delivering emotionally resonant experiences, companies are showing how technology can be a powerful enabler of empathy and trust. The most forward-thinking brands are going one step further—proactively demonstrating responsible data usage and paving the way for broader industry impact.
In an increasingly digital world, the brands that succeed will be those that seamlessly integrate AI into their customer journeys while preserving the human touch. As the lines between digital convenience and emotional engagement blur, perfecting this balance will be essential to winning customer loyalty and sustaining long-term growth.
