How SIA, DBS became top ranked brands for customer experience

Rewarding loyalty and improving workforce collaboration lifted up their CX.

Singapore Airlines (SIA) and DBS were the top-ranked local brands in Singapore in terms of customer experience, according to a survey by KPMG.

Both companies logged improvements in empathy and integrity, two of the six pillars measured by KPMG in their study.

For SIA, offering complimentary Wi-Fi to its KrisFlyer members— its loyalty programme— was cited as one of its most significant decisions that lifted up its customer experience.

Other services cited included the ability for customers to save content viewed across flights, such as viewing history and playlists; and introducing a new way to redeem accumulated points through Spontaneous Escapes.

DBS, meanwhile, was hailed for moving away from siloed ways of working to a more collaborative work environment. This includes shared workflows across various squads and interdepartmental sharing of CX information.

The bank was also noted for developing an AI-powered chatbot to address long waiting times at branches and on its hotline.

POSB, NETS, the Singapore General Hospital, and Starhub closed out the top 5.

NETS performed strongly in the integrity pillar. KPMG said that this is a result of “how well they are able to assure customers on the safety of their payments and payment information” on the back of their longevity and partnerships with reliable financial institutions.

Other brands included Changi Airport, the Singapore Petroleum Company, UOB, and RedMart.

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