Singapore firms lag in phone support as customers still prefer calling for help

A survey found 80% of customers want phone support, but only 9% of companies plan to prioritise it.

A ServiceNow survey found that 80% of Singapore consumers prefer calling a service representative for help, yet only 9% of organisations plan to make phone support a priority over the next three years.

The survey also found that 52% of Singapore customers would switch brands after slow or poor service, with businesses reporting 31% revenue losses and 52% higher customer churn.

Whilst 83% of customers use self-service channels like portals and chatbots, 47% said these systems do not understand their questions.

Service representatives work across an average of four platforms, leaving just 35% of their time to address customer issues directly.

AI adoption has helped improve experiences, with 60% of customers reporting better service quality.

Service reps reported lower administrative burdens at 53% and reduced stress levels at 44%.

The study titled The CX Shift: A study of customer expectations in the AI era was conducted by ThoughtLab in 2025 with 1,485 respondents aged 18 and above.

Follow the link for more news on

ServiceNow

The people you want to reach are already in this room.

Every quarter, SBR lands on the desks of the founders, CFOs, and directors running Asia's most consequential companies. Every day, they open our newsletter and read our website. It's a room that took twenty years to build — and it's the one most of our partners are trying to get into.

The good news is that the door is open. We work with companies on thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. The shape of the right partnership depends on what you're trying to do, which is why we'd rather start with a conversation than send a rate card.

If you have something this room should know about, tell us. We'll tell you honestly whether we can help, and how.

No rate cards until we understand the brief. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia