Consumers feel let down by brand experience gaps: report

Only 31% of Singaporean consumers say they would recommend the brands they used.

Despite high expectations, most Singaporeans walk away underwhelmed by the brands they choose.

According to the latest CX Global Insights 2025 report by Ipsos, whilst 78% of customers in Singapore select a brand anticipating a good experience—the second highest figure globally, a striking 86% say those brands failed to exceed expectations, with 59% reporting a bad or forgettable experience within the past six months.

Brands are falling short not due to a lack of customer interest, but because they’re unable to follow through with experiences that match the promises they make. “It’s no longer enough to satisfy—it’s about connecting emotionally and delivering consistently,” Ipsos said.

Compounding the issue, only 31% of Singaporean consumers say they would recommend the brands they used, even though 57% initially chose those brands based on recommendations.

Trust is also under strain in the influencer-driven economy, with 44% of Singaporeans finding social media influencers untrustworthy. Ipsos advised brands to invest in authentic, personalised engagement over paid visibility to earn loyalty.

Despite these challenges, the report also uncovered a major opportunity: 52% of Singapore customers are willing to pay more for a better experience, and that figure rises to 70% when an emotional connection is built.

The study emphasised that what customers in Singapore value most is friendly service, seamless digital interactions, reliability, and personalised treatment.

Whilst AI continues to expand in customer service roles, only 44% of Singaporeans believe AI improves their experience, underlining the importance of maintaining human touchpoints for complex or emotionally sensitive issues.