Singapore Airlines leads customer experience across Australia, Hong Kong, Singapore, says KPMG report

Singapore Airlines ranks the best when it comes to customer experience (CX) not just in Singapore but in Australia and Hong Kong as well. In New Zealand it is at number two, just below TSB. The findings are from the latest edition of KPMG’s global customer experience excellence report. 

Significantly enough, Qantas did not figure anywhere in the top 10 customer experience brands in Australia, and neither did Cathay Pacific in Hong Kong. Air New Zealand however made it to number three on the national listing. 

In the Asia region, the report surveyed 1,011 consumers in Singapore and 1,999 in Hong Kong. 

Other brands that fared well in Singapore when it came to customer experience were Changi Airport at number two, and  Visa at number three. The finance category found a high level of representation with brands like Mastercard, DBS, NETS and PayPal all making it to the top 10.

Commenting on customer experience in Singapore, KPMG partner and customer lead Bradley Styles said: “CX-leading companies in Singapore now work towards having a more intimate conversation with customers, getting to know them first-hand. 

“Our leading brands have also invested significantly in understanding what their customers want, and provide new products and services to meet these ever-evolving expectations. However, there is a balance to be kept in leveraging the technology to meet expectations and managing the cost required to do so.”

In Hong Kong, the leading categories are luxury with Chanel, Dior and Louis Vuitton and hospitality with hotels like Intercontinental, Marriott and Shangri-La, all making it to the top 10. Apart from Singapore Airlines, Emirates too makes the cut when it comes to customer experience. 

Commenting on CX in Hong Kong, KPMG China head of customer and operations Hong Kong Isabel Zisselsberger said: “By investing in initiatives to understand and engage customers, global brands in Hong Kong are delivering locally relevant experiences with great success. 

“At the same time, disruptive brands are now making an appearance in the hall of fame – a reminder that brands need to continually push themselves if they want to stay ahead.” The report devoted an entire segment to analysing the customer experience driven approach of Singapore Airlines.

Writing about its approach, the report said: “Unlike many major carriers, SIA focus on stress reducing communication: ensuring that passengers are kept informed and reassured about missed connections or unforeseen overnight stays, thinking ahead and answering questions before passengers have even thought of them. Everything possible is done to put the customer back in control and reduce stress and concern.”


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