The majority of consumers in Singapore (67%) are considering switching providers due to failures in customer communications, according to the 2026 Customer Experience Benchmark by Smart Communications.
Leigh Segall, CEO, Smart Communications, said, “Consumers are telling us they will switch providers when communications fall short or break down across channels, and they are becoming more selective about how and where they trust AI…The organisations that succeed will be those that simplify complex interactions, apply AI responsibly and transparently, and create experiences that build trust at every step.”
Communication failures and AI confidence
An overwhelming 92% of consumers in Singapore say communications directly impact how they feel about their favourite brand, but only 34% rate their current communications as good or excellent, decreasing 10 points from last year.
The study found that communication failures stem from poorly written communications, broken form processes, and AI deployment without transparency or human oversight.
While AI confidence has improved in Singapore, with 73% of customers feeling confident in AI handling personal data, demand for transparency has intensified. Most consumer (84%) in Singapore realise the importance of disclosing when AI is used in their interactions.
According to Amy Machado, Research Director at IDC, “Customers are no longer impressed by the presence of AI, they’re judging how well it works for them.”
“The challenge is that many organisations are still trying to meet modern expectations with legacy systems and fragmented processes. The winners will be those that unify customer experiences, apply AI responsibly, and build trust through every interaction,” Machado added.
