It was found that nearly all Singaporean respondents (89%) rated customer communications as important in their overall experience, with almost two-thirds (63%) saying that they would switch away from a company if communications did not meet their expectations, according to the 2025 Global B2C Benchmark Report by Smart Communications.
The survey tracked respondents from 2018 to 2025 and looked at consumer attitudes and preferences towards customer communications from healthcare, financial services and insurance organisations.
“Customers’ expectations are set by the best brands in retail, technology and eCommerce,” said Smart Communications CEO Leigh Segall.
“When healthcare, banking and insurance organisations fail to meet these expectations, they risk losing customer loyalty and business.”
Use of AI
The survey found that 51% of respondents have warmed up to AI, particularly in specific use cases. For instance, over half of the Singaporean respondents would value AI being used to offer financial advice (58%), suggest insurance plan changes (60%), or make health recommendations (62%).
In addition, consumer confidence in AI is strong, with less than a third of all Singaporean respondents expressing hesitation over AI handling data securely (22%), or ethically (23%).
Respondents are also less likely to demand disclaimers of AI’s use in customer communications, with only 37% saying its use should be called out, as compared to 77% in 2024.
However, this increased comfort and trust does not necessarily translate into increased confidence in quality, as only 15% of respondents from Singapore believe that generative AI is better than humans at creating customer communications content, and nearly half (46%) say humans should always check content suggested by generative AI.
Data intake
Approximately two-thirds of respondents (66%), including 73% of Millennials and 71% of Gen Zs, said they would end their interaction with a company if the data intake process were too difficult. This was reflected in the survey, where 90% of respondents noted organisations should focus on speed and simplicity in the form completion process.
About 63% of respondents said they would prefer this process to a fillable PDF document, and 77% said it is important that companies offer some sort of digital data collection instead of manual processes that involve printing, scanning or mailing.
The full survey can be found here.