Closing Singapore’s Experience Gap: Why Trusted Digital Infrastructure Matters More Than Ever
By Smart Communications
New findings from our 2025 Benchmark Report reveal that for many Singaporean consumers, expectations for digital experiences continue to rise. In some cases, the gap between what customers expect and what they receive is widening.
Singaporeans are digital-first citizens, accustomed to seamless, intelligent experiences in every aspect of daily life. Yet even in one of the world’s most advanced markets, many organisations, especially those in highly regulated sectors like government and financial services, struggle to deliver the same level of speed, convenience, and personalisation customers have come to expect.
To close this gap, enterprises need to modernise how they collect, manage, and use data — building the digital and operational foundations for intelligent, compliant, and connected customer conversations.
Here are four key insights from the Benchmark Report that show why now is the time for change.
1. Singaporeans Expect Seamless Data Collection Processes
84% of Singaporeans say it’s important for companies to offer digital data collection instead of manual processes — compared to 77% globally.
Manual or PDF-based processes don’t just slow things down; they frustrate customers and erode trust. Each inefficient form or manual handoff signals to customers that a brand isn’t keeping pace with their digital lives. In fact, nearly half of Singaporeans describe the form-filling experience as time-consuming (see chart below).
Quick Tip: Treat every data collection step as a chance to demonstrate ease, trust, and digital maturity.
2. Strong Communications Drive Stronger Loyalty
82% of Singaporeans are likely to recommend a provider if communications exceed expectations — the third highest globally of 12 countries surveyed.
Great communications don’t just build loyalty, they drive growth. When messages are timely, relevant, and personal, customers are far more likely to stay engaged and become advocates. The key is connecting the right data to the right message at the right time.
Quick Tip: Identify where personalisation can have the biggest impact. Do you have the mechanisms in place to collect, govern, and use that data effectively?
3. The Experience Gap Is Real
Only 49% of Singaporeans rate their communications as “very good” or “excellent,” compared to 61% globally.
Despite Singapore’s leadership in digital adoption, too many enterprises are still held back by legacy systems, data silos, and fragmented infrastructure. These limitations make it difficult to respond quickly, personalise effectively, or ensure consistency across channels.
Quick Tip: Conduct a CX audit across three dimensions: speed, personalisation, and channel preference. Identify where legacy systems are slowing you down.
4. The AI Opportunity Starts with Reliable Data
71% of Singapore consumers believe AI will improve customer experiences, compared to 61% globally.
Singaporeans are optimistic about AI, but readiness doesn’t always match enthusiasm. AI can only enhance customer experiences when the underlying data is accurate, accessible, and responsibly managed.
Quick Tip: Evaluate whether your current systems can support the speed and scale of AI-driven experiences. Legacy archives and data collection processes often can’t keep up. (Learn more in this article about archive strategy in the AI era.)
Bridging the Gap for Regulated Industries
For government agencies, banks, and insurers operating under strict regulatory frameworks, transforming the customer experience can feel like an impossible balance between innovation and compliance. But it doesn’t have to be.
That’s why Smart Communications has expanded its investment in Singapore with a new AWS-powered data centre — enabling local access to The Conversation Cloud™, the world’s leading Customer Engagement Platform purpose-built for highly regulated industries. (Read the press release.)
Designed with compliance, auditability, and governance at its core, the platform allows highly regulated enterprises to modernise with confidence — and to take advantage of practical, responsible AI that enhances productivity and personalisation without introducing risk.
Our approach to AI is grounded in transparency, control, and compliance — helping enterprises apply intelligence where it matters most, while staying within their regulatory guardrails. For Singapore’s financial institutions and government agencies, this means they can finally embrace AI safely, using data they can trust to deliver faster, more connected, and more human customer experiences.
Because the future of customer engagement in Singapore isn’t just about going digital — it’s about going smarter, safer, and faster.