Study: 72% of Singaporeans will leave a negative review on social media

Going into 2025, customers’ experience continues to rise, with their experience getting worse in certain areas. Singaporean customers especially demand for organisations to continue improving their customer service, with 85% saying they would switch to a competitor if they received slow or poor service.

In addition, 86% of customers would request a refund if they are unhappy with the service levels, and 72% will take to social media to leave a negative review. This is according to ServiceNow’s latest report titled “2025 customer experience report”.

While customer service agents in Singapore are eager to deliver exceptional service, they are often hampered by disjointed systems (56%) and inefficient processes (22%). Where customer service agents believe it takes only 30 minutes to resolve an average customer service issue, customers themselves say it takes nearly five days to do so.

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In total, Singaporeans have spent 40 million hours waiting to make a customer service complaint or resolve an issue in the last 12 months. This significant gap underscores the disconnect between customers and agents, likely due to siloed systems and limited visibility across the customer journey.

In fact, 32% of customers in Singapore believe that agents are not empowered to make decisions or resolve issues. Customers also cited waiting on hold (47%) and being transferred to multiple people (45%) as key frustrations in the customer journey.

As such, customers in Singapore want issues resolved quickly (61%), proactive status updates and alerts (42%), faster service (39%) and more personalised service (37%).

As customer service evolves, the study revealed that 76% of Singapore customers don’t mind if AI replaces customer service if the outcome is the same or quicker. An additional 62% of customers say the greatest benefit of AI is after-hours customer service and that the use of the technology has increased their expectations of customer service (65%).

Meanwhile, 75% of Singaporeans have said they prefer to use self-service before getting on the phone.

The openness to the use of AI in customer service suggests that Singaporeans are embracing the new technology even more now. Earlier in January this year, Ipsos and Google unveiled that over half (58%) of Singaporeans are thrilled about the potential of AI. The study showed that Singaporeans are using AI to not only entertain, but also to support their work, personal projects and education.

The study also found that Singaporeans remain highly optimistic about AI's economic impact and its potential to drive progress in key areas such as science and medicine. A growing majority (72%) believe AI will personally benefit them, an increase from 67% last year and exceeding the global average of 59%.

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