HubSpot, the customer platform for scaling businesses, has released new data from a global research survey that indicates companies in Singapore are transforming their business models in response to global megatrends such as generative AI (Artificial Intelligence) and changing customer expectations.
From economic downturns to the rise of new social channels, businesses have to pivot with the times, all the time. But the AI era is different. Small and Medium Businesses (SMEs) are operating in a new reality, and it requires more than just adapting to change. It requires reinvention.
According to HubSpot’s research, eight in ten (81 percent) Singapore companies said they’ve evolved more in the past four years than the previous two decades—the highest level of disruption across all countries surveyed.
In 2024, local companies are navigating a new reality where keeping pace with technological disruption and innovation is critical to business success. Singapore companies are the most likely globally to feel that their current growth tactics are becoming less effective (71 percent) and are also the most likely across all countries surveyed to agree that the introduction of AI has required them to reinvent (82 percent) their business.
“A combination of rising business costs, new technology and evolving customer expectations have impacted the effectiveness of conventional growth tactics among Singapore’s businesses, accelerating a need for reinvention,” said Kat Warboys, Senior Marketing Director of APAC at HubSpot. “Our research shows that a majority of local businesses agree that personalised, impactful customer experiences, powered by AI and automation, will be vital to their growth in 2024. Long term success will be determined by the ability of businesses to effectively engage with their audiences across multiple channels throughout the customer journey, and demonstrate value to customers to maximise retention.”
To empower Singapore companies with the right capabilities to meet evolving customer expectations, HubSpot today announced the launch of the new Service Hub and Content Hub. These tools are designed to help local businesses deliver streamlined, personalised customer experiences, which eight in ten (80 per cent) of local companies view as key to business growth. These solutions are part of HubSpot’s Spotlight, a bi-annual initiative where the company highlights its latest innovations to help SMEs win.
Rethinking Content Marketing . . .Again—Introducing HubSpot Content Hub
Today, customers are everywhere. Their purchase path is fragmented across multiplying channels, and marketers are left facing two major challenges: reach and relevance. Companies need to efficiently meet customers wherever they are, and do it with quality content that is personalised, unique and valuable.
However, Singapore companies are struggling to meet demands for multi-channel content, with 82 percent—the highest globally—sharing a need for tools to help remix content from one format or channel to another. Singapore is also the most likely across all countries surveyed by HubSpot to cite an increasing number of channels as a pain point (40 percent).
“The data suggests that while reinvention is necessary for success, it is not a one-size-fits-all all approach. Brands working to effectively reach audiences must connect with customers on a deeper level by leveraging personalised content tailored for the channels these customers most commonly reside on. While this may not be a simple process, it is a journey that many businesses are on, or need to commence, in order to understand and produce content that best engages customers,” shared Warboys.
To help local businesses meet demands for remixed, multi-channel content, HubSpot has launched Content Hub. The all-in-one marketing solution, powered by HubSpot AI, helps to create and manage content across the entire customer journey, through tools like AI Content Creation, Content Remix, Brand Voice, Audio Tooling, Members Blog and Gated Content Library (among others). This helps brands to more effectively meet and engage their customers by generating content customised for various channels, formats, and audience profiles, with a consistent brand voice.
Transforming CX Teams into Revenue Drivers with the All-New Service Hub
A separate HubSpot study revealed that nine in ten (92 percent) Singapore companies agreed that consumers find customer service interactions frustrating. There is a clear disconnect between what local brands think their audience needs, and what their customers and prospects actually want. SMEs need to double down on keeping existing customers happy, especially since acquiring a new one can be up to 25 times more expensive. This is one of the many reasons a brand’s customer support and success teams play such a critical role in the bottom line.
The HubSpot study also found that 81 percent of Singapore companies considered customer service and customer success separate functions with distinct goals and responsibilities. This hinders visibility and the flow of information across customer-facing teams, impacting the ability to deliver impactful, personalised customer service.
Common challenges faced by customer service teams in Singapore include extracting meaningful insights from customer data (49 percent), tracking KPIs (46 percent), ensuring alignment of customer service goals with overall business objectives (38 percent), as well as ensuring agents have access to accurate and relevant information (34 percent).
Aligning with Singapore’s strong national focus on AI, the study uncovered that nearly all (96 percent) local companies are using AI as part of the customer service process. To transform customer service into a more proactive function, about two-thirds of (66 percent) CX teams in Singapore are implementing predictive analytics and AI-driven tools to better anticipate customer needs.
The all-new Service Hub, powered by HubSpot AI, is the only solution that brings together customer support and success functions for the first time, helping businesses scale support and drive retention through data-backed insights and connected workflows. In line with the strong local adoption of AI, Service Hub features over a dozen AI-powered tools such as chatbots and real-time reply recommendations to boost customer successes.
“With Service Hub, our reps hit the ground running thanks to a complete view of the customer journey,” said Jennifer Cummings, Sr. Director, Customer Engagement at Kaplan. “Since bringing our marketing, sales, and service teams together on HubSpot, it’s completely removed the guesswork for our leaders, giving them visibility and confidence that customers are getting what they need, quickly.”
“In today’s business landscape, change is measured in days and weeks, not years. The speed of reinvention can be daunting, but technology advancements offer a significant opportunity for Singapore companies, especially SMEs, to adapt to new market trends and continue meeting evolving customer needs. With consumers expecting personalised experiences that align with their values and preferences, meeting these expectations requires businesses to connect with customers through channels that serve them best. These solutions from HubSpot are aimed at helping Singapore companies thrive in the digital economy,” explained Warboys.
Learn more about these solutions and more than 100 updates made across the customer platform at hubspot.com/spotlight.
Archive
- October 2024(44)
- September 2024(94)
- August 2024(100)
- July 2024(99)
- June 2024(126)
- May 2024(155)
- April 2024(123)
- March 2024(112)
- February 2024(109)
- January 2024(95)
- December 2023(56)
- November 2023(86)
- October 2023(97)
- September 2023(89)
- August 2023(101)
- July 2023(104)
- June 2023(113)
- May 2023(103)
- April 2023(93)
- March 2023(129)
- February 2023(77)
- January 2023(91)
- December 2022(90)
- November 2022(125)
- October 2022(117)
- September 2022(137)
- August 2022(119)
- July 2022(99)
- June 2022(128)
- May 2022(112)
- April 2022(108)
- March 2022(121)
- February 2022(93)
- January 2022(110)
- December 2021(92)
- November 2021(107)
- October 2021(101)
- September 2021(81)
- August 2021(74)
- July 2021(78)
- June 2021(92)
- May 2021(67)
- April 2021(79)
- March 2021(79)
- February 2021(58)
- January 2021(55)
- December 2020(56)
- November 2020(59)
- October 2020(78)
- September 2020(72)
- August 2020(64)
- July 2020(71)
- June 2020(74)
- May 2020(50)
- April 2020(71)
- March 2020(71)
- February 2020(58)
- January 2020(62)
- December 2019(57)
- November 2019(64)
- October 2019(25)
- September 2019(24)
- August 2019(14)
- July 2019(23)
- June 2019(54)
- May 2019(82)
- April 2019(76)
- March 2019(71)
- February 2019(67)
- January 2019(75)
- December 2018(44)
- November 2018(47)
- October 2018(74)
- September 2018(54)
- August 2018(61)
- July 2018(72)
- June 2018(62)
- May 2018(62)
- April 2018(73)
- March 2018(76)
- February 2018(8)
- January 2018(7)
- December 2017(6)
- November 2017(8)
- October 2017(3)
- September 2017(4)
- August 2017(4)
- July 2017(2)
- June 2017(5)
- May 2017(6)
- April 2017(11)
- March 2017(8)
- February 2017(16)
- January 2017(10)
- December 2016(12)
- November 2016(20)
- October 2016(7)
- September 2016(102)
- August 2016(168)
- July 2016(141)
- June 2016(149)
- May 2016(117)
- April 2016(59)
- March 2016(85)
- February 2016(153)
- December 2015(150)