Singaporeans are not feeling valued enough by global brands, according to research by ICLP. The data revealed that only 19% of consumers felt that global brands appreciated their loyalty, compared to 26% for local brands. This was despite the fact that Singaporeans actually expected global brands to demonstrate their appreciation more than local brands, presumably because of global brands' greater resources. The findings show that global brands need to up their game if they want their Singaporean customers to feel valued and remain loyal. A spokesperson from the research firm ICLP said: “International brands need to make better use of the data they are collecting from customers, by finding ways to lend a personal touch to each customer and offering tailored promotions and services that lie within the appropriate contexts in the customer journey.”
