Are brands in Singapore delivering what customers want?
People want brands to make them smile and laugh, yet business leaders fear using humor in customer interactions according to a new study Happiness Report from Oracle and Gretchen Rubin, five-time New York Times bestselling author and podcaster. The research report includes insights from 12,000 consumers and business leaders across 14 countries, including 1,006 from Singapore found that people are searching for new experiences to make them smile and laugh and will reward brands that embrace humor with loyalty, advocacy, and repeat purchases, and walk away from those that don’t.
It has been more than two years since many people last felt true happiness and they are searching for ways to be happy again, no matter the cost. Here are some findings from respondents in Singapore:
People want brands to make them smile and laugh, but business leaders are scared of using humor in customer interactions for fear of being canceled.
People will reward brands that embrace humor with loyalty, advocacy, and repeat purchases and will walk away from those that don’t.
“We’ve all been through some very tough years, and around the world, we’re short on happiness. We’re starved for experiences that make us smile and laugh, and brands can help,” said Gretchen Rubin, five-time New York Times bestselling author and podcaster. “For brands aiming to contribute to the happiness of their target audience, the process starts with data and knowing your customers. Only then can you bring the appropriate mix of humor, personality, and brand experience that will drive loyalty and brand advocacy.”
“Every organization has a common goal of keeping customers happy and engaged. In Singapore, there is a significant gap in successfully delivering happiness to customers as many brands shy away from using humor," said Jay Tuseth, Vice President Cloud Applications, Oracle ASEAN. "It is evident from our results that most business leaders want to make their customers laugh but are fearful of getting it wrong. Technology can be a true enabler. By harnessing data and the insight to contextually deliver a happier experience, business leaders can drive lifelong loyalty."
Learn more about this global report here
Research findings are based on a survey conducted by Savanta, Inc. across the United States, the United Kingdom, the United Arab Emirates, France, Germany, Italy, Japan, China, Singapore, India, Australia, Mexico, Brazil, and Columbia between January 3-27, 2022. For this survey, 12,183 consumers, including 3,125 business leaders across marketing, sales and customer service, were asked general questions about the impact of the pandemic on happiness and openness to seeing an emotion like humor inserted into advertising, marketing, sales and customer service activities as part of the overall customer experience. The report targeted consumers and full-time business leaders 21 years of age or older. Respondents were recruited through a number of different mechanisms, via different sources to join the panels and participate in market research surveys. All panelists have passed a double opt-in process and complete on average 300 profiling data points prior to taking part in surveys. Respondents are invited to take part via email and are provided with a small monetary incentive for doing so. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this report, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 0.9 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.
Oracle offers suites of integrated applications plus secure, autonomous infrastructure in the Oracle Cloud. For more information about Oracle (NYSE: ORCL), please visit us at www.oracle.com.
Oracle, Java, and MySQL are registered trademarks of Oracle Corporation.