85% of Singaporeans got a Covid-19 vaccine on the basis of the quality of customer experience in government


More than 8 in 10 Singaporeans (85%) said the experience provided by government agencies – such as available information and easy to use booking systems – impacted their decision to get a Covid-19 vaccine, according to new Qualtrics research released today. For 41% of respondents, the experience had a significant impact on their decision.

At a time where government agencies across Singapore are working to modernise and expand their services in response to changing resident demands, expectations, and behaviours, findings from Qualtrics’ “Experience Management for Government” report reveal the importance of delivering positive resident experiences to drive outcomes.

As part of government service delivery transformation, the digitisation of services must be a continued priority. Half (52%) of respondents to the study said they are more satisfied when using digital platforms, and two-thirds (68%) said they have increased their use of digital platforms to engage with government agencies since the start of the pandemic. Similarly, 60% said they now expect to use digital platforms most of the time when accessing government services.

With programs and initiatives in Singapore being launched to drive digital adoption and good cyber hygiene among the country’s senior population, findings reveal an increasing willingness to embrace digital platforms. More than half of the respondents (53%) aged 60 years and above said they now expect to use digital platforms when accessing government services, compared to 14% who said they would rarely use them. Digital services are also driving satisfaction among this group, with 45% saying they are more satisfied with digital. In contrast, 15% said they were less satisfied using digital.

Government agencies managing health (including Covid tracing and vaccination status), transport, and education currently achieve the highest volumes of satisfied residents with the experiences being delivered. With the exception of education, they are also amongst the top listed agencies residents prefer to engage with through mobile channels, further highlighting the impact of a positive digital experience.

Findings from the study build on Qualtrics’ recent 2021 Consumer Trends study, where customer service support, communications, online resources, and ease of use for products and services were highlighted as the top areas for public sector agencies to improve.

“Following two years of rapid digital transformation, residents have high expectations from service providers. This requires a shift in how government agencies manage their programs, with a critical need to rapidly uncover opportunities to deliver better resident outcomes and take immediate action to improve the services being delivered. We are already seeing some government agencies make progress in these new environments, and it will ultimately lead to better outcomes for all involved – from greater trust through to a rise in inclusive citizen access to programs and initiatives,” said Phillip Bland, Industry Advisor for Public Sector Solution Strategy, Qualtrics.

Government agencies should also focus on their talent

As organisations from all industries navigate an increasingly competitive job market, separate findings from Qualtrics’ 2022 Employee Experience Trends report found that around half of the public sector workers in Singapore (49%) could look to switch jobs this year.

Hybrid environments, the opportunity to do meaningful work, good learning opportunities, and a positive brand image will be key to attracting and retaining quality talent. More than a third of respondents (36%) said they would look for a new job if they were asked to go back to the office full-time, while being able to do meaningful work, good learning opportunities, brand reputation, and the opportunity to work with great people were the top reasons people would apply for a job in the public sector.

“Competition for new talent is rising, and in the public sector candidates and employees are also all residents. It’s therefore especially vital that the public sector gets the experience right for both candidates and employees, especially as we know negative experiences can have knock-on consequences. By understanding and delivering the types of experiences people want at work, government agencies will be in a stronger position to attract and retain talent,” added Bland.

To help businesses and governments in Singapore deliver new and improved experiences, Qualtrics and SAP recently announced the Centre for XM Innovation in Asia. The Centre is focused on advancing local and regional experience management capabilities. Supported by the Singapore Economic Board of Development, the Centre is focused on helping organisations redefine their customer and employee experience in response to evolving expectations and needs.

Article received over Mail