Methodology
The Singapore’s Best Customer Service 2025/2026 rankings are based on the results of an independent online survey. The respondents are customers in Singapore who have made purchases, used services or gathered information about products or services in the past four years.
The survey was set up and run independently. Companies were not involved in the project and customers answered the questions anonymously. The survey was conducted using online access panels, providing a representative sample of customers in Singapore. Each customer gave an evaluation of several brands. The survey was also open to readers of The Straits Times. Answers from almost 10,000 respondents and more than 100,000 evaluations of customer service were analysed. Evaluations from the previous year’s edition were considered with a smaller weighting.
Longlist of companies
The survey covered retailers and service providers in 102 categories, providing results for customer experiences in traditional retail, online and services segments. To obtain a solid evaluation base, each category included relevant brands used as a reference and benchmark. The reference brands were selected for their reputation, presence and availability in Singapore, and their turnover and market share. Every category included at least five companies for reference. Survey respondents had the option to add companies which they wanted to be part of the survey. Only companies that are active and offer their services in Singapore were taken into account.
Variables and calculation of scores
The final assessment and rankings were based on the likelihood of recommendation (50 per cent of the final score), indicating the willingness of the customer to recommend a company, and five evaluation criteria (making up the other 50 per cent of the final score):
1. Quality of communication
Measured whether the contact (via e-mail, telephone or face to face) was friendly and polite.
2. Professional competence
Measured the quality of information received and whether questions were answered correctly and in sufficient detail.
3. Range of services
Measured the variety of solutions available to fulfil the customer’s personal expectations.
4. Customer focus
Measured whether the customer felt acknowledged and important.
5. Accessibility
Measured the availability of customer service in a shop or on a helpline.
These criteria formed the base for the score calculation. Every company was evaluated on a scale from zero to 10, where zero is the minimum and 10 the maximum. Overall, more than 1,800 companies were evaluated and 364 of them – comprising the top three to five brands with the highest scores in each category – were given Singapore’s Best Customer Service 2025/2026 awards.
