Customer excellence in the U.S.: Creating experiences that matter

Discover how top brands are delivering a high-quality experience - each time, every time.

Jeffrey Mango

Jeffrey Mango

Managing Director, Advisory Customer Solutions, KPMG US

+1 404-614-8757

Brands are finding more and better ways to provide outstanding experiences and services to customers. As a result, their expectations are rising.  And that means middle-of-the-road customer experience (CX) can no longer be the norm.

The most recent KPMG U.S. Customer Experience Excellence Report shows U.S. brands are making slow but steady progress in their customer experience (CX) performance scores. This follows the peak in 2017, when the highest-ever CX performance was recorded since the survey began 10 years ago.

To learn more, read the report
: The connected experience—2019 U.S. Customer Experience Excellence Report.

The report is based on findings from an online survey completed in early 2019. It took in the views of more than 7500 U.S. consumers who were surveyed about their individual experiences with brands they had interacted with over the previous six months. Brands that had at least 100 mentions were included in the report released in October. The research was conducted on behalf of KPMG International by KPMG Nunwood’s Customer Experience Excellence Center.

Brands were ranked across Six Pillars of Customer Experience Excellence: Personalization, Integrity, Expectations, Resolution, Time and Effort, and Empathy. Brands that master a balance across these six pillars tend to be leaders in customer experience excellence.

The study revealed that leading brands are exploring approaches and strategies that expand their ability to deliver great experiences, such as connecting their entire enterprise to better serve customers, listening more to the voice of the customer, and employing next-generation personalization to move beyond organizational constraints and outdated practices.

Building a connected enterprise

To build on their CX success, high-performing organizations are making significant investments across a number of connected enterprise capabilities. These include: insight-driven strategies and actions, innovative products and services, experience centricity by design, seamless interactions and commerce, responsive operations and supply chains, digitally-enabled technology architectures, and integrated partner and alliance ecosystems.

The result: connected enterprises are better able to understand what their customers need and value, and deliver the intended experience profitably. They also have the responsiveness and resiliency to evolve with the changing consumer and competitive landscape to consistently deliver on their customer promise.

Turning voice of the customer insights into action

An article in the Harvard Business Review1noted that only 11 percent of customer-impacting decisions are based on customer insight. This suggests that the majority of decisions are based on guesswork or, at best, intuition.

For some organizations in the study, this intuition is driven by a real closeness to the customer. But for many businesses, it is based on what people think the customer wants, and in today’s rapidly changing consumer world, that can be a dangerous place.

Turning insight into action is a process, and like most processes, it needs to be managed effectively end to end. The reality is that for most companies, it is a process that is fragmented and piecemeal if it is seen as a process at all. To excel at customer experience, brands need to focus on the process of insight management and the activities, skills, and technologies that support it.

Next-generation personalization leads the customer journey

High-performing organizations are turning to next-generation personalization which uses context-specific information to guide the customer, putting them in control and providing knowledge and education when needed. This intelligent guidance across the customer journey is the next big yardstick for personalization and the technologies that support it. It sets and manages customer expectations, identifies options available to the customer, and indicates what is likely to happen next.

To read more about brands that are winning the customer experience challenge. Visit here.


1 Source: Harvard Business Review, Marketers Flunk the Big Data Test, August 2012