2Tomorrow’s experience, today
Foreword
In today’s hyper-
competitive and
customer-centric world,
it is those that know
the most about their
customers and harness
this knowledge that
achieve the greatest
success.
Julio J. Hernandez
Head of Global Customer
Centre of Excellence
US Customer Advisory Lead
KPMG in the US
2018 KPMG International Cooperative (“KPMG International”). KPMG International
provides no client services and is a Swiss entity with which the independent member
frms of the KPMG network are affliated.
CEOs know they need to continue to sharpen their
focus on the customer.
The challenge is that new experiences and new
competitors are continuously resetting customer
expectations. At the same time, new technologies –
artifcial intelligence, machine learning, bots, predictive
analytics and a host of others – are radically changing
the way brands engage and interact with their
customers. The customer relationship has never been
in such fux.
But how do customers feel about the experience they
are getting from their brands And what steps are
companies taking to ensure they are able to continue
to manage and meet customer expectations while
also delivering value for shareholders
In a global survey of CEOs conducted by KPMG
International, 70% of CEOs felt a growing
responsibility to represent the best interests of their
customers and 67% want to focus on building trust.
Three in fve agreed that protecting customers’ data
is one of their most important jobs as a CEO, likely
refecting higher expectations as a result of the new
European General Data Protection (GDPR) regulations.
One in three said they are actively repositioning their
brand to respond to the expectations of millennials.
In this report, we share the results of our frst
multicountry survey of customer experience. Based
on the responses of almost 55,000 consumers
across 14 countries, we have identifed which
brands are delivering the best experiences from the
consumer’s perspective.
We also go beyond the data to explore how the
leading brands are creating exceptional customer
experiences. And we share insights on how top
brands are addressing the need to not just connect
things today, but to connect to the ideas and
technologies of the future.
There is good reason to want to understand how
the leaders are differentiating themselves. Indeed,
this report fnds that brands that master customer
experience excellence generate signifcantly more
value than those that don’t.
Our study demonstrates that the leading companies
are the ones that have already found the economic
value of where expectations and experience align.
They are the ones that are now working to connect
their enterprise in a way that removes silos and
eliminates friction in the customer journey. And they
are enjoying success as a result.
The very best brands for customer experience
excellence are now starting to think of their customers
as assets that should be protected, nurtured and
invested in. They view their customers’ loyalty as a
form of equity in the company. And they are thinking
about how they might start to move their customers
onto their balance sheets vs a simple transactional
relationship that appears periodically on the income
statement as a revenue item.
I believe that, to cultivate true loyalty and trust
with tomorrow’s customers, today’s companies
need to look beyond the traditional demographic
and segmentation approaches to understand each
customer as an individual. They need to then use
these insights to engage intelligently.
The leaders of tomorrow will also need to offer their
customers something more than just products and
services. Indeed, our research shows that customers
of all ages – but millennials in particular – are looking
for brands that are working towards a higher vision
than simply making profts for their shareholders.
They’re looking for organizations with integrity –
those that communicate their core beliefs openly
and credibly – and where the ‘why’ and ‘how’ is as
important as the ‘what’.
While this report includes many of our topline
fndings, there are more insights to share. If you
would like to discuss any aspect of this report, please
contact your local KPMG member frm to learn how
they can help you shape the proftable customer
experience of the future.
3 Tomorrow’s experience, today
2018KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member frms of the KPMG
network are affliated.
The best
way to
predict the
future is to
create it.
Peter Drucker
Contents
01
Introduction
Strategic overview 06
Research methodology 08
The Six Pillars of 10
experience excellence
Creating the customer-centric 12
organization of the future
Creating tomorrow’s experience today 14
02
Excellence
Understanding tomorrow’s customer 16
Tomorrow’s experience, today 20
The customer experience 22
excellence hall of fame
03
Engagement
The integrating power of purpose 34
Tomorrow’s employees: 37
purposeful engagement
The Six Pillar employee experience 41
04
Execution
Tomorrow’s technology: creating the 44
intelligent customer experience
Customer understanding: 50
the insight ecosystem
4 Tomorrow’s experience, today
2018 KPMG International Cooperative (“KPMG International”). KPMG International provides
no client services and is a Swiss entity with which the independent member frms of the KPMG
network are affliated.
05
Economics
The economics of customer 52
experience excellence
06
Global themes
In search of truth - 55
the integrity economy
Going ‘Glocal’ 59
Fragmenting customer journeys 62
07
Country overviews
Australia 66
China 68
Denmark 70
France 72
India 74
Italy 76
Luxembourg 78
Mexico 80
Netherlands 82
New Zealand 84
Norway 86
UAE 88
UK 90
US 92
08
Tomorrow’s experience,
today checklist 94
09
Further information
Methodology and terminology 96
How KPMG can help 97
KPMG contributors 98
5 Tomorrow’s experience, today
2018 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member frms of the KPMG
network are affliated.。