KPMG Consulting Co., Ltd. conducted a study called “Global customer experience excellence research 2020.” This is a survey about personal experiences with brands and was conducted online.
This global survey was conducted from late April to early May 2020 during the coronavirus pandemic, and revealed that the new coronavirus is having a significant impact on the customer behavior of people around the world.
Japanese companies’ customer experience ratings were generally low. We also found that online experience has a significant impact on brand evaluation.
Six elements that make up a great customer experience “Six pillars”
KPMG Consulting Co., Ltd. defines the following six points as the elements that make up an excellent customer experience.
- personalized
- convenience
- Expectation satisfaction level
- integrity
- problem solving ability
- intimacy
This survey was conducted based on these six factors.
Japanese companies’ brands received high ratings for functionality and convenience, but low ratings for being close to consumers’ feelings.
When the CEE (Customer Experience Excellence) score was calculated as the weighted average of the scores of these six factors, the CEE scores of all Japanese brands were as follows on a scale of 10 to 10.
Source: KPMG Consulting publishes customer experience survey report during the coronavirus pandemic
Next, the results of the survey regarding the importance of each element in the CEE score are as follows.
Source: KPMG Consulting publishes customer experience survey report during the coronavirus pandemic
The highly rated elements of Japanese company brands were “convenience,” “personalization,” and “fulfilment of expectations,” which were mainly functional elements.
On the other hand, factors such as “integrity,” “intimacy,” and “problem-solving ability” that relate to being in tune with consumers’ feelings received low ratings.
The study also found that four of the top five brands interact with customers more online than in person.
It has been pointed out that the online experience has a significant impact on brand value, regardless of whether the actual service is delivered face-to-face or online.
The quality of customer experience was improving around the world
The current study found that CEE scores were increasing in all countries in which it was conducted.
It also appears that the factors that have the greatest impact on customer loyalty are “personalization” and “integrity.”
Furthermore, due to the spread of the new coronavirus infection, it was found that 63% of customers consider value (affordability) as a differentiating factor for products and services.