Brands That Maintained Commercial Cadence With Their Customers And Used Tech To Take In-Store Experience Online Built Customer Loyalty Amid COVID-19: KPMG Report

The 2020 KPMG U.S. Customer Experience Excellence (CEE) report, which identifies the top-performing brands and industries in terms of customer experience based on a survey, found that brands that were able to continue to transact with their customers in the COVID-19 environment performed better than those that were unable to. Brands that used technology, including AI, to transfer the in-store experience online reaped the rewards of customer loyalty.

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“Leaders in our 2020 index are purpose-led companies with deep connective customer relationships, offering online experiences that are immersive, emotionally connective and safe,” said Julio Hernandez, U.S. Customer Advisory Practice lead at KPMG LLP. “With the move to online accelerating due to COVID-19, the nature of the relationship between brands and their customers has changed, bringing the need for commercial cadence to the forefront. Our analysis also shows a move to the age of ‘buying into’ from ‘buying from,’ as customers are seeking companies that make a difference environmentally and socially.”

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The report utilizes six pillars of experience that explain how companies navigated the new environment and how they performed in terms of customer experience (CE). High performing CE leaders scored high across the six pillars:

• Integrity, acting ethically and demonstrably in the customers’ best interests
• Resolution, focusing on proactively addressing customer problems
• Accurately setting customer Expectations
• Reducing the Time and Effort customers need to expend by enabling frictionless digital and, where possible, physical interactions
• Delivering a Personalized experience with
• Empathy and compassion.

For more information on the 2020 KPMG U.S. Customer Experience Excellence report, please click here.

The 2020 Top 10 U.S. Brands based on the survey:
The two pillars on which the top 10 U.S. brands averagely outperformed the market during 2020 were Integrity and Empathy. These top performers have an average score of 8.5 out of 10, similar to last year, although there was less brand interaction due to COVID-19.

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