Global consumers seek more personalisation from brands to improve the experience says new report

Some interesting research in this week’s newsletter suggesting that travel and hotels, non-grocery retail and financial services are the industries paving the way in terms of customer experience globally, while at the same time calling for brands to provide greater personalisation required by customers.

The KPMG report which surveyed over 84,000 consumers across 20 countries found that those three sectors dominated top-ranking positions in 19 of the 20 countries analysed. Travel and hotel brands came top in nine markets; non-grocery retail led in six, and financial services claimed four top-positions. In the UK specifically, it was first direct that British consumers considered best for customer experience, followed closely by Monzo, second, and Lush, third.

Commenting on the findings, David Conway, Director at KPMG Nunwood, said: “Disruption has hit all the industries, from retail to financial services, and the fallout has given way to new innovative operating models, with added focus on the customer and their respective journeys and overall experience. This is a trend that is only likely to continue, so brands must keep pace or risk becoming irrelevant.”

An apposite comment from David. The ‘age of uncertainty and disruption’ theme will feature strongly in our flagship Customer Engagement Summit in London next month. Our must attend Summit is firmly established as Europe’s premier CX conference and I look forward to seeing you there.