2016年-数据局_毕马威：寻求以客户为本–全方位业务模式_60页_2mb

KPMG 2016 Global Consumer Executive Top of Mind Survey Summary

Core Content

The 2016 KPMG Global Consumer Executive Top of Mind Survey, conducted in collaboration with The Consumer Goods Forum (CGF), highlights the increasing importance of the omni business model in the consumer goods industry. This model emphasizes customer-centricity, digital integration, and seamless cross-channel experiences as essential for business success in a rapidly evolving market.

Main Points

• The consumer industry is already disrupted: Technological advancements and shifting consumer expectations have fundamentally changed the landscape, making customer-centricity a necessity, not a luxury.
• Omni business model is the future: Companies are moving toward fully integrated omni businesses, where all functions (production, inventory, marketing, sales, etc.) are aligned with customer needs and supported by digital technology.
• Customer-centricity is key: The survey emphasizes that the most successful companies are not just focused on sales channels but on hyper customer-centricity, using data and analytics to understand and anticipate consumer behavior in real time.
• Digital-first mindset: Companies must adopt a digital-first approach, integrating digital channels into all aspects of their operations, from manufacturing to in-store experiences.
• Supply chain transformation: Supply chains need to be more agile and demand-driven to support omni operations, with the ability to pivot quickly to meet changing consumer needs.
• Building trust: In a digital marketplace, trust is a critical differentiator. Companies must ensure transparency, product safety, and sustainability to maintain consumer loyalty.
• World-class omni business: Creating a fully integrated, customer-driven business model requires advanced technology, analytics, and a culture that puts the customer at the center.

Key Insights

• Consumer preferences are shifting rapidly: Over 42% of executives believe customers already expect seamless experiences across sales channels, and this trend is expected to grow.
• Emerging markets and Millennials are driving change: These two groups are central to the omni business model, with a growing middle class in emerging economies and a highly tech-savvy, socially conscious generation of Millennials.
• Companies are falling short: Despite recognizing the importance of customer service and digital integration, many companies are not meeting these expectations. For example, only 27% feel they are successfully responding to the demand for online price comparison.
• Analytics is becoming more critical: Companies plan to significantly increase their use of analytics, with 59% expected to use data analytics by 2018, and 49% to use predictive analytics. Tools like real-time tracking and micro-targeting are also gaining traction.
• Customer journey mapping is essential: Path-to-purchase analytics is seen as a vital tool to understand evolving consumer behavior and adapt accordingly.
• Millennials are a major force: With over 2 billion people globally, Millennials are shaping consumer trends. They value experiences over products, are more influenced by social media and peer reviews, and are less responsive to traditional advertising.
• Opportunities and challenges: While Millennials represent a significant opportunity, they also present challenges such as lower disposable income and a tendency to browse rather than buy.

Figures and Data Highlights

• Figure 1: By 2018, 32% of executives plan to evolve into omni businesses, up from 7% currently.
• Figure 2: 62% of executives expect growth in emerging markets to positively impact their business, and 54% are optimistic about the influence of Millennials.
• Figure 3: Companies are not meeting customer expectations in areas such as pick-up and return options, omni-channel experiences, and new business models.
• Figure 4: Use of analytics is expected to double, with 59% of companies planning to use data analytics by 2018 and 49% to use predictive analytics.
• Figure 5: Top priorities for analytics investment include creating personalized experiences (56%), optimizing distribution (51%), and improving demand forecasting (50%).
• Figure 6: Top priorities for consumer companies in 2016: sustaining customer loyalty (33%), improving customer service and experience (33%), building customer trust (33%), and enhancing supply chain agility (29%).
• Figure 7: Top challenges when selling to Millennials: lower disposable income (30%), aversion to traditional advertising (26%), influence by online reviews (25%), and tendency to browse but not buy (24%).

Conclusion

The 2016 survey underscores the need for consumer companies to adopt a hyper customer-centric, digital-first, and fully integrated omni business model. Success in this new landscape depends on understanding and responding to evolving consumer behaviors, leveraging advanced analytics, and building trust through transparency and innovation. Companies that fail to adapt risk being left behind in a market where customer experience is the ultimate differentiator.