毕马威-全球顾客卓越体验报告（英文版）-2018-98页-2mb

报告摘要

KPMG Global Customer Experience Excellence Report Summary

Core Content

KPMG's report, Tomorrow's experience, today, explores how leading brands are redefining customer experience in a rapidly evolving market. It highlights the growing importance of a customer-first approach and the role of new technologies in shaping future-ready customer interactions. The report emphasizes that customer expectations are constantly shifting, driven by factors such as digital innovation, demographic changes, and a heightened focus on data privacy and trust.

Main Viewpoints

Customer-Centric Focus: CEOs recognize the need to prioritize customer interests, with 70% feeling a growing responsibility to represent their best interests. 67% aim to build trust, and 3 in 5 consider data protection a top priority.
Millennial Influence: One-third of CEOs are actively repositioning their brands to meet the expectations of millennials, reflecting a shift in consumer values and behaviors.
Technology Integration: Leading brands are leveraging technologies like AI, machine learning, bots, and predictive analytics to create personalized and efficient customer experiences. These tools are not just for automation but for deeper customer engagement and insight.
Future-Ready Organizations: The report argues that future success depends on rethinking traditional organizational structures. Companies must move away from siloed, function-based models to interconnected, customer-focused ecosystems.
The Six Pillars of Experience Excellence: These pillars are identified as the foundation of great customer experiences. They include:
- Personalization
- Integrity
- Expectations
- Resolution
- Time and Effort
- Empathy

These pillars are validated across multiple markets and are linked to human psychology, customer satisfaction, and business outcomes.

Key Insights

Personalization is key to emotional connection, involving individualized attention and tailored interactions.
Integrity builds trust through consistent behavior and transparent communication.
Expectations must be managed, met, and exceeded, with clear communication of service standards.
Resolution involves turning poor experiences into positive ones through swift and sincere action.
Time and Effort focus on minimizing friction and making customer journeys efficient.
Empathy enables deep understanding and relationship-building with customers.

Strategic Implications

Organizational Design: The report stresses the need for a holistic, interconnected approach to business operations. Traditional function-based models are inadequate for future customer needs.
Customer Journey Mapping: Companies must think in terms of customer segments, needs, and journeys rather than internal functions.
Employee Engagement: High-quality execution and employee engagement are critical to achieving customer experience excellence.
Economic Value: Brands that align expectations and experience generate more value for both customers and shareholders.

Research Highlights

The report is based on a global survey of 55,000 consumers across 14 countries.
Over 2 million individual evaluations were collected, providing deep insights into customer behavior and expectations.
The survey highlights the importance of understanding the evolving customer, including generational shifts and life event dynamics.

Generational Trends

The concept of 'generational surfing' is introduced, emphasizing the need to understand and adapt to the changing needs of millennials, Gen Z, and their parents.
The report notes that 38% of CEOs believe their brands need repositioning to meet the expectations of millennials.