Professional Documents
Culture Documents
emotionally
1,500 detailed brand reviews
experiences, how
do we compete in a Defining customer best practice:
digital future? Through the lens of The Six Pillars: the DNA of
every outstanding customer experience and
fuel of fast-growth business
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a
member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
4 Engineering a human touch into a digital future 5
Foreword
The die is cast. We are marching inexorably into So what makes the difference? This analysis saving and growth. Much like the brand accounting
a new generation of digitally enabled customer and recent Customer Experience Excellence movement of the last millennium, it is becoming a
experiences. There is no turning back. Estimates Centre work in Europe shows those that achieve more serious, economically founded discipline.
vary as to the number of customer service roles effectiveness have built up four macro-capabilities: an
that will be replaced by bots, robots, cognitive understanding of excellence, colleague engagement, For the organisation, this means ensuring the
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
6 Engineering a human touch into a digital future 7
The key themes we are seeing amongst the US leaders: Logistics Utilities
35 The Psychology of Digitally Enabled 52 Contact the Customer Experience
Experiences Excellence Centre Culture, employee experience, employee behaviour and
customer experience are linked.
39 The Six Pillars in a Digital World 53 2017 US Top 100 Results
Digital is not a separate island, but the tip of the experience spear. Telecoms Public Sector
44 Customer Experience Effectiveness
Success Stories The Six Pillars, even in the digital space, continue to be the backbone of
outstanding experiences.
50 Customer Experience Effectiveness Criteria
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. UK limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with
KPMG International Cooperative, a Swiss entity. All rights reserved.
8 Engineering a human touch into a digital future 9
Through more than 1.7 million evaluations across Not only do The Six Pillars define customer The analysis also reveals
multiple markets, six fundamental components experience excellence, but so too do they predict significant movers entering the
of every great customer experience have been commercial success, with strong performance top 100 - underlining that, in
7.40 7.42
identified and validated - these are The Six Pillars of across The Six Pillars improving loyalty and advocacy. todays dynamic, high-expectation 7.33
customer experience excellence. environment, adaptability to
change is crucial.
Pillar impact on loyalty and advocacy
58 US brands achieved an overall 7.25 7.25
7.20
Personalisation Customer Experience Excellence
Using individualised attention to (CEE) score of 8 or above in
drive an emotional connection this years analysis. However,
in the most recent UK ranking,
7.00
only the top four ranked brands
Personalisation 2015 2016 2017
Integrity Personalisation achieved such a high overall score;
22% (2014 UK) (2015 UK) (2016 UK)
26% demonstrating there is much to be
Being trustworthy and learnt from the US.
engendering trust Overall
performance +5% +2% +6%
US vs UK
Integrity
Expectations 18% Integrity
Managing, meeting and exceeding 17%
customer expectations
The improvement in US customer National ACSI score
experience over the last year Baseline 1994 to Q4 2016 (0-100 scale)
Expectations
Expectations supports the trend seen by the
Resolution 15%
15% American Customer Satisfaction 77.0 76.8
Turning a poor experience into Index (ACSI). In the most recent
a great one ACSI report, the national level of 76.0
Resolution customer satisfaction has seen
Resolution 75.0
Pillar impact on advocacy
Baseline
Q4 1996
Q4 2001
Q4 2006
Q4 2011
Q4 2016
12% 12% (CEE) score is derived via a weighted
drive rapport average of the brands score for each of
The Six Pillars.
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
10 Engineering a human touch into a digital future 11
US companies shine thanks to Six Pillar delivery US outperforms the UK at a sector level
The US has a clear lead across all sectors, showing The dynamism of this years ranking demonstrates
The US outperforms the UK across all of The Six
Pillars, most notably, for Resolution. The results It is clear that, improvements in both overall performance
and across The Six Pillars. As a result, the US
that, with the right execution of CX strategies,
improvements can be made: 70 brands moved up
illustrate how important it is to get the fundamentals
right, such as resolving customer queries to their when things outperforms the UK across all industries, with the
exception of the public sector, which remains the
the ranking this year, 46 of those moving up at least
20 places.
satisfaction. It is clear that, when things go wrong,
US companies excel at customer recovery. go wrong, US lowest performing category.
The most improved pillar this year was Empathy. companies excel at Grocery retail, remains the leading sector, with
continued high scores. Meanwhile, the two industries
This shows that maintaining a human touch remains
as important as ever for the best performers, even customer recovery. with the greatest improvements in the US in 2017 are
utilities and telecoms.
as brands rush to integrate technologies such as
AI and automation as key components of their
customer engagement processes.
US 2017
Personalisation % difference vs UK US sector % difference in US sector CEE score vs UK 2016 sector ranking
7.63 7.95 +4%
Integrity
+5%
-2%
-7%
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
12 Engineering a human touch into a digital future 13
Sector Highlights
Utilities The utilities sector has been
a big mover in this years US
analysis, the rise in Empathy
entrants playing a role in this
rise. Even if new entrants
are excluded, however, the
Grocery Grocery retail remains the
leading sector in the US for
another successive year,
the positive perceptions of a
US grocery experience.
Retail
brands in this years top 10 that
are regular features: Amazon
and Costco Wholesale.
The US non-grocery retail sector
outperforms its UK equivalent
Travel and has dropped down the rankings
in 2017 - largely driven by the
InterContinental Hotels Group,
IHG) is the highest mover, up
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
14 Engineering a human touch into a digital future 15
Digital Futures
Blending the best of humans and machines Organisational implications
91% of UK homes have access to impressive as it is long. Technology-based This has big implications for how philosophy move from a functional focus to
superfast broadband (Source: BBC News. disruption lurks behind every aspect of organisations design future customer a customer journey focus.
Swiss beat UKs BT to next-gen G.fast the customer experience. experiences and how they recruit both
broadband, 2016). The move from digital frontline and head office staff. The shape of Structuring the organisation around these
automation of existing processes, to digital But at the heart of the digital revolution is organisations and the nature of the skill mix common journeys will help focus minds,
enhancement of new processes, to full a customer, and it is organisations that are within them are poised for a huge change. expedite decisions and dilute the influence
digital integration with The Internet of developing digital to solve real life problems of functional specialists who tend to focus
Things (IoT), demonstrates that the pace that are resonating most with customers. As the customer agenda becomes more only on mechanical barriers rather than
of digital adoption is faster than most and more central to organisational thinking, customer goals.
This requires not only putting digital first, we will see the principal organising
businesses can respond. but coupling it with a deep understanding of
IoT, robotics, cognitive, AI, self-driving customer needs, wants and problems, as
vehicles, bitcoin, blockchain, cyber well as the implications for the organisations
people as the nature of work changes. Redefining the role of the frontline
security, virtual reality, augmented
reality, ambient intelligence - the list is as
We expect to see future organisations potentially emotionally charged, or where a
needing fewer, better remunerated people, signature experience could be particularly
The importance of customer knowledge employed for their people skills rather than powerful in building future loyalty.
their knowledge and experience. As AI
enhances the tools they work with day- For example, financial services brands
This is especially the case, for example, the fact that the process design in these to-day, it will be their ability to build brand are combining digital and human to build
in the FinTech vertical where a myriad of businesses tends to be led from a true loyalty, deliver branded signature actions experience excellence into life-stage
start-ups have completely rethought their understanding of what the customer wants, and connect on a human level that will inflection points, such as buying a first
customers relationship with their money often through customer journey mapping govern their employability. house, marriage or a family bereavement.
and their bank. From a customer experience and VoC programmes. It is at these points that, as human beings,
point of view, perhaps most significant is With this in mind, we predict human-to- we seek reassurance and empathy.
human interactions will be focused as much
as possible into experience points that are
The AI difference
The increasing importance of employee experience
For the customer, this has some key capability becomes more sophisticated,
benefits. Digital interactions are likely to be we expect to see digital processes As the workforce is increasingly made Most damagingly, if the typical day-to-day
more intuitive, improving Time and Effort become central to customer preference up of millennials, we see a distinct shift employee experience is at odds with that
perceptions, and ultimately creating a i.e. for customers most of the time, digital towards the importance of employee which is sought for customers, it becomes
much more pleasing experience. will be quicker, more intuitive and more experience over and above engagement. very hard to excel at serving the customer.
accurate than human interactions.
The first wave of AI-driven
implementations are already providing
great personalisation benefits. As this The modern millennial
Millennials are naturally taking an predecessors. This will result in the choice
increasing proportion of roles in the of employer being increasingly influenced
workplace as boomers retire. This is by lifestyle considerations, in addition to
especially important in terms of human the more traditional drivers of choice. This
resources because the millennial mindset will become even more the case for Gen K.
is very different to their Gen X and boomer
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
16 Engineering a human touch into a digital future
Digitising 20th
century processes
Employee
engagement
through occasional
reiteration of values
Mid-level teams
strive for change
Understanding
Present Technology People Customer
Excellence
Processes re- Company values are C-suite customer
imagined for the referenced daily but champion drives
digital world tend to be applied customer agenda
reactively
Customer expertise
AI drives Brand and internal at the heart of every
sophistication values align decision
Outcomes
2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a 2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a
member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
18 Engineering a human touch into a digital future 19
Topping the rankings for another in the way it enhances its processes
06. the customer wants, whenever they
want it - be it a pair of jogging shoes
are motivated and incentivised to
make every experience memorable
InterContinental Hotels and Resorts employees and increasing focus on In eighth place is restaurant chain Chick- relax and spend more time with their
03. celebrated its 70th anniversary last
year. Continually looking at innovative
Global Service Etiquette. This was
supported by the first global campaign
08. fil-A, a brand whose mission is to have
a positive influence on all who come
families. Employee engagement starts
right from the recruitment process,
ways to engage with the customer, in a decade, Live the InterContinental into contact with it, be it employees or with Chick-fil-A looking not just for
InterContinental the company used the anniversary as a Life, to inspire its guests. Following this Chick-fil-A customers. Built on heartfelt Christian good heads, () for people with good
Hotels and catalyst to engage with the organisation activity, InterContinental Hotels and values, Chick-fil-A makes a point of hearts too.
Resorts and invest behind the brand, rekindling Resorts has moved into the top 10. being closed on Sundays, encouraging
passion and pride for the brand among its employees and customers to
Southern
motivated to improve its customers
lives. When searching for new ways to
organisation in 50 years. Ranked among
the top utilities in Fortunes Worlds
10. to great lengths to make the shopping
experience simple. Its smartphone
Wegmans as one of the 100 best
places to work; the brand cares about
deliver electricity, Southern Company Most Admired Electric and Gas Utility app automatically categorises the well-being of its workers, listening
Company invites employees to contribute ideas. rankings, Southern Company is a new Wegmans products by aisle, and customers can to and respecting their views, whilst
There is a sense that everyone is entrant to the CEE analysis, and the use the brands Personal Shopper empowering them to make decisions
valued, and this ethos extends to the first utility to feature in the top 10. service to have groceries brought for the benefit of shoppers.
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Understanding Excellence 1st
rank in 2017 of Understanding Excellence 2nd
rank in 2017 of
USAA
257 brands
Disney Parks
257 brands
For the third consecutive year, USAA is the connective experiences - to such an extent that the Disney Parks commitment to creating a and that I dont know is a foreign term at Disney
leading organisation in our US CEE analysis. business is now organised around customer needs seamless magical experience for its guests Parks. Cast members are made to feel a valued
and journeys, rather than functions. has resulted in second place once more in this part of the team from day one.
Serving nearly 12 million members in 2016, the
military financial services provider has again achieved This profound focus on the customer is ingrained years US analysis.
Walt Disneys vision for the organisation set the
consistently high scores across The Six Pillars. in its digital first approach to enhancing its The founder of the parks, Walt Disney, recognised company culture which continues today and is
Across all brands measured, USAA tops the rankings processes. On a mission to be the pioneers for voice that the magic was powered by the process and his based around the Four Circumstances:
for Time and Effort, Integrity and Resolution. The transactions, award winning Eva - USAAs answer fixation with this is still at the heart of 12 theme parks
organisation is truly delivering on its core values: to Alexa - is already a favourite feature of many and 50 resorts, a testament to the organisations 1. Innovation: leaders must be innovative and
service, loyalty, honesty and integrity. customers. The voice-based technology assists continuing customer experience success. accepting of an ever-evolving company
members with their queries quickly and securely.
As USAAs SVP of Banking Their mission with Eva Walt Disney would go to endless lengths to 2. Support: leaders must be supporters of
and Insurance Solutions, was again, customer improve the parks process and see it from a employee development and lead the way, no
Thomas Grothues, affirms: We are focused on driven - USAAs members guests eyes. There are stories of Disney going one is too big to learn at Disney
Customer experience
is our main priority; the knowing our members can be rapidly reassigned
or deployed, leaving
incognito, wearing old clothes and a straw farmers
hat to perfect rides from a customer point of view.
3. Education: extensive, tailored education is
offered to all cast members at Disney Parks
service we provide to
our members is the
and fully understanding them unable to speak
Disney Parks outperforms
to a live representative. 4. Entertain: Disney makes
foundation USAA was their individual needs, With Evas success, the the average across all of The
You can design employee development
built on. We are focused Six Pillars, and is recognised
so we can effectively vast majority of customer- a memorable and fun
on knowing our members
and fully understanding provide appropriate and
bank interactions now
happen via the mobile app,
as the leading brand in the
US for the pillar of Empathy, and create, and experience and believes that
it is possible to entertain
their individual needs,
so we can effectively customised solutions eliminating the need for
phone calls.
performing 17% above
the industry average. The build the most and educate simultaneously.
provide appropriate and
customised solutions to to protect and enhance Intuitive technology
entertainment and leisure
brand is a leading example wonderful place (Source: Thedisneyproject.
com. Disney University
protect and enhance their
financial security.
their financial security. reduces Time and Effort.
Fully understanding this,
of an empathic organisation,
identifying the needs of each in the world. But Program Recap, 2013)
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
Understanding Excellence 2nd
rank in 2017 of
Disney Parks
257 brands
Customer
updates to enhance the experience of the app now
mean it opens straight to the park maps, making
restaurants, attractions and much more, easier
Experience
to locate. Another new feature, Spotlight, allows
guests to keep up-to-date with the latest happenings
in the parks and suggests attractions they might like, Being able to plan
based on previous customer preference.
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
24 Engineering a human touch into a digital future
$1bn
almost double the % revenue growth of the
top 25 Fortune 500 companies.
The most successful organisations contribution to revenue than a In incremental revenue terms that equates to
not only have a mature one-point increase in promotion an average of $2bn for each of the CEE top 25 The top 25 Fortune 500
vs $1bn for each of the Fortune 500 top 25. CX leaders top 25
understanding of customer (Source: LSE. Advocacy Drives
experience, but they are also able Growth, 2005).
to deliver a CFO-credible business
case to justify CX investment, In terms of revenue growth,
ensuring that they neither under- EBITDA and overall CEE progress,
nor overspend on customer we also see a positive story for the
experience delivery. Indeed, CX leaders when compared to the
for the top organisations in our CX laggards.
2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a 2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP,
UK limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with a UK limited liability partnership and a member firm of the KPMG network of independent member firms affiliated
KPMG International Cooperative, a Swiss entity. All rights reserved. with KPMG International Cooperative, a Swiss entity. All rights reserved.
Understanding Excellence 37th
rank in 2017 of
Georgia Power
257 brands
One of the biggest risers in this years analysis, messaging in their preferred channel(s). We realise are causing extra customer effort - the barriers At Georgia Power, and parent Southern Company,
Georgia Power has moved up 106 places to rank that highly focused, personalised experiences that hamper an effortless experience. Having this customer satisfaction is pervasive throughout
37th in 2017. Its parent, Southern Company, also communicating relevant information to individual data enables us to quantify how many customers the organisation and integral in every customer
features in the top 10. customers can increase engagement, while driving are affected. The combination of this information interaction. Results of our internal employee
brand loyalty. helps us prioritise our initiatives so that we can satisfaction studies show that we have a highly
Louise Scott, Georgia Power Vice President - focus on resolving issues that will have the engaged, motivated and loyal workforce. This
Customer Services, discusses the organisations Both todays business environment and our greatest impact on minimising customer effort positive mindset is demonstrated in every
customer experience transformation: customer expectations continue to evolve. Online and maximising satisfaction. customer interaction where our employees strive
retailers, as well as other service providers such as to provide quality service
Value, reliability, customer service and stewardship banks, have set the bar for providing customers with Experts acknowledge that and resolve issues on first
are the cornerstones of Georgia Powers promise to
our customers. Our commitment to our customers
multiple channels for interaction. At the same time,
customer expectations for timeliness and ease of
higher satisfaction with
a utility increases the
Maximising contact, while minimising
the customers effort.
is pervasive throughout the organisation and integral
in every customer contact. Our success is based on
information access are growing. propensity of a customer
to purchase products
performance of our We are always exploring
opportunities to improve
this being a core component of our culture and our
operating principles.
Weve made significant changes to our online
customer care to improve functionality and evolve
and services and, in
turn, drives higher value.
digital channels and and our focus on customer
satisfaction is always at the
Georgia Power stands
it to a more responsive
design. We are committed
We know that there is
a correlation between
enabling customers forefront of our customer-
out for the pillar of
Personalisation as we We identified areas to making ongoing
improvements to keep it
higher satisfaction to self-serve leads to
facing personnel.
and adoption of our
treat each customer as
an individual and realise where customers fresh and relevant. We are
also committed to new
programmes (particularly happier customers Louise Scott
our FlatBill programmes).
that their unique needs
and circumstances - and had undergone product development and
offering customers more
In addition, by knowing and enables Georgia Vice President -
more about our Customer Services
our ability to meet those
needs - is a key component extra effort to do solutions to fit their needs. customers and how to Power to reduce Georgia Power
effectively and efficiently
of our success and of our
customers satisfaction. business with us Several years ago, we
implemented a customer interact with them, we operational costs.
can better utilise digital
We have made great
strides in implementing and what other pain experience function to
understand how our channels, which carry
a lower cost per message. Also, by targeting our
personalised messaging to
our customers. points existed. customers currently
interact with us versus messaging to the individual customers unique
how they would like to needs and motivators, our messaging is far more
For example, during interact with us. As part of this function, we productive in generating incremental sales.
Hurricane Matthew, Georgia Power deployed identified areas where customers had undergone
geographically based experience targeting. We Our own proprietary surveys, as well as virtually
extra effort to do business with us and what every syndicated survey, show that customers
knew a banner highlighting restoration efforts other pain points existed. We built an integrated
would not be relevant to everyone, so it only have significantly higher overall satisfaction if they
database of all residential and commercial are able to self-serve. Maximising performance
appeared on the homepage for visitors from View Georgia Powers Six Pillar
customers to study interactions. Additionally, of our digital channels and enabling customers to
the Coastal Region. We have also deployed A/B performance
we have implemented customer surveys where self-serve leads to happier customers and enables
testing to determine which promotions for our we can track how we are performing against
Marketplace (eCommerce site) would garner the Georgia Power to reduce operational costs. We
customer needs and expectations. will continue to focus on building our capabilities Read the customer perspective
most engagement.
Our big data vector into customer interactions within digital channels to provide customers with
In addition, we have several initiatives in place and survey insights enables us to virtually track digital access which enables them to complete
that will enable us to better serve our customers, their transactions on the first attempt, within their Read the employee perspective
every component of the customers journey in
by offering them customised solutions as well their interactions with Georgia Power. We are also preferred channel.
as communicating with them through relevant able to see where processes, policies or channels Read more on the Customer Experience
Excellence Centre
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
29
8.80
8.30
7.30
6.80
6.30
Zone of
strongest return
5.80
1 Rank 257
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
30 Engineering a human touch into a digital future 31
The defining characteristic of each of these Culture is the invisible shaping hand of The human equity continuum of leading organisations
companies is organisational alignment behind a organisational change. It has the power to accelerate
strong sense of shared customer purpose. or subvert change initiatives. One of the most For aligned organisations there is no distinction between brand values and internal values. The culture is the
powerful questions an executive team can ask is: brand and the brand is the culture; they are synonymous.
These companies have bridged the gap between Does our culture support or inhibit our strategy?
great strategy and rigorous execution by focusing The reality is that for many companies, their culture The customer experience is rooted in the employee behaviours that emerge from the culture.
on alignment. Bridging the gaps between the - their organisational mental model of how the world
organisational drivers of their business to ensure works and how they should participate in it - has The human equity continuum: USAA
they are pulling in the same direction. been left behind in an outdated view of what is
Such alignment is complex and multi-faceted. For needed to compete effectively. Company culture
many organisations that hover in the middle and Culture, organisational disconnects and silos are at Built around Empathy and understanding its customers
bottom of the CEE rankings, colleague engagement the centre of poor execution. Cares about customers and each other
has been decomposed to systems or technologies:
VoC, NPS or closed loop feedback or employee Over 30% of the Fortune 500 have sought to Obsessed with customers and delivering an outstanding service
training. Whilst these standards are often helpful organise around the customer with mixed success. Stringent employee recruitment and on-boarding
ingredients, each with their own success stories, (Source: Harvard Business Review. Customer- Customer-oriented metrics drive focus e.g. making a positive difference to
they are rarely effective in isolation. Centric Org Charts Arent Right for Every Company, customers lives
2015). The change has, in fact, exacerbated
As CX enters a new age of maturity, business organisational disconnects and exposed poor Servant leadership model - to serve first
leaders are increasingly recognising there are no channels of communication, with the net result that,
silver-bullet solutions to complex cultural, digital and initially at least, the change has been commercially Colleague experience
human challenges. injurious to their business. Inclusive, diversified with considerable opportunities for growth
Successful alignment, on the other hand, can The top organisations show that, with a strong Empathy for customers through living as a customer
take many forms: business structure, operational, organisational spine, it doesnt have to follow Regular customer encounter sessions: customer surround sound
technical and cultural. that pattern. Ongoing customer service training
But at the heart of alignment for the leading 92% of staff agree it is a great place to work (Source: Great Place to Work website)
organisations is the link between the employee
experience and the customer experience - what we Colleague behaviour
call the spine of the organisation.
Serve customers fabulously well
Go the extra mile willingly
Show they care deeply about the customer
The human equity continuum
Customer experience
Strong sense of trust
Innovative products that solve life problems, developed with customers in USAA Labs
Sense of belonging - but retaining individuality
USAA as duty and patriotism
Coordination, integration and cohesiveness are This years US leaders all exhibit a strong Business outcomes
achieved through a single plan, stakeholder buy-in, organisational spine - brand-based experience Willing to sacrifice short-term profits for customer benefit e.g. refund of
enabling methods and tools that ensure consistent design principles managed by an effective premiums for military serving in Iraq
design across the enterprise and a customer enterprise-wide governance process and buy-in Net worth growing 4% annually
experience governance process that prioritises from all stakeholders.
competing demands against a clear roadmap. Assets growing 7% annually
$1.4bn returned to members as dividends (Source: USAA website)
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32 Engineering a human touch into a digital future
W Hotels
257 brands
Company culture
Own language, e.g. housekeepers called stylists, employees called talents
Intense focus on recruitment and acculturation, recruiting for attitude
Extensive training in creating wow moments
Brand values drive behaviour: flirty, insider, escape W Hotels arose from the Starwood innovation lab Insider: In tune with the times, linking
Promoting a culture of energy, vitality and fun Starlab in 1998. A unique lifestyle hotel aimed at guests to events and happenings that play
a younger more fashion conscious traveller. to their sense of self and provide a sense of
Every experience should be memorable belonging, being welcomed into the circle
The W stands for wow - the experience that is of those in the know.
captured in the brand promise whatever whenever.
Colleague experience Escape: Where you go to escape and
Every dimension of the guest experience has been recharge to regain your sense of self and to
Intense, productive and involving designed to appeal to this target customer group. reconnect with what interests you.
Fast-paced environment
At the heart of the experience lie the physical There is a focus on brand moments of truth -
Tailored to the local culture of the city surroundings, the staff culture and the brand promise the details that make a good experience a great
Collaborative which combine to create a multi-sensorial experience. experience. Staff are trained in delivering the Secret
Focus on creatively meeting guest needs Staff are very carefully recruited. When the Boston Seven ways to create a positive guest experience.
Going above and beyond a matter of course hotel opened there were 7,000 applicants - leading This starts with listening - active eavesdropping is
the local newspaper to remark that it is easier a key competence - recognising what customers
Felt to be a great place to work want and need and identifying problems early so
to get into Harvard than get a job at W. Staff
(talents) are selected for their mindset, energy they can be resolved. They include smiling, using
Colleague behaviour and vitality, and interviewees are expected to be the guests name and going above and beyond
able to recount the times they have wowed guests whenever an opportunity presents itself.
Brand values and Ws Secret Seven ways to create a positive guest experience drive behaviour
and explain how they can do that for W. Every detail is examined for brand consistency and
Playful, having fun with guests
New employees are treated as celebrities, ruthlessly executed.
Delivering wow - every guest interaction an opportunity to hone customer service skills
exposed to the paparazzi and shown the What is interesting is how W has focused on
experience first-hand that they will be expected customers that share their values and see
Customer experience to deliver to guests. As W puts it - it is all about themselves reflected in what the chain stands
It is all about the experience feelings and knowing what the feeling is like so for. This centres on music, design, fashion
they can evoke it in others. and being current, delivering what is new on a
The consistent delivery of the brand promise whatever, whenever
Staff are motivated and incentivised to make every continual basis.
Emotional connection through W moments that inspire and indulge
experience memorable. With industry leading occupancy rates and market
They are seen as an almost theatrical troupe - leading revenue per room, W is both an experience
Customer behaviour and a commercial success.
there to inspire, to entertain and to transport their
High loyalty and return rates (76% very/extremely likely to return, US CEE 2017) customers to a better place.
High advocacy (79% very/extremely likely to recommend, US CEE 2017)
Language and definitions shape cultures. W has
Positive experiences shared on social media developed its own language, especially any words
beginning with w - whimsical for example,
which shapes the physical experience of the View W Hotels Six Pillar performance
Business outcomes
hotel. So staff are called talents, uniforms are
Rapid growth wardrobe and housekeepers are stylists.
Highest revenue per allocated room (REVPAR) within Starwood group Areas of the hotel are also redefined: lobbies are Read the customer perspective
Highest occupancy rates (77%) across Starwood group and considerably in living rooms, swimming pools the wet, and
excess of US average (Source: HVS) pool bars the wet deck.
Read the employee perspective
Staff behaviours are rooted in the brand values:
Flirty: Playful without being childish. Read more on the Customer Experience
Teasing in a witty and clever way. Having Excellence Centre
fun with guests.
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35
Execution
with a product, service or system. He
focuses on the importance of creating fun more to our lives than
and pleasurable technical interactions rather
than dull or dreary ones. improved performance
The belief is that people can more easily of tasks: it should bring
relate to a system when they are able to
connect with it at a personal level. richness and enjoyment.
Professor Lionel Tiger of Rutgers University
has identified the four pleasures that Don Norman
technology should evoke if it is to create an
emotional connection (Source: The Pursuit of Author and Director of The Design Lab
Pleasure, Tiger, 2017).
Physio pleasure
The tactile, physical and sensory impact. For example, the signature
scent on-board Singapore Airlines.
Socio pleasure
The enjoyment derived from a resulting interaction with
others. Think of how some organisations such as Emirates are
concentrating on shareable experiences and the link to social media.
Psycho pleasure
The pleasure gained from completing a task, from finding a
technology easy and intuitive to use. JetBlues award-winning app is
an example of intuitive technology.
Ideo pleasure
The pleasure from an alignment of shared values with the user.
Lush kitchen, for example, makes a direct connection between the
customer and their product.
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36 Engineering a human touch into a digital future 37
Human-computer interaction (HCI) and human- images, so passengers can have a birds-eye view Humanic and empathetic cues
centred design have tended to concentrate on the throughout their flight. Solves a life problem
interface and usability - all very important - but it has Enjoyable for its own sake/evokes
led to very usable but boring digital experiences. Usability is a vital hygiene factor - researchers emotion through the four pleasures
Enjoyment and emotional connection need to be at Microsoft have found that a website will
designed in much earlier in the process. lose traffic if it takes 250 milliseconds longer Surprises me with something relevant
than usual to load, but usability on its own is Humanic
Reflects our history together
Delta Air Lines glass bottomed plane is an not enough. differentiators
Improves my sense of self-worth
excellent example of an app that combines
functionality with high levels of pleasure and If people have a less than good online experience
Simple - maximum of three steps to objective
enjoyment - the app simulates looking through they find fault with the company immediately. Digital Saves time versus the offline world
the floor of the plane, using Google satellite basics Supports rapid task achievement
Scientists have long known that the human brain We are programmed to recognise human minds Reversible errors
will not distinguish between humanic cues from a according to Dr Nicholas Epley of University Rapid resolution and back up support
machine versus a human. If a machine remembers of Chicago Booth, who, in the Mind in the Meaningful FAQs
and uses our name we are equally as flattered as if a Machine, identifies the human tendency towards
person has done it. anthropomorphism. Thus any technology that can act Safe and secure
as if human tends to be recognised as such deep in Rapid access to a human when required
We respond emotionally to machines that appear to our psyche. He finds that our psychological response Effective
act as if they were human. However, when a machine to humanic cues increases trust and likeability.
attempts to look human, we are more suspicious and
do not respond emotionally. The Six Pillars play out hierarchically across stage of the hierarchy is satisfied. There is no
the digital experience as they do in an offline point, for example, in focusing on Empathy before
experience. Like Maslow, the benefit of the ensuring the site is usable and intuitive.
succeeding stage is not realised until the preceding
Emotion and digital experiences
Empathic organisations as natural emotional designers
Emotional design plays across three types of customer experience:
Our analysis shows that, from a customers in the customers world. Only then can you play a
Where the customer is emotional perspective, the biggest driver of an outstanding meaningful role in their lives and deliver emotionally
experience is Personalisation. However, what connective and shareable experiences.
Apps that solve problems when the customer is in a heightened sense of emotion need to this years research illustrates is that the critical
be particularly carefully thought through. USAAs insurance claim app does not make a drama means of achieving Personalisation is through These empathic organisations almost naturally
out of a crisis. Instead, it offers reassurance, rapid resolution and enables customers to get corporate Empathy. practise emotional design, ensuring the
on with their lives quickly and efficiently. humanisation of digital experiences.
It is the organisations that really put themselves
Where the customer can be made emotional into their customers shoes that see their business For example, USAAs development of its car buying
from the customer perspective and who, in the end, app, its accident claims app and its photo-based
Car buying is an activity that can be laden with emotional cues. Like house purchasing, it is cheque deposit app are examples of an empathic
90% emotion and 10% rational (Source: Brandmix. Decisions made with 10% logic, 90% achieve competitive superiority.
organisation naturally solving customer problems
emotion, Bishop, 2008). Apps such as USAAs car purchase app recognise this and connect These organisations really listen to their customers. through technology in a human way.
to and stimulate this emotion whilst, at the same time, offering real value, time saving and More importantly, they listen to and understand
high levels of user satisfaction. the system behind the words - the psychology that Disney Parks is another outstanding example of an
influences future customer behaviour. empathic organisation. From the outset, the parks
Where the customer requires transactional excellence and rapidity were designed from a guest perspective. Walt
Members of the US military receive a disproportionately large number of cheques, but it is To really understand how the micro wants and Disney himself would go inside the castle and look
not always easy for them to find bank branches to deposit them. USAA solved this problem needs that comprise a customers experience need out at a childs level, as he wanted to experience the
elegantly and simply by enabling customers to use their smartphones to photograph the to be satisfied it is necessary to live the life of a Park just as a child would do.
cheque and email it to USAA. customer and to be immersed, ethnographically,
2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a 2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a
member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
39
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member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.
40 Engineering a human touch into a digital future 41
Fixing the basics - the problems that organisations just live with Digital CX
and expect customers to live with also. rank Brand Digital customer experience score CEE rank
Social amplification and how it is managed is a vital skill.
Experiences are increasingly socialised. Negative reviews trigger 1st Amazon 8.95 4th
Being able to respond to the urgency of now. Social media units 6th PayPal 8.68 28th
that operate 9-5 are no longer acceptable.
Real-time curation and education are becoming key time savers.
7th Williams-Sonoma 8.67 25th
Being present and available when needed. For example, KLM
Time and Effort were the first airline to make all flight documents digitally
available in one place and use messenger bots to provide
updates for any delays.
8th Netflix 8.64 14th
Our leaders in digital customer experience are most critical needs through artificial intelligence,
typically pioneers within their sector. For example, Eva enables members to pay bills or transfer money,
Amazons new Amazon Go app is predicted to among 200 other transactions, simply by talking.
In a social world, peoples attention focuses on those who revolutionise the shopping experience by removing
the need to physically queue at the checkout. InterContinental Hotels and Resorts is another
demonstrate an awareness and understanding of their interests, example of digital first in its sector - its parent IHG
challenges and options. USAA is a forerunner in financial services was the first company to have a mobile app where
It is about creating a sense of belonging through feeling understood. digitisation, and this has continued with the customers can book rooms, make changes to
Empathy Empathy is detectable and vital for psychological satisfaction. introduction of the Enhanced Virtual Assistant (Eva)
for its website and mobile app. Providing immediate
online support and answers to USAAs members
reservations, and indicate preferences when they stay.
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Understanding Excellence 23rd
rank in 2017 of
JetBlue
257 brands
Now the leading airline in the 2017 US CEE personal touch - such as the Personalisation when aiming to become world-class in hospitality We model this same attention to our crewmembers,
analysis, JetBlue has moved up 40 places in the we use their name or the Empathy shown when by elevating everyday transactions to knowing that when they feel supported, they are
last year. This achievement is echoed by many resolving problems, reducing the emotional effort for meaningful interactions. able to support our customers. Our people are the
other accolades for the organisation, not just our customers. heart of the special culture of caring that we cherish.
being recognised for customer experience, but With kiosks in airports and self bag-tagging, Our customers feel that - and its what they love
also for innovation and as one of the best places Our business has never been about just getting people crewmembers are no longer confined behind about JetBlue.
to work in the US. from point A to point B: its about the experience the ticket counter and now act as roving
our customer has along the way. The investments in lobby greeters to assist as needed. Safety, caring, integrity, passion, and fun are the
JetBlue is dedicated to inspiring humanity in continually improving our customer experience have values that all crewmembers share, and make
todays experience-driven economy. Our focus always been a priority. However, were really proud of We are investing in a redesign of our decisions by. We also have programmes in place
on the customer experience is core to who we some of the more recent improvements: customer-facing gate and flights displays at to reward people for demonstrating these values,
are as we provide our primary cities in an effort to streamline and regularly survey our crewmembers to measure
Personal, Helpful and To start, were the communications to our customers and engagement, even tying the results of the survey to
Simple service for Our business has focused on truly
understanding our
alleviate some of the transactions happening
at the gate.
our leadership compensation structure.
our customers. Weve
always focused on our never been about just customers needs.
Its not just about We truly believe that our crewmembers are
We are proud that along with our award-winning
customer experience, our crewmembers have
customer experience
and internal culture. getting people from gathering data that
might just exist in
at the heart of delivering excellent customer
experience and are therefore investing in
named us on Forbes Americas Best Employers list.
We spend a lot of
time examining the
point A to point B: its silos, but correlating,
understanding,
a centralised crewmember tool that will
connect the teams at the gate, Customer
Looking to the future, we believe that the things
that are important today will still be important to our
differences between
transactions and
about the experience and sharing the
information contained
Support and our System Operations hub real-
time. The tool will have all the information
customers tomorrow. Personal, easy, and seamless
experiences will be expected from all industries.
interactions and
how they impact the
our customer has which can drive
strategy, allowing us
any operations crewmember might need to
perform his/her job with excellence.
There will still be some hardware pieces that we will
be using, but most of the experience will be digital.
customer experience.
Transactions, like the
along the way. to predict and manage
the experience.
We are doubling down on the cabin of
The revolution of social networks and mobility is
leading to completely different experiences. There
your dreams with better seats, bigger
act of buying a ticket,
checking in, or checking
The investments in Weve introduced televisions, more channels, free Fly-Fi and
will be an expectation that we all know what our
customers want, and the CX of the future will use
Amazon streaming on all aircraft.
a bag, are moments we
found that customers
continually improving hospitality standards
- called JetBlue This focus on the customer is what allows JetBlue
a lot of AI and predictive analytics to expect the
needs of the customer and meet them before the
may not necessarily
appreciate crewmember
our customer Promises - that will be
expected of all JetBlue
to shift from what is otherwise a commodity
business in air travel, to position ourselves as a
customer has even asked.
Liliana Petrova
engagement, so weve
focused on ways of
experience have always crewmembers.
We want to ensure
value carrier that can command a premium for the
award-winning experience we provide. Director Customer Experience Programs,
streamlining those
moments and offering
been a priority. crewmembers
across the system We stay focused on innovation to enhance the
JetBlue
simple self-service are delivering service experience - whether its JetBlue Technology Ventures
options for customers, freeing our crewmembers to through hospitality. The main difference is in Silicon Valley, set up to cultivate ideas and watch
support those vital interactions. With our new lobbies, that service refers to delivering a product for those start-ups at the intersection of technology, View JetBlues Six Pillar performance
for example, weve created spaces without lines by or completing a transaction - such as travel, and hospitality, or the programmes we are
using technology to help move crewmembers out booking a flight, boarding the aircraft, or launching within our own operations to streamline the
from behind the counters to engage with customers serving snacks, all of which we do well. customer experience - innovation is key. Read the customer perspective
using self-service options, or arrive ready to head Whereas hospitality refers to how we
make a customer feel while delivering JetBlues culture is our brand. There are only two
straight to their flight. roles for crewmembers at JetBlue: supporting our
service. For example, brands such as Disney Read the employee perspective
Since the launch of Mint in 2014 (JetBlues premium create a true feeling for visitors. Thats customers, or supporting the crewmembers who
experience), weve learned that customers think similar to what were aiming to create support our customers. For 17 years, we have
we deliver great service, but also really enjoy the at JetBlue. Through our promises, were continued to build a brand thats listened to and Read more on the Customer Experience
remained responsive to the needs of our customers. Excellence Centre
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44 Engineering a human touch into a digital future 45
Customer Experience
It has over 30,000 employees and insures over one million small
Travelers businesses across the globe. (It also insured the moon landing in 1969.)
Moreover, it has seen a significant shift in its customer experience
performance, recording a climb of 142 places in 2017, to rank 43rd.
43rd
Effectiveness Success Stories
rank in 2017 of In recent years, Travelers has set in place a number of initiatives to
257 brands
enhance the experience for its customers, including:
the US largest electric utilities, serving a population of approximately
Southern 15 million Californians. Its progress in the US CEE analysis sees it now I have been with them for many years due to the
California ranking at number 72, having climbed 148 places in the last year. personal treatment that I have received. I would
Edison This dramatic upswing follows an intensive period of customer highly recommend them.
research, where SCE recognised it needed to review and overhaul the
way it interacted with its customers and the information it provided to US 2017 respondent
them, particularly around issues that would affect them. The result has
shows from any source and add them to a cloud-based watch list. Such
We needed them to come out and thought we would commitment to innovation has enhanced the customer experience.
have to wait all day, but they came early, diagnosed the
It was easy to set TiVo up in our new home. I
problem quickly, explained the issue simply and set up
appreciated not needing to make an appointment for
the follow-up appointment just as they said they would.
help thanks to simple instructions.
US 2017 respondent
US 2017 respondent
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46 Engineering a human touch into a digital future 47
With a move of 111 places up the rankings this year, MetroPCS is now Another transformed utility company is Georgia Power, having
the leading telecoms brand in the analysis - and the only US telecoms
MetroPCS provider to feature in the top 100. Georgia experienced a climb of 106 places in the US CEE rankings in the last
year, particularly driven by the pillar of Empathy.
Following a merger with T-Mobile in 2013, reviews of MetroPCS Power Over the last five years, Georgia Power, a subsidiary of Southern
frequently cite its strong unlimited plan, great value and fast 4G Company, has invested more than $1bn on equipment to improve its
59th rank in 2017 of
257 brands
speeds, thanks to the T-Mobile network. However, it is not just the
product that appeals to customers - the brand also boasts a glowing
services, and customers have access to a number of free tools that
Within call centres, MetroPCS staff are encouraged to bring their Georgia Powers company philosophy is that employees should
personality to the fore, as one respondent in this years analysis be A Citizen Wherever We Serve, with employees encouraged to
demonstrated: My favourite part of calling the customer service is participate in volunteer activities for charity, and to get involved with
that every representative has their own line, for example Hello, this local communities - even offering to transport people to hospital in
is Ray here to save your day! Every time its a different quote and I small aircraft. This encouragement to participate in the community is a
think its awesome how enthusiastic the customer service reps are. It key part of the company culture, which is felt to be friendly and family-
makes my day so much brighter! (US 2017 respondent) oriented, despite being a large corporation.
This example is a reflection of the culture at MetroPCS, which is
considered by many employees to feel like a close-knit company with Georgia Power offered the senior discount and
a fun, friendly and supportive environment, despite its size. Indeed, they took the time to walk us through the entire
the board strives to make themselves as accessible as possible, with
quarterly open sessions for all employees to ask any questions or process to explain everything clearly to us. I found
suggest any ideas for consideration. them very caring and helpful.
US 2017 respondent
I just recently signed up with MetroPCS about one
month ago. The sales person actually spent several
hours finding me the best deal and then took the time
to make sure I understood how to use my new phone,
showing me all the features, not rushing me at all.
US 2017 respondent
2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a 2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a
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Understanding Excellence 3rd
rank in 2017 of
257 brands
2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a 2017 KPMG Nunwood Consulting Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a
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50 Engineering a human touch into a digital future 51
Customer Experience
Effectiveness Criteria
The leaders of our 2017 US CEE analysis reinforce the experience economics and driving transformation
view that customer experience effectiveness requires through customer experience execution. Colleague engagement
the organisation to focus on four areas: understanding The culture and internal mindset required to create the environment
excellence, ensuring colleague engagement, Within each of these areas, there are key criteria any within which good can be delivered
speaking the language of finance with customer organisation must deliver against to successfully
achieve customer experience effectiveness.
Customer is marketed internally with the We regularly identify and share internal and
same fervour that it is marketed externally external best practice
Understanding excellence The systems, decision processes and We have aligned the target employee
We understand what good is commitments are in place around the experience and the target customer
organisation to bring the customer front experience
of mind
Customer experience vision, principles and We are clear on what good looks like for We understand whether our culture will
strategy in place our business Customer feedback is collected from accelerate or inhibit the achievement of our
different sources around the organisation customer strategy
We have defined the way we wish to We benchmark our tools, techniques and is used to drive local and strategic
interact with customers and are clear on the and approaches to ensure best-in-class change in a closed loop We have aligned our learning and
target experience development to the colleague skills required
We use best practice from outside our Colleagues see customers as individuals for the delivery of the customer journey
We systematically review our approach sector to set stretching targets
to the customer against best practice We are clear on the empowerment We provide our colleagues with the tools to
We use examples of excellence to stimulate framework our staff operate within do their jobs efficiently and effectively
We have established a centre of customer our thinking
excellence in our organisation
When solving an issue we look elsewhere in
the world to see how others have tackled it
We understand how the experience we We have prioritised those investments We are clear on what executional excellence We are clear on the atlas of
deliver links to customer value that maximise value for both customer looks like for our organisation customer journeys we are managing
and the organisation across the enterprise
We have a measurement framework that We recognise how important our people are
links the ongoing quality of experience We monitor the implementation performance to ensure successful execution Our measurement processes reflect
delivery to high-level financial metrics of key investments at a senior level journeys rather than functions
The experience design is a core skill
We understand the impact of modifying the and supported by an enterprise-wide We are increasingly aligning our business,
experience on the ROI of key investments design capability cross-functionally, around customer journeys
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01. 02. 03.
Customer Experience
Excellence Centre
52 Engineering a human touch into a digital future
2017 US Top 100 Results
Sector Key: Change vs 2016:
Disney InterContinental
04. 05. 06. 07. 08. 09. 10. 11. 12. 13.
Polo
Southern Costco Tommy Calvin
Amazon W Hotels Publix Chick-fil-A Wegmans Ralph
Company Wholesale Hilfiger Klein
Lauren
14. 15. 16. 17. 18. 19. 20. 21. 22. 23.
Hilton Levi The Marriott
Apple
Netflix H-E-B Hotels Strauss Vanguard L.L. Bean Hotels & Kroger JetBlue
Store
& Resorts & Co Group Resorts
Acknowledgements
84. 85. 86. 87. 88. 89. 90. 91. 92. 93.
Best The Home Dunkin
Wendys Hooters UPS Zappos Vistaprint Aflac Kohls
Author: David Conway Western Depot Donuts
The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual
or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is
accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without
appropriate professional advice after a thorough examination of the particular situation.
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partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
The KPMG name and logo are registered trademarks or trademarks of KPMG International.