KPMG, a professional service company and a leading audit firm headquartered in the Netherlands, has revealed the results of its latest US survey which puts Calvin Klein, Avon and Amazon in the Top 10 Brands that offer the Best Customer Experience.
Markedly, Calvin Klein claimed the fifth rank on the list, while Avon and Amazon secured eighth and tenth place, respectively. The only other fashion label on the list of Top 100 was Banana Republic which jumped 85 places as compared to last year, to rank 71 on the list.
Notably, KPMG’s US Customer Experience Excellence 2018 Analysis covered more than 7,500 customers and 250 brands.
All the brands were assessed over KPMG’s six strict parameters of customer experience excellence – Personalisation, Integrity, Expectations, Resolution, Time and Effort and Empathy – to rank the brands accordingly.
The outcome of the survey states that the brands that offer best individual experience to its customers are more likely to see surge in their revenue and strengthen their customer base. Interestingly, the study also revealed a gap of 50 per cent in revenues of the top to bottom 50 brands.
Julio J. Hernandez, Global Customer Centre of Excellence Lead & US Customer Advisory Lead said that this year, the concept of individuality and unusual significance of self-remained equally pertinent. “The companies must not show that they know its customers by their names but also know them as an individual,” he added.
Additionally, the KPMG researchers marked out Amazon as the benchmark in personalisation and trust, as its website or application greets every consumer by their names, shows their shared history and brings suggestions based on the consumer’s interaction with the e-retailer.
