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1、 Experience Excellence Report 2023 Hong Kong(SAR)EditionNext Generation CX:AI&the orchestrated experience 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by
2、 guarantee.All rights reserved.2Next Generation CX:AI&the orchestrated experienceTable of ContentsForeword32023 Key Insights-Summary Insights-Hong Kongs Top 10 Leading CX Brands-The foundation of Customer Experience Excellence&trends among the 6 Pillars-Market Developments in Hong Kong4Key Industry
3、Highlights-Grocery Retail-Non-Grocery Retail-Travel&Hotels-Insurance-Banking 11Next Steps Raising the bar on Customer Experience Excellence-Better,faster,smarter customer experience powered by AI-Exemplifying excellence across the Six Pillars20About the CEE research24References 2023 KPMG,a Hong Kong
4、(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.3Next Generation CX:AI&the orchestrated experienceIn March 2023,Hong Kong(SAR)removed the last o
5、f its social distancing measures,and began opening up both national and global borders.Despite this,the lingering impact of the pandemic remains,with rising inflation and interest rates affecting both Hong Kong and the rest of the world.Consumers have adopted a more cautious approach to their spendi
6、ng and consumption,with KPMGs 2023 Customer Experience Excellence survey(CEE)finding that 91%of respondents feel their purchasing decisions have been influenced by the rising cost of living.The opening of borders has also led Hong Kong consumers to shift their spending habits and prioritise outbound
7、 travel over local expenditure in a phenomenon labelled as revenge travel.In response to the prevailing economic landscape,the Hong Kong SAR Government and local businesses have made concerted efforts to rejuvenate the economy and stimulate consumer activity.Promotional campaigns such Hello Hong Kon
8、g and Happy Hong Kong,have been instrumental in incentivising tourism and bolstering domestic expenditure.Local businesses have also taken steps to drive customer engagement and enhance customer experiences,coupled with delivering on value for money.While Hong Kong is still on its path to recovery,t
9、hese initiatives have contributed to an 16.5%year-over-year increase in retail sales in July 2023,with total sales reaching HKD 33 billion1.Foreword012023 Key Insights 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with K
10、PMG International Limited,a private English company limited by guarantee.All rights reserved.5Next Generation CX:AI&the orchestrated experienceCustomer Experience Excellence Report 2023KPMGs 2023 CEE survey results showed a notable surge in Hong Kongs overall Customer Experience Excellence(CEE)score
11、,with a year-over-year increase of 3.2%.This improvement was also observed at the industry level with CEE scores improving across the board,demonstrating Hong Kong is well and truly open for business,and that consumers are responding well to investment in customer experience by brands.In examining t
12、he results,it has become evident that Hong Kong consumers continue to regard seamless,personalised experiences as the cornerstone of a leading customer experience excellence.Among this years leading brands are Apple,Nike and Shangri-La,whose investments into tailored customer experiences and persona
13、lised offerings have paid off.Survey respondents placed these brands in the top percentile for personalisation scores.Furthermore,expectations on brands across a wide range of areas are also increasing.Customers are looking for brands to deliver connected experiences across every interaction,to prov
14、ide exceptional value,while also demonstrating their commitment to Environmental,Social,and Governance(ESG)principles.This years ten leading brands all score higher than the Hong Kong market average in terms of ESG commitments.Brands that have embarked on their CX journey by orchestrating their orga
15、nisationaround the customer are starting to reap the benefits.Those that have invested in digital capabilities are also starting to shift their focus to the use of artificial intelligence as a mainstream enabler,allowing more tailored and streamlined experiences by anticipating the needs of customer
16、s,while at the same time improving efficiencies.Summary InsightsThe improvement in this years Hong Kong market CEE results have come in line with the citys recovery.Hong Kong consumers continue to place emphasis on personalised and relevant experiences.However,brands will also need to deliver value
17、through managing costs,and in the form of social responsibility and sustainability.”Jessica Hong,Director,Co-Lead of Customer Experience 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a pri
18、vate English company limited by guarantee.All rights reserved.2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.6Next Generat
19、ion CX:AI&the orchestrated experienceAdidasAEONApple StoreMandarin OrientalNikeShangri-LaUniqloZaraLeading furniture retailer*Top 10 brands have been presented in alphabetical order 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms aff
20、iliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.6Leading sporting goodsretailer*Note:*Company requested to remain anonymousHong Kongs Top 10 CX Leading Brands*2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisa
21、tion of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.7Next Generation CX:AI&the orchestrated experienceThe foundation of Customer Experience Excellence(CEE)Six PillarsPersonalisationUsing individualised attenti
22、on to drive an emotional connectionEmpathyUnderstanding internal or external customer circumstances to drive deep rapportExpectationsManaging,meeting and exceeding customer expectationsResolutionTurning a poor experience into a great oneTime&EffortMinimising customer effort and creating frictionless
23、 processesIntegrityBeing trustworthy and engendering trustEven in a world fueled by technology,the six customer experience pillars still define the DNA of great experiences.They act as design principles providing guidance on how to incorporate best practice into the design of world class customer jo
24、urneys.2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.8Next Generation CX:AI&the orchestrated experienceTrends among Six P
25、illars in 2023202314.5%15.0%15.3%17.4%18.2%19.5%15.8%14.2%15.7%18.1%18.1%18.1%15.4%14.2%14.7%17.9%18.4%19.4%Time&EffortEmpathyResolutionExpectationsIntegrityPersonalisation20222220222022202220222022202320232023202320232023Despite a challenging macroeconomic landscape,Hong Kong
26、consumers have maintained their view that Personalisationand Integrity are strong drivers of Customer Experience Excellence.This trend has been consistent in the Hong Kong results of the survey over the last three years,demonstrating how critical it is for a brand to be perceived as being trustworth
27、y,and deliver tailored experiences by treating their customers as individuals.Hong Kong remains a fast-paced and vibrant city.While consumers will always value the human touch,expectations around convenience,ease of use and the ability to seamlessly switch across a brands channels of interaction are
28、 exceptionally high.In the past,digital has played a pivotal role in delivering that connected experience.The emergence of AI,including generative AI,will further provide brands with a competitive edge in terms of delivering predictive recommendations and providing support through proactive and pers
29、onalisedinteractions.When it comes to Integrity,it is important to recognise that brands that are looking to implement AI would need to do so responsibly,with a focus on transparency,data privacy and ethical use of data,in order to maintain customer trust.Consumers are also opting for brands that al
30、ign with their own values and can provide assurance that they will deliver on their promises.Integrity means more than just upholding a brands quality and reliability.Hong Kong consumers are becoming more socially and environmentally conscious,and as a result are now looking to brands who also demon
31、strate that commitment.This year,Apple was rated highest by respondents on its commitment to environmental and societal changes.The brand has recognised that product manufacturing makes up the majority of its carbon footprint,and has committed to making every Apple product carbon neutral by 20302.20
32、23 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.9Next Generation CX:AI&the orchestrated experienceMarket Developments in Hong
33、 KongAffordability and value for money play a critical role in consumer purchasing decisionsDespite a gradual improvement in consumption expenditure,Hong Kong consumers have felt the lingering effects of the pandemic,with many respondents indicating that their purchasing decisions have been signific
34、antly impacted by the increased cost of living.This has been apparent in spending habits,as well as the sort of businesses they are interacting with.Retail and hospitality have emerged as industries that consumers are interacting the most with in this years survey as business activity gradually retu
35、rned to pre-pandemic levels.Consumers are cautiously optimistic,placing an increasing emphasis on affordable,mass consumer brands.Some respondents are also focusing on seeking additional value propositions from brands in the form of experience and service offerings for a more premium price point.Hon
36、g Kong consumers are also prioritisingspending on overseas travel in response to the lifting of travel restrictions.In a 2023 study done by a leading travel agency,94%of respondents planned to take at least one trip,and 40%have planned three or more trips3.Similarly,consumers from the Chinese Mainla
37、nd have also experienced a shift in behaviour to prioritiseoverseas travel experiences as opposed to material consumption in Hong Kong.This is reflected in local spending from Chinese Mainland tourists in Hong Kong,which has yet to recover to pre-pandemic levels.More so than before,it is important f
38、or brands to consider what their value add beyond their traditional product and service offering is,to be able to deliver the most relevant and elevated experiences for consumers in Hong Kong.Importance of value beyond productsHong Kong consumers are becoming increasingly aware of their environmenta
39、l impact and carbon footprint.This has shaped consumer behaviour,where purchasing decisions are being influenced by social values and,sustainable and environmental considerations.In this years survey,brand integrity has emerged as the second main driver of Customer Experience Excellence in Hong Kong
40、.In the survey,the leading 10 brands outperformed their peers in terms of being perceived as authentic and trustworthy.This was also correlated with the perception that these brands were more committed to tackling environmental and societal issues.The survey also suggests that investment in ESG may
41、have a positive impact on business growth,with two-thirds(68%)of Hong Kong respondents indicating their willingness to pay extra for brands that are ethical and giving back to society.This trend was particularly evident among the younger generation,with almost three-quarters of respondents aged 18 t
42、o 24 indicating their willingness to pay a premium for ethical and sustainable brands.A growing number of brands are maintaining a positive brand perception through real commitments to net zero or decarbonisationand adopting an ethical supply chain.As important as it is to sustain trust through good
43、 product and service quality,demonstrating a strong commitment to ESG practices is also crucial in maintaining business competitiveness.02Ethical and sustainable businessesBrand integrity and ESG commitments are increasingly important to consumers019 2023 KPMG,a Hong Kong(SAR)partnership,are member
44、firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliate
45、d with KPMG International Limited,a private English company limited by guarantee.All rights reserved.10Next Generation CX:AI&the orchestrated experienceThe pandemic saw many brands quickly pivot to online channels with e-commerce sales surging.While social distancing measures have since been removed
46、,Hong Kong consumers have maintained new consumption habits.Face-to-face interactions will continue to be the prevalent channel for consumers.However,the survey also shows that the level of digital adoption has remained consistent despite the lifting of restrictions,with 62%of the respondents report
47、edly having used some form of digital channel in 2023 a similar level as in 2022.Consumers expect brands to provide an omnichannel experience through which they can seamlessly switch between channels,with little effort required to be able to continue in-store from where they left off in their online
48、 journey.While digitisation has always been synonymous with convenience for consumers,it is also fast becoming a measure of a brands efficiency in how they deliver their services and offerings.Digital has enabled brands to offer services and resolve queries online and keep customers informed in a ti
49、mely manner.Digitisationhas become embedded in the way businesses interact with customers and will continue to be a focal point when expanding a brands ecosystem.One of the most exciting trends in the last year has been the increasing awareness of Hong Kong consumers around artificial intelligence(A
50、I),with use cases now extending beyond social media and into interactions with brands.In a 2022 Hong Kong Consumer Council survey,over 75%of online consumers reported having leveraged AI-enabled brand interactions,such as product recommendations and chatbots4.Hong Kong Productivity Council(HKPC)also
51、 projects that approximately 50%of enterprises in Hong Kong will utilise AI in their operations by 20245.To remain competitive,brands need to consider how AI can enhance their capabilities in delivering an exceptional customer experience.Use cases have already been explored that far outweigh the exp
52、erience of more static analytic insights.For instance,the use of generative AI in product recommendations,or AI-powered personal shoppers and visual search technology,help customers to quickly find what they need.However,brands must also stay vigilant in their adoption and implementation of AI,to en
53、sure they continue to maintain trustworthiness and protect customers in regards to data privacy and cybersecurity concerns.It is important for organisations to put in place a robust governance framework in order to unlock AIs full potential.Digital and AIDigitisation and digital transformation is co
54、ntinuing at pace,with AI quickly joining the mainstream10 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.0302Key Industry
55、Highlights 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.12Next Generation CX:AI&the orchestrated experienceGrocery Retai
56、lHong Kongs entertainment venues were recognised by survey respondents for providing amenities to compliment the shopping and entertainment experience such as free parking,childrens play areas and pet friendly areas;and redemption reward programmes.Despite this,the industry delivered the lowest CEE
57、score among all industries this year,scoring 10%lower than the market average on value for money.This indicates that further efforts will be required to identify and prioritise initiatives and investments that will deliver the largest impact for their consumers.The grocery retail industry in Hong Ko
58、ng continues to perform well in the Time&Effort pillar,with consumers valuing brands that provide a wide product variety to enable a one-stop-shop,and the convenience of physical store locations across the city.Alongside regular special offers and discounts,this contributed to the grocery retail ind
59、ustrys overall Loyalty scores ranking second among all industries.Entertainment&LeisureThe Six Pillars:Year-on-year change+2%Integrity+2%Resolution+2%Empathy+1%Personalisation+6%Time&Effort+2%ExpectationsBrands reviewed in survey10+3%Integrity+5%Resolution+2%Empathy-1%Personalisation+7%Time&Effort+1
60、%ExpectationsBrands reviewed in survey6The Six Pillars:Year-on-year change CEE score:6.98 CEE score:6.77 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by
61、guarantee.All rights reserved.13Next Generation CX:AI&the orchestrated experienceNon-grocery retailThe CEE score for the non-grocery retail industry exceeded this years overall results for Hong Kong,with a number of brands appearing among the leading 10 brands.Overall,the industry showed a strong pe
62、rformance in the Time&Effort,Personalisation and Integrity pillars,and there was also a correlation between brands that delivered value and their CEE scores.The top performing brands not only had good value offerings,but were seen to provide consistency in their customer interactions,particularly in
63、 making the experience more convenient.Customer journeys are becoming more digitally-enabled Among all sectors.the non-grocery retail industry scored highest in Time&Effort this year.It demonstrated several use cases of how cohesive digital tools and offerings can support an in-person experience,min
64、imisingthe effort for customers to switch seamlessly between channels.Apple Store exemplifies this by expanding its digital payment options in its Hong Kong stores,including the introduction of Alipay functionality6.It has also launched an official WeChat Mini Program in 20237,offering a one-stop-sh
65、op browsing and buying experience.Similarly,fashion retailers have tackled process optimisationthrough innovation.UNIQLO,for example,places strong emphasis on O2O customer experiences.They ensured comfortable shopping via a streamlined Click&Collect Service.They also ensure effective engagement by l
66、aunching in-store livestreams8.Leveraging data-driven insights to create personal experiences Non-grocery retail brands are becoming adept at leveraging customer data for insights that can be used to create highly-targeted and personalised experiences for specific segments.While traditionally this h
67、as been focused on tailoring offers and marketing communication,leading brands are also using these insights to drive better product recommendations and product development.As part of a global initiative,Nike launched the Motiva running shoes line in Hong Kong in 20239,10.By drawing from data from u
68、sers of its Nike Run Club app,the brand developed footwear that was particularly relevant to customers that have just started with running workouts the data showing that such users often fluctuate between walking,jogging,running and starting and stopping throughout their workouts.Nike used its data
69、to inform the design process and create products that are fit for specific needs.Generative AI is a powerful tool that will help drive better,faster and smarter customer experiences,leading to increased sales and more rapid distribution in retail and ecommerce across all platforms.Retailers should b
70、e asking themselves:are we ready?”Anson Bailey,Head of Consumer&Retail,Asia Pacific 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights
71、reserved.14Next Generation CX:AI&the orchestrated experienceThe Six Pillars:Year-on-year change+4%Integrity+3%Resolution+2%Empathy+4%Personalisation+7%Time&Effort+3%ExpectationsBrands reviewed in survey*13Non-grocery retailCEE Score7.24Customers equate value with quality products and quality service
72、s-not just pricingNon-grocery retail brands earned praise for their value-for-money offerings,particularly among fashion retailers.A number of fashion brands are able to deliver premium experiences beyond what is typically associated with their price points.They are consistently innovating and are s
73、een as trendsetters,elevating the value of their brand through the quality and durability of their products.Combined with endorsements by influencers,the perception of value gives customers the confidence to buy these products.Commitment to integrityThis year,integrity was among the top-scoring pill
74、ars for the industry,highlighting brands dedication to cultivating trust.Top brands excel at providing high quality products,reliable customer service,accurate fulfilment and prompt issue resolution,which align with customer expectations around value.This in turn drives overall trust towards the bra
75、nds.Transparency is also crucial for building trust.By launching an online wood supply map,a leading furniture retailer provides transparency into its supply chain.This level of visibility gives customers insight into the origin of products and reinforces the brands credibility around its commitment
76、 to sustainability.In general,being dependable,transparent and responsive allows brands to build strong customer connections and foster long-term loyalty.Note:*Only brands that met the threshold of having 80 respondents were included in the survey.In this sector,eight surveyed brands were not includ
77、ed in the CEE score calculation and analysis as the respondent size 80 Effortless shopping:Zaras digital transformationZara combines optimised physical store operations with innovative digital technology to improve the shopping experience.Amid the pandemic,it introduced a Store Mode in its apps.It o
78、ffers real-time stock updates for online customers while integrating a smooth omnichannel experience for in-store purchases or collection of online orders.Key features in Store Mode include:11CLICK AND FIND show exact product locations in store via floor mapsCLICK AND TRY reserves fitting roomsCLICK
79、 AND GO collect online purchases in store within two hours(in selected locations)Other digital solutions Zara has introduced to enhance customer experience include digital receipts and QR code identification.The impact of these investments on customer experience is reflected in Zaras outstanding per
80、formance in this years CEE score,in particular its strong performance in the Time&Effort and Resolution pillars.CASE STUDY 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English c
81、ompany limited by guarantee.All rights reserved.15Next Generation CX:AI&the orchestrated experienceThe industry has performed exceptionally well this year,with two hotel brands making it to the top 10 ranking.Their success is evident in their impressive scores for Time&Effort and Integrity.The impor
82、tance of delivering excellentcustomer service remains evident.Respondents highly appreciate the welcoming and attentive demeanour of staff,which immediately creates a sense of home upon arrival.Additional services like surprise gifts and complimentary transportation further contribute to the percept
83、ion that customers are receiving value beyond what they paid for.By consistently exceeding guest expectations,hotels can foster strong relationships and loyalty through every interaction point.How Shangri-La Circle drives strong customer experienceShangri-Las loyalty programme,Shangri-La Circle,is a
84、 significant factor in its standout customer experience performance in this years CEE survey.Circle goes beyond membership tiers and rewards,enabling Shangri-La to capture and act on customer preferences,such as pillow selection and preferred wine types.It is powered by a proprietary customer data p
85、latform which consolidates data points from various internal and external sources12.The system prompts Shangri-La staff not only with suggestions on offerings for a customer,but also to obtain additional information about their preferences,closing the feedback loop to create a virtuous cycle of diff
86、erentiated CX.The power of data and analyticsRecently,Shangri-La launched mobile check-in/out and virtual reality(VR)room viewing.These initiatives were scrutinised before implementation to assess the expected return on investment(ROI).A/B testing and robust data analytics ensured that the value of
87、enhancements was quantifiable and measurable.The ROI extends beyond revenues to customer experience,which for Shangri-La has translated into strong scores in customer loyalty and perceived value for money.In fact,despite being an upscale brand with premium prices,Shangri-Las value for money performa
88、nce exceeds the market average by 6%.Cultivating long-term relationships and loyaltyShangri-La Circle aims to establish long-term relationships with customers by providing a wide range of lifestyle offerings across their portfolio,not limited to hotel stays,but also restaurants and bars,spas,retail
89、and e-commerce.Customer Lifetime Value(CLV)is one of the many customer metrics used to refine its customer segmentation and reward brand loyalty.This approach is paying dividends a remarkable 35%of respondents identified themselves as brand promoters,ranking Shangri-La second among all the brands in
90、 the survey.Note:*Only brands that met the threshold of having 80 respondents were included in the survey.In this sector,one surveyed brand was not included in the CEE score calculation and analysis as respondent size 80*Representative sector score is not available due to a small base of brands with
91、 sufficient respondents+11%Integrity+14%Resolution+14%Empathy+9%Personalisation+14%Time&Effort+10%ExpectationsBrands reviewed in survey*2Travel&HotelsThe Six Pillars:Year-on-year change CASE STUDYCEE score*2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of inde
92、pendent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.16Next Generation CX:AI&the orchestrated experienceInsurancePersonalisation remains key for customers When it comes to purchasing insurance,consumers appreciate brands t
93、hat have products that can be customised to their individual and familys financial needs,and provide personalised advice so that they can understand their options and select the right product.The industry has also seen a growing trend of leveraging data-driven insights to personalise interactions,fo
94、r example,enabling advisors to send out pre-written customised messages based on customers interests.Some insurers have also started exploring ways to improve their product recommendations and virtual support through generative AI.While the industry is moving in the right direction,there are still o
95、pportunities to harness data to deliver next generation personalisation to better anticipate customer needs and engage customers at the right time.Minimisingcustomer effort through digital enablementInsurers have recognised the importance of delivering effortless journeys,with many starting to monit
96、or metrics such as customer effort and turn-around time as an additional dimension when tracking customer experience.Companies have invested in optimisingtheir operations by improving straight-through processing and applying intelligent automated decisioning for claims and underwriting.These efforts
97、 have led to the industrys strong improvement in its Time&Effort score.In line with the overall 2023 Hong Kong CEE results,the insurance industry saw an overall improvement in its CEE score.Eight out of the 12 insurance brands that were also reviewed in 2022 improved their overall ranking,with Hong
98、Kongs top three most improved brand rankings coming from companies in the insurance industry.Integrity continues to be the best performing pillar,while Time&Effort exhibited the highest percentage improvement compared with the previous years survey,indicating that insurers have been delivering servi
99、ces that are simpler and more convenient minimisingthe effort required by customers.Leading brands are focusing on personalisingthe customer interaction and expanding their offerings through investments in digital and AI capabilities.Hong Kong consumers will continue to expect more from the brands t
100、hey interact with-they want things to be faster,simpler,and more intuitive towards their needs.Insurers need to invest in curating the relevant data from customer interactions,and capitalise on this data with technology such as GenAI to truly deliver value through personalisedexperiences efficiently
101、.”Abhishek Kumar,Head of Insurance,Hong Kong16 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.17Next Generation CX:AI&the
102、orchestrated experienceThe Six Pillars:Year-on-year change+3%Integrity+3%Resolution+4%Empathy+3%Personalisation+5%Time&Effort+1%ExpectationsBrands reviewed in survey*14These efforts have led to the industrys strong improvement in its Time&Effort score.Insurers are also investing in streamlining the
103、customer journey,for example,FWD and CUHK Medical Centre recently partnered to offer eligible medical insurance customers from FWD a digital pre-authorised claims experience for hospital treatments,reducing the effort on claims and ensuring that customers can focus on their medical treatments13.Give
104、n how complex insurance products can be,insurers need to continue to look for opportunities to reduce the mental load for customers.For example,insurers have started applying generative AI in customer communications to provide an easy-to-understand summary of benefits coverage.Health and wellness pr
105、opositions set insurers apart when it comes to driving value beyond traditional insuranceValue for money is a particularly pertinent theme for the insurance industry,with 98%of respondents that rated insurance brands in the survey indicating that their purchasing decisions were impacted by the incre
106、ased cost of living*.While value for money typically relates to the product offering and overall benefit coverage,customers increasingly want brands to show they care and truly understand their needs building a foundation for greater personalisationand a curated service offering that is truly of val
107、ue.In insurance,this has taken the form of introducing more holistic propositions.Apart from encouraging better lifestyle habits through interactive engagement programmes,for instance apps that monitor a users daily steps,insurers have started to extend their core offerings into health services and
108、well-being.InsuranceNote:*Only brands that met the threshold of having 80 respondents were included in the survey.In this sector,one surveyed brand was not included in the CEE score calculation and analysis as respondent size 80*Respondents were asked“How have increases in the cost of living impacte
109、d your purchasing decisions?”with responses options ranging from“not impacted”to“extremely impacted”AIA goes beyond traditional insurance offerings to drive health and wellness propositionsAIA has been pioneering new initiatives to meet evolving customer needs.In this years CEE survey it performed e
110、xceptionally well in Integrity,demonstrating a strong brand perception and trust with its customers.Building on this trust,AIA has continuously looked for new ways to support customers focusing on health and wellness offerings.For example,AIA launched Protect well which includes a series of patient
111、support services.Among these is personal case management with rehabilitation management to offer third-party expert advice and assistance from diagnosis and treatment to rehabilitation14.Most recently,AIA opened its AIA Alta Wellness Haven,which aims to provide one-stop financial and health and well
112、ness services to AIA Club Alta members15.Through these partnership ecosystems,AIA aims to provide more comprehensive propositions to its customers.CASE STUDYCEE Score7.04 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated wit
113、h KPMG International Limited,a private English company limited by guarantee.All rights reserved.18Next Generation CX:AI&the orchestrated experienceBankingThe banking industrys scoring improved slightly across all CEE pillars,compared to last years results.Integrity continues to be a lead indicator f
114、or the industry,reflecting a strong consumer preference for banking brands that they are familiar with and trust.Payment services,such as payment apps or digital wallets,have come to the fore,capitalisingon increased volumes driven by consumption vouchers.These services performed well in this years
115、survey with respondents favouring apps that were easy to use and those that offered rewards and discount programmes.Leading brands are investing in AI-powered personalisedexperiences,delivering financial insights,budgeting advice,product recommendations and tailored rewards and discounts.While Hong
116、Kong consumers continue to value face-to-face interactions,these advances in personalisationwill encourage continued adoption of online channels and omnichannel customer journeys.Banks(including virtual banks)Respondents to the CEE survey favoured familiar brands,with traditional banks outperforming
117、 their virtual counterparts in terms of trust and recognition.As in last years survey,traditional banks,known in Hong Kong for their extensive history and strong reputation,outperformed the challenger virtual banks.Traditional banks demonstrated progress across all six pillars,with the Integrity pil
118、lar making the greatest contribution to the Net Promoter Score(NPS)and Loyalty scores.Banks that ranked highly performed well across the Integrity and Time&Effort pillars.Virtual banks,on the other hand,saw their customer experience scores decline slightly from last years result.Integrity and Expect
119、ation garnered the top pillar scores for virtual banks.Although face-to-face channels remain relevant in Hong Kong,the pandemic accelerated the adoption of digital channels.Brands that are prioritisinginvestments in data and analytics capabilities are beginning to reap the rewards of enhanced custom
120、er experiences across both sales and service.By harnessing customer data and utilisingmachine learning and other AI technologies,banks are increasingly delivering personalised financial insights and tailored offers.For example,HSBC applied AI to large transactional data sets to identify behaviouralp
121、atterns,which they then used to generate budgeting insights and tips,as well as tailored offers on products such as credit cards16.As adoption of digital banking services by Hong Kong consumers continues to advance,it is paramount that banks and payment service providers put CX considerations at the
122、 heart of their decisions to invest in new digital and data capabilities.”Jia Ning Song,Head of Banking,Hong Kong 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company li
123、mited by guarantee.All rights reserved.19Next Generation CX:AI&the orchestrated experienceThe Six Pillars:Year-on-year change+3%Integrity+2%Resolution+2%Empathy+1%Personalisation+4%Time&Effort+1%ExpectationsBrands reviewed in survey*20BankingCEE Score6.89Payment ServicesPayment services,such as paym
124、ent apps or digital wallets,have seen increased volumes in recent years as the sole distribution channel for government-issued consumption vouchers.They have risen to the challenge and delivered leading customer experiences,performing strongly within the banking sub-industry.Respondents to the surve
125、y described payment service apps as secure“,convenient“,and easy to use“,stating that they significantly reduced the time needed to complete transactions.In general,those who accessed consumption vouchers through payment services spoke positively about these brands.Leading performers delivered simpl
126、e and intuitive interfaces,leveraging advanced data analytics and extensive partnerships to offer rewards and discounts appealing to value-conscious Hong Kong consumers.One example is AlipayHK.By entering into agreements with a wide range of partners across retail,travel,transport,insurance and more
127、17,it provides users with an attractive rewards programme,while also extending its point-of-sale availability,both online and offline.On average,payment services providers outperformed both traditional banks and virtual banks across all metrics,with the exception of the Time&Effort pillar.This is in
128、 part due to limitations in payment infrastructure,meaning the inability to use the apps for certain transactions in Hong Kong and/or in the Chinese Mainland.Note:*Including Banks,Virtual Banks and Payment Services brands.Only brands that met the threshold of having 80 respondents were included in t
129、he survey.In this sector,seven surveyed brands were not included in the CEE score calculation and analysis as respondent size 75BrandsBrandsfrom Hong Kong,representative in terms of age and gender1,000CustomersCustomers 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organi
130、sation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.25 2023 KPMG,a Hong Kong(SAR)partnership,are member firms of the KPMG global organisation of independent member firms affiliated with KPMG International Li
131、mited,a private English company limited by guarantee.All rights reserved.26Next Generation CX:AI&the orchestrated experienceReferences1.Provisional Statistics of Retail Sales,Census and Statistics Department of HKSAR,July 2023(https:/www.info.gov.hk/gia/general/202308/31/P2023083100301.htm)2.Environ
132、mental Progress Report,Apple,October 2023(https:/ Kong travellers take to skies again,with more and longer trips and higher spending,survey finds,South China Morning Post,July 2023,https:/ Consumer Trust-Ethical Artificial Intelligence in E-commerce,Consumer Council,September 2022(https:/www.consume
133、r.org.hk/f/initiative_detail/415531/435406/AI%20Study%20-%20Full%20Report.pdf)5.Enterprise Digitalisation Index,The Hong Kong Productivity Council,October 2023(https:/campaigns.hkpc.org/hubfs/CDD/media%20team/HK-Enterprise-Digitalisation-Index.pdf)6.AlipayHK and local banks collaborate to offer inst
134、allment services,offering 12 months of interest-free and fee-free installment plans when making purchases at Apple Stores,Hong Kong Economic Times,August 2023(https:/ woos Chinese consumers on tencent super APP WeChat with new mini-program,South China Morning Post,July 2023(https:/ Report 2022,Fast
135、Retailing,February 2023(https:/ Motiva Womens Walking Shoes,Nike Hong Kong(https:/.hk/product/DV1238-100/detail.htm?pdpRecommend=false&preSkuCode=)10.The Nike Motiva Is Your New Running Companion,Hypebeast,April 2023(https:/ Mode In The App,ZARA Hong Kong SAR,accessed in November 2023(https:/ Report
136、 2022,Shangri-La Asia Limited,2022(https:/sitecore-cd.shangri- Hong Kong and CUHK Medical Centre establish partnership to enhance the medical claims experience with markets first digital pre-authorisation platform in Hong Kong,FWD,May 2023(https:/.hk/en/press/2023/partnership-with-cuhkmc/)14.Persona
137、l Medical Case Management Services with Rehabilitation Management,AIA(https:/.hk/en/health-and-wellness/healthcare-services/personal-medical-case-management-services/what-is-personal-medical-case-management)15.AIA celebrates the grand opening of AIA Alta Wellness Haven Amplifies AIAs High Net Worth
138、Proposition with the establishment of AIA Club Alta“,AIA,Sep 2023(https:/.hk/en/about-aia/about-us/media-centre/press-releases/2023/aia-press-release-20230928)16.HSBC leverages smart analytics to develop new tools that enhance the personalised customer experience,South China Morning Post,April 2022(
139、https:/ and Sino Group join forces to elevate consumer experience with digital upgrades,Marketing-Interactive,September 2023(https:/www.marketing- information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity.Although we e
140、ndeavor 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 examinatio
141、n of the particular situation.2023 KPMG Advisory(Hong Kong)Limited,a Hong Kong(SAR)limited liability company and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Pri
142、nted in Hong Kong(SAR).The KPMG name and logo are trademarks used under license by the independent member firms of the KPMG global organisation.Contact Us Jessica HongDirectorCo-Lead of Customer E Audrey MenardDirectorCo-Lead of Customer EReport LeadProject team:Joyce Pang,Enid Chan,Beverly Maquinan
143、a,Benjamin Fung,Stephanie Lee,Vicki Cheng,Stephanie Chang,Raquel Mora Crespo,Hokhin NgDesigner:April Tsang AcknowledgementsAbhishek KumarPartnerHead of Insurance,Hong KBarnaby RobsonPartnerHead of Value Creation(Elevate)The information contained herein is of a general nature and is not intended to a
144、ddress the circumstances of any particular individual or entity.Although we endeavor 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 in
145、formation without appropriate professional advice after a thorough examination of the particular Ning SongPartnerHead of Banking and Capital Markets,Hong KVivian ChuiPartnerHead of Securities and Asset Management,Hong KChi Sum LiPartnerHead of Government,Hong Kong Stanley SumPartnerHead of Digital EAngus ChoiPartnerESG Advisory,KPMG C Anson BaileyPartner Head of Consumer&Retail,Asia PPat WooPartnerHead of ESG,Hong K