1、Customer experienceMay 2022home.kpmg/inThe key to sustained value creation 030605253Contents21.Foreword2.Executive summary3.About this study4.Key to sustained value creation5.Differentiator for attracting and retaining customers and building loyalty6.Organisational orchestration for super

2、ior customer experience7.CX is universally relevant8.How can KPMG in India and EQUiTOR augment your CX journey?9.Acknowledgments10.Annexures 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member

3、 firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Foreword4 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affilia

4、ted with KPMG International Limited,a private English company limited by guarantee.All rights reserved.A delightful customer experience(CX)is key to shoring up long-term relationships and creating sustained value.The faith that the C-suite has in this notion is becoming increasingly stronger.With cu

5、stomer behaviour and priorities changing rapidly,there is a need to rethink the ways in which customer experience is delivered.Not only do customers want connected journeys and seamless transitions across channels,but they also expect experiences to be tailored to their circumstances.Simpler,easier

6、and consistent experience can turn customer interactions with a company into value and lead to business growth.An enterprise that aligns every critical process,function and relationship around customer experience has a higher chance of emerging a winner.Superior customer experience is the need of th

7、e hour.Companies must overcome multiple hurdles,such as continuously evolving customer needs,preferences and expectations;rapidly evolving technology;and organisational fragmentation to deliver an improved experience.It is difficult for anyone to have all the answers needed to stay connected with cu

8、stomers,understand them,and deliver the right value proposition or promise.Businesses must reflect on how their organisation can be orchestrated to work more effectively and cohesively to deliver holistic experiences.It will require an entire organisation front,middle and back offices to be connecte

9、d and aligned to customer-centricity.Furthermore,there are several well-defined tools and approaches that a company can leverage when it embarks on its path to superior customer experience.Going forward,it will be imperative for businesses to recognise and appreciate that customer experience is unli

10、kely to remain binary and transactional.Companies and their brands will need to be available across multiple channels and will have to be relational,as consumers will be their biggest advocates/brand ambassadors.Focussing on customer needs and experience will be a lighthouse for staying relevant in

11、the current scenario.I believe the insights provided in this report will guide you on how to profitably proceed on your CX journey,going forward.Foreword-Harsha RazdanHarsha RazdanPartner and Co-head for Clients&MarketsSector Head-Consumer Markets and Internet BusinessKPMG in India5 2022 KPMG Assura

12、nce and Consulting Services LLP,an Indian Limited Liability Partnership 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.In todays digital marketplace,do you fin

13、d yourselves ever responding to anything rated below 4?Do you even recall considering a product,or trying out a restaurant,hotel,or cab service that is not rated 4 plus?Do you remember watching a streaming movie rated below 8?The universal answer to those questions would be no because all of us reco

14、gnise the importance of customer experience.In view of its huge market impact,who should be responsible for driving a consistent 4.5 plus rating for a firm?To answer that question with a degree of confidence,we must first ask what drives customer experience in its entirety?Isnt it true that it begin

15、s with brand discovery and ends with after-sales service?The biggest weakness of current CX thinking is that it is restricted to customer service.However,we all know the critical impact of customer experience dictates that the chief customer experience officer should be the man at the top.We all kno

16、w that the customer experience chief at the worlds largest market place is the founder himself.But what does the captain need to review?While a business leaders lag indicator or anchor metric might be the 5-star rating scale,he/she needs to know what he/she is setting up the customer for.Indigo may

17、not promise gourmet cuisine or pampered cabin service,but a drop in coverage or punctuality will see its star ratings plummet.Thus,customer experience has two aspects:What is promised and how a business performs on that promise.Neither of these can be restricted to the marketing or after-sales depar

18、tments.Seamless customer experience needs an entire organisation that is aligned to a singular promise from tooth to tail,and consistently measures the relevance and delivery of that promise.Customer experience is an orchestration game,no less.We can increasingly visualise the day when all capital m

19、arkets will look at customer ratings as the most powerful indicator of value.Foreword-Ramesh Jude Thomas Ramesh Jude ThomasManaging DirectorEQUiTORExecutive summaryA common trait among leading companies is that the customer is at the heart of their strategy.Multiple successful companies that are per

20、forming exceptionally well are also offering a superior customer experience.This leads to a strong belief that customer experience plays a critical role in generating sustained value for businesses.To understand the influence of customer experience on financial metrics and qualify how it creates int

21、rinsic and sustained value for a company,KPMG in India,in collaboration with EQUiTOR,undertook a detailed study that included a consumer survey.We gathered inputs from 3,011 respondents across 12 cities,10 sectors and 23 categories.We further enhanced our findings through direct interactions with 30

22、 CEOs representing our focus sectors.Our study established a clear quantitative and qualitative relationship between a companys customer experience and the value it creates.The following are the key insights from the report:Some of the key insights from this report are:CX plays a critical role in ge

23、nerating sustained value for businesses Superior CX can help businesses enhance their valuation by 125400%+.Unlocking the potential of CX can enable brands(across nine categories)to collect USD200 billion of value that they may have been leaving behind.E-commerce sector 100 per cent increase in inve

24、stment in CX can lead to 2X faster growth in business 2 and 4 wheelers-100 per cent increase in investment in CX can lead to 1.7X faster growth in business017 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of

25、independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.CX is a differentiator for attracting and retaining customers and building loyaltyPurchase decisions depend on a customers experience with a brand and not necessaril

26、y its reputation.52 per cent of a consumers purchase decision is dependent on the experience the customer expects from the brand(not necessarily delivered currently by brands)as opposed to the reputation of the brand.For brands covered in our study across the nine categories,the overall expectation

27、of customers from experience is 52 per cent.However,our study revealed that all leading brands fall short of meeting this expectation by a delta of 30+per cent.02Customers are willing to pay a premium for a superior experience.Our consumer survey highlighted;63 per cent respondents are willing to pa

28、y some premium for enhanced CX Key parameters attracting premium-“Providing what I want when I want it”,“Making me feel valued,“Understanding my needs”Extremely satisfied customers are highly likely to stick to a brand.CX is a critical lever for customer loyalty-Our consumer survey revealed that app

29、roximately 45 per cent of respondents were extremely satisfied with the experience while using the brand and are highly likely to continue using the same brand.Sectors such as personal care,ecommerce,online delivery and grocery exceed the average satisfaction levels of CX and hence attract higher lo

30、yalty than other sectors 8 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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 reserv

31、ed.Superior and targeted CX can convert customers into brand ambassadors.Basis our analysis,companies that have scored the highest when it comes to fulfilling CX requirements have also delivered high advocacy scores with 90+per cent users likely to recommend the company to others02Meeting CX expecta

32、tions increases mindshare of the brand.By meeting CX expectations,companies can increase the probability of buyers noticing,recognising and/or thinking of their brand in buying situations.Basis our analysis,companies that scored moderately high on fulfilling CX requirements,also enjoy high share of

33、mind with greater than 65 per cent respondents recalling these brands Consistent CX helps build“Best Brand”66 per cent respondents consider a brand as best if it provides a similar experience every time.9 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a m

34、ember 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.CX is a differentiator for attracting and retaining customers and building loyalty continuedOrganisational orchestratio

35、n is a must for superior customer experience Almost 75 per cent organisationsconsider a seamless customer experience a top or high priority supporting their digital transformation1.Connected enterprises that align their front,middle and back offices create business value and drive sustainable growth

36、CX today is very relevant as personalisation is key for customers today.For Berger,customer satisfaction remains the core and it runs through the organisation with utmost priority.We believe that organisations who have been thinking and working towards keeping CX as the theme are more likely to succ

37、eed only because of the experience they are able to leverage.Abhijit Roy,MD and CEO,Berger Paints 10 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG Internationa

38、l Limited,a private English company limited by guarantee.All rights reserved.1.A commissioned study conducted by Forrester Consulting on behalf of KPMG International,July 2020;KPMG 2020 CEO Outlook COVID-19 Special Edition(KPMG International)03CX is universally relevant across all industries The con

39、cepts of customer experience are universally applicable and can be used by companies across sectors to enhance their competitiveness.The CX expectations of B2B buyers are largely influenced by their experience in the B2C environment.KPMG in India and EQUiTOR can help identify your organisations CX s

40、trength,help measure the performance of your organisationbased on 16 CX attributes and highlight areas that present scope for improvement.Further,we can help you to estimate how much value you can unlock from customer experience,build a roadmap to realise that value,and assist you on your CX journey

41、.To succeed in todays environment,as well as to create business value and drive sustainable growth in a digital world,companies must focus every process,function and relationship on improving customer experience and meeting customer expectations.Companies must endeavour to become connected enterpris

42、es to seamlessly deliver on their customer promise.Prioritising customer experience as part of day-to-day business is key to sustained value creation.11 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of indepe

43、ndent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.0412 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms

44、affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.CX success depends on your ability to manage multiple cohorts and make your brand distinctive and deliver value in concurrence to the brand promise.Management of customer cohorts is all abou

45、t delivering distinctive experiences that span across the whole buying journey.Bringing in elements of differentiation along with personalisation could be a critical gamechanger for many players in the e-commerce race.Vineeth Nair,CEOAThere is a strong preference for personalised relationships.While

46、 a key account manager/relationship manager is preferred to build that personal connect,automation/digitisation can surely enhance the experience if it leads to live tracking,faster response,shorter decision making.Smerth Khanna,Business HeadEcommerce India and SAARC,Dabur IndiaWe are a very value s

47、eeking market,Consumers are willing to pay a premium in the car segment if they see value.However,CX on the B2B side is extremely critical too.We tend to consider our vendors as partners and that holds key in our relationships with them.We also believe that the responsibility of delivering CX excell

48、ence is shared in the organisation and hence,we have ensured a good mix of diversity within the organisation with respect to gender and backgrounds to ensure that learnings are leveraged within teams to drive innovation and collaboration for better employee experience.Sharad Agarwal,Head Lamborghini

49、 IndiaRakesh Sidana,DirectorSales,MG Motor Private LimitedCX is a key differentiator in todays automotive world.Curating unique experiences for the customer and becoming a benchmark for superior CX in the category is a key driver for our business.It is a way of life for my entire team and we are con

50、tinuously engaged in efforts to improve it further and retain our leadership in this area.About this study14 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG Inte

51、rnational Limited,a private English company limited by guarantee.All rights reserved.About this studyKPMG in India,in collaboration with EQUiTOR,undertook a detailed study to understand the influence of customer experience on financial metrics and evaluate how it creates intrinsic and sustained valu

52、e for a company and its brands.We gathered inputs from 3,011 respondents across 12 cities,10 sectors,and 23 categories.We further enhanced our findings through interactions with 30 CEOs who represented our focus sectors.CANare organisations doing to gear up for CX in the future?do we approach CX in

53、aprice-conscious world?is CX critical for only B2C or B2B as well?CX help enhance the valuation of a business?is CX relevant?WHYWHOHOWWHATOur objectiveThe objective of our study and this report is to understand the importance of customer experience and gather the answers to a few key questions that

54、can help businesses develop a winning CX strategy.15 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by g

55、uarantee.All rights reserved.Our approach for the survey Quantitative consumer surveyIdentification of 200+companies through a 12-centre study covering 10 sectors,23 sub-sectors and a sample size of 3,000+Qualitative CEO Survey30+one-to-one interviews with CEO across multiple business sectorsSeconda

56、ry researchIn-depth financial research on companies identified through quantitative consumer surveyFinancial analysisEarnings attributed to CXAbility of CX to sustain demand(over forecast period)Value createdby CX1.CX score of a company2.Risks to a companys CX strength3.Impact of improved CX on a co

57、mpanys enterprise valueScope of the study(Input)MethodologyOutputRole ofCX in generating demandSource:KPMG in India and EQUiTOR AnalysisOur methodology We used data gathered through quantitative consumer survey,a qualitative CEO survey and secondary research,along with KPMG in India and EQUiTORsanal

58、ysis,to identify multiple companies CX strengths.InsightStrengthening CX andreducing risks to CX can unlock significant value for a company16 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent membe

59、r firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Sectors coveredAirports AutomotiveConsumer and RetailFinancial ServicesHealthcareMedia and EntertainmentTechnologyTelecomTravel and HospitalityUtilitiesThe study focussed on the foll

60、owing sectors Source:KPMG in India-EQUiTOR Consumer Survey conducted January 202217 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a priva

61、te English company limited by guarantee.All rights reserved.Below is an overview of our respondent profile and segmentation49%49%51%51%MaleFemaleAge Brackets20-3030-4040-50Metro(4 cities)Non-Metro(8 cities)72%28%Delhi,Mumbai,Bengaluru,KolkataVisakhapatnam,Guwahati,Patna,Surat,Kochi,Nagpur,Ludhiana,L

62、ucknow57%57%37%37%6%6%Total Number of respondents3,011Source:KPMG in India-EQUiTOR Consumer Survey conducted January 2022Key to sustained value creation19 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of inde

63、pendent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Customer experience is the sum of customers perceptions and feelings towards a company,following an interaction with its products and services.The mass availability of d

64、igital modes of interaction and commerce,easy access to several quick and smart procurement venues,and a pandemic-inflicted market have led to a distinguished shift in customer expectations.This shift has made customer experience increasingly more critical for sustained business growth,forcing busin

65、esses to revisit their CX strategy and adopt smarter means of engaging with their customers.CX plays a critical role in generating sustained value for businesses Superior CX can help businesses enhance their valuation by 125400%+Unlocking the potential of CX can enable brands(across 9 categories)to

66、collect USD200 billion of value that they may have been leaving behind E-commerce sector 100 per cent increase in investment in CX can lead to 2X faster growth in business 2 and 4 wheelers-100 per cent increase in investment in CX can lead to 1.7X faster growth in business20 2022 KPMG Assurance and

67、Consulting Services LLP,an Indian Limited Liability Partnership 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.Authenticity:Ensures a brand is based on an inte

68、rnal truth and a specific set of valuesCommitment:Affirms that a business lives up to its internal truth Consistency:Assures a consistent experience across channels and touchpointsProtection:Makes sure processes are protected through patents and identifiers(trademarks and copyrights)Perceived leader

69、ship:Empowers a brand to be considered a leader by relevant stakeholdersPrice premium:Helps a brand to move away from discounting and towards a premium Differentiation:Sets a brand apart from its competitors Innovation:Enables a brand to understand and adapt to customers evolving needsShare of mind:

70、Increases a brands recall valueDisposition:Increases customers preference for a brand in a buying situationLoyalty:Warrants repeat and additional purchases of a brands products and services Advocacy:Turns customers into brand advocates and influencersCustomer spread:Helps a brand to attract a broad

71、category of customersCategory spread:Enables a brand to expand into ancillary product categoriesGeographic spread:Facilitates a brands expansion to different geographic regionsSingularity:Ensures a brand is perceived in a similar way by all customersSpheres of influenceCX plays a critical role in ge

72、nerating sustained value for businessesCustomer experience influences a brands governance,leadership position,ability to influence customers purchasing decisions,and stability.KPMG in India and EQUiTOR identified four spheres of influence and 16 attributes of customer experience,as well as the impac

73、t of those attributes on companies.21 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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 ri

74、ghts reserved.Superior CX can help businesses enhance their valuation by 125400%+The 16 CX attributes have a direct impact on a companys financial metrics,including revenue and profitability.The attributes also influence market sentiment,that is,the attitude of customers and investors towards a comp

75、any.16 CX attributes that influence revenue,profitability,and market sentimentAuthenticityCommitmentConsistencyProtectionPerceived leadershipPrice premiumDifferentiationInnovationShare of mindDispositionLoyaltyAdvocacyCustomer spreadCategory spreadGeographic spreadSingularityStabilityFranchiseLeader

76、shipGovernanceDirectIndirectAttributeRevenueProfitabilityMarket SentimentSource:KPMG in India and EQUiTOR Analysis 22 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with

77、KPMG International Limited,a private English company limited by guarantee.All rights reserved.A companys valuation or ability to create value for itself is directly dependent on its revenue and profitability and indirectly dependent on market sentiment.Our study showed a strong correlation between c

78、ustomer experience and these three levers of company valuation.Revenue Higher customer loyalty through impeccable experience can lead to revenue growth A customer-at-the-core strategy and consistent experience across channels can increase brand loyalty and persuade customers to advocate for it High

79、brand loyalty and word-of-mouth publicity can reduce customer acquisition costs Seamless customer experience can improve a companys ability to expand into other sectors and geographies,thereby directly impacting its top line Profitability Impeccable CX ensures higher customer retention and profitabi

80、lity as acquiring new customers is costlier than retaining the existing ones Better CX gives a company more pricing power,increasing its ability to generate profits Poor CX influences profitability,as it is associated with the unwillingness to stick with a brandMarket sentiment A company and its lea

81、derships commitment to keeping their promises to customers influence market sentiment A brand can strengthen its connection with customers if it is perceived as offering a similar experience across channels Brands that are based on an internal truth and adopt a specific set of values enjoy better ma

82、rket sentiment 23 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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.Unlock

83、ing the potential of CX can enable brands(across nine categories)to collect USD200 billion of value that they may have been leaving behind Initiatives focused on the drivers of customer experience can lead to a significant improvement in performance and valuation.Here is a use case that shows how a

84、leading Indian luxury products(fashion accessories-watches,eyewear)brand assessed the impact of customer experience on its valuation.SolutionEQUiTOR began a valuation exercise by isolating the drivers that characterised the brand to help it recast itself around its winning traits.Currency of design:

85、Customers recognised the brand as design-conscious(authenticity,differentiation).ChallengeThe customer experience aspect of a brand,recognised as one of Indias largest conglomerates biggest achievement,had never been defined or isolated in financial terms.The company sought to evaluate the brand to

86、quantify the contribution of its reputation to enterprise value,as well as its influence on value creation.Pleasure of purchase:They believed its stores set a benchmark in retail experience(consistency,perceived leadership).Personalised care:Exemplary product service backed by focussed customer atte

87、ntion created a strong brand reputation in the minds of customers and advocates(loyalty,advocacy,singularity).EQUiTOR helped the Company to draw a disruptive new business plan around the winning traits.EQUiTOR used its product to get the organisation to converge on the singular reason for its existe

88、nce crafting functionality into personal expressions of style and helped it embark on an internal-alignment program.One of the programs initiatives focussed on creating a consistent look and feel to enhance the buying experience across stores.Outcome The focussed re-structuring contributed dramatica

89、lly to operating profits.As the impact of initiatives began kicking in,the company saw changes in its performance and share price.Over the next two years,value jumped by 4200%;within 57 years it was poised to deliver 3X the turnover of its original business plan.Differentiator for attracting and ret

90、aining customers and building loyalty25 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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

91、rights reserved.Differentiator for attracting and retaining customers and building loyaltyPurchase decisions depend on a customers experience with a brand and not necessarily its reputation.Customers are willing to pay a premium for a superior experience.Extremely satisfied customers are highly like

92、ly to stick to a brand.Superior and targeted CX can convert customers into brand ambassadors.Meeting CX expectations increases mindshare of the brand Consistent CX helps build“Best Brand”26 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of t

93、he KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.AuthenticityWhen a brand has an internal truth and a specific set of values,it resonates more powerfully with customersCommitmentA bra

94、nd that is committed to its internal truth can create positive feelings about it among customersPerceived leadershipBrands offering a superior CX can have a positive influence on purchasing decisions by establishing themselves as leaders in the minds of customersPrice premiumOnly brands whose produc

95、ts/services are perceived to be exceptional can charge a price higher than the competitionDifferentiationA brand can set itself apart from the competition by offering a distinctive proposition and unique experienceShare of mindCX and the share of the customers mind space is closely connected;better

96、CX can help acquire customers by boosting this shareDispositionSuperior CX influences the ability of a brand to be actively considered in a buying situationLoyaltyA brand with a good CX can ensure repeat purchase and purchase of additional products/servicesCX plays a key role in influencing customer

97、s brand selectionCustomer experience plays a critical role at multiple touchpoints during a customers journey with a brand.Customers are more inclined to join or stick to a brand that offers a superior experience.Their purchase decisions are more influenced by their experience with a brand and not n

98、ecessarily its reputation.Therefore,a company must review the experience journey consistently to identify areas where a better experience will improve customer loyalty and create an additional revenue source.Focussing on attributes that have a direct impact on customer acquisition,loyalty and retent

99、ion can boost revenue and growth prospects.KPMG in India and EQUiTOR identified the below attributes of customer experience that influence customers decisions.27 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization

100、of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.52%54%54%53%52%52%52%51%51%49%42%48%46%46%47%48%48%48%49%49%51%58%0%20%40%60%80%100%AllPersonal CareE-commerce2 Wheelers4 WheelersApparelsGroceryInsuranceOnline D

101、eliveryBanksTelecomRole of ExperienceRole of Reputation2.KPMG in India-EQUiTOR Consumer Survey conducted January 2022Our survey covering 10 sectors(23 categories)revealed a few interesting factsPurchase decisions of 52%of consumers are dependent on their experience with a brand(even if the experienc

102、e is not currently delivered),as opposed to the brands reputation.252%52%28 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private Engli

103、sh company limited by guarantee.All rights reserved.Top 5 CX parameters influencing customers3Delivering what they claimUnderstanding my needsProviding what I want when I want itFixing a problem immediately with their offering0102030405Making me feel valued3.KPMG in India-EQUiTOR Consumer Survey con

104、ducted January 202229 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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.Ou

105、r survey asked respondents across categories the extent to which customer experience influenced their choice of brands.The results revealed a gap between sector-level CX expectations and brands actual CX delivery.Mamaearth(Personal care)This health,wellness and fitness company is ahead in its journe

106、y in leveraging customer experience to influence purchase decisions.It has created a distinct space for itself by“demonstrating that they care”,“making the customer feel valued”,and“acting on their best interests”.The companys strategy is reflected in its high score on commitment,perceived leadershi

107、p,differentiation and innovation.However,it is limited by its dependency on existing customers;it scores high on advocacy and loyalty but has a low share of mind and disposition.This creates risks for its ability to generate long-term demand.One of Indias Leading marketplace&online retailer(E-commer

108、ce)The brands desire to be the most customer-centric company is reflected in consumers belief that it provides the most superior customer experience in the Indian e-commerce market.The company stands out in CX parameters such as“creating offerings which are relevant to them”,“delivering in its claim

109、s”and“understanding the buyers needs”.These attributes strengthen the companys ability to generate and sustain demand from new and existing customers,as it scores high on loyalty and advocacy,and enjoys a greater share of mind and disposition than its peers.One of Indias largest private sector banks

110、(Banking)There is not much differentiation among banking brands,except in the case of this bank,which stands out in CX parameters such as“creating offerings which are relevant to me”,“demonstrating they care”and“acting on their best interests”.However,it does not fulfil customer expectations such as

111、“making customers feel valued”and“offering warm and friendly interactions”.This is reflected in its low score on advocacy and loyalty,indicating a lower impact of customer experience on customer acquisition and retention.Therefore,the banks ability to sustain the demand generated by its CX propositi

112、on is limited.One of Indias largest telecom service provider(Telecom)Although there is a perceived lack of differentiation among telecom brands,this company is able to differentiate itself when it comes to“fixing a problem immediately”and“providing what I want when I want it”.This enables the compan

113、y to enjoy a high share of mind as well as creates a perception that it is the best brand in the Indian telecom market.Thus,the companys customer experience is likely to actively sustain demand going forward.Brands that have aced the CX gameSource:KPMG in India-EQUiTOR Consumer Survey conducted Janu

114、ary 202230 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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.My motivation

115、Expectations are shaped by best experiencesMy attentionAn unprecedented volume of information is distracting customersMy connectionBetter connectivity is increasingly driving digital interactions among customersMy watchThe trade-off between time and money changes across life eventsMy walletCustomers

116、 adjust the share of their wallet across life eventsFocus on experiences that are truly valued by customers and highest CX standards set by competitorsIdentify moments that matter to customers to win the battle for attention Engage with consumers on their terms by gaining clear understanding of how

117、they connect and with whomUnderstand pivotal life events impacting your consumers and position your offers accordinglyUnderstand how different generations adjust the composition of wallets across life eventsWhat companies need to doChanging consumer behaviourConsumer behaviour is changing rapidly,mo

118、re so in the post-COVID world.Their purchase decisions are influenced by complex but interconnected CX attributes,and it is important for organisations to comprehend those attributes.Companies and brands that understand what consumers value,from a CX perspective,can gain insights into the fundamenta

119、l yet complex drivers of decision-making.The Five Mys framework is designed to help organisations to understand what drives customers decision-making.31 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of indepe

120、ndent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Customers are willing to pay a premium for a superior experience Indian consumers have moved beyond their traditional price consciousness and have begun focussing on intan

121、gible aspects such as a companys customer experience,brand equity,ethics and purpose.Our survey found that todays Indian customers do not mind paying a premium if a companys value propositions are aligned with their expectations.63%of respondents are willing to pay some premium for an enhanced custo

122、mer experience.71%of insurance sector respondents,the highest among all sectors,are willing to pay a premium for enhanced customer experience,especially if players understand their needs and deliver what they claim.Willingness to pay premium for CXAll63%Source:KPMG in India-EQUiTOR Consumer Survey c

123、onducted January 20222 wheelers4 wheelersOnline/Food deliveryTelecomBanksInsurance71%E-commerce65%Grocery63%Personal care63%62%62%62%61%58%71%32 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent me

124、mber firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Our survey revealed the top CX parameters for which customers are willing to pay a premium are“Providing what I want when I want it”,“Making me feel valued,“Understanding my needs

125、”CategoriesTop 2 CX parameters influencing the decision for price premiumInsuranceUnderstanding my needsDelivering what they claimE-commerce Making me feel valuedUnderstanding my needsGroceryProviding what I want when I want itMaking me feel valuedPersonal CareMaking me feel valuedProviding what I w

126、ant when I want it2 WheelersOffering warm&friendly interactionsDelivering what they claim4 WheelersFixing a problem immediately with their offeringUnderstanding my needsOnline/Food DeliveryMaking me feel valuedProviding what I want when I want itBanksUnderstanding my needsProviding what I want when

127、I want itTelecomActing on my best interestProviding what I want when I want itSource:KPMG in India-EQUiTOR Consumer Survey conducted January 2022It is becoming increasingly important for businesses to understand consumers motivation while making a purchase,the trade-offs they are willing to make aro

128、und time and money,and their unmet needs.Companies must be able to provide a world-class customer experience,which is a prerequisite for commercial success.33 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of

129、independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.We are living in a world of perceived parity among competing products.Customer churn is the biggest threat for many brands.A CX strategy thatpre-empts what customers

130、 want and creates personalised experiences across their journey can help businesses to steer through the competition and increase their customer lifetime value.Effort and loyalty are inextricably connected.With a surge in delivery apps and the increasing sophistication of loyalty schemes,online shop

131、ping is becoming a way of life.However,a customer is more likely to continue using a channel if the effort required,whether physical or emotional,is minimised.Therefore,companies are adopting an omnichannel model to help consumers accomplish their objectives simply,easily and cost effectively.Our co

132、nsumer survey revealed that respondents who were extremely satisfied with a brand are highly likely to continue using the same brand.This shows that customer experience can help augment loyalty and create a unique differentiator against peers.45%4of respondents satisfied with experience while using

133、the brand are highly likely to continue using the same brand.45%45%4.KPMG EQUiTOR Consumer Survey 2021-2022 across 23 sub-sectors with 3011 respondentsCX is a critical lever for customer loyalty34 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member fi

134、rm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The personal care,e-commerce,online delivery and grocery sectors exceed the average CX levels,thereby attracting higher loyalty

135、 than sectors such as banking,telecom,insurance,and 2-and 4-wheelers,which do not meet average CX expectations.Personal careOne of Indias leading cosmetics brand 49%of respondents are highly satisfied with the brand and 45%are likely to continue using it.One of Indias prominent personal care and hyg

136、iene brand 44%of respondents are very satisfied with their experience and 47%are likely to stay loyal.EcommerceOne of Indias Leading marketplace&online retailer 64%of respondents are satisfied with their experience and over 69%are likely to stay loyal.TelecomVodafone Idea 40%of respondents are satis

137、fied and 40%are likely to continue using the brand.4 WheelerBMW 40%of respondents are satisfied and 40%are likely to stay loyal.Maruti 49%of respondents are satisfied and 54%are likely to stay loyal.Source:KPMG in India-EQUiTOR Consumer Survey conducted January 202235 2022 KPMG Assurance and Consult

138、ing Services LLP,an Indian Limited Liability Partnership 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.EcommerceOne of Indias Leading marketplace&online retai

139、ler 90%of users are likely to recommend the company due to its ability to deliver on the desired customer experience.TelecomJio 89%of users are likely to recommend Jio due to its ability to deliver on the desired customer experience when it comes to understanding customers needs,creating relevant of

140、ferings,ensuring consistent experience,having a customer-centric approach,and delivering what they claim.CX helps create brand advocatesDelivering the right customer experience can lead to customers becoming brand ambassadors.Our survey shows companies that have scored highest when it comes to fulfi

141、lling CX requirements have also delivered high advocacy scores with 90%5+users likely to recommend the company to others.5.KPMG in India-EQUiTOR Consumer Survey conducted January 202236 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the K

142、PMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.CX helps increase mindshare of the brandCompanies can increase the probability of a buyer recognising or thinking about its brand in buyin

143、g situations by delivering the expected customer experience.In our survey,companies such as Flipkart and a leading Indian four wheeler manufacturer scored moderately high on fulfilling CX requirements and enjoyed a high share of mind,with more than 65%6of respondents recalling these brands.On the ot

144、her hand,companies such as one of Indias fashion and lifestyle e-commerce platform and one of Indias prominent two wheeler company scored relatively lower on fulfilling CX requirements and had a lower share of mind,with fewer than 30%7of respondents recalling these brands.CX plays a pivotal role in

145、building best brandsDisruption leads to new opportunities.Companies that continuously adapt to emerging trends,update their CX strategy to customers changing needs and preferences,and keep the customer at the centre are more successful in customer acquisition and retentionOur survey covered the lead

146、ing brands across categories and found that consistency of experience is one of the top five reasons for a brand being perceived as best.66%8of respondents believe a brand is best if they provide the same type of experience every time a consumer uses them.66%66%6.KPMG in India-EQUiTOR Consumer Surve

147、y conducted January 20227.KPMG in India-EQUiTOR Consumer Survey conducted January 20228.KPMG in India-EQUiTOR Consumer Survey conducted January 202237 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independ

148、ent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Personal CareMamaearth 68%of respondents perceive it as a best brand because it offers innovative products and services,and 39%because it provides the same experience every

149、time.Himalaya 53%of respondents perceive it as a best brand because it offers innovative products and services as well as a consistent customer experience.Two wheelersOne of Indias leading motorcycle and scooter manufacturer 51%of respondents perceive it as a best brand because it offers innovative

150、products and services,and 44%because it provides the same type of experience every time.ApparelOne of Indias largest sports apparel manufacturer 63%of respondents perceive it as a best brand as it provides the same experience every time.GroceryOne of Indias leading staple food and kitchen ingredient

151、s brand 57%of respondents perceive it as a best brand because it provides the same experience every time,and 48%because it provides transparent pricing.Source:KPMG in India-EQUiTOR Consumer Survey conducted January 2022Organisationalorchestration for superior customer experience39 2022 KPMG Assuranc

152、e and Consulting Services LLP,an Indian Limited Liability Partnership 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.Transforming customer experience to adapt

153、to disruptive change In view of customers growing expectations,companies have to achieve excellence across all the attributes of customer experience.Transforming customer experience must be a key focus area for ambitious businesses that want to acquire and retain customers.The significance of focuss

154、ing on CX strategy,CX design and CX insights is growing every day.Delivering next-generation insights for effective actionDesigning a CX strategy by drawing on deep business knowledge,deploying global best practices,and fostering collaboration by breaking down silosCreating an insights-led CX strate

155、gy that integrates global best practices and customer experience to brand cultureCX insightCX StrategyCX designAlmost 75%9 organisations consider a seamless customer experience a top or high priority supporting their digital transformationConnected enterprises that align their front,middle and back

156、offices create business value and drive sustainable growth9.A commissioned study conducted by Forrester Consulting on behalf of KPMG International,July 2020;KPMG 2020 CEO Outlook COVID-19 Special Edition(KPMG International)40 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liabilit

157、y Partnership 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.Transformation focussed on customer-centricity and seamless collaboration across value chains is a

158、 priority for companies.Say their customer-centric strategy was a high or top priority prior to the pandemic80%80%SINCE-COVID:60%say this has significantly/moderately accelerated60%60%PRE-COVID:51%considered Connecting the front,middle,and back offices for greater efficiency and effectiveness on par

159、 or among their top digital transformation strategy objectives51%51%Source:A commissioned study conducted by Forrester Consulting on behalf of KPMG International,July 2020;KPMG 2020 CEO Outlook COVID-19 Special Edition(KPMG International)Creating&Designing customer experiencesDelivering on the promi

160、ses made to customers41 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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.

161、Connected enterprises and customer-centricityFocus attributes for superior customer experienceA connected enterprise that focuses on every process,function and relationship of a business to meet customer expectations can create business value and drive sustainable growth.There is an important connec

162、tion between empowered employees and happy customers,underscoring the need to develop a culture of customer-centricity.A strong partner and alliance network,coupled with a customer-insights-driven strategy,is needed to quickly adapt to change and build agility and resilience across supply chains.Com

163、panies can invest in new-age digital infrastructure to better understand user behaviour better to enhance customer satisfaction.The mere pursuit of digital transformation will not yield a desirable outcome unless it has the customer at its core.ConsistencyCompany aligned to delivering the customer p

164、romise across channels and touchpoints increases customer delight.ProtectionProtection of processes,products and services through patents,trademarks and copyrights gives companies access to data and insights that enable them to better understand their customers and provide superior CX.InnovationActi

165、onable insights and real-time understanding of customers help organisations to comprehend their evolving needs to continue innovating.AdvocacySeamless and intentional experiences created for customers,employees and partners enable organisations to gain brand advocates.Category spreadStrong partner a

166、nd alliance networks enable organisationsto expand into ancillary product categories.Geographic spreadAn agile and responsive supply chain with a well-connected partner and alliance ecosystem enables organisations to expand across geographies.Customer spreadCompelling value propositions,based on rob

167、ust insights,can attract a broad category of customers.SingularityA well-connected customer-centric organisation ensures seamless CX,improving its chances of being perceived in a uniform way by all customers.42 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership a

168、nd 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.Ever-changing customer needs make it imperative for businesses to remain agile and place the customer at the cent

169、re.Building connected organisationsthat enable interaction among people,data and technology lead to new levels of productivity and value creation.Connected enterprises are able to comprehend what their customers truly need and value,and achieve it by delivering the intended experience profitably.The

170、y also have the responsiveness and resilience to evolve with changing consumer needs and deliver on their customer promise.Companies need alignment across the organisation a“connected enterprise”approach to meet customer expectations,improve business performance and achieve profitable growth.KPMG Co

171、nnected Enterprise approach defines eight critical capabilities that mature organisations are investing in to build connected organisations.Integrated partner and alliance ecosystemInnovative products and servicesExperience-centricby designDigitally-enabled technology architectureAligned and empower

172、ed workforceResponsive operations and supply chainSeamless interactions and commerceInsights-drivenstrategies and actions2XimpactSource:KPMG Connected Enterprise approachBuilding a connected enterprise for improved customer experience43 2022 KPMG Assurance and Consulting Services LLP,an Indian Limit

173、ed Liability Partnership 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.Real-world examples of value delivered by KPMG Connected Enterprise approachTurning str

174、ategy into action to enable seamless interactions and business KPMG developed and implemented a disruptive digital-first strategy to deliver significant improvements for a leading insurer,and its employees and customers.The team designed a customer segmentation strategy,based on rich insights and cu

175、stomer personas.It helped the company to integrate new technologies in its customer journey.KPMG also guided business leaders on how to trigger behavioral changes.Partner and alliance ecosystem to develop into aone-stop shop for financial products KPMG developed a business roadmap and a working prod

176、uct pilot for a multinational investment bank looking to implement multiple insurance products to become a one-stop shop for its customers.The KPMG team also helped the bank to improve its operational efficiency and facilitated integration with external carriers and partnerships with software compan

177、ies.Impact The insurers employee engagement,customer satisfaction and operational efficiencies improved.Impact The bank successfully expanded its product offerings by using its no-code platform for insurance offerings,as well as increased its customer base44 2022 KPMG Assurance and Consulting Servic

178、es LLP,an Indian Limited Liability Partnership 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.CX priorities for companiesCustomer at the centreBusinesses need

179、to boost their customer engagement initiatives and align their connected front,middle and back offices with customer centricity.Making the right promiseBusinesses need to make relevant promises to the right customers;while some consumer segments might value on-time delivery,it may not attract the pr

180、emium segmentOmnichannel approachBusinesses must provide a seamless shopping experience across channels to address the rising popularity of the D2C model,monitor changing preferences,and evaluate profitability across channelsConnected organisationsBusinesses need to connect their front,middle and ba

181、ck offices to comprehend customers needs and deliver great CX,while maintaining profitabilityCX is universally relevant 46 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated

182、with KPMG International Limited,a private English company limited by guarantee.All rights reserved.The concepts of customer experience are universally applicable and can be used by companies across sectors to enhance their competitiveness.The CX expectations of B2B buyers are largely influenced by t

183、heir experience in the B2C environment.47 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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.Al

184、l rights reserved.Seamless customer experience is sought across both B2C and B2B environments.The CX expectations of B2B buyers are largely influenced by their experience in the B2C environment,which explains their increased preference for personalisation and transaction simplicity.Unlike consumer-f

185、acing organisations,B2B businesses face challenges in their path to adopting a customer-centric paradigm,as they often have a sales-oriented heritage.This creates a need to communicate with and educate employees in B2B set-ups.B2B consumers want experience standards set for B2C consumers to be repli

186、catedB2B consumers expect the same transactional ease provided to B2C consumers,including omnichannel facilities.Personalisation in terms of customised business advertising,marketing,sales offers and communications is preferred by both B2B and B2C clients.The sales cycle for B2C companies is very fa

187、st/short,whereas it is much longer for B2B enterprises.In the B2B context,purchase decisions are not made by one person and undergo various stages of appraisal and evaluation.B2B companies have more resources available to spend on individual customer relationships than B2C,allowing for greater perso

188、nalisation.B2B companies have to use extremely targeted experiences and circles of influence,while B2C enterprises can connect with people through mass marketing.SimilaritiesDissimilaritiesCX for B2B vs B2C 48 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership an

189、d 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.Over 90%of the interviewed CEOs across our focus sectors believe that customer experience is a high priority agend

190、a that requires dedicated attention.Our interactions with CEOs of leading Indian companies revealed that customer experience is increasingly gaining importance in the B2B space as well.90%90%49 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm

191、of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Key imperatives for businesses to succeed in CXThrough this report,we have seen the benefits of customer experiences,which include

192、 but are not limited to acquiring and retaining loyal customers,increased revenue and profits,improved market sentiment and long-term growth potential.Imperatives for a Company to ensure it is scoring high on its CXCustomerKnow your CustomerTechnology infrastructurePeopleSupply chain and partner eco

193、systemProcesses,tools and methodologies Invest in the right tech platforms to obtain customer-centric data Align front,middle and back office to stay connected and deliver on the right customer promise Use tools to map and study customer personas and journeys,understand customer friction and delight

194、 points Implement voice of the customerprogrammes to strengthen customer insights Personalisation is key for both B2B and B2C.Streamline processes to speak to each other and deliver personal experiences Empower your employees CX-driven strategy,led by the CEO,to augment motivation and create a custo

195、mer-centric culture Embrace an omnichannel strategy and align supply chain across all channels to deliver consistent CX Build an agile and responsive supply chain Strengthen partner and alliance network to deliver superior experiencesHow can KPMG in India and EQUiTORaugment your CX journey?51 2022 K

196、PMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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.How can KPMG in India and EQUi

197、TOR help you with your CX Journey?Assess your CX strengthShortlist and prioritisefocus areasCreate and implement a CX strategy and roadmapKPMG in India and EQUiTORs analysis can:Assess your organisations CX strength Measure your organisation based on 16 CX attributes Identify CX areas for improvemen

198、t Estimate how much value you can unlock from CXWorkshop with key stakeholders Leverage existing proprietary and well-defined KPMG tools,frameworks and approaches,such as KPMG Nunwood and KPMG Connected Enterprise approachKPMG in India and EQUiTOR can help identify your organisations CX strength,hel

199、p measure the performance of your organisation based on 16 CX attributes and highlight areas that present scope for improvement.Further,we can help you to estimate how much value you can unlock from customer experience,build a roadmap to realise that value,and assist you on your CX journey.How can K

200、PMG in India and EQUiTOR help you?What do you need to do to unlock value from CX?52 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a priva

201、te English company limited by guarantee.All rights reserved.AcknowledgmentsAuthors Nikhil Sethi,Partner,KPMG in India Aditya Rath,Partner,KPMG in India Devika Kapur,KPMG in India Shreya Bapna,KPMG in India Balamurali Radhakrishnan,KPMG in India Shreya Chakraborti,KPMG in India Siddhartha Goutam,EQUi

202、TORAcknowledgments We express our gratitude to Harsha Razdan,KPMG in India,and Ramesh Jude Thomas(RJT),EQUiTOR,for their guidance,insights and support throughout the study.Special thanks to Aditya Rath,Narendra Ganpule,Jeffry Jacob and Amit Manna for their valuable inputs.We also thank the Marketing

203、,Compliance and Design teams-Sameer Hattangadi,Anupriya Rajput,Haseeb SiddiquiAbout KPMG in Indiahttps:/home.kpmg/in/en/home.htmlHarsha RazdanPartner and Co-head for Clients&MarketsSector Head-Consumer Markets and Internet BusinessE:KPMG in India contact:About EQUiTORhttps:/ Jude ThomasManaging Dire

204、ctorE:EQUiTOR contact:Annexures54 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership 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

205、 reserved.Grocery862Onlinedelivery543E-commerce410Personal care308Electricity295Petrol275Cooking gas260Insurance2242 wheelers213Videostreaming211Pharmacy193Bank176Credit card168Mutual fund1444 wheelers128Train tickets124Apparels121Hospital106Telecom100Home care95Flight tickets68Airport47Holidays43Be

206、low is the category wise respondent profile of the KPMG in India EQUiTOR Consumer Survey conducted January 202255 2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG

207、 International Limited,a private English company limited by guarantee.All rights reserved.They offer innovative products or servicesThey provide transparent pricingThey provide the same type of experience every time I use themThe information they provide is easy to understandThey provide the same ty

208、pe of experience every time I interact with them irrespective of it being online,on a call or in the storeTheir products or services are available at a place which is convenient for meThey provide a wide range of options for interaction/resolutionThe products&services they offer are of the highest s

209、tandardsThe information they provide is reliableThey have a robust network of partners for servicingThey communicate in a manner which is not disturbingThey are able topredict what I want before I have thought about itThey provide self service optionsThe people I interact with are able to take a dec

210、ision without having to check with others81%73%66%52%49%45%44%42%39%37%36%35%34%33%Percentages of respondentsSource:KPMG in India-EQUiTOR Consumer Survey conducted January 2022Reasons for liking a BrandThe information contained herein is of a general nature and is not intended to address the circums

211、tances 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 information without

212、appropriate professional advice after a thorough examination of the particular situation.The views and opinions of non-KPMG interviewees are their own and do not represent the views and opinions of KPMG in India.KPMG Assurance and Consulting Services LLP,Lodha Excelus,Apollo Mills Compound,NM Joshi

213、Marg,Mahalaxmi,Mumbai-400 011 Phone:+91 22 3989 6000,Fax:+91 22 3983 6000.2022 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited,a private English

214、 company limited by guarantee.All rights reserved.The KPMG name and logo are trademarks used under license by the independent member firms of the KPMG global organization.This document is for e-communication only.(006_THL0522_AR)Follow us on:home.kpmg/in/socialmediaHarsha RazdanPartner and Co-head for Clients&MarketsSector Head-Consumer Markets and Internet BusinessM:+9E:KPMG in India contact: