Jun 6, 2018
2 minutes
Calvin Klein, Avon and Amazon top U.S. customer service ranking - KPMG
Jun 6, 2018
Calvin Klein, Avon and Amazon are among the top 10 brands to offer the best customer experience, according to a new consumer survey by U.S. firm, KPMG LLP.
In KPMG's '2018 U.S. Customer Experience Excellence Analysis', more than 7,500 U.S. consumers and 250 brands across ten business sectors including non-grocery retail, and entertainment and leisure, were analysed.
The brands were ranked across 'Six Pillars of Customer Experience Excellence' including Personalisation, Integrity, Expectations, Resolution, Time and Effort and Empathy.
The study ultimately concluded that “companies that offer the best personal, 'individualised' experiences to their customers ultimately reap the benefits of higher revenue growth and improved brand standing and loyalty.”
In fact, financial analysis showed the brands ranked in the Top 50 experienced 50 percent higher revenue growth than the bottom 50. Moreover, those top companies generated EBITDA growth more than three times higher than the bottom 50.
"In 2018, the concept of individuality and the unique sense of self remain equally relevant – however, now companies must not only show that they know their customers' names but that they know them as a person," said Julio J. Hernandez, KPMG's global Customer Center of Excellence and U.S. Customer Advisory lead.
"Today's immediate gratifications consumers want to feel valued and recognized as an individual. In a world where consumers realize that their personal data has value, firms need to understand what information customers want to share and how they want to be engaged."
Calvin Klein ranked fifth on the list, while Avon took the eighth spot and Amazon, the tenth position
Amazon was deemed the benchmark when it comes to personalisation and trust, KPMG researchers noted.
“Its web site greets visitors by name, shows consumers' shared history and can make suggestions that demonstrate a deep understanding of each customer as an individual – all which contribute to a highly personalized experience for users.”
Other fashion companies on the list included Banana Republic, up 85 places to 71, since last year.
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