Calvin Klein, Ama­zon Lead Other Com­pa­nies In Cus­tomer Ser­vice

WWD Digital Daily - - In Focus: Business Insights - BY ARTHUR ZACZKIEWICZ

What do Navy Fed­eral Credit, Dis­ney Parks and Calvin Klein have in com­mon? Ac­cord­ing to the lat­est con­sumer sur­vey by KPMG LLP th­ese brands are among the top 10 in of­fer­ing the best cus­tomer ex­pe­ri­ences.

In a sur­vey of over 7,500 con­sumers, span­ning 10 busi­ness sec­tors and in­volv­ing 250 brands, the ad­vi­sory firm also noted that busi­nesses with top-notch cus­tomer ser­vice ex­pe­ri­ences also see more ro­bust top-line growth.

“Fi­nan­cial anal­y­sis showed the brands ranked in the top 50 ex­pe­ri­enced 50 per­cent higher rev­enue growth than the bot­tom

50, and gen­er­ated earn­ings be­fore in­come, taxes, de­pre­ci­a­tion and amor­ti­za­tion growth more than three times higher than the bot­tom 50,” au­thors of the re­port said.

An­a­lysts at the firm said, “com­pa­nies that of­fer the best per­sonal, ‘in­di­vid­u­al­ized' ex­pe­ri­ences to their cus­tomers ul­ti­mately reap the ben­e­fits of higher rev­enue growth and im­proved brand stand­ing and loy­alty.” Navy Fed­eral Credit was num­ber one on the list fol­lowed by USAA and then Dis­ney Parks in third. Calvin Klein ranked fifth. Avon came in at num­ber eight.

Julio J. Her­nan­dez, KPMG's global cus­tomer cen­ter of ex­cel­lence and U.S. cus­tomer ad­vi­sory lead this year, “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.” Her­nan­dez added that to­day's “im­me­di­ate grat­i­fi­ca­tions con­sumers” want to be and feel “val­ued and rec­og­nized as an in­di­vid­ual.”

A re­port from KPMG sur­veyed con­sumers to rank the top brands by six pil­lars of cus­tomer ser­vice.

“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,” Her­nan­dez said.

The rank­ings were based on “six pil­lars” of cus­tomer ex­pe­ri­ence “ex­cel­lence,” which in­cluded in­tegrity, per­son­al­iza­tion, res­o­lu­tion, ex­pec­ta­tions, time and ef­fort, and em­pa­thy.

Ama­zon, which ranked num­ber 10, was the bench­mark com­pany in re­gard to trust and per­son­al­iza­tion, KPMG re­searchers said. “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,” au­thors of the re­port said.

KPMG also said in the re­port that while tech­nol­ogy is trans­form­ing the cus­tomer ex­pe­ri­ence, “many or­ga­ni­za­tions con­tinue to struggle to drive value from their in­vest­ments due to poor in­ter­nal align­ment around cus­tomer ex­pe­ri­ence out­comes.”

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