Mastering intentional experiences – India CX report Customer experience report

Based on the survey conducted by KPMG International across 25 countries, covering 154 brands and 5000+ responses.

In the last couple of years, we have witnessed seismic global events, such as the COVID-19 pandemic, the Ukraine-Russia war, unanticipated weather patterns and the rapid adoption of disruptive technologies. These events have had an unusual impact on Indian consumers and have altered the way they purchase, consume and behave today.

In this report, we examine how Indian companies are adjusting to catch up with ever-changing consumer expectations and identify organisations that are leading in customer experience (CX) through a primary survey of more than 5,000 consumers. Further, we have provided a way forward for companies looking to consistently deliver a superior customer experience.

In today’s day and age, the customer values a product not only on price but also on how the customer experience is delivered. Customers not only want connected journeys, transparent processes and seamless transitions across channels but also expect experiences to be tailored to meet their circumstances. How well customer experience is delivered can be measured using the six pillars of customer experience: personalisation, integrity, expectations, resolution, time and efforts and empathy.

“It is imperative for businesses to recognise and appreciate that customer experience is unlikely to remain binary and transactional. In the Indian market, brands have recognized customer experience as a key to sustained value creation. Personalisation has emerged as a key pillar to drive customer loyalty. Focusing on customer needs and experience will be a lighthouse for staying relevant in the current scenario, as consumers will be their biggest advocates/brand ambassadors.”

Manuj Ohri, Partner, KPMG in India