KPMG Survey: Customer Experience as the number one brand differentiator

KPMG Survey: Customer Experience as the number one brand differentiator

- Saudi version of survey includes 96 brands across nine different sectors.

- Non-grocery retail sector emerged as a leader.

- 13th CX global edition, second in KSA, is based on Customer Experience Excellence (CEE) methodology.

- CEE is made up of Empathy, Personalization, Expectations, Resolution, Integrity and Time & Effort.

RIYADH: KPMG Saudi Arabia, has published the results of its 2022 global annual Customer Experience Excellence (CEE) survey. This 13th global edition, and the second to run in Saudi Arabia, is based on inputs from 1,550 consumers in Saudi Arabia measured against inputs from 89,000 consumers across 25 countries worldwide.

The Saudi version of the survey included 96 brands across nine different sectors and provided the respondents with the ability to evaluate those brands based on their personal customer experiences with them. The survey was based on the CEE methodology, developed by KPMG’s global CEE Centre of Excellence, and is made up of six pillars; Empathy, Personalization, Expectations, Resolution, Integrity and Time & Effort. Those pillars represent the core of this research as they make up the fundamental components of an ideal customer experience.

In terms of overall CEE performance, the non-grocery retail sector emerged as a leader among other sectors in Saudi Arabia with