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On November 8, KPMG published the 4th edition of the Customer Experience Excellence (CEE) barometer. This indicator takes stock of the best practices in customer experience in France.
KPMG publishes the 4th edition of the Customer Experience Excellence. It highlights the sectors and brands that have been able to provide the best customer experiences through the quality of their services.
For this 4th edition of the barometer, KPMG surveyed more than 7,200 French consumers on more than 240 brands, to establish a consolidated ranking of 187 of them. For each brand, consumers rate on a scale of 1 to 10 different criteria: Net Promoter Score (NPS), loyalty, quality/price ratio and 6 pillars.
The study also provides a sectoral analysis of the companies evaluated by grouping them into different sectors: Banking, Insurance, Energy and Natural Resources, Specialized Distribution, Food Retail, Fashion & Beauty, Catering, Travel and Hospitality, Entertainment and Leisure, Telecom and finally Logistics.
New this year, the Fashion & Beauty sector, which includes cosmetics, ready-to-wear, jewelry and luxury goods brands, enters the 2022 ranking. It is the most present sector with four brands on the podium. This result is not surprising when you consider the importance of these two sectors since the release of the covid. Consumers who have been deprived for months are coming back to the market. For their part, brands are trying to reinvent themselves by developing new concepts, by being more responsible or by aiming at new targets.
Six pillars
The progression of the CEE index is based on an overall improvement in brand performance levels across six pillars: Personalization, Expectations, Resolution, Integrity, Time & Effort and Empathy. The Fashion & Beauty sector stands out with remarkable scores on the Performance (7.81), Time & Effort (7.92) and Empathy (7.29) criteria.
For the year 2021, Integrity and Personalization were the two most influential pillars in the CEE score. During the first edition of this barometer, only the customer experience counted. Today, the challenge is above all to reinvent, innovate and transform.
An evolving customer experience
Due to market and brand transformations, new consumer trends and environmental and ecological awareness, the codes of customer experience are regularly evolving. This is prompting brands to rethink their efforts to improve customer satisfaction and, ultimately, build loyalty.
In the Top 10 of the overall France ranking, Parc Astérix is in first place (8.39), closely followed by MAIF (8.32). Okaïdi-Obaïbi, the children’s ready-to-wear brand, is third, with an EEC score of 8.29. Among the other brands in the Fashion & Beauty sector, Petit Bateau is in 7th place (8.08), and Dior and Chanel take the last two places in the Top 10 with an EWC score of 8.03 and 8 respectively.
Fashion and Beauty: a sector that wants to be responsible
Despite appearing in the ranking for the first time, the Fashion & Beauty sector scores highly in terms of customer experience. Leaders such as ready-to-wear and jewelry brands have succeeded in developing omnichannel paths, with a presence in both physical stores and on the Internet.
Its players have also integrated environmental concerns into their strategy. As consumers are increasingly aware of these issues, brands are obliged to find responsible solutions to improve the traceability of their products, promote short circuits or be transparent about production.
Finally, they have managed to position their employees within their network of stores as true “advisors”, which is the core target of this barometer.
Among the initiatives of the sector, we find the creation of the range of eco-certified products EKO of Okaïdi-Obaïbi. The brand Petit Bateau has developed a second-hand service via the mobile application Changer Demain and has launched its first store entirely dedicated to these products.
The luxury industry is also concerned by these developments. The Integrity pillar is at the heart of Dior’s brand strategy and is reflected in the Dream in Green and Beauty as a legacy 2030 programs. Chanel’s strategic orientation is illustrated by Chanel mission 1.5°, a climate action plan for 2030 with the annual publication of a performance report.
Read also >Luxury customers do not intend to slow down their spending in 2023
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On November 8, KPMG published the 4th edition of the Customer Experience Excellence (CEE) barometer. This indicator takes stock of the best practices in customer experience in France.
KPMG publishes the 4th edition of the Customer Experience Excellence. It highlights the sectors and brands that have been able to provide the best customer experiences through the quality of their services.
For this 4th edition of the barometer, KPMG surveyed more than 7,200 French consumers on more than 240 brands, to establish a consolidated ranking of 187 of them. For each brand, consumers rate on a scale of 1 to 10 different criteria: Net Promoter Score (NPS), loyalty, quality/price ratio and 6 pillars.
The study also provides a sectoral analysis of the companies evaluated by grouping them into different sectors: Banking, Insurance, Energy and Natural Resources, Specialized Distribution, Food Retail, Fashion & Beauty, Catering, Travel and Hospitality, Entertainment and Leisure, Telecom and finally Logistics.
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On November 8, KPMG published the 4th edition of the Customer Experience Excellence (CEE) barometer. This indicator takes stock of the best practices in customer experience in France.
KPMG publishes the 4th edition of the Customer Experience Excellence. It highlights the sectors and brands that have been able to provide the best customer experiences through the quality of their services.
For this 4th edition of the barometer, KPMG surveyed more than 7,200 French consumers on more than 240 brands, to establish a consolidated ranking of 187 of them. For each brand, consumers rate on a scale of 1 to 10 different criteria: Net Promoter Score (NPS), loyalty, quality/price ratio and 6 pillars.
The study also provides a sectoral analysis of the companies evaluated by grouping them into different sectors: Banking, Insurance, Energy and Natural Resources, Specialized Distribution, Food Retail, Fashion & Beauty, Catering, Travel and Hospitality, Entertainment and Leisure, Telecom and finally Logistics.
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