Brands that used technology, including AI, to transfer the in-store experience online have reaped the rewards of customer loyalty during the COVID-19 pandemic so far.
These were the findings of the new 2020 U.S. Customer Experience Excellence report by KPMG LLP, an international accounting and auditing firm with a large practice in downtown Detroit.
“Leaders in our 2020 index are purpose-led companies with deep connective customer relationships, offering online experiences that are immersive, emotionally connective and safe,” says Julio Hernandez, lead of the U.S. Customer Advisory Practice at KPMG.
“With the move to online accelerating due to COVID-19, the nature of the relationship between brands and their customers has changed, bringing the need for commercial cadence to the forefront. Our analysis also shows a move to the age of ‘buying into’ from ‘buying from,’ as customers are seeking companies that make a difference environmentally and socially.”
The 2020 Top 10 U.S. brands according to the survey:
- USAA
- H-E-B
- Chick-fil-A
- Navy Federal Credit Union
- Edward Jones
- In-N-Out Burger
- Costco Wholesale
- Publix
- Wegmans
- Charles Schwab
The top 10 industries according to the survey:
- Grocery retail
- Restaurant and fast food
- Non-grocery retail
- Financial services
- Travel and hotels
- Logistics
- Entertainment and leisure
- Utilities
- Telecoms
- Public Sector
The report utilizes six pillars of experience that explain how companies navigated the new environment and how they performed in terms of customer experience (CE). High performing CE leaders scored high across the six pillars: integrity, resolution of problems, setting accurately expectations, reducing time and effort, delivering a personalized experience, empathy and compassion.
The research for the report was conducted via an online survey of approximately 11,000 U.S. customers who were interviewed and asked to rate their experiences with more than 300 U.S. brands.
To review the full report, visit here.
