Still searching for better customer experience | KPMG | BM
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Still searching for better customer experience

Still searching for better customer experience

Today’s customers expect seamless delivery of personalized service and informed advice both in the retail outlet and across channels.


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Highlights from the customer experience study

KPMG conducted a global customer experience study across 29 countries and 124 service providers to identify better practices and trends for the mobile consumer market of the telecommunications sector. With more than 770 store visits, 800 contact center calls, 1,190 SIMs purchased and more than 730 top-ups, this report compares customer experiences and provides a comprehensive global view across a broad range of providers and channels.


  • Today’s customers are increasingly well informed, aware of what they want and vocal in sharing their experiences.
  • Most of the improvement in customer experience has come in the area of digital channels particularly via the increased availability and functionality being offered through the mobile app and online touch points.
  • Legacy channels of the Retail store and Call Center have generally shown minimal improvement. In some areas, performance has even declined as operators- have generally sought to shift volume away from these traditional and higher cost to serve channels.
  • Store layouts deemed most effective directed customers on where to go for service, were intuitive to use, and in some cases separated new and existing customers to differentiate their in-store
  • The traditional role of the ‘sales agent’ is evolving to include specialized product agents, retail concierges and personalized customer service.  However, only fifty percent of Sales Agents displayed display a clear willingness to help or ask any open ended questions to assess customer needs.
  • Operators are increasing their focus on enhanced website capabilities. This includes more options for customer self-service to save time and money.

It's clear that delivering a seamless customer experience in an increasingly connected omni-channel world is not a simple endeavor. Customer experience management strategies that precisely address the modern consumer, their heightened expectations and balancing of the related economics are required.

Download this report to learn more about global best practices and trends that are key to creating a better customer experience.

© 2019 KPMG, a group of Bermuda limited liability companies which are member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

KPMG International Cooperative (“KPMG International”) is a Swiss entity.  Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm.


The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.

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