In KPMG’s 2021 Customer Experience Excellence (CEE) study, titled Above and Beyond: Customer Experience Excellence in Hong Kong, we present our findings of a survey to identify critical factors to deliver a market-leading customer experience. The survey asked 1,100 consumers in Hong Kong to rate their experiences with over 60 brands that operate across five industries: Financial Services, Grocery Retail, Non-Grocery Retail, Travel and Hotels, and Entertainment and Leisure.

Despite a challenging economic backdrop, as well as major changes in the way people live their lives due to the pandemic, it is encouraging to find that the overall customer experience score in Hong Kong increased from 6.8/10 in 2020 to 6.84/10 in 2021. Among all sectors, financial services and non-grocery retail are the top performers in this year’s study.

A key trend identified in the report includes a narrowing of the digital savviness gap between generations, with older consumers in Hong Kong almost as likely to engage in ecommerce as young adults. Customers are also demanding experiences that go beyond traditional brick-and-mortar interactions, which is requiring companies across all sectors to offer a seamless transition between their online and offline channels. Lastly, customers prefer to purchase from brands that are able to live up to their ethical, social and environmental promises. 

KPMG’s Global Customer Experience Excellence (CEE) programme has run for 12 years across 26 markets. The study has defined and validated six fundamental components of Customer Experience Excellence – Personalisation, Integrity, Expectations, Resolution, Time and Effort, and Empathy – collectively referred to as the KPMG Six Pillars of Customer Excellence. Brands that master these have demonstrated increased brand loyalty and advocacy.

Isabel Zisselsberger
Head of Strategy & Operations for Financial Services
Hong Kong
KPMG China

Alice Yip
Head of Consumer & Industrial Markets
Hong Kong
KPMG China

Anson Bailey
Head of Consumer & Retail ASPAC
Hong Kong
KPMG China

Jessica Hong
Director, Strategy & Operations for Financial Services, Insurance
Hong Kong
KPMG China