Analyses in 2018 showed that particular pillars have a similar meaning to Polish consumers, as in countries with the most developed consumer markets. Just as in the US, UK and most other developed countries, the pillars of Integrity and Personalization have the most impact on Customer Experience.
The survey was conducted by an external research agency in the second quarter of 2018, using the CAWI method (Computer-Assisted Web Interview) on a representative sample of over 5,000 Polish customers of age 16+. The analysis included brands that provide services or sell products to retail clients and have a significant presence on the Polish market. The study includes those sectors in which companies using a given brand have a significant impact on building Customer Experience in many touchpoints. Selection of sectors is consistent with the research methodology adopted by KPMG Nunwood in other countries. The conclusions of the report were based on a sample of 192 companies for which a sufficient number of responses was collected.