The impact of COVID-19 on customer behaviour was immediate and widespread across all industries. Consumer behaviours have fundamentally changed over the last few months across all countries and demographics, with priorities shifting to health and safety, and core values and beliefs realigned. As a result, what was previously considered to be a great customer experience has no longer been good enough and almost all businesses have been thrust into reorganising their approach to customers.
The KPMG Global Customer Advisory team has looked at this change of approach in detail, and is now presenting the findings of its global customer experience excellence research. The key themes of the report are as follows:
The leading customer experience excellence brand in Russia this year is Nike, surpassing last year's winner which was Samsung; the report highlights the brand's recruitment policy, eagerness to invest into health & safety innovations during the pandemic, and relevant CSR agenda.
The KPMG Customer Advisory team in Russia and the CIS is currently preparing a more comprehensive and in-depth country report on customer experience due to be issued in the coming month.