According to a new KPMG study DNA of Customer Experience, the private passenger carrier RegioJet is a champion in meeting expectations of its customers, followed by Martinus.sk, CINEMAX, IKEA and Lidl. These companies understand best what the needs of their clients are, value them, offer them relevant products and services, know how to help them and are friendly and decent at the same time. From a sectoral perspective, the most successful area when it comes to providing the best client experience is the retail sector.
DNA of Customer Experience is a unique study based on mapping the experiences of Slovak customers with the brands they interacted with in the past 6 months. The testimonies of 2,200 respondents from all over Slovakia were evaluated by the unique six pillars methodology developed by KPMG Nunwood.
What does the client experience mean to the current Slovak champion RegioJet? “Feedback. If the customer decides to share what they were happy with or, on the contrary, what we should improve, then this provides us with invaluable information on how to improve our product. The customer evaluated our work and directed us in the right direction”, says Radim Jančura, director of RegioJet.
The results of the KPMG study showed that the most important factor regarding customer experience in Slovakia is personalization i. e. understanding and adaptating to the needs and feelings of the customer. Slovak consumers appreciate companies that act quickly, efficiently, simply and without unnecessary obstacles.
From a sectoral perspective, the retail sector leads in the area of client experience. Five brands representing retail have placed among the ten best rated companies in Slovakia. Common elements of the positive customer experience in this segment were, in particular, large selection of quality of assortment, a clear website and e-shop as well as the speed at which goods were delivered to the consumer. In-store purchase was the preferred option of more than half of respondents.
“The Slovak customer is sensitive when perceiving the environment in which they buy, and with the development of the economy and society, their demands on the quality of the services are rising. An understanding of the customer and their satisfaction are now directly linked to the company´s commercial success", says Rudolf Sedmina, Partner of Management Consulting, KPMG in Slovakia.
The same methodology was also used to evaluate customer experience in the Czech Republic. The key element of customer experience there is integrity. The Czech customer appreciates it if companies are fair and honest. Both Czech and Slovak customers perceive positively the ability of brands to effectively solve problems if they arise. Room for improvement is required in the areas of meeting client expectations and expressing empathy.
KPMG Nunwood, the Customer Experience Excellence Center, is the world's largest think-tank focused on customer experience. Every year, it evaluates the best brands in the world and compiles the top 100 providing the best customer service. Each outstanding customer experience can be measured by the unique six-pillar metric - The Six PillarsTM. This methodology was used for the first time in Slovakia. The data collection took place in the second quarter of 2017. The experience with 120 brands in 8 sectors was described by 2,200 respondents from all over Slovakia, creating 33,000 unique ratings.
KPMG Slovensko spol. s r.o.
Marketing and Communication Manager
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