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Holistic customer experience

Holistic customer experience

What to expect from the customer of the future.


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In a previous article, we explored whether or not going above and beyond to delight your customers is actually worth it for your bottom line.

Fundamentally, this isn’t an indictment of customer satisfaction, nor was it meant to downplay the importance of being customer-centric. Instead, it’s an examination of what is valued and what is not, from the perspective of both the customer and the business.

It’s important to recognize that the concept of “what’s expected” is always changing, and never more so than now. And it’s not a sudden change in direction—it’s a sudden change in attitude. Our 2016 U.S. transformation survey indicates that many executives already believe shifts in customer behavior and attitudes will be a significant driver of disruption in the future.

Once, the market was concerned with the shift to digital. As e-business, mobility and e-commerce became more prevalent in retail environments, companies were rushing to build web environments to meet the demand. Soon after, though, we became increasingly concerned with the shift from e-business to mobile and, again, companies rushed to build mobile environments to meet demand. Then, it was a focus on “digital”, and companies rushed into the new frontier.

What we actually developed, however, were multiple different ways to interact with our customers. Unfortunately for many companies, this meant multiple different Customer Experience (CX) strategies, and these weren’t different by design.

Through our research and experience, we’ve discovered that customer interactions are often managed by different functions or silos. As a result, there is no holistic view of the customer experience, nor is that experience being designed with intention, and investments can’t be made where they’ll have the most impact, diminishing return on investment. On the flipside, we found that nine out of ten customer-centric organizations view CX transformations as starting not within a specific function, channel or technology and instead as an intention-driven, experience led and interrelated set of projects across the business.

In truth, mobile, online and in-store are no longer three different marketplaces. Customers understand that they’re part of the same organization and are in greater numbers expecting the same treatment throughout.

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