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In Slovakia the concept of CX is often discussed; it’s a familiar topic in many of the country’s boardrooms. However, some brands are finding it hard to translate these conversations into reality. A number of organizations find themselves operating in silos, resulting in a sometimes-disconnected experience for the end consumer. In some sectors, what is lacking is a more holistic approach to CX.

In addition, there appears to be less impetus for change in Slovakia, compared with other countries. Reportedly, the Slovakian consumer is comparatively indifferent to a mediocre CX and is less likely to make a complaint. This can pose a challenge for some brands in that it can be hard to correctly identify where the pain points reside for their customers, in order to improve.

One particular pillar that requires focus among Slovakian organizations is Personalization. This is the country’s key driver of both loyalty and advocacy; for the companies that have their finger on the pulse, it’s a discipline that can be used to a commercial advantage. Indeed, Personalization success stories are often seen in Slovakia’s mid-size companies and start-ups, who are perhaps less entangled in legacy systems and are able to implement new ways of working from the ground up.

One of Slovakia’s top performers is the cosmetics company Yves Rocher, which ranks third in 2019. According to respondents to the research, it’s a brand that is notable for the way it tailors the CX to the specific needs of the individual; visitors to an Yves Rocher store often praise the uninterrupted attention they receive from employees, and are guided towards purchases that are appropriate to their circumstances. As one shopper noted: “I was buying a product and got a birthday coupon with a discount. The shop assistant advised me really well and I am absolutely satisfied with the products.”

"In Slovakia, CX is widely spoken about in boardrooms as a new space for differentiation. In reality, it’s delivered in a fragmented way, lacking a holistic, connected approach. Despite this, there is a positive trend emerging, with an increase in small, niche Slovak companies that are showing great enthusiasm for delivering superior CX, with business models set up to understand the customer and deliver unique concepts."

Rudolf Sedmina
KPMG in Slovakia

Similar qualities can be seen in the country’s second highest ranking organization, Panta Rhei – a nongrocery retailer specializing in books, whose name literally translates to mean “everything flows.” Many customers report having a smooth and satisfying experience when visiting one of its stores, with one individual stating: “I enjoy visiting Panta Rhei. They advise me really well every time and I always find exactly what I am looking for.” As such, it’s perhaps unsurprising that the brand’s highest score is in the pillar of Time and Effort.

What drives this success is the company’s customer-centric approach. Panta Rhei aims to work for the betterment of the individual, and trains its employees as such; they are typically passion-driven and attentive and, like Yves Rocher, are willing to help their customers to find the exact products that they’re looking for.

Another book retailer takes Slovakia’s number one spot for CX in 2019: Martinus is the highest-ranking organization in Slovakia for the second year in a row. Like many of its peers in the top 10, the brand is committed to creating personalized experiences for its customers.

Martinus’ story began in 1990, by two brothers inspired by a love of books. At its core are the values of passion, being human, and delivering the ‘wow’ effect to the customer. As Martinus explains, it’s about creating the “little things that complete a unique experience,” and it’s an approach to CX design that’s forever evolving and improving.

“At Martinus, we know that [the little things delight], and therefore we always try to think of something new to please you,” the brand says. “Sometimes we will attach a bookmark to your order, sometimes a tea bag… We want to prove that a company does not have to be a shark in the market to grow. In other words, we try to remember people rather than money.”61

As such, companies such as Martinus and Panta Rhei are demonstrating that successful CX management is not exclusive to the start-up brands in Slovakia. A willingness to learn and re-invent can be a virtue, and even organizations that have operated for many decades can score highly. Ultimately, success in this country is typically about customer centricity and a first-class attention to detail in the pillar of Personalization.

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Leading CX brands in Slovakia



Non-Grocery Retail


Panta Rhei


Yves Rocher