Customer experience: the new operational excellence

Customer experience: the new operational excellence

The report highlights brands that customers have ranked highest for customer experience excellence; across the Six Pillars of customer experience - personalisation, integrity, time and effort, empathy, resolution and expectations.


Based on a survey of almost 2508 consumers across 108 brands and 9 sectors in the Indian market, the report identifies which brands consumers ranked highest for customer experience excellence. Brands were ranked across The Six Pillars of Customer Experience Excellence to identify the leaders across: Personalisation; Integrity; Expectations; Resolution; Time & Effort and Empathy. The report further stated that with India having an incredibly diverse population, brands have to cater to a wide range of customers from a plethora of backgrounds, cultures and varying sensibilities. The winners are those organisations which appeal to a customer’s core values, score high on the integrity quotient and reduce friction in the transaction cycle.

Report Highlights

  • Personalisation is the pillar with the highest impact on Loyalty and Advocacy. Brands that are front runners in this pillar stay ahead of competition by recognising the individuality of their customers
  • Establishing a sense of Integrity and building trust with a brand is critical for the Indian customer
  • The contemporary Indian customer not only wants his/her traditional in-store experience but also wants the ease and convenience that an e-commerce experience brings. The survey shows that brands which have excelled on the customer experience metric are those that not only provide multiple channels but more importantly integrate these channels and provide a single, unified, omni-channel experience

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