Customer Experience Excellence report 2022

Customer Experience Excellence report 2022

As the pandemic fades, Austrian brands are facing a triple threat of core customer challenges. Rising inflation and the cost-of-living crisis is making value for money a key driver of CEE success, while geopolitical instability and concern for the climate is causing customers to scramble for safety and security.

The non-grocery retail sector tops the customer experience rankings in 2022, scoring 7.64. The pressures of the pandemic encouraged brands to rethink tired structures and strategies and reset their approach to CX and these efforts have been appreciated by customers.

Customers are looking to known brands they can trust and for a level of personalization that goes beyond the next sale and demonstrates that the company cares. This may in part explain why the top ten companies in Austria's CEE brand rankings have seen limited movement in the past 12 months. As such, HOT's jump from eighth to third place is notable.

In a pandemic-era defined by digital adoption - and a subsequent scramble for innovation - HOT has outperformed its direct competition by delivering a greater value product and adapting its contract offers to trending customer demands without increasing its prices.

Indeed, the mobile operator's pricing policy has proved a major differentiating factor and the company's strong performance in the personalization and expectations pillars of CEE means HOT is now well placed to build trust with its customers over the next year. Meanwhile a promise of offering 5G network abilities to customers will likely expand its customer base further.

As one customer said: "I've been a customer at HOT for a long time and so far there have been no problems. I am very happy that such good quality is offered at such reasonable prices compared to close competitors."

Fair pricing as an indicator of CEE is reflected elsewhere in the Austrian market.

For most consumers, the current surge in prices is changing their buying behaviors, priorities and values. Companies that omit to challenge and rethink their current CX strategy and fathom what their customers really value in an inflationary world are in for a rude awakening.

Werner Girth
Partner, Advisory
KPMG in Austria

So inflation is a key challenge - and it's here to stay. Companies must shape pricing strategies in accordance with customer needs and the impending cost of living crisis. Simply passing on price increases in a world of very price sensitive customers can lead to high churn rates. As HOT's success demonstrates, an understanding of wider customer demand for transparent and steady pricing is crucial.

2022 Top Ten

  01. fielmann

  02. ÖAMTC

  03. HOT

  04. DM

  05. Amazon

  06. Fressnapf

  07. Erste Bank and Sparkasse

  08. Douglas

  09. Tchibo/Eduscho

  10. HOFER