Mexico

Customer Experience Excellence report 2022

A number of core customer challenges are currently facing the Mexican market. These include improving logistics behind online sales, adapting to new sales channels, creating omnichannel strategies that can provide a better experience to customers and using new technologies to streamline day-to-day operations.

The success of the Healthcare sector – top of this year’s CEE sector rankings – proves that meeting these challenges head on can deliver results. The sector has implemented new technology for fewer time-consuming processes, developed new Telehealth methods and electronic health records and personalized physical and mental health treatments.

And sports giant Nike’s second-place spot in this year’s brand rankings (among a top three of big names, with Amazon in third and financial service company NuBank in the top spot) suggests that even established brands can tackle these challenges by rethinking their CX strategy and better understanding want customers really value.

It's estimated that the sports giant grows at an annual rate of more than 10% in Mexico, and Nike's sales have continued to grow at an incredible rate in the past 12 months. Attributed to the creation of popular sub-brands like Air Force 1, and an enhanced offer through the Nike app, the company’s understanding of how their customers are changing has clearly also had an impact.

Founded nearly 50 years ago, Nike's pursuit for excellence in customer experience sets them apart and they continue to demonstrate an agility in understanding of what their customers want.

In 2019 Nike announced its Move to Zero initiative, a "journey toward zero carbon and zero waste to help protect the future of sport." Modern day consumers are increasingly looking to brands to align with their core values and with Move to Zero, Nike has affirmed itself as a leader in sustainability in the global fashion and sportswear industry. Indeed, their goal set one of the most aggressive objectives to reduce a company’s carbon footprint in the entire industry. Nike scored well in the integrity CEE pillar as a result, boosting its ranking and pushing Nike towards the top of the table.

Improving and maintaining a high level of customer experience is the largest driving force for companies in the market today. Marketed improvements in sales and lifetime customer value are seen as a direct result of the level of the service and value a company offers to its customers. Brands looking to remain competitive can find success in blending technology driven solutions with a customer first mentality.

Manuel Hinojosa
Customer Solutions Partner
KPMG in Mexico