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    Mastering intentional experiences: India CX report' 25

    Benchmark experience from the customer’s viewpoint, to uncover prioritised attributes driving value

    event 17 Mar, 2025

    Why CX is Important?

    Customer Experience (CX) can be a key influencer of value creation by shaping growth and profitability while reducing business risks in today’s competitive world. It has the potential to fuel growth by enabling businesses to efficiently acquire new customers while strengthening relationships with existing ones, boosting renewals and expansions. Moreover, CX can enhance profitability by increasing the perceived value of offerings, allowing businesses to stand out in crowded markets and lowering customer acquisition costs by generating referrals, and improving conversion rates. CX can even be an enabler of business risk reduction by building trust and thereby improving the reliability of cash flows and acceptance of new offerings. This report explores how investing in superior CX can redefine the way businesses connect with customers to create measurable value

    Explore how brands can create value through differentiated CX, with KPMG in India’s CX survey findings

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    Enhance engagement by differentiating at key customer touchpoints

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    Invest in experience attributes that matter most to your customers

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    Focus on key attributes to boost loyalty and create brand ambassadors

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    Deliver on specific CX pillars aligned with customer experience needs

    Airlines

    India CX Report'25: Airlines

    Findings across passenger air carriers with Pan-India presence serving leisure as well as business travelers

    Read more
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    About the research

    We have been conducting customer-focused annual research since 2010. Last year’s report showcased the performance of 154 Indian brands across nine industries in delivering customer experience (CX). This year’s comprehensive study involved 6000+ individual B2C and B2B evaluations across 280+ brands, along with in-depth interviews with sector experts.

    The research for this study was conducted using an online survey methodology.

    • Respondent demographics – Tier 1, and Tier 2 cities across North, South, East, and West regions. Equitable mix of male and female population sets
    • Survey includes online, offline, and hybrid channels of interaction. An interaction is defined as purchasing via the brand’s website or an exclusive brand outlet/store
    • To participate in the research and respond to questions about a specific brand, respondents must have interacted with that brand within the last six months. The respondent could be a key decision-maker for the purchase or just a contributor
    • The respondents were also categorised as lapsed users, switchers, or loyalists of the brand in question.

    Upon analysis, we empirically discovered the impact of customer experience on both tangible and intangible value creation. We identified the contribution of six pillars—Personalisation, Expectation, Time and Effort, Integrity, Resolution, and Empathy—in delivering customer experience excellence throughout the customer’s purchase/service journey. These pillars are intricately connected, forming a robust framework to assess each customer-brand interaction.”

    • 11 Sectors
    • 280+ brands covered
    • 6600+ customers surveyed, 100+ qualitative interviews
    • Covers - 12 regions across Tier I and Tier II cities

    Key metrics: The six pillars of CEE

    Personalisation

    Using individualised attention to drive emotional connect

    • Show me you know me
    • Recognise our  history together
    • Surprise me with something relevant
    • Individualise what you do

    Time and Effort

    Minimising customer effort and creating frictionless processes

    • Make my time investment pleasurable
    • Maximum of three steps to my objective
    • No longer than 2 minutes of wait
    • Advice me of pitfalls ahead

    Expectation

    Managing, meeting and exceeding customer expectation

    • Be competent
    • Offer what was promised and more
    • Surprise me with additional benefits
    • Provide value consistent with what I paid

    Integrity

    Being trustworthy and engendering trust

    • Act in my best interest
    • Do what you say you will
    • Stand for something more than profit
    • Keep me informed

    Resolution

    Turning a disappointing experience into a great one

    • See my point  of view
    • Go the extra mile if required
    • Surprise me in how you fix my issues
    • A warm and sincere apology

    Empathy

    Achieving an understanding of the customer’s circumstances to drive deep rapport

    • Invest time in listening to me
    • Provide the right emotional response
    • Treat me as your priority
    • Take ownership of my issues

    Key Contact

    Nikhil Sethi
    Nikhil Sethi

    National Leader Consumer Goods and Co-Lead Customer & Operations

    KPMG in India

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