Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
During purchase
Brands can improve the pre-purchase stage experience by improving transparency across sustainability measures and product specifications
Q1 – How was my experience before deciding on the purchase?
Voice of customer insights
Brands must improve focus on transparency in sustainable measures and clarity on product specifications as customers value these during pre-purchase –
- “Trust comes from clarity and delivery of product specifications. Even practices and output around sustainable efforts should be communicated clearly and in advance”
- “We need to provide the best quality so that customers return, and contractors, who are key, will tie up with us and deliver the best. Contractors promise good quality to customers, so we need to deliver quality to both contractors and customers.”
Customers value honest reviews and testimonials during the pre-purchase stage –
- “If I were to choose a bigger brand, I would choose Brand A. They have the best quality wires, with good reviews from customers”
- ”Word of mouth is crucial for us, and customers appreciate the quality and price.”
Good overall performance in the purchase stage, with option to differentiate in contract terms, logistics and delivery
Q2 – What was my experience like while making the purchase?
Voice of customer insights
Brands must provide fair contract terms and timely logistics and delivery to build trust –
- “Reaching at a contractual agreement takes time. We do not typically mind the time taken as long as it does not affect our activities. Fairness in the conditions to both parties is what helps us in placing trust on the brand. After signing the contract, we have no issues in dealing with our preferred brand – they are quite fair and most of the times we do not even need to check the conditions”
- “We would like to have visibility about overall availability of the product and if something is unavailable, we should be communicated clearly as to when it will be delivered finally to us. Preferably, a communication at the time of dispatch from the depot would help”
Striking the right balance between delighting customer and the cost of servicing them is key to maximising value
Performance of the segment on the prioritised experience attributes
Trust, Product/service, Value for money, Reliable delivery, Availability and Service experience are the key attributes for brands to delivering well in the Long Wires category
Brands should work on improving the performance around
- Return/refund
- Customer support
Brands must rationalise investments around attributes the customer either have low expectations on, or is currently failing to avail the right benefits
- Physical experience
- Trials
- Social responsibility
Low performance of the segment across prioritised experience attributes can be mapped to low customer retention
Customer segmentation based on satisfaction and loyalty
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassadors’ are highly satisfied customers who will keep contributing to the brand’s success. ‘Switchers’ on the other hand, are always seeking better options. ‘Critics’ as the third segment, actively convey negative feedback about the brand, if not satisfied. Finally, ‘Dependents’ are customers who remain loyal despite low satisfaction due to lack of alternatives in the market.
49 per cent of the customer base are ambassadors as their brand of choice meets their expectations on
- Reliable delivery experience
- Trust
- Value for money
However, 48 per cent of the consumers are likely to substitute their preferred brand if it fails to meet their expectations on
- Service experience
- Reliable delivery experience
- Trust
The key attribute driving both ambassadors and switchers is ‘Trust’
Despite highest weightage of ‘Expectation’ pillar in defining customer experience, fulfilment on the requirement is lowest
Performance across the KPMG in India's six pillars of Customer Experience
(Weightage of the pillars to the overall experience requirements)
Integrity (16 per cent) and Time and Effort (16 per cent) are the key pillars of experience while making a purchase decision
Within integrity, the top attribute driving decisions are
- The brand is well known and preferred amongst your social circle - family, peers, and influencers
Within time and effort, the top attribute driving decisions are
- Simplicity of the buying process, including a smooth, fast, and secure checkout across both online as well as offline channels
Customers prioritise ‘Expectation’ pillar however, their willingness to pay a premium is higher for ‘Empathy’ pillar
The top 5 experience attributes influencing the customers willing to pay a premium
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The brand is well known and preferred amongst your social circle - family, peers, and influencers
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Consistent delivery of high-quality products/services with a range of innovative, engaging offerings
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Relevant program structure and personalised benefits, keeping the customer coming back for more
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Consistent availability of products/services across locations
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Ease of use, quality, and responsiveness of customer service, including satisfactory query resolution
An individual’s willingness to pay a premium is driven by immediate needs. As the today’s customer evolves, the focal aspects of premiumisation has shifted from functionality to experience. These aspect may as well translate as personalised convenience, omnichannel browsing or even exclusivity in customer support.
Attributes under the ‘Expectation’ pillar
- 36 per cent of the customers would pay more for product/service
- 23 per cent would pay more for availability
Attributes under the ‘Integrity’ pillar
- 34 per cent would pay more for trust factor
Attributes under the ‘Personalisation’ pillar
- 26 per cent would pay more for loyalty programs
Attributes under the ‘Resolution’ pillar
- 23 per cent would pay more for customer support
Our customer experience (CX) insights across sectors
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