With a significant pick up in discretionary spending, both local brands and multinationals operating in India are going all out to woo the consumer. Brands that offer high level of personalisation, integrity, resolution and meet consumer expectations rank high among consumers.

A KPMG survey on Consumer Experience Excellence shows that top performers in these categories include Indian brands like Taj Hotels Resorts and Palaces, Barbeque Nation as well as Tanishq. In this survey, 2508 Indians were asked to rank 108 brands across 9 sectors and a weighted average approach was taken to calculate final scores of brands.

The survey shows that global brands have an edge over local brands owing to the superior customer experience practices that they are bringing to the Indian market. Brands like Amazon, Hyatt and Adidas are tweaking global customer experience strategies to suit the Indian market. Loyalty programs and more personalisation is helping brands tailor consumer experiences. Brands in the non grocery retail segment as well as travel and hospitality offer outstanding loyalty programs. The survey finds that brands that offer consumers multiple touchpoints or an omnichannel experience augur have received good scores as well.

However, the biggest challenge that brands face today is meeting customer expectations. With more brands entering the market, the expectations from existing players is rising and brands are struggling to keep up with these. A majority of brands surveyed have underperformed in the expectations criteria.

Interestingly, the Indian brand that has ranked as the best in terms of customer experience across parameters is Taj Hotels Resorts and Palaces which scored the highest on personalisation and integrity.

The global brand that has ranked the highest in terms of customer experience is Hyatt which is again in the hospitality space. Survey insights show that 28 out out the 50 top brands that rank high on customer experience belong to the non grocery retail or the entertainment and leisure sector.

Also Read: Here are the top Indian brands, according to a KPMG survey

First Published:Aug 27, 2018 2:46 PM IST