Dive Brief:
- USAA is the top provider of stellar customer experiences in the United States, according to a KPMG analysis released Wednesday. KPMG surveyed 10,000 consumers about 316 brands' execution across six pillars: integrity, resolution, setting customer expectations, time and effort, personalization and empathy.
- H-E-B and Patagonia came in second and third, respectively, for meeting customers’ basic needs and demonstrating a deep commitment to those they serve, according to the report.
- “The top brands — top 10 specifically — were really differentiating on both personalization and time and effort this year,” said Jeff Mango, U.S. customer experience and engagement leader at KPMG. “The companies who have gotten personalization right really do well.”
Dive Insight:
The top performing U.S. companies in customer experience differentiated themselves with personalized experiences, values-driven experiences and demonstrations of deep commitment to the customers they serve.
USAA’s purpose-driven stance to help the military community achieve financial security and its demonstrated commitment to using technology to further those goals has landed it consistently in KPMG’s top 10 over the past decade, Mango said.
That commitment goes back a long way. The bank was the first in the industry to offer mobile deposits in 2009.
“When you go back to just even the difficulties of getting to a branch, they created the first ability to take a picture of a check and get it deposited,” Mango said. “They're always a step ahead, thinking about: how are we going to help these customers?”
Mango expects the bank to be a leader in AI as it has used the technology to better serve their customers with empathy to build trust and loyalty instead of just cutting costs.
The grocery and financial services industries performed best among customers, according to the report. Much of that has to do with the frequent touchpoints, access to customer data and the ability to act on it.
“Organizations that can collect and understand a lot of customer information, that's great, but the ones that actually have the ability and the capability to act upon it are even better — and that's what makes a difference,” Mango said.
