PMP Strategy and ADETEM present the Customer Journey Observatory, which aims to explore the correlation between customer recommendations and engagement intentions towards brands.
This annual study is conducted in partnership with SKEEPERS, across ten different sectors.
(June 29, Paris) Maurice Cautela, Partner at PMP Strategy and Hervé Cebula, Vice President of Client Strategy at SKEEPERS unveiled the comparative performances of major brands within each sector. The results are particularly interesting when compared to the previous study from 2021.
The study, carried out in France between October and November 2022, set out to measure the emotional impact of the customer journey by evaluating Net Promoter Score, Customer Effort Score, Customer Engagement and Spheres of Influence. It looked at B2C brands in the following sectors from the previous two studies: banking, insurance, energy, telecoms, equipment, hypermarkets, luxury as well as three new sectors which were introduced: automobile rental, luxury distribution and delivery (mail and packages) services. The methodology involved non-incentivized consumer inquiries conducted via social media, mirroring the approach employed in the 2021 study.
The customer experience with a product or service emerged as the most influential factor affecting the Net Promoter Score (NPS). Overall, in 2022, clients displayed greater discernment compared to the previous year. Telecoms stood out as the sector with the lowest NPS score (-28%) and the highest detractor score (53%) across all sectors. Four sectors, namely energy, delivery of mail and packages, automobile rental and banking, witnessed a relatively neutral customer journey. The insurance sector and hypermarkets exhibited a balanced performance, with over 40% of promoters and an average of 30% detractors. Unsurprisingly, the equipment, luxury and luxury distribution garnered the highest NPS scores and the lowest detractor scores, differentiating them from other sectors.
Several brands emerged as frontrunners, surpassing the sector average NPS by a significant margin. Boursorama Bank, Picard, Grand Frais, MAIF, Amazon, Castorama, Le Bon Marché and Hermes set new benchmarks in their respective sectors. What sets these brands apart? They consistently uphold the highest standards of operational excellence within their industries and offer each one a specific and unique value propositions that distinguish them from their counterparts.
The Customer Effort Score (CES) serves as a potent differentiator for brands across all sectors. In half the sectors, there was a significant increase in CES scores, indicating a clear focus on enhancing this aspect of the customer experience through levers like personalization, simplicity, autonomy, and effectiveness of the assistance. However, the telecoms and energy sectors still have work to be done in this regard.
In line with the prevailing socio-economic climate, the intent to purchase or consume showed a 24% decline compared to the previous year. The energy sector experienced a particularly pronounced impact, with 53% of clients planning to reduce their consumption. Rental Car and Luxury sectors, on average, witnessed respectively a 25% and a 17% increase. For the rental car, the intention to purchase more in the future is driven by the changing consumer habits in this sector and by its leader, Avis, whose proportion of customers ready to consume more is 31%. As for luxury goods, this sector’s good performance demonstrates the strength of customer commitment, which is both very loyal and ready to make ever greater commitments. The risk of churn was highest in the telecom sector, while it remained relatively lower in the energy, hypermarket, and equipment rental sectors, despite the reduced intent to consume.
Over and above market trends linked to changes in purchasing behavior, whether deliberate or brought on by the effects of inflation in particular, the customer experience and the low level of effort required to satisfy their requests are increasingly proving to be a differentiating factor for brands and a source of value creation.
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The depth and breadth of PMP Strategy’s sectorial expertise extends to four focus areas: Telecoms, Media & Technology, Transportation & Mobility, Energy & Industry Decarbonization, and Financial Services & Insurance. With a team of over 150 specialized consultants and a wide network of expert advisors, we have established ourselves as trusted partners to C-suites for various projects, including Strategy & Transformation, Private Equity, Digital, Data & Customer Experience, and CFO Advisory & Integrated Performance CSR-ESG.
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