1、 2023 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.All rights reserved.Page|1Mastering intenti

2、onal experiences India CX reportSeptember 2023 KPMG Assurance and Consulting Services LLP,an Indian Limited Liability Partnership and a member firm of the KPMG global organisation of independent member firms affiliated with KPMG International Limited,a private English company limited by guarantee.Al

3、l rights reserved.Page|2ForewordIn the last couple of years,we have witnessed seismic global events,such as the COVID-19 pandemic,the Ukraine-Russia war,unanticipated weather patterns and the rapid adoption of disruptive technologies.These events have had an unusual impact on Indian consumers and ha

4、ve altered the way they purchase,consume and behave today.In this report,we examine how Indian companies are adjusting to catch up with ever-changing consumer expectations and identify organisations that are leading in customer experience(CX)through a primary survey of more than 5,000 consumers.Furt

5、her,we have provided a way forward for companies looking to consistently deliver a superior customer experience.In todays day and age,the customer values a product not only on price but also on how the customer experience is delivered.Customers not only want connected journeys,transparent processes

6、and seamless transitions across channels but also expect experiences to be tailored to meet their circumstances.How well customer experience is delivered can be measured using the six pillars of customer experience:personalisation,integrity,expectations,resolution,time and effort and empathy.As per