Tomorrow's experience, today

Tomorrow's experience, today

Harnessing a customer first approach in a changing world A Luxembourg story

2018 KPMG Luxembourg Customer Experience Excellence report

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Foreword

The received wisdom used to be that a brand was what it said it was, yet this no longer holds true. It is increasingly recognized and understood that in today's world, a brand is not simply a marketing confection, sustained by persuasive advertising. A brand is not what it says it is; rather, it is what customers feel it is. A brand is what it does - it is what customers experience.

In what ways does the Luxembourg market differ from others in this respect? How is Luxembourg performing in customer experience terms? Are we leading the field, or are we lagging behind our larger neighbors? We felt that it was time to take a closer look at Luxembourg's B2C market and attempt to find answers to these questions. This, the first-ever Luxembourg customer experience excellence research, is the result.

The analysis in this report draws on a long-established and proven methodology developed in collaboration with KPMG Nunwood. A leader in the customer experience excellence field, KPMG Nunwood's Excellence Center has conducted similar research surveys in both the UK and the US over the past eight years.

This research has also been undertaken in parallel in thirteen other countries worldwide, making it not only a valuable tool in gaining insights into the Luxembourg market, but a key component of a broader, internationallyfocused KPMG customer experience excellence analysis.

I wish you a pleasant reading.

Jean-Pascal Nepper Partner Head of Customer and Operations

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With such a variety of nationalities living, working, and consuming in Luxembourg, the opportunities here hinge on catering to many cultures. Without strong intercultural capabilities, brands will struggle to pull off the right customer experience in this unique setting.

Jean-Pascal Nepper, KPMG Luxembourg

Contents

About this research

6

The Six Pillars of

Customer Experience

Excellence

8

The State of the Nation 12

2018 LUX Customer

Champions

15

LUX Sectoral Review

22

Becoming a Customer

Champion

64

Tomorrow's experience, today 5 A Luxembourg story

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