Business Daily Media

Men's Weekly

.

Retail is the top performing sector for Customer Experience Excellence in Hong Kong, KPMG survey finds

User-friendly digital experiences have become a minimum expectation as 85% of surveyed consumers interact digitally with leading brands

HONG KONG SAR - Media OutReach - 28 November 2022 - As brands have continued to deliver better customer experiences, expectations among consumers in Hong Kong have risen.

As a result, Hong Kong brands experienced a slight decline in their overall customer experience performance compared with 2021, according to a KPMG China survey.

In the 2022 edition of the Hong Kong Customer Experience Excellence (CEE) Report "Getting Future-ready and Staying Ahead", nearly 1,200 customers were surveyed regarding their views on what constitutes a great customer experience. Those surveyed were asked to rate their experiences with over 70 brands that operate across five sectors: financial services, non-grocery retail, grocery retail, travel & hotels, and entertainment & leisure. The study took into account the six pillars of Customer Experience Excellence, which defines what customers look for in organisations.

The survey found that the overall customer experience score out of 10 decreased slightly from 6.91 in 2021 to 6.81 in 2022. Integrity and Personalisation are the leading pillars driving customer advocacy and loyalty in Hong Kong.

Hong Kong consumers are increasingly embracing digital channels, with 85% of respondents to a KPMG China survey reporting digital interactions with leading brands – an 8% increase compared with the previous year. As brands continue to invest in their customer experience, user-friendly digital experiences are now the minimum standard expected in Hong Kong.

Retail (Non-Grocery)
While non-grocery retail and grocery retail are the top performing sectors, non-grocery retail was the only sector to see an improvement in this year's overall customer experience score compared with the previous year. Non-grocery retail scored 6.98/10 in the study, ranking first among all sectors.

The adoption of technology to streamline and improve communications by retailers has resulted in more transparency and engagement with customers. Compared with last year's report, the frequency of communication between brands and customers has increased by at least 5% across multiple channels, including chatbots, in-store staff and phone calls. The Resolution pillar grew the fastest in hon-grocery retail compared with last year, while the Integrity and Expectations pillars remained the most important.

Anson Bailey, Partner and Head of Consumer and Retail ASPAC, KPMG China, says: "Tech-savvy Gen Z consumers still want an immersive physical retail store experience. Retailers need to leverage data and collaborate with stakeholders, as well as financial institutions, to curate a seamless omnichannel customer experience."

Retail (Grocery)
The grocery retail sector scored 6.82/10 in the study. Hong Kong consumers are notorious for their fast-paced lifestyles, and time and convenience remain key buying factors for the vast majority. At the same time, grocery retailers in Hong Kong have also continued to streamline their customer experience through the use of technology. In particular, the Consumption Voucher Scheme, along with a variety of other efforts, has driven a wider adoption of digital payments.

Daniel Hui, Partner and Head of Consumer and Retail, Hong Kong, KPMG China, says: "Hong Kong consumers expect their shopping experiences to be exceptional, immersive, and content-rich, seamlessly combining the convenience of online shopping with the service of offline retail. Brands need to redesign and optimise their pre- and post-purchase experiences. Evolving roles and responsibilities of retail staff are key to bridging online to offline experiences. Knowledgeable and qualified retail staff, coupled with a strong interior concept for retail stores, are the keys to a seamless integration between the online and offline shopping experience."

Financial Services
Financial services scored 6.76/10 in terms of customer experience in 2022. In this year's survey, it is noted that the amplified efforts in digital transformation by traditional banks have paid off and they performed better across all six pillars when compared with virtual banks and other payment services.

Customer adoption of digital solutions has accelerated, with only 29% of surveyed customers interacting with their bank through the branch channel, compared with 39% in the previous year. Digital banking has become the new standard and is the gateway to personalised products and services.

The report notes that traditional banks have overcome legacy issues and can now compete with digital-first challengers in providing a seamless omnichannel experience. With the emergence of new technologies, the banking industry is closer than ever to providing smarter advisory and more personalised services and product offerings.

Hashtag: #KPMGChina

The issuer is solely responsible for the content of this announcement.

News from Asia

Rhenus’ New Air Freight Gateway in Bangkok to be a Strategic Hub in Southeast Asia

Rhenus adds a new air freight gateway in Bangkok for in/outbound & transshipment from/to Southeast Asia The new airfreight gateway will also see the use of electric vehicles (...

Wesley Methodist School Kuala Lumpur (International) Breaks Record with Unity Anthology, Enters Malaysia Book of Records

KUALA LUMPUR, MALAYSIA - Media OutReach Newswire - 16 September 2025 - Wesley Methodist School Kuala Lumpur (International) (WMSKLI) has etched its name in the Malaysia Book of Records (MBR) for p...

Family Offices in Asia Pacific Prioritize Next-Gen Education Amidst Wealth Transfer, Demonstrate Proactive Response to Market Volatility: Citi Wealth 2025 Survey Reveals

- Family offices in Asia Pacific leads in second-generation wealth control and education about family wealth, signaling a strong next-generation focus. - Demonstrating proactive response to mar...

Lenovo Hong Kong and Cyberport Form Strategic Partnership; Empowering Hong Kong Startups to Go Global

HONG KONG SAR - Media OutReach Newswire - 16 September 2025 - Lenovo Hong Kong today announced the official signing of a Memorandum of Understanding (MoU) with Cyberport, marking a significant ste...

Hengan International's MSCI ESG Rating Elevates to "A", Coupled with Continued Impressive Performance Across Multiple Key International ESG Indicators

HONG KONG SAR - Media OutReach Newswire - 17 September 2025 - Hengan International Group Company Limited ("Hengan International" or the "Company", SEHK stock code: 1044, together with its subsidi...

AlphaMove, a Malaysian Startup Established Partnership with Chinese State Government to Foster Deep Tech Economy and Smart City Innovation

KUALA LUMPUR, MALAYSIA - Media OutReach Newswire - 16 September 2025 - AlphaMove, a Malaysian blockchain startup building a public, permissionless ecosystem for Real-World Asset (RWA) tokenization...

Prudential and Prudence Foundation Provide Free Mental Health Support to Vulnerable Communities

In partnership with Intellect, the programme will be launched in Malaysia and Vietnam to make mental healthcare more accessible for vulnerable or at-risk groupsHONG KONG SAR - Media OutReach Newsw...

Linyi enterprises link e-commerce trade future at South Korea fair

SEOUL, SOUTH KOREA - Media OutReach Newswire - 17 September 2025 - Linyi in Shandong province, revered as logistics capital of China, is home to a multitude of enterprises producing a diverse rang...

VinFast Philippines, V-Green, and Green GSM Philippines seal strategic partnership with BDO Unibank to drive e-mobility in the Philippines

MANILA, PHILIPPINES - Media OutReach Newswire - 17 September 2025 - As the electric mobility sector gains momentum across Southeast Asia, VinFast Auto Philippines Inc. (VinFast Philippines), a fas...

Watsons Launches Exclusive IP "The Watsons Family" Across Asia to Drive Customer Engagement & Brand Loyalty

HONG KONG SAR - Media OutReach Newswire - 17 September 2025 - Watsons, AS Watson Group's flagship health and beauty brand, announces the exclusive launch of "The Watsons Family" - an innovative an...

Why it’s time telcos rethink location and put customer experience first

Maurice Zicman, Vice President - CX Strategy at TP in Australia unpacks why the telco industry must rethink old assumptions and focus on digital-f...

Manny Shah: Is your business disappearing from Google? You’re not alone

Small business owners across Australia are panicking as their websites vanish from Google’s front pages overnight. According to Manny Shah, cofounde...

MR Roads named Queensland Finalist in the 2025 Telstra Best of Business Awards

MR Roads, co-founded by Daniel Mikus and James Rolph, has been announced as a Queensland finalist in the prestigious 2025 Telstra Best of Business...

AWS research shows strong AI adoption momentum in Australia, with startups outpacing large enterprises in innovation

Amazon Web Services (AWS), an Amazon.com company, released new research revealing that while artificial intelligence (AI) adoption continues to acce...

Changing the World One Bite At a Time: IKU Turns 40

One of Australia’s first plant-based, chef-led eateries and now ready meal provider IKU is celebrating its 40 year anniversary with the business e...

Three generations marking 45 years in hot-air balloons

Australia’s leading hot-air balloon company is celebrating 45 years in the sky and its 700,000th passenger, driven by the passion of father-son du...

Sell by LayBy