Customer Experience Excellence Report 2018: UAE | KPMG | AE
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Customer Experience Excellence Report 2018: UAE

Customer Experience Excellence Report 2018: UAE

Find out what customers value most and what you can do to enhance their experience.

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Head of Digital and Innovation

KPMG Lower Gulf Limited

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Tomorrow's Experience, Today

Since 2010, KPMG’s Customer Experience Excellence Centre has been evaluating consumers’ appreciation of the experiences they receive from brands across a range of sectors. With more than 2 million consumer reviews, these reports are amongst the most extensive in the world in understanding consumer preferences and future trends in customer experience in both business to consumer (B2C) and business to business (B2B) environments.

While prior Customer Experience Excellence (CEE) reports have been limited to a few markets, the scope of the 2018 report has been extended to 14 countries with 54,231 respondents providing input on their experiences with over 1,400 brands. Included are 1529 UAE consumers who were asked to rate the brand performance of 150 brands, across 8 sectors. The respondents surveyed had interactions with these brands in the 6
months prior to the survey1 taking place.

The Six Pillars of Customer Experience Excellence

The Customer Experience Excellence (CEE) rankings are determined by the survey scores across Six Pillars – Personalization, Integrity, Expectations, Time and Effort, Resolution, and Empathy. The overall CEE score is derived via a weighted average of the brand score for each pillar. Respondents also provided input on Advocacy, Loyalty and Value for Money.

Download the 2018 CEE Report

Our report covers the following key aspects:

  • A deep understanding of customers and their evolving needs
  • Mastery of The Six Pillars of customer and employee experience
  • Analysis of sector performance
  • Examples of ten top-performing brands in the UAE

UAE Report (PDF 223KB)

Full Global Report (PDF 2.40MB)

  1. The survey was conducted online in November 2017. In order to be included in the final rankings for each country, each brand must have achieved a minimum of 100 consumer responses.

© 2018 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

KPMG International Cooperative (“KPMG International”) is a Swiss entity.  Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm.

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