KPMG's Vision: Elevating Customer Experience Through AI and ESG

Adopting a customer-centric approach is fundamental to a lasting and profitable relationship with an audience, highlights KPMG. The company sheds light on the pivotal role of integrating AI and incorporating ESG themes in understanding consumer needs and crafting more meaningful interactions.

According to KPMG, a customer experience (CX) centered approach has the potential to instill trust by showcasing an organization's capacity and dedication to its audience. Consulting firm PwC highlights that 73% of consumers identify a positive experience as a key factor influencing brand loyalty. Additionally, according to Medallia, a US-based customer experience management company, leaders in customer experience are 26 times more likely to achieve annual growth of 20%, and they have 2.8 times higher chances of meeting financial goals while being perceived as great places to work by their employees.

KPMG’s AI in Customer Experience: 2023 Customer Experience Excellence study revealed that integrating AI and incorporating ESG themes is vital for a deeper understanding of consumer needs and the creation of more meaningful experiences. In this regard, 77% of consumers in Mexico express willingness to pay more for products or services from companies that contribute value to society, reflecting a significant concern for environmental and social issues in the domestic market. Manuel Hinojosa, Partner and Senior Manager of Customer Solutions Advisory, KPMG, emphasized the need for clear communication from companies about their commitment to both customer needs and ESG issues, supported by concrete and measurable data.

Hinojosa highlighted that AI is becoming increasingly relevant to enable innovative solutions that enhance customer experience. However, to achieve this, it is necessary to consider the human factor in order to provide empathy and trust to the consumer, which will ultimately build closer, lasting, and profitable relationships. 

KPMG's study identified online retail, banking, and automotive as sectors leading the way in AI adoption. Online retail sees growth through AI applications in personalization, data analysis, product recommendations, and price optimization. Moreover, in banking, AI has become pivotal for data analysis, fraud detection, and risk assessment. Additionally, the automotive sector benefits from AI in developing autonomous vehicles and enhancing planning and logistics in the supply chain.

The analysis revealed that the average Customer Experience Excellence (CEE) score for brands in Mexico in 2023 was 8.17, which reflects the lowest performance in the last three years. This marks the first year of decline in CEE rating compared to the previous year's figure of 8.3. The Top 3 brands in the Mexican market, based on positive consumer perception were Nike, with a 8.90 rating, closely followed by Marriott reaching a 8.86 score, and Adidas with 8.81. Other relevant brands include Amazon, Decathlon, Hilton, Farmacias San Pablo, Spotify, Mercado Libre, and Holiday Inn. 

Hinojosa pointed out that the integration of human talent with technological infrastructure can yield promising results for companies.“While incorporating new solutions poses a challenge, it is noteworthy that investments in AI and ESG issues are giant steps toward approaching a customer-centric approach, as these projects bring a wave of technological experiences with an unparalleled human touch and sense," he underscored.