KPMG Reveals Malaysia’s Top 10 Leading CX Brands

Alvin Gan, Head of Management Consulting, KPMG in Malaysia

In its latest report, KPMG International reveals that personalization is a key driver to both loyalty and advocacy for Malaysian consumers as they now understand how technology can be leveraged by brands to personalize the buying experience. 

Alvin Gan, Head of Management Consulting, KPMG in Malaysia, observed, “Customers have a much larger say in today’s Malaysian market compared to pre-pandemic times. Brands now recognize the importance of keeping their customers engaged, and this revolutionized how we think of customer experience.

“Our study reveals that businesses have changed the way they operate to enable their customer agenda, drive growth and innovation, and capture the competitive edge. For some, this might mean a complete reset or re-evaluation of how they can make the most of potential opportunities. But for all, it means a focus on delivering a satisfying experience for the customer.” 

KPMG’s Global Customer Experience Excellence 2021 report was conducted on over 88,000 consumers across 26 countries, regions, and jurisdictions, including Malaysia, to determine which organizations delivered outstanding customer experiences in 2021. The leading brands in each market were chosen by customers for their performance against The Six Pillars of Customer Experience.

Malaysia Hall of Fame 2021

The top three leading CX brands in Malaysia for 2021 are PETRONAS, Maybank, and Shopee.  

(Source: KPMG International Customer Experience Excellence research 2021 – MALAYSIA)

The research also found that the public is demanding more ambitious environmental, social, governance (ESG) goals. Consumers in Malaysia are paying attention to how brands and businesses contribute to society, favoring companies making social commitments to offset their environmental impact and helping local communities thrive. 

Brands must also be cognizant of potential obstacles that could hold them back. Malaysian consumers are looking for value for money and expect discounts, where they are available, to be easily activated. They also expect timely service including delivery. Finally, consumers noted that some brands lack good remote customer support, causing frustration.

“The effects of COVID-19 continue to be felt around the globe and with it comes the need to anticipate and prepare for changes in customers’ needs, behaviors, and preferences. Businesses must now act purposefully, prioritizing what works and what doesn’t in their strategies. They are amassing ever-expanding data of human behavior and interactions in real-time, enabling them to know their customer almost better than the customer knows themselves. It is vital that they leverage the deep knowledge of their customers and their needs to orchestrate growth across the organization,” concluded Alvin.

Other findings

  • Personalization remains the clear driving pillar of loyalty, leading in 21 of the 26 markets including Malaysia.
  • Integrity remains the pillar driving advocacy across a majority of markets (16 of the 26). 
  • Grocery retail is the best performing sector in this year’s research, with a CEE score two percent above average.
  • Nearly two thirds of customers are willing to pay more to a company that they see as being ethical or giving back to the community.

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