Evaluated sectors Rating chart Methods of evaluation
Download publication Čeština

methods of evaluation

Six pillars of customer experience

The customer’s experience can be described with six CX pillars: Personalization, Integrity, Expectations, Resolution, Time and Effort and Empathy.

  1. Integrity

    Customers need to perceive the company as a safe, trusted environment. Fairness must be one of the company’s governing principles, actions need to match the words, and promises made to customers must be fulfilled. A company gains trust not only through its public attitude and presentation – small things and actions of individual employees are important, too.

    “My experience with the company is negative because they just showed me, once again, that all they do is try to extract money from people. They always focus on one thing and then they talk about it over and over again. Even if you don’t need it, they will always try to push you into signing something.”
  2. Resolution

    When a problem that needs to be solved occurs, it does not have to be the end of the world. It all depends on how the company chooses to approach the issue. Those among the best come prepared and have procedures in place that will make the customer feel good even after a negative experience. And sometimes, the company even wins some extra points in their customer’s eyes.

    “I travel with them often and I never had any problems. On our last trip, my husband left his cane in the train. I contacted them, and they informed me that they had it, so we arranged a time and place for us to come pick it up.”
  3. Expectations

    When we buy products or services, we inevitably have certain expectations about what we are going to get. Apart from trying to understand and fulfil customer expectations, the company should also be able to actively manage and set these. The difference between what customers expect and what they actually get is crucial.

    Of course, customer expectations are mostly shaped by previous experiences with the top brands. Nevertheless, setting and managing expectations well will allow the company to predict the customer’s expectations, which will, in turn, yield the best results.

    “I have set up a savings account with them. I am always happy with their attitude – they’ll call, set up a meeting, and explain everything.”
  4. Time and Effort

    Customers usually want their needs satisfied as easily and as quickly as possible. For a company, showing that they value their customers’ time and energy is always a good thing. Pointless effort of an employee or a customer is always unprofitable, so it is necessary to motivate employees to minimize the effort required from a customer. As an added bonus, the company will not only save time, but money, too.

    “This company is really good at communication. I really appreciated their online chat, they were very helpful and accommodating.”
  5. Personalization

    Customers do not want to feel like another face in the crowd. They want to feel like they matter, like everything is being done just for them, and personalization is just the thing you need to make the customers feel special. Put into practice, it means addressing them by their name, knowing their preferences, and understanding their specific needs. High levels of personalization can be achieved both online and offline. Of all six pillars, this is the one that is key to building customer loyalty.

    “I’ve been to this restaurant – they were very accommodating and adjusted the dishes according to my requests.”
  6. Empathy

    If a company and its employees manage to convince customers that they understand them and know how they feel, then they have just laid a perfect foundation to building a lasting relationship and great customer experience. Empathy is especially important because a strong, positive emotion will last for a long time.

    “My mother, who had a severe health disability card and a mobility allowance, passed away. The employees treated me with great respect and professionalism in this difficult time when I had to arrange the termination of benefit payments.”

Six pillars of customer experience

Integrity Resolution Expectations Time and Effort Personalization Empathy

CX training by KPMG

What is customer experience? How can you manage and transform CX? Sign up for an interactive workshop led by KPMG experts.

Find out more about the training

Download the study

Download the Customer Rhythm study.

Results from 2017

Download the Fair Play study.

How good are you at managing customer experience?
(Only in CZE)

Take the test to see how well you do compared to other companies.

Legal Privacy Cookies KPMG.cz
Webdesign

© 2025 KPMG Česká republika, s.r.o., a Czech limited liability company and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.

For more detail about the structure of the KPMG global organization please visit https://kpmg.com/governance.

Čeština
Homepage Evaluated sectors TOP 100 The six-pillar method CX in Czech companies Download publication Request detailed analysis
Financial Services Grocery Retail Travel and Hotels Entertainment and Leisure Logistics Non-Grocery Retail Public Sector Restaurants and Fast Food Telecommunications Utilities

CX training by KPMG

Sign up for the workshop

Results from 2017

Download the Fair Play study.

How good are you at managing customer experience? (Only in CZE)

Take the test to see how well you do compared to other companies.

Download publications CX 2018