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Marius Vacaroiu, Policolor
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KPMG unveils new customer engagement framework

KPMG International has unveiled a new, distinctive customer engagement framework designed to help businesses understand the increasingly complex and multi-dimensional forces that influence the decision-making and preferences of today's, and tomorrow's, ever-evolving consumer.

2018-01-11 12:31:03

"Every day, new influences impact consumer behaviour, consumption and motivation, and these forces are upending the conventional predictors of when, why and for what the customer wallet opens," said Willy Kruh, Global Chair of KPMG's Consumer and Retail practice, and a partner with KPMG in Canada. "Transactional data, traditional market research and demographic profiles alone are proving inadequate to explain not just what customers are doing, but why.

KPMG's inaugural report, "Me, My Life, My Wallet", is a global analysis of how the seismic influences of socio-political and economic shifts, accelerated mass adoption of new technologies, and mobility are upending fundamental beliefs around what drives consumer behaviour. With surprising findings from a survey of 10,000 people across the US, UK, India and China, the report is based on comprehensive, customer-focused research methodology from KPMG's Global Customer Center of Excellence and the KPMG Innovation Labs, and incorporates human-centered design thinking for business model innovation.

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