Dan Murphy's customer experience

Australia’s top liquor chains for customer experience

October 2, 2019
By Alana House

Dan Murphy’s has scored a spot in the top 10 of KPMG’s Customer Experience Excellence 2019 report.

The report surveyed 2500 Australian consumers about their interactions with more than 110 brands, both local and international.

While the number one spot went to Singapore Airlines, Dan Murphy’s came in at No.8.

Other drinks chains to make the list were First Choice Liquor at No.19, BWS at No.21 and Liquorland at No.33.

First Choice Liquor Market; Coles Liquor; customer experience

When it came to local companies, Dan Murphy’s was ranked No.5. Customers expressed satisfaction with its personal service and extensive range.

One respondent said: “Always cheaper prices than most of the
opposition, stores are clean and service is good.”

Grocery retail (driven by liquor as a sub-sector) was ranked as the top
performing category in the 2019 rankings. Convenience, friendly staff and a wide range of products all contributed to Dan Murphy’s result.

According to KPMG, there are three key elements to success for Aussie businesses.

  1. Service with integrity at the core – “A foundation of trust is a mandatory prerequisite to delivering authentic experiences that are valued by customers. The results of our research suggests that brands who are community-led are more likely to engage and resonate with
    customers over brands who are focused solely on building their customer base.”
  2. Holistic, enterprise-wide customer transformations – “Whilst we see many Australian organisations putting effort into customer experience initiatives in Australia, these efforts often fail to impact the customer experience at scale. In many cases, it’s the holistic approach and breaking down of silos that’s lacking. This needs to be recognised in a clear CX strategy that is supported at an executive level and realised through a fundamental cultural change to customer centricity.”
  3. Seamless digital experience – “Finally, we find new, disruptive companies offering Australian consumers an experience that is purposefully designed and built with digital channels at the forefront. These digital-led companies challenge Australian organisations
    to overcome the burden of their legacy systems and processes, and provide a compelling omnichannel experience that remains reflective of their traditional brand.”

The top 10 companies overall were:

  1. Singapore Airlines
  2. RACQ Insurance
  3. Bendigo Bank
  4. Paypal
  5. Afterpay
  6. ING
  7. NRMA Insurance
  8. RACV Insurance
  9. Dan Murphy’s
  10. Subway
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