cafe frei

Café Frei, Bookline, Ikea – this is just the top of the list, in other words, those brands which provide the best consumer experience according to Hungarian customers. KPMG created their representative survey for the first time in Hungary, ranking 50 brands from eight industries in accordance with the opinion of the general public.

According to Forbes, KPMG examined the companies in terms of the following six principles: it should be able to communicate with and to trigger emotions from its customers, be authentic and attractive, meet (and overcome) the expectations, it should admit if something is wrong with their product/service and try to correct it, pay enough attention to its clients and be empathic towards the consumer. Although price and the relation of price and value are the most important for an average Hungarian customer, they deliberately did not take these into consideration.

They asked 3000 people who had a concrete experience with the companies and collected 30000 more brand evaluations online in spring this year.

The Customer Experience Excellence Report has been made since 2010, examining which companies from which sectors can provide the most pleasant customer experience. For the first time, they looked at the Hungarian market and Hungarian consumer attitudes and then created the list of the top 50 most loved brands in Hungary. Most of them belong to retail.

The differentiated sectors are as follows:

  • retail (without food)
  • grocery stores
  • financial sector
  • transport and accommodation
  • entertainment, free time activities
  • restaurants, fast-food restaurants
  • telecommunication
  • logistics
  • utilities

The results are quite informative in certain sectors. Most of the companies belong to retail, which has the most diverse and the broadest range, while none of the state-owned utility companies could get into the top 50. The overall winner is coming from the sector of restaurants,

namely, Café Frei, a Hungarian café chain.

They received the highest ranking thanks to being the most efficient in communicating with their customers, meaning that the café chain of Tamás Frei can trigger positive emotions in its local customers.

Two other retail companies came second and third: Bookline and Ikea. For the latter, someone highlighted that shopping even reaches the experience of a spare time activity. They were followed by Lidl and Decathlon – the sports store was acknowledged for the proficiency of its employees.

Maybe it is not surprising at all, but we can find financial companies at the end of the list – it is a conservative, saturated sector where there is great competition and it is hard to create something new. On the contrary, telecommunication companies must be innovative all the time, and they seem to succeed, as all of them could reach the top 50.

See the full list below:

We earlier wrote about the top 100 Hungarian businesses according to Forbes as well. Learn more here.


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