The Spanish Chamber of Commerce in Germany Hosts Business Event on Customer Experience in Collaboration with KPMG Deutschland

On Thursday, 23 October, the Spanish Chamber of Commerce in Germany, in collaboration with KPMG Deutschland, held a business event titled “Customer Satisfaction as Key Driver to Achieve Measurable Results”, aimed at reflecting on the role of customer experience as a competitive factor in today’s market.
The session took place at KPMG’s offices in Cologne and brought together more than thirty professionals from various industries, who had the opportunity to learn first-hand about experiences and best practices in customer service as a driver of competitiveness and business growth.

During the session, Peter Deubler and Marius Pieper, both Senior Managers in Performance & Strategy at KPMG Deutschland, presented the key findings of KPMG’s annual Customer Experience Excellence Study. The experts discussed how companies that successfully measure the impact of their customer experience initiatives achieve significantly higher performance, highlighting the importance of linking customer satisfaction to business results. They also explained that the study’s findings are structured around six pillars — empathy, expectations, resolution, integrity, personalization, and time & effort — which collectively determine customer performance and loyalty.

Luis Fiestas, Head of Digital Banking at BBVA, presented the bank’s strategy to build a customer feedback–driven banking experience, with a particular focus on the German market. Through practical examples, he demonstrated how BBVA leverages client feedback to enhance products, processes, and digital channels, thereby fostering a closer, more personalized, and efficient relationship with its customers.

The event continued with a panel discussion featuring Jaime Navarro, Business Development Manager for Central Europe at LaLiga; Nelum Gunewardane, Director of Commercial, Northern Europe at IHG Hotels & Resorts; Dr. Stefan Eckert, Senior Vice President at Koelnmesse; and Roberto Martin, Deputy VP, Head of Engineering at ZF Engineering Solutions.
The panellists shared their perspectives and strategies on customer satisfaction within their respective industries, addressing topics such as how they define the concept of “customer satisfaction” within their organizations, the strategic decisions recently adopted to improve customer experience, and the role of artificial intelligence in optimizing customer-oriented processes and services.

At the end of the session, participants enjoyed a networking reception hosted at KPMG’s premises, which provided a valuable opportunity to exchange insights and establish new professional connections in a relaxed and engaging atmosphere.

The Chamber would like to express its sincere appreciation to KPMG for its cooperation in organizing the event, as well as to all participating companies — BBVA, ZF Engineering Solutions, LaLiga, IHG Hotels & Resorts, and Koelnmesse — for their valuable contributions.
Special thanks are also extended to all attendees whose participation helped make this event a success, further strengthening the ties within the Spanish-German business community.