Methodology Methodology

For nearly a decade, customer experience professionals have been asking customers in the UK and the US about their individual customer experiences. Over that time, more than 170,000 consumers have been interviewed and more than 2,300 measured to collect more than 2 million individual evaluations.

The research for this report was collected via an online survey methodology, completed Q4 2017. A nationally representative consumer sample was targeted for each market, to be representative in terms of age and gender.

To participate in the research and to be able to respond to questions on a specific company, respondents must have interacted with that company in the last six months. An interaction is defined as making a purchase, using the company’s products and services, contacting a company with a query, or even browsing their website. As such, not all respondents will have been existing customers of the brand they evaluated.

In order to be included in the final rankings for each country, each brand must have achieved a minimum of 100 consumer responses.

This report analyzes the results of a customer survey undertaken in Q4 2017. Mentions of individual companies should not be interpreted as an endorsement by KPMG International or its member firms.