Total Experience: Redefining excellence in the age of agentic AI
Customer expectations are accelerating faster than companies can adapt. They now demand seamless, anticipatory, and personalized interactions across every channel and every moment of engagement.
This year’s Global Customer Experience Excellence (CEE) research highlights how leading organizations are responding. Drawing on a global sample of over 80,000 consumers, the findings show that organizations are moving beyond reactive service to orchestrate proactive, predictive experience powered by agentic AI.
At the core of this shift is Total Experience, aligning customer, employee, partner, and ecosystem interaction around outcomes that build loyalty, advocacy, and growth.
Key insights from this year’s report
Customer experience is undergoing a profound transformation
It is moving from experimentation to execution, influencing how customer decisions are made and how employees deliver outcomes in real time.
Total Experience is the new standard
Leading organizations are unifying customer, employee, partner, and ecosystem interactions into one adaptive model of engagement.
Excellence drives growth and resilience
Organizations investing in trust, personalization, and integration are outperforming peers, while laggards risk widening the gap.
Sector performance highlighted
Customer experience and performance often varies by sector. This year’s results highlight both progress and ongoing challenges:
- Retail outperforms the global average by 2.4%, showing that operational efficiency and ease directly translate into stronger advocacy.
- Banking improved in empathy (+1.4%) and expectations (+1.3%), demonstrating progress in building emotional trust with customers.
- Utilities rose by 2.2%, driven by gains in integrity and empathy, though gaps in time and effort remain.
- Healthcare stands out with empathy (+3.4%) and resolution (+1.1%), reinforcing its position as a benchmark for trust-based service.
- Public sector continues to lag, scoring 9.4% below the global average, underlining the urgent need to reimagine personalization at scale.
Explore detailed sector insights in the full report. Discover the full story behind these insights and explore what it takes to deliver Total Experience at scale.
Explore
Connect with us
- Find office locations kpmg.findOfficeLocations
- kpmg.emailUs
- Social media @ KPMG kpmg.socialMedia