It's time for AI-X
The next evolution of customer experience coming soon
Customer Experience Excellence Report UK 2024/25
For the last 14 years we’ve looked at how the world’s best organisations connect customer experience excellence to lower costs and faster growth. In 2023/24 we’ve reached a tipping point in business adoption of artificial intelligence (AI), which is radically re-writing the rules of the game.
As with any paradigm shift, business leaders and society are still coalescing around a consistent way of managing AI. Many different models have emerged, but in this report we explore how the world’s leading brands are thinking about AI as a new, game-changing type of colleague. One with unique management challenges, integration risks and strategic advantages.
By examining emerging best practice in AI implementation, we provide an early view of what CEOs and other business leaders need to do to deliver real human value, at a low cost, as safely as possible.
Our Customer Experience Excellence Data
14
Years of research
40
Global markets
4000+
Brands evaluated globally
376
2023/24 UK brands ranked
13143
2023/24 UK consumers interviewed
Customer Experience Excellence 2023/24: UK Top 10
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1 first direct
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2 Lush
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3 American Express
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4 John Lewis & Partners
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5 Nationwide
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6 Hilton Hotels & Resorts
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7 Specsavers
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8 Chase
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9 Coventry Building Society
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10 Vision Express
Source: Based on the views of 13,143 consumers in the UK CEE 2023/24 research
The Six Pillars of Experience Excellence
For the last 20 years, offers have been synonymous with experience. The Six Pillars of experience excellence have been repeatedly established as the universal set of emotional qualities. They define every outstanding customer experience which can create loyalty and drive growth. More relevant than ever, these pillars are providing businesses with an essential way to navigate the coming change.
Organisations that understand and deliver against The Six Pillars have always showcased enhanced outcomes, quick growth and greater shareholder value.
Integrity
Being trustworthy and engendering trust
Resolution
Turning a poor experience into a great one
Expectations
Managing, meeting and exceeding customer expectations
Time and Effort
Minimising customer effort and creating frictionless processes
Personalisation
Using individualised attention to drive an emotional connection
Empathy
Achieving an understanding of the customer's circumstances to drive deep rapport