Beyond the noise: Orchestrating AI-driven customer excellence
Global Customer Experience Excellence 2024/2025
Leveraging AI to enhance customer experiences
The noise around AI is profound. With promises to revolutionize industries, enhance decision-making and redefine customer experience, organizations have quickly been adopting and scaling AI across their businesses.
Now, the focus is shifting to actualizing AI’s transformative potential. As leading organizations look beyond the noise, they are implementing effective AI use cases to meet rising customer expectations. As they do, they are using a pragmatic approach that prioritizes practicality, purpose and value - all grounded in trust.
For 15 years, KPMG professionals have been asking consumers about their individual experiences with brands. This year, the KPMG Global Customer Experience Excellence (CEE) 2024/2025 report explores how leading organizations have rapidly implemented AI with swift return on investments and enhanced customer experiences. It delves into the realities of AI implementation from leading brands and looks ahead to the critical factors for AI to reach new heights in customer experience excellence.
This year’s CEE results show a stabilization in overall customer experience with a small rise in most countries. This turnaround from last year comes from more brands humanizing their AI interfaces to make them more engaging and relatable to customers.
The KPMG Global CEE 2024/2025 report examines leading, customer-centric AI implementation practices.
Successfully implementing AI requires organizations to adopt an approach that differs significantly from traditional IT processes to meet rising customer expectations with this technology.
Customer experience is stabilizing globally
Consumers want to connect with personalities, not machines. Leading organizations are beginning to humanize their AI systems with human-like characteristics that can offer more personalized, emotionally resonant experiences with their distinct personalities and conversational style.
Most countries reported 1% to 2% growth in overall customer experience.
77% of the number one brands increased their year-on-year CEE scores by 1.3%, demonstrating that excellence, once attained, fosters continuous improvement.
Humanizing the customer experience
Regular interaction with advancing technologies has consumers putting a higher value on ethical and honest business practices. This year’s report finds Integrity (18.8%) to be the biggest driver of NPS (net promoter score). Personalization (20.2%) is biggest driver of Loyalty, highlights the importance of tailored customer interactions.
Shifting customer expectations
Customer expectations continue to evolve. Yet, now, with the growing adoption of AI, concerns and attitudes towards cost-of-living, ESG (environment, social and governance) and AI continue to emerge. Understanding these concerns will be crucial to organizations looking to create value through AI.
of customers
report being moderately, significantly, or extremely impacted by increases in the cost-of-living.
of customers
are quite or extremely willing to pay more for a company that is ethical and gives back to society.
Customers remain concerned over AI.
The top 3 concerns mentioned are:
Not being able to interact with a human.
The security of personal data.
AI not understanding customer emotions
Customer experience around the globe
Learn about the factors driving the customer experience at the local level. Select the country or territory for more information.
Beyond the hype: Orchestrating AI-driven customer excellence
KPMG professionals have been scoring brands for overall Customer Experience Excellence (CEE) for 15 years. Based on our experience and the latest findings based on 81,725 customer interview, 881,815 brand evaluations of 3,832 brands across 23 countries, we explore leading organizations are implementing AI to enhance customer experiences today – and how they plan to use AI to reach new heights tomorrow.
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