Customer experience improves: customer satisfaction with customer experience stabilizes after a low in the previous year
Results of the "Customer Experience Excellence Study 2024":
Results of the "Customer Experience Excellence Study 2024":
- Satisfaction with customer experience on the rise
- Number of top-performing companies doubles compared to 2023
- The automotive industry offers the best customer experience, with retail in second place and the public sector once again in last place
- Customers' biggest concerns when using AI relate to data protection
Berlin, December 9, 2024
Customers are once again significantly more satisfied with their customer experience at German companies. This is the result of the latest "Customer Experience Excellence Study" (CEE) by KPMG AG Wirtschaftsprüfungsgesellschaft. The study measures the "Customer Experience Excellence" score, i.e. satisfaction with the customer experience, based on six drivers: "Empathy", "Integrity", "Personalization", "Expectations", "Problem-solving skills" and "Time & effort".
Compared to the previous year, companies were once again better able to meet customer needs and expectations: The CEE score rose from 7.31 (2023) to 7.43 (2024). In the same period, the number of "top performer" companies also doubled. Companies with a score of 8 or higher are referred to as "top performers". They offer their customers an excellent experience. At the same time, the number of so-called "low performers" has halved. While this shows that more and more companies are succeeding in offering their customers an outstanding experience, it also intensifies competition at the top level.
Automotive industry leads ranking, public sector lags behind
The automotive industry performs best in the sector comparison with a CEE score of 7.77. The retail sector achieved a score of 7.64, moving into second place in the industry ranking despite the improvement compared to the previous year (2023: 7.58). The entertainment and media industry came in third place with a score of 7.53. As in the previous year, the public sector came last in the ranking with a CEE score of 6.47, well below the average CEE score - despite having the third-largest improvement in the CEE score of all sectors.
Artificial intelligence as an opportunity and challenge for the customer experience
The use of artificial intelligence (AI) can improve the customer experience. With the help of new technologies, companies can increase satisfaction with AI-based product recommendations, for example, and make purchasing decisions easier with AI-based pricing. AI can also generate added value in the area of cyber security: It supports the early identification of threats in the digital space, effectively protects sensitive data and thus strengthens customer trust. However, there are also numerous concerns about the use of AI on the part of customers.
21% of respondents are concerned about the security of their personal data. To address these and other concerns, companies need to clearly communicate the benefits of AI technology and the security measures that guarantee responsible use. The more understanding customers have about the processing of their data, the greater their trust. It is also crucial that customers can continue to talk to real people when interacting with companies.
About the "Customer Experience Excellence Study 2024":
The study is based on a Germany-wide representative survey of 7,010 people, which was conducted in the second quarter of 2024. The study's ranking includes 218 companies from eleven sectors.
You can download the full results of the study free of charge here.
Press contact:
Deputy Head Corporate Communications
KPMG AG Wirtschaftsprüfungsgesellschaft
T +49 89 9282 1722
creisbeck@kpmg.com