Insights at a glance:
Personalisation rated the strongest driver of customer loyalty by New Zealand consumers in 2026.
78% of consumers surveyed said loyalty and rewards programmes are important in their decision to continue choosing a brand.
37% of consumers are open to allowing AI assistants to choose products or services on their behalf.
Apps recorded the highest channel satisfaction over other channels such as face-to-face interactions and website.
Empathy rated as the least important trait consumers look for in a brand, out of six categories: personalisation, time and effort, expectations, integrity, resolution, and empathy.
29 October 2026
Mitre 10 has been named New Zealand’s leading brand for customer experience in the KPMG New Zealand CX50 survey.
The results are featured in KPMG’s report, The Big Shift: Experience by Design, which ranks 50 leading brands based on customer experience (CX) in New Zealand.
The report provides insights into the universal qualities that consumers look for, and reveals the ‘CX50 2026’ – the organisations leading KPMG’s customer experience rankings and setting the standard for CX in New Zealand.
Lance Webb, Head of Customer Experience Practice at KPMG, congratulated Mitre 10 on taking the top spot:
“Mitre 10 demonstrates what great customer experience looks like when the whole experience works together. Their relentless focus on getting the fundamentals right shows that it’s not one initiative or one moment that earns customer loyalty, but the accumulation of thousands of interactions delivered consistently well. That commitment is what has set Mitre 10 apart.”
Central to the report is a shift in expectations from consumers about how they engage with and experience their favourite brands. 37% of New Zealand consumers surveyed reported being open to allowing an AI agent to help choose products or services on their behalf. While New Zealanders still place a premium on transparency and control, organisations should consider how to design experiences for both people and AI agents as AI becomes increasingly integrated into the customer experience.
Another key theme to emerge from the report is that customers value a seamless, connected experience from start to finish.A high level of service, an easy and convenient customer experience, knowledgeable staff and a strong approach to product stewardship helped secure Mitre 10 the number-one spot. The report highlights how Mitre 10 consistently delivers experiences that customers trust, value and return to time and again.
“For more than 50 years, Mitre 10 has been equipping, inspiring and supporting Kiwi DIYers and tradies. This recognition reflects thousands of moments where our teams have helped customers move forward with confidence, and we’re incredibly proud to top the CX50 2026,” says Michael Summers-Gervai, Chief Customer & Growth Officer at Mitre 10 New Zealand.
All three top brands scored above average in each category, demonstrating that customers reward consistency in delivery.
Summers-Gervai acknowledged the importance of consistency:
“Great customer experience isn’t built on a single initiative. It comes from consistently delivering awesome service, trusted advice and solutions that help customers succeed.
“As a co-operative, our locally owned stores understand the communities they serve, and that local knowledge shapes how we support customers every day. We listen carefully to customer feedback, continually improve what we do, and combine digital innovation with the relationships and expertise that customers trust.
The KPMG New Zealand CX50 survey spanned organisations across financial services, retail, grocery, telecommunications, utilities, travel, restaurants, entertainment and leisure. Results across all industries show that increasingly, organisations are not competing against their direct competitors, but are competing against the best experience a customer has had anywhere. This rise in ‘liquid expectations’ raises the bar for every New Zealand organisation.
“The CX50 2026 leaders set the CX standard across all industries for New Zealand in 2026,” says Webb. “Congratulations to Mitre 10 and our top brandsfor being at the forefront.”
The full report The Big Shift: Experience by Design can be read at KPMG.com/nz. Separate industry reports, offering deeper sector-specific insights, will follow in 2027.