Every year, KPMG carries out a survey across several countries and regions, in which consumers are asked to provide evaluations of their experiences with brands. The 2024 survey covered 23 countries, regions and jurisdictions, researched 2970 cross sector brands, and conducted 86073 consumer interviews as well as 881815 individual brand evaluations. It focuses closely on AI, hence the title: Beyond the Noise: Orchestrating AI Driven Customer Excellence.
Resources
How use of AI in customer service is evolving
One of the key factors to consider in analysing customer service is the extent to which companies are using AI to enhance the customer experience, and the degree of success of their approach. The report assesses how leading organizations worldwide have achieved rapid AI implementation, swift Return on Investment (ROI), and improved client service. It provides a practical guide detailing the steps for organizations to emulate this success and discusses how to advance AI maturity while staying abreast of technological developments and ethical and regulatory issues.
Report focuses on using AI to enhance customer experience
Last year’s report AI and the orchestrated customer experience looked closely at how to achieve the right balance between technological innovation and human interactions to provide quality customer experiences and encourage loyalty. This 2024/2025 report provides an in-depth follow-up. emphasizing the importance of a conducive environment for AI, and presenting best practices for using AI to enhance customer experiences. The report illustrates that a successful AI strategy requires a detailed understanding of customer needs as well as of ethical considerations, and a commitment to continual innovation. It also requires strategic orchestration of people, processes, and technology.
More focus on tangible value
One important development is that the 2024/5 survey shows greater emphasis on tangible value from AI. So rather than simply following trends, organizations want to identify clearer benefits deriving from new technology, as well as addressing specific operational pain points, inefficiencies, or opportunities for customer experience improvement. This suggests a more mature approach after the initial hype around AI, and marks a significant evolution in AI strategy.
How we can help: KPMG Customer Experience services and Trusted AI
KPMG in Romania’s Customer Experience services can help your organization to enhance its performance by improving the quality of customer interactions. We focus on the Six Pillars of Customer Experience Excellence framework — Integrity, Resolution, Expectations, Time and effort, Personalization, and Empathy.
Moreover, our Trusted AI services can help businesses to develop the right approach to integration of AI into the customer experience. Our highly qualified consultants can help you navigate the complexities of AI implementation, so you can focus on its benefits while at the same time having an effective strategy to manage its challenges.
