Our research shows that businesses mastering The Six Pillars of customer experience - Integrity, Time and Effort, Resolution, Personalisation, Expectations, and Empathy - don’t just see happier customers; they see tangible commercial benefits. The UK’s top 20 companies achieved 7.5 times the revenue growth of their peers, and leading brands saw nearly four times the average gross profit. This year, several North West organisations feature prominently among the UK’s customer experience leaders. AO has surged into the top 10, Lakeland ranks 12th, and LOOKFANTASTIC sits at number 20. These brands share a common thread: they combine digital innovation with a deep understanding of what customers value most. AO’s ability to deliver seamless customer journeys, Lakeland’s reputation for quality and service, and LOOKFANTASTIC’s personalised beauty experiences all demonstrate how the region's businesses are setting the standard for excellence.
The North West is home to a diverse economy, from retail and e-commerce to financial services and hospitality. By embracing agentic AI, businesses here can amplify their strengths: using technology to remove friction, anticipate needs, and personalise interactions, while keeping human empathy at the heart of every experience. Sector trends reinforce this momentum. Financial services saw a 1.5% improvement in customer experience scores, grocery retail improved by 1.35%, and travel and hotels surged by 3.38%. These gains are driven by organisations investing in digital innovation while maintaining their commitment to genuine service. The lesson is clear: technology should free people to focus on the moments that matter most - those times when empathy, understanding, and genuine care make all the difference.
Of course, adopting agentic AI isn’t just about installing new software or running a few pilot projects. It requires a shift in mindset and operating model. Businesses need to break down silos, integrate their data, and ensure that every part of the organisation is working towards a unified vision of customer excellence. It’s about sensing and responding to customer signals in real time, empowering teams with the insights they need, and measuring success not just in terms of efficiency, but in trust, empathy, and resolution.
The region's advantage lies in its people and its culture. This is a region that understands the value of relationships, community, and service. By investing in training, fostering a culture of continuous learning, and reinforcing the idea that technology should amplify, not replace, human strengths, local organisations can set a new standard for customer experience.
The clock is ticking. Our research estimates a 12 to 18 month window before agentic AI moves from pilot projects to mainstream adoption. Those who act now, by modernising their data platforms, embedding AI into core processes, and evolving their customer journeys, will be best placed to thrive. The North West has the talent, the spirit, and the ambition to lead this transformation. By blending digital intelligence with human empathy, our businesses can create experiences that are not just efficient, but truly memorable.
As we look ahead, the message is simple: the future of customer experience is both agentic and human. The North West is ready to show the rest of the UK how it’s done.
