As Customers Seek Personalized Experiences, AI Identifies “Signal Moment” Opportunities to Connect

NEW YORK, December 8, 2025 – In a marketplace where customer satisfaction has plateaued, a new KPMG report finds that the key to growth lies in proactive engagement, with leading companies using Agentic AI to deliver hyper-personalized value in real time. The year’s top ranked companies, H-E-B, Edward Jones and USAA, are using AI to detect “Signal Moments,” subtle cues in consumer behavior that offer companies a chance to meet a need or opportunity. 

The report also found a significant generational divide in consumer spending, with adults under 35 showing a much higher willingness to pay for premium experiences across all sectors compared to older demographics.  

"The future of customer experience isn't just about digital efficiency; it's about monetizing high-value human interactions, and younger consumers are leading the charge," said Jeff Mango, US Customer Experience & Engagement Leader, KPMG US. "The brands that win will be those that blend seamless digital tools with exceptional, human-led support, creating memorable moments that build loyalty and drive revenue." 

The KPMG US Customer Experience Excellence Report, which includes over 100,000 consumer evaluations of nearly 300 U.S. organizations, introduces the concept of "Signal Moments" and explores "Agentic AI" as powerful new avenues for companies to create deeper customer connections and drive growth by anticipating customer needs in real time. Examples of these moments that matter include life events such as buying a new car, retirement, or a move to new home – where companies can provide tailored experience to consumers. 

"The next wave of customer excellence must be proactive, not reactive," said Scott Lieberman, US Customer Advisory Leader, KPMG US. "By mastering 'Signal Moments', companies can move beyond siloed interactions. Success will depend on grounding AI technology in a clear experience strategy, turning fleeting behavioral cues into immediate, value-driven actions that are not only intelligent but distinctly human, nurturing lasting customer loyalty." 

Key findings from the report include:

• Consumers still need human help for complex issues. While 60% of customers are comfortable with digital tools for simple tasks, 28% still turn to human representatives for complex issues, citing security concerns (14%) and inaccurate responses (14%) as key reasons for avoiding self-service. 

• Companies have yet to realize the full potential of customer experience. The research shows that U.S. companies are making slow progress in improving the quality of customer experiences, with overall satisfaction scores slightly lower than four years ago. 

• 28% of consumers say their expectations are not fully met during the actual use of a product or service. The purchase process (20%) and support interactions (18%) are also highlighted as important moments for brands to build stronger connections. 

• Consumers are willing to pay for a better experience, but only where it counts. Willingness to pay more is highest in discretionary sectors like Entertainment & Leisure (46%) and Travel & Hotels (45%), while customers in essential sectors like Utilities (23%) are far less willing to pay a premium. 

• Across every industry surveyed, consumers under 35 are much more likely to pay for enhanced customer experience compared to those 35 and older. This gap is most dramatic in telecommunications, where younger consumers (61%) are nearly twice as likely to pay for superior service, presenting a key opportunity for brands to tailor premium offerings. Conversely, essential services like utilities and public service face the greatest resistance to premium pricing, underscoring the need for targeted strategies to drive growth. 

• The constant improvement of Agentic AI will play a strong role in helping companies sense customer needs in real-time and orchestrate a response across marketing, sales, and service. The use of Agentic AI helps companies move from a fragmented, siloed approach to a "Total Experience" model that unifies the customer journey. 

Methodology

The research for this year’s US report was conducted via an online survey. More than 10,000 US consumers were interviewed and asked to rate their experiences with 292 US brands across the six pillars of experience: 1. Integrity, acting ethically and demonstrably in the customers’ best interests 2. Resolution, focusing on proactively addressing customer problems 3. Accurately setting customer Expectations 4. Reducing the Time and Effort customers need to expend by enabling frictionless digital and, where possible, physical interactions 5. Delivering a Personalized experience with 6. Empathy and compassion. 

Top 10 US Brands

The leading companies in the Customer Experience Excellence index excelled in meeting customer needs and leveraged a deep commitment to deploying technology while retaining excellent human experience. 

1. H-E-B  
2. Edward Jones 
3. USAA 
4. Patagonia 
5. Costco Wholesale 
6. Chick-fil-A 
7. Navy Federal Credit Union 
8. Texas Roadhouse 
9. L.L Bean 
10. In-N-Out Burger 

Top 5 Per Category

Financial Services

1. Edward Jones 
2. USAA 
3. Navy Federal Credit Union 
4. The Vanguard Group 
5. Fidelity 

Grocery Retail

1. H-E-B 
2. Costco Wholesale 
3. Publix 
4. Wawa 
5. Total Wine & More 

Non-grocery Retail

1. Patagonia 
2. L.L Bean 
3. Nike 
4. Adidas 
5. Tiffany & Co 

Restaurant & Fast Food

1. Chick-fil-A 
2. Texas Roadhouse 
3. In-N-Out Burger 
4. Bonefish Grill 
5. Olive Garden 

Travel & Hotels

1. Alaska Airlines 
2. Westin 
3. Hilton 
4. Hampton by Hilton 
5. Hilton Garden Inn 

About KPMG LLP

KPMG is one of the world’s leading professional services firms, providing innovative business solutions and audit, tax, and advisory services to many of the world’s largest and most prestigious organizations. KPMG is widely recognized for its people-driven culture, its commitment to diversity and inclusion, and its dedication to client service. Learn more at www.kpmg.com/us.