KPMG has released their Customer Experience Excellence Report for the 2024 period. Since 2010, KPMG’s annual report asks consumers about their individual experiences with brands.
For over a decade, more than 385,000 consumers globally have been interviewed and almost 3,500 brands have been measured, providing about 4 million individual evaluations across 34 countries to support expertise in customer experience best practice.
For the 2024 report, more than 2,500 Australian consumers were polled on the brands they had interacted with over the past six months.
Mecca topped the 2024 table, followed closely by Specsavers and ING. Mecca was one of five brands to maintain a top 10 placement since 2021.
Chemist Warehouse placed fifth this year, sustaining their 2023 position. Kmart came tenth, which is the first time they have appeared in the top 10 since 2020.
Source: KPMG Customer Experience Excellence Report 2024.
Carmen Bekker, Lead Partner, KPMG Customer, commented: “Retailers are leading the pack in terms of driving innovation and customer experience. They are focused on delivering value to customers in many ways, including lower prices, superior service, great experiences, exclusive access and more. That said, excellence in customer experience is not limited to any single industry – the top 30 performing brands span 15 different subsectors.”
Despite 85% of Australian consumers being impacted by the rising cost of living, 35% say they would be willing to pay a premium for a better customer experience.
Integrity and trust have emerged as consumers top driver when recommending their preferred brands, overtaking personalisation. Additionally, when implementing new technology such as AI, brands are being urged to navigate it carefully.
“By demonstrating integrity and trustworthiness when implementing new technology, and infusing AI with human-like qualities, organisations can not only enhance user satisfaction, but also strengthening the bond between customers and AI systems,” said Bekker.
Through KPMG’s reports, organisations are being encouraged to leverage consumer experience and delivering value via superior service, lower prices, and more.
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