For about 10 years, KPMG has been trying to measure the customer experience in the US and around the world. At the beginning of the year, the KPMG US CX Customer Experience Excellence Report was published. On the one hand, it looks for the best brand in the area of CX. On the other hand, it highlights companies that have made the biggest leap in the ranking. This is particularly interesting because it provides information on what companies have done to impress respondents.
For the profile and methodology of the KMPG US CX Customer Experience Excellence Report
,
see the bottom of the article.





Here are the 10 most important theses of the document, each with a keyword and a brief explanation:
Empathy
Empathy is a key factor in the success of customer experience (CX). Companies that personalize their interactions through empathy create deeper emotional bonds and strengthen customer loyalty.
Personalization
Advanced AI technologies enable tailored customer experiences. The combination of data analysis and hyper-personalized offers takes the CX to a new level.
Omnichannel experience
Consistent and integrated customer experiences across all contact points, online and offline, are a must today. Customers expect seamless transitions between channels.
Technology and innovation
Artificial intelligence (AI) and generative AI are driving innovation, but their success depends on a deep understanding of customers and the ability to simulate human interactions.
Sustainability and values
Customers favor brands that actively promote values such as sustainability and social engagement. This is increasingly becoming a differentiating factor.
Empathy in the digital age
Advances in natural language processing and sentiment analysis mean that AI is increasingly able to simulate human empathy, making digital interactions more emotional.
Hybrid customer experiences
Blending digital efficiency with human authenticity is key to serving both tech-savvy and more traditional customers.
Privacy and trust
As personalization increases, so do privacy concerns. Transparency and ethics in data handling are critical to maintaining customer trust.
Generational differences
Younger generations prefer digital, AI-based interactions, while older target groups appreciate direct human contact. Companies must balance both preferences.
Continuous learning
Companies that use AI must continuously improve their systems with up-to-date customer data in order to remain relevant and retain customers over the long term.
You can find more about customer experience here
The top ten in the current measurement:
“Patagonia, Fidelity and Hallmark are in the top 10 for the first time this year. Particularly noteworthy is the rise of Hallmark, which has improved by 26 positions compared to last year.”
- USAA (back in 1st place after already winning first place six times)
- H-E-B
- Patagonia
- Publix
- Fidelity
- Costco Wholesale
- Hallmark
- L.L Bean
- Navy Federal Credit Union
- Sherwin-Williams
The three companies that have made the biggest leaps forward – US CX Customer Experience Excellence
Movers and Shakers is what Americans call the organizations that have made the greatest progress in 2024. Two of them are in the financial services sector and one in the travel and hospitality sector. These are:
- Barclays (moved up 71 places to 72 out of 143)
- Morgan Stanley E*TRADE (moved up 63 places to 41 out of 104)
- Sheraton (moved up 16 places to 71 out of 87)
The exciting question is: What have these companies done differently from before?
The top 10 industries
- Food retail
- Financial services
- Retail (excluding food)
- Restaurant and fast food
- Travel and hotels
- Healthcare
- Entertainment and leisure
- Logistics
- Telecommunications
- Utilities
Conclusion and recommendation:
In my opinion, the most important one is the generational difference (see above): “Younger generations prefer digital, AI-supported interactions, while older target groups appreciate direct human contact. Companies have to balance both preferences.”
This means doing one without leaving the other. Or you have to say goodbye to a target group. In my opinion, this is the worst approach, because human contact also works with GenZ, even if they don’t admit it directly.
Empathy is the basis for a successful customer experience (CX). Empathy enables companies to truly understand the needs, emotions and expectations of their customers and to act accordingly. This creates trust and an emotional bond that promotes long-term customer loyalty.
Why is empathy a top priority? It is…
the most difficult of all options for action. This is because the trend towards digitalization tends to lead to less rather than more empathy. And empathy is…
a distinguishing feature:
In an increasingly digitalized world, in which products and services are easily interchangeable, empathy is a crucial factor that differentiates companies from their competitors.
the basis for personalization:
Without empathetic understanding, personalized experiences can come across as mechanical and inappropriate. Empathy helps to put AI and data analysis to good use.
Basis for lasting customer loyalty:
Empathetic interactions create trust, which is the basis for loyalty and positive recommendations.
Empathy works anytime, anywhere:
empathy is particularly effective in direct human interaction; integrating it into digital channels is more difficult (e.g. through empathetic AI systems), but not impossible.
But let’s not fool ourselves:
AI cannot replace this, but must be/remain a means to an end.
After focusing on an absolute minimum of empathetic basics, companies should expand their efforts to the areas of personalization and omnichannel integration to strengthen this empathetic connection across all channels and provide seamless, appreciative experiences.
The profile and methodology of the KPMG US CX Customer Experience Excellence Report
“In its tenth year, the survey of over 10,000 US customers across 316 brands shows that top performing companies, including those in the top three – USAA, HEB, and Patagonia – not only meet customer needs but demonstrate a deep commitment to the well-being and values of their customers and communities they serve.”
“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 316 US brands across the six pillars of experience: 1. Integrity, acting ethically and demonstrably in the customers’ best interests 2. Resolution, focusing on pro actively 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.”