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US leads UK in customer experience excellence

US leads UK in customer experience excellence

US organisations are renowned for their customer experience and leading the way. Our report reveals how the US are engineering a human touch into a digital future.

Tim Knight

Partner, Customer Advisory

KPMG in the UK


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We are marching into a new generation of digitally-enabled customer experiences and there is no turning back. Because of this the question customer experience professionals ask most frequently is: “If human interaction is what drives emotionally connective customer experiences, how do we compete in a digital future?” 

In this report, we seek to understand how the exemplar organisations are adapting to this new world full of digital disruption.

The USA is recognised as providing the world’s best customer experiences. KPMG Nunwood’s Customer Experience Excellence Centre recently surveyed over 7,500 US customers, asking them to describe their personal experiences with 257 brands. The companies that lead the way in this research, demonstrate that effectiveness requires focus in four areas: excellence, execution, economics and engagement. The leaders are each bringing radical new solutions in how they deliver a human touch into an increasingly digital future.

This report reveals:

  • The leading customer experience brands in the US for the UK to learn from;
  • The brands/sectors that have succeeded in customer experience transformation;
  • How to apply ‘The Six Pillars’ of customer experience excellence in a digital world;
  • How empathic organisations ensure the human touch in digital experiences;
  • The link between culture, employee engagement and customer experience; and 
  • The criteria for customer experience effectiveness: excellence, engagement, economics and execution.

Read the US customer experience excellence analysis

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