CX smackdown: Do UK or US brands deliver best customer experience?by
The new Customer Experience Excellence Centre (CEEC) report from KPMG Nunwood has shed light on the gulf between UK and US brands, while also revealing the sectors that are leading the way in customer experience management.
The study, based on eight years of research into 1,500 detailed brand reviews and 1.7 million individual B2C and B2B evaluations, reveals that the US outperforms the UK across all sectors, with utilities brands noting the greatest lead on their UK counterparts.
The shocking conclusion is that a customer in the US is 15 times more likely to have a great customer experience than a customer in the UK.
Overall, the US has double the number of brands delivering outstanding customer experience.
Over half (58) of the top-100 US brands were found to be delivering outstanding customer experience this year, up from just under a quarter (24) last year. This compares to just 4 brands achieving this status in the UK this year.
On both sides of the pond, a financial services brand topped the charts – USAA in the US and first direct in the UK.
David Conway, Director at KPMG Nunwood, said: “Customer experience is undoubtedly a more mature discipline in the US, so it’s no surprise that UK brands are clearly being outpaced by their US counterparts – and fast. Technology is moving at a lightening pace and so too are customer expectations.
“To avoid being left behind, brands need to seamlessly integrate both their human and digital capabilities, whist maintaining their focus on customer experience.
“Reacting quickly to the rapidly changing consumer environment is naturally critical, but it is not enough to simply deliver excellent customer experience or benchmark against competitors. Brand should be aiming to lead the way.
“This year’s research shows that the brands performing best are those who understand what excellence looks like. Colleagues are all engaged and the brand understands the economics or value of such engagement. Most of all, the brands that are leading the way are those who are execute all the factors seamlessly.”
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.