Customer Experience Excellence 2025

Today, outstanding customer experience is a strategic competitive advantage. In an environment where products and services are often similar, the customer experience determines loyalty, brand retention and sustainable growth. Companies that reach customers personally through individualised experiences create the basis for sustainable growth.

For the seventh time, we asked consumers in Germany about their experiences with over 200 brands for our Customer Experience Excellence (CEE) study. The basis: more than 75,000 customer opinions from companies in eleven sectors. Our CEE score measures the quality of the customer experience on a scale of 0 to 10 - and shows where companies exceed expectations and where there is potential for optimisation.

The evaluation focuses on the six CEE drivers of empathy, integrity, personalisation, expectations, problem-solving skills and time & effort.

This year, there is another upward trend in customer experience: the CEE score has risen to 7.51. At the same time, the number of companies that score particularly highly in customer experience is increasing. This development indicates increasing competitive pressure - differentiation in the top field is becoming a challenge.

The retail sector leads the sector comparison with 7.77, followed by the automotive sector (7.73) and financial services (7.59). The public sector comes last (6.35). Two brands make it into the top ten for the first time.

The following sectors were analysed by our experts:

• Retail
• Automotive industry
• Financial services
• Entertainment & Media
• Food Retail
• Telecommunications
• Travel & Hotels
• Restaurants & Fast Food
• Energy Supply
• Delivery logistics
• Public sector