Customer Experience Excellence 2023-24

Following the release of our global report in February, KPMG in Malaysia conducted an in-depth exploration to uncover how Malaysian brands integrate human touchpoints throughout their customer experience delivery while leveraging on artificial intelligence (AI). 

With a growing commitment by the government towards AI development, it reflects AI’s growing potential to drive progress and prosperity. Nonetheless, AI still wields a double-edged sword. From ethical considerations to data privacy concerns, its potential pitfalls have influenced consumer purchasing decisions across all sectors, underlining the critical need to navigate the AI landscape safely – a concern reflected in our latest report.

The Malaysia survey collected over 10,000 consumer responses across 71 brands, serving as a complement to the global report to further enrich your understanding of customer experience dynamics. 

This report explores the strategies employed by top-performing brands to implement their best practices in delivering exceptional customer experiences. With a global survey of more than 81,000 consumers across 21 countries, the insights reveal an overall decline in customer satisfaction. Interestingly, this contrasts with our Malaysian report, which encompasses more than 10,000 consumer responses across 71 brands, as our local findings reveal an increase in positive rank advancements among evaluated brands in Malaysia, from 18% in 2022 to 46% this year. However, both reports indicate that: leveraging the potential of AI, when safely combined with the human touchpoints, organizations can cultivate authentic customer relationships and drive exceptional customer experiences, both locally and globally.