2024-25 Global CEE
Leveraging AI to enhance customer experiences
The noise around AI is profound. With promises to revolutionize industries, enhance decision-making and redefine customer experience, organizations have quickly been adopting and scaling AI across their businesses.
Now, the focus is shifting to actualizing AI’s transformative potential. As leading organizations look beyond the noise, they are implementing effective AI use cases to meet rising customer expectations. As they do, they are using a pragmatic approach that prioritizes practicality, purpose and value – all grounded in trust.
For 15 years, KPMG professionals have been asking consumers about their individual experiences with brands. This year, the KPMG Global Customer Experience Excellence (CEE) 2024-2025 report explores how leading organizations have rapidly implemented AI with swift return on investments and enhanced customer experiences. It delves into the realities of AI implementation from leading brands and looks ahead to the critical factors for AI to reach new heights in customer experience excellence.
This year’s CEE results show a stabilization in overall customer experience with a small rise in most countries. This turnaround from last year comes from more brands humanizing their AI interfaces to make them more engaging and relatable to customers.
The KPMG Global CEE 2024-2025 report examines leading, customer-centric AI implementation practices.
Successfully implementing AI requires organizations to adopt an approach that differs significantly from traditional IT processes to meet rising customer expectations with this technology.
Customer experience is stabilizing globally
Consumers want to connect with personalities, not machines. Leading organizations are beginning to humanize their AI systems with human-like characteristics that can offer more personalized, emotionally resonant experiences with their distinct personalities and conversational style.
1% - 2%
Most countries reported 1% to 2% growth in overall customer experience.
77%
of the number one brands increased their year-on-year CEE scores by 1.3%, demonstrating that excellence, once attained, fosters continuous improvement.
Humanizing the customer experience
Regular interaction with advancing technologies has consumers putting a higher value on ethical and honest business practices. This year’s report finds Integrity (18.8%) to be the biggest driver of NPS (net promoter score). Personalization (20.2%) is biggest driver of Loyalty, highlights the importance of tailored customer interactions.
Shifting customer expectations
Customer expectations continue to evolve. Yet, now, with the growing adoption of AI, concerns and attitudes towards cost-of-living, ESG (environment, social and governance) and AI continue to emerge. Understanding these concerns will be crucial to organizations looking to create value through AI.
Customer experience around the globe
Learn about the factors driving the customer experience at the local level. Select the country or territory for more information.
Thailand overview
Leading organizations’ commentary
KBank, is one of the largest banks in Thailand and is known for its customer experience, retaining first place this year. KBank fosters a customer-centric culture within the organization, emphasizing the importance of putting customers at the heart of their operations and decision-making processes. The bank has heavily invested in digital transformation, offering a seamless and intuitive online banking experience. Their mobile app, K PLUS, is highly user-friendly, providing a wide range of services from fund transfers to bill payments and loan applications.
KBank integrates advanced technologies such as AI, machine learning, and blockchain to enhance security, streamline operations, and offer innovative services like robo-advisors and blockchain-based transactions.
AIA, a leading life insurance company, is the most improved company rising some 27 places on the index. The company has accelerated its digital transformation, enhancing its online platforms and mobile apps to provide a seamless and userfriendly experience. Customers can easily manage policies, file claims and access information through these digital channels.
The highest new entrant is Traveloka, a popular online travel booking platform in Thailand, which is highly rated for its customer experience. It offers a wide range of travel services, including flight bookings, hotel reservations, car rentals and activities. This one-stop-shop approach provides customers with convenience and a seamless booking experience.
Traveloka continuously innovates and adds new features to enhance the user experience. For example, they have introduced Traveloka Protect, which offers travel insurance,and Traveloka Eats, which provides food delivery services.
AI overview
Thai organizations are focusing on providing seamless, personalized omnichannel experiences, allowing customers to interact with brands through multiple touchpoints, including online, mobile, social media and physical stores. Integration across channels enables consistent messaging and service delivery, contributing to overall customer satisfaction.
The Thai government has prioritized AI as a strategic technology for economic development and competitiveness. Initiatives such as the National AI Strategy, Thailand 5.0 policy and the Eastern Economic Corridor (EEC) initiative promote AI research, investment and adoption across sectors. Government funding, incentives and regulatory reforms support AI development and implementation by organizations and research institutions.
Thailand’s smart city initiatives utilize AI technologies for urban planning, transportation management, energy efficiency and public safety. AI-powered systems enable real-time data analysis, predictive modeling and decision-making to enhance livability, sustainability and resilience in Thai cities.
Thailand’s tourism and hospitality sector utilizes AI for personalized recommendations, dynamic pricing, customer service automation and guest experience enhancement. AIdriven technologies enable hotels, travel agencies and tourism operators to tailor offerings, optimize operations and deliver memorable experiences to visitors.
Successful AI implementations
True Corporation:
Central Group:
Central Group, one of Thailand’s largest retail conglomerates, utilizes AI for data-driven insights, customer segmentation and personalized marketing campaigns across its diverse portfolio of retail brands, including Central Department Store, Robinson Department Store and Tops Daily. AI implementations help Central Group optimize inventory management, pricing strategies and customer experiences in the retail sector.
AIA:
Top 10 brands
- Kasikornbank (KBank)
- Samsung Thailand
- SCB
- Apple
- Bar B Q Plaza
- Krung Thai Bank
- Thai Airways
- Fuji
- Central Department Store
- TrueMone
Biggest movers
(Rank since previous year)
- AIA (+ 27 places)
- Krungthai AXA Life (+ 22 places)
- Bangchak (+ 21 places)
- Bangkok Bank (+ 21 places)
- Central Department Store (+ 18 places)
- Thailand Post (+ 18 places)
New entrants
(2024 ranking)
- Traveloka (17)
- Pun Thai (40)
Why work with KPMG in Thailand
KPMG in Thailand, with more than 2,500 professionals offering Audit and Assurance, Legal, Tax, and Advisory services, is a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee.