It is increasingly impossible to be a top 100 organisation in customer experience excellence (CEE) without leveraging the transformative power of Artificial Intelligence (AI). In many of the UK’s top 100 organisations in the new Customer Experience Excellence Report UK 2024/25, AI is either working 24/7 behind the scenes to optimise operations, or it is at the forefront of communicating with customers about their needs and helping to meet them. This prevalence is why we have focused the report in detail on the Artificial Intelligence Experience – AI-X.
AI-X is how companies use AI technologies, and increasingly generative AI, to enhance, automate, and optimise interactions between the organisation and its customers at every step of the customer journey. AI-X harnesses AI that is context-aware, agentic, and autonomous, enabling relevant real-time interactions with customers.
The brands at the forefront of delivering AI-X are seeing upticks in positive customer engagement, loyalty, and trust. However, they are also facing challenges, often unique to their sectors, which they must address if they wish to stay in their coveted positions next year.
This is our 15th year of examining CEE in the UK. It is always exciting and inspiring to see which brands move boldly into the top 100 based on a clear customer experience strategy and embracing innovation for improvement.
To find out which brands are in the UK’s 2024/25 top 100, what sets them apart, and how they are driving AI-X to achieve that accolade, download our new Customer Experience Excellence Report UK 2024/25.
Download the 2024/25 Customer Experience Excellence report
This year marks the 15th anniversary of our Customer Experience Excellence (CEE) research in the UK. Building on last year's study, “Say hello to your new AI colleague”, this report examines the transformative role of digital and AI technologies in reshaping customer experience. Explore how these technologies can be designed to connect emotionally with customers, build trust, and create a new era of cost-effective, AI-enabled CX.
Our Customer Experience Excellence Data
Customer Experience Excellence 2024/25: UK Top 10
Source: Based on the views of 13,053 UK consumers interviewed in 2024/25
The Six Pillars of Experience Excellence
For the last 20 years, offers have been synonymous with experience. The Six Pillars of experience excellence have been repeatedly established as the universal set of emotional qualities. They define every outstanding customer experience which can create loyalty and drive growth. More relevant than ever, these pillars are providing businesses with an essential way to navigate the coming change.
Organisations that understand and deliver against The Six Pillars have always showcased enhanced outcomes, quick growth and greater shareholder value.
Customer Experience Excellence 2024/25: Sector Overview
Case studies in customer excellence
first direct
Ranked 1st in 2024
First direct has ranked in the top three of our UK Customer Experience Excellence index 13 times in 14 years, maintaining its number one position in 2024.
CEO Chris Pitt shares insights into the bank's continued success, driven by improvements in its Integrity and Empathy scores.
Ocado
Moved up 11 places to 3rd in 2024
Ocado Retail has surged to 3rd place in our UK Customer Experience Excellence index, up from 14th last year and 37th in 2021, thanks to significant improvements in Empathy and Resolution scores.
Chief Customer Officer Laura Harricks discusses the company's commitment to CX and the strategies behind its rapid success.
Timpson
Moved up 45 places to 29th in 2024
Timpson has climbed 45 places in our Customer Experience Excellence Report index this year, driven by significant improvements in Empathy and Expectations.
Chairman Sir John Timpson explains how the company’s ‘upside down management’ philosophy is enhancing both employee satisfaction and customer loyalty.
Simplyhealth
A new entrant at 46th place in 2024
Simplyhealth, a trusted name in UK healthcare for over 150 years, has made a strong debut in the UK Customer Experience Excellence index at 46th place.
Chief Customer Officer Claudia Nicholls shares how AI and machine learning are driving the company’s transformation and enhancing its customer experience (CX).
Fareshare
Interview with KPMG’s Charity Partner FareShare - 2024
Environmental, Social, and Governance (ESG) factors are reshaping customer experience, with 49% of consumers willing to pay more for brands that give back to society.
In the UK, FareShare is at the forefront of tackling food waste—one of the most pressing ESG issues—helping reduce its environmental impact and combat food insecurity.
firstdirect
Regains #1 overall position in 2023
Over the past 12 months first direct have seen significant improvements in Personalisation and perceptions of value.
Chris Pitt, CEO of first direct provides an insight as to why he thinks they have performed so well.
Ocado
#1 leader in the grocery sector in 2023
Ocado continues to perform well in our customer experience index and it is also a leading company in our AI adoption index.
Hannah Gibson, CEO of Ocado Retail, explains what lies behind their success.
Nationwide
Ranked 5th in 2023
As always it is not just one thing but a number of initiatives that have collectively driven the improvement across each of The Six Pillars resulting in higher advocacy and loyalty.
Stephen Noakes, Nationwide’s Director of Retail, outlines the actions they have taken.
Emirates
Moved up 81 places up to 11th position in 2023
This year, Emirates has moved up 81 places in the UK index, ranking 11th and the number 1 airline. Over the past 12 months, Emirates has improved its Integrity score by 7 percent and Time and Effort by 5 percent.
We spoke to Sir Tim Clark, President of Emirates Airline, to gather his perspective.
Coventry building society
Moved 22 places up to 5th position in 2023
Coventry has boosted its scores in all Six Pillars over the past year, notably in Time and Effort, and Resolution, making customer interactions smoother.
Anne Marie Koukouravas, Samantha Richards, Emma Baxter, and Becci Greenfield from Coventry Building Society explain what is behind the improvement.
UK top 100 results 2024/25
- 1 - 20
- 21 - 40
- 41 - 60
- 61 - 80
- 81 - 100
1. first direct
2. Nationwide
3. Ocado
4. Coventry Building Society
5. John Lewis & Partners
6. American Express
7. Lush
8. Starling Bank
9. QVC UK
10. M&S
11. Apple Store
12. Lakeland
13. Richer Sounds
14. ao.com
15. M&S Food
16. Chase
17. Chanel
18. Hilton Hotels & Resorts
19. Lloyds Bank
20. Tesco Mobile
21. Leeds Building Society
22. Jet2
23. Atom Bank
24. Marcus by Goldman Sachs
25. Waitrose & Partners
26. Emirates
27. Pharmacy2U
28. Specsavers
29. Timpson
30. Amazon
31. giffgaff
32. Next
33. Waterstones
34. Skipton Building Society
35. Yorkshire Building Society
36. Gymshark
37. Samsung Store
38. Premier Inn
39. LOOKFANTASTIC
40. Novotel
41. Etsy
42. Monzo
43. Green Energy UK
44. Virgin Atlantic
45. Marriott
46. SimplyHealth
47. Boden
48. Cult Beauty
49. Argos
50. Sainsbury's
51. PayPal
52. National Trust
53. Screwfix
54. Vision Express
55. Aldi
56. Fidelity
57. Netflix
58. Klarna
59. The Body Shop
60. IKEA
61. Green Flag
62. Tesco
63. Iceland
64. Crowne Plaza
65. Not on the High Street
66. Nando's
67. Moonpig
68. FatFace
69. eBay
70. Principality Building Society
71. Lidl
72. Holiday Inn Express
73. Côte Brasserie
74. Halifax
75. TUI
76. hmv
77. NS&I
78. Clarks
79. Dunelm
80. Selfridges & Co
81. Virgin Holidays
82. ASOS
83. The White Company
84. Tesco Bank
85. Legal & General
86. Vinted
87. Bonmarché
88. Burberry
89. Uniqlo
90. Aldermore
91. Prezzo
92. Santander
93. M&S Bank
94. Farm Foods
95. Radisson
96. Hargreaves Lansdown
97. Very
98. Boots
99. Haven Holidays
100. Dreams
Global report: Beyond the noise: Orchestrating AI-driven customer excellence
KPMG professionals have been scoring brands for overall Customer Experience Excellence (CEE) for 15 years. Based on the latest insights from 86,073 customer interviews, evaluating 2,970 brands across 23 countries, we explore which leading organisations are implementing AI to enhance customer experiences today – and how they plan to use AI to reach new heights tomorrow.
Our consulting insights
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Download the 2024/25 Customer Experience Excellence report
This year marks the 15th anniversary of our Customer Experience Excellence (CEE) research in the UK. Building on last year's study, “Say hello to your new AI colleague”, this report examines the transformative role of digital and AI technologies in reshaping customer experience. Explore how these technologies can be designed to connect emotionally with customers, build trust, and create a new era of cost-effective, AI-enabled CX.
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