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      Total Experience: Redefining excellence in the age of agentic AI

      Customer expectations are accelerating faster than companies can adapt. They now demand seamless, anticipatory, and personalized interactions across every channel and every moment of engagement.

      This year’s Global Customer Experience Excellence (CEE) research highlights how leading organizations are responding. Drawing on a global sample of over 80,000 consumers, the findings show that organizations are moving beyond reactive service to orchestrate proactive, predictive experience powered by agentic AI.

      At the core of this shift is Total Experience, aligning customer, employee, partner, and ecosystem interaction around outcomes that build loyalty, advocacy, and growth.  

      Key insights from this year’s report

      Customer experience is undergoing a profound transformation

      It is moving from experimentation to execution, influencing how customer decisions are made and how employees deliver outcomes in real time.

      Total Experience is the new standard

      Leading organizations are unifying customer, employee, partner, and ecosystem interactions into one adaptive model of engagement.

      Excellence drives growth and resilience

      Organizations investing in trust, personalization, and integration are outperforming peers, while laggards risk widening the gap.

      Customer experience around the globe

      The report highlights both global themes and local nuances, showing how cultural expectations and market dynamics are shaping experience delivery.

      Explore the findings driving customer experience at a local level. Select the country or territory below for more information.

      Sector performance highlighted

      Customer experience and performance often varies by sector. This year’s results highlight both progress and ongoing challenges:

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      Retail

      outperforms the global average by 2.4%, showing that operational efficiency and ease directly translate into stronger advocacy.

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      Banking

      improved in empathy (+1.4%) and expectations (+1.3%), demonstrating progress in building emotional trust with customers.

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      Utilities

      rose by 2.2%, driven by gains in integrity and empathy, though gaps in time and effort remain. 

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      Healthcare

      stands out with empathy (+3.4%) and resolution (+1.1%), reinforcing its position as a benchmark for trust-based service.

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      Public sector

      continues to lag, scoring  9.4% below the global average, underlining the urgent need to reimagine personalization at scale.

      Explore detailed sector insights in the full report. Discover the full story behind these insights and explore what it takes to deliver Total Experience at scale.

      Global Customer Experience Excellence (CEE) 2025-2026

      A benchmark study now in its 16th year, CEE captures perspectives from over 80,000 consumers across 16 markets worldwide.

      Download the report

      Explore our latest thinking

      As “agentic AI” transforms business processes and functions, we believe that the outperformers will balance their adoption of evolving technologies with a relentless focus on humans— especially customers.
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      The KPMG Global Customer Experience Excellence (CEE) report explores how leading organizations have rapidly implemented AI with swift return on investments and enhanced customer experiences.
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      Our people

      Walt becker
      Walt Becker

      Principal, Global Customer CoE Lead

      KPMG International

      Jeanne Johnson
      Jeanne Johnson

      Principal

      KPMG in the U.S.