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Do UK firms have a customer experience problem?

May 23
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Do UK firms have a customer experience problem?

Many UK businesses could be doing better when it comes to delivering a strong customer experience, according to KPMG Nunwood.

The professional services firm released research showing that people in the US are 15 times more likely to have a great customer experience than those in the UK.

KPMG's Customer Experience Excellence Centre (CEEC) found that American companies posted better results than UK brands across all sectors except the public sector. The US held the biggest advantage in the utilities sector.

More than half (58) of the top 100 US brands are delivering outstanding customer experience, according to this year's findings, compared to around a quarter (24) last year.

In the UK, by comparison, only four brands achieved the status of 'outstanding'.

The top ten rankings for both countries featured financial services brands in the number one spot - USAA in the US and First Direct in the UK. Amazon appeared in both lists, while the likes of John Lewis, Emirates, M&S Food and Nationwide Building Society were also named among the leading UK brands for customer experience.

David Conway, director at KPMG Nunwood, said customer experience is "undoubtedly a more mature discipline" in the US.

He also pointed out that technology and customer expectations are "moving at a lightning pace".

"To avoid being left behind, brands need to seamlessly integrate both their human and digital capabilities, whist maintaining their focus on customer experience," Mr Conway advised.

"Reacting quickly to the rapidly changing consumer environment is naturally critical, but it is not enough to simply deliver excellent customer experience or benchmark against competitors. Brands should be aiming to lead the way."

In the Interbrand ranking of the leading global brands for 2016, Apple took the top spot, followed by Google, Coca Cola, Microsoft and Toyota.

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Image: iStock/Ridofranz

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