Customer experience investment fails to pay off as performance hits all-time low

Delivering world-class customer experience continues to rise up the agenda for marketers. But despite UK brands ploughing billions of pounds into improving their relationship with consumers, they are failing to keep up with increasingly high expectations.

Indeed, KPMG Nunwood’s annual Customer Experience Excellence study shows that rather than improving, the overall performance score for British brands has hit the lowest level in the eight-year history of the report, dropping from 7.33 in 2016 to 7.08 this year. By comparison, the score for US brands rose from 7.42 last year to 7.75 in 2017.

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