The Evolution of Customer Experience
The 7th edition of KPMG's survey on Customer Experience Excellence (CEE) for 2026 reveals significant changes in consumer expectations in France. The study indicates that customer loyalty now hinges on a company's ability to deliver sustainable and verifiable value. This marks a departure from the previous focus on mere operational smoothness, emphasizing instead a deep commitment to the real impact of products and services.
Key Findings
- Value Over Price: Consumers are increasingly looking for a balance between cost, usage, and ethics, with a growing emphasis on Environmental, Social, and Governance (ESG) criteria.
- Sector Performance: The Fashion & Beauty and Specialized Retail sectors lead the CEE rankings, while Banking and Insurance struggle to innovate and improve their perceived utility.
- Role of AI: Generative and agent-based AI are no longer pilot projects but operational performance tools. They help detect needs and personalize responses, supporting employees without overshadowing human interaction.
Champions of Customer Experience
Brands like Puy du Fou, Novotel, and Chanel excel by combining agility, extreme personalization, and strong human connections, while integrating digital innovations. These companies demonstrate that maintaining a human touch is crucial, even as technology advances.
Challenges and Opportunities
- Banking and Insurance: These sectors face challenges in renewing their value propositions, impacting their CEE scores.