According to KPMG’s report, leading companies are setting themselves apart by focusing on empathy, values-driven engagement, and cutting-edge technology. The study, which surveyed over 10,000 U.S. consumers across 316 brands, revealed that USAA, H-E-B, and Patagonia topped the rankings, with grocery retail leading the industry for the second consecutive year.
This year’s top brands scored an average of 7.43 out of 10, reflecting a 2% increase in customer satisfaction across industries.
Grocery retail led with 7.82, financial services at 7.68 and non-grocery retail at 7.58.
“In a world where interactions are predominantly mediated digitally, customers are now looking for emotional bonds and concrete indications that the companies they interact with genuinely value them as individuals. Empathy has emerged as a crucial distinguishing factor, indicating that a business not only focuses on transactions but also prioritizes meaningful, human-centered experiences,” Jeff Mango, U.S. customer experience and engagement leader, KPMG LLP.
Today’s consumers seek more than efficient transactions—they expect brands to align with their values and genuinely commit to their well-being.
Ethics and social responsibility are critical for younger generations. Those aged 18-24 are willing to pay a premium for products from companies they perceive as ethical. Meanwhile, older customers prioritise human interaction, emphasising the importance of balancing innovation with personal connection.
AI has become critical in redefining customer experiences, enabling brands to provide hyper-personalized service. However, its adoption raises concerns, with 57% of consumers wary of AI-only interactions, 51% worried about data security, and 44% citing accuracy issues.
As industries evolve, brands prioritising emotional intelligence, secure AI adoption, and values-driven missions will continue leading in customer experience excellence.