UK businesses are making limited progress in improving customers' experiences

UK businesses are making limited progress

10,000 consumers interviewed in KPMG Nunwood's 2015 analysis.

Also on

  • The class of 2015 could do better – with no overall improvement since 2014
  • Some brands do succeed – with 4 new entrants in the UK top 10
  • Those that have improved most rapidly see customer experience as "the new marketing" – ensuring it permeates everything the business does
  • UK Plc is being outperformed on a global stage, lagging well behind the USA  Utilities and non-food retail brands have progressed most since 2014

The UK’s leading customer experience brands have been revealed in a significant report released today, highlighting best practice across multiple sectors. The largest of its kind, the Customer Experience Excellence Centre analysis, by customer specialists KPMG Nunwood, reveals who is leading the field and acknowledges the brands who have realised success through customer experience transformation.

2015 Top 10 UK Customer Experience Brands

CEE Rank 2015 Brand CEE Score 2015 CEE Rank 2014
1 Lush 8.32 
2 First Direct 8.26 
3 John Lewis 8.12 
4 Richer Sounds  8.08  22 
5 QVC  8.05 
6 Amazon  7.96 
7 Skipton Building Society  7.92  13 
8 American Express   7.90  49 
9 Ocado  7.90  12 
10 AO  7.85 


The analysis, now in its sixth year, draws on over 10,000 consumer interviews to provide a comprehensive and in-depth look at UK customer experience. (Please see attached appendix for the full table of results.)

However, in disappointing news for the UK Plc, the analysis found the UK is making scant progress overall, with no improvement on 2014’s average score. The majority of organisations are struggling to shine, despite increasing levels of investment and focus. In certain sectors – such as telecoms, logistics and grocery retail – performance has declined, rather than improved. Compared to international counterparts, UK brands are being outperformed on the global stage with average scores 5% lower than the USA.

A significant number of businesses do succeed in improving, however. The analysis shows those that do, master six principles ("The Six Pillars"), which describe a successful relationship with the customer. These are: Personalisation, Integrity, Time and Effort, Empathy, Resolution and Expectations. To ensure that these permeate everything the business does, outstanding leadership at executive level is required. Many successful brands see customer experience as "the new marketing" – replacing traditional broadcast communications with a new way of doing business.

Tim Knight, Director at KPMG Nunwood, said:  "UK businesses find it challenging to get things right for their customers. Despite growing investment and boardroom focus, many firms still struggle to put the customer at the heart of their transformation efforts.

As the country approaches more rapid economic growth, those brands at the top of this year’s rankings are best positioned to delight customers and shareholders alike. Top rankings in customer experience link not only to better loyalty, but improved revenue growth and EBITDA.

Learning from the customer experience best practice of today’s leaders will be critical to competing in tomorrow’s market."

Sectors covered in the report are: Finance, Retail, Grocery, Utilities, Travel & Leisure, Entertainment, Telecommunications, Logistics, Aggregators, Public Sector and Restaurants.


- ENDS - 


Notes to Editors: 

About KPMG Nunwood

KPMG Nunwood provides an end-to-end approach to customer experience management: a platform to move organisations from the desire to excel, through change, to leading performance.

To do this, KPMG Nunwood combines voice of the customer / NPS Programmes, customer journey mapping & experience design and customer experience strategy, helping clients to tackle common customer experience problems more effectively.

KPMG Nunwood’s Excellence Centre provides the basis for this, as one of the largest international studies of best practice, it focusses on researching, analysing and applying customer experience best practice from around the world.

About KPMG

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 12,000 partners and staff. The UK firm recorded a turnover of £1.9 billion in the year ended September 2014. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 155 countries and has 162,000 professionals working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. Each KPMG firm is a legally distinct and separate entity and describes itself as such.


If you feature the report please include a backlink to the KPMG Nunwood website: (


For media enquiries please contact:

If you would like any additional information or to set up an interview with one of the authors of the report please contact:

Jon Priestley at Wolfstar Consultancy (on behalf of KPMG Nunwood)


Chris Grayson at Wolfstar Consultancy (on behalf of KPMG Nunwood)



KPMG Press office: +44 (0)207 694 8773

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This article represents the views of the author only, and does not necessarily represent the views or professional advice of KPMG in the UK.

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