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ARTICLE · 08 DECEMBER 2025

Global Customer Experience Excellence (CEE) 2025-2026

KPMG
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A benchmark study now in its 16th year, CEE captures perspectives from over 80,000 consumers across 16 markets worldwide...

GlobalConsumer Protection
Alice Yip
Alice Yip
Anson Bailey
Anson Bailey

Total Experience: Redefining excellence in the age of agentic AI

Customer expectations are accelerating faster than companies can adapt. They now demand seamless, anticipatory, and personalised interactions across every channel and every moment of engagement.

This year's Global Customer Experience Excellence (CEE) research highlights how leading organisations are responding. Drawing on a global sample of over 80,000 consumers, the findings show that organisations are moving beyond reactive service to orchestrate proactive, predictive experience powered by agentic AI.

At the core of this shift is Total Experience, aligning customer, employee, partner, and ecosystem interaction around outcomes that build loyalty, advocacy, and growth.

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