1、Its time for AI-XThe next evolution of customer experienceUK Customer Experience Excellence report 2024/25ContentsForeword 4AI-X the next evolution of customer experience 8About the KPMG Customer Experience Excellence Centre 10What is AI-X?12AI-X requires a new system of measurement 18Customer Exper

2、ience Excellence:A 15-year journey to AI 22Applying 15 years of CX lessons to AI-X 26UK results:Which organisations are mastering AI-X?28Highlights 32This years leading organisations 35Which organisations are leading AI-X around the world?44AI-X transformation 46AI-X will fund customer-facing transf

3、ormation 48Branded AI and the“humanised”user experience 52Giving AI a brand personality:A design approach 54AI-X will drive collaboration across front office silos 56Using customer experience to guide AI decision making 60AI-X and trust 62Technology and The Six Pillars of experience 68Conclusions 71

4、How KPMG can help 74UK top 100 results 7701.02.03.04.3Its time for AI-XUK Customer Experience Excellence report 2024/252Its time for AI-XUK Customer Experience Excellence report 2024/25Foreword For 15 years,KPMG has tracked Customer Experience Excellence globally.By examining over 4000 brands in 40

5、countries,this work has decoded customer best practice,whilst establishing the enduring management principles needed to deliver financial payback.Over the years weve catalogued waves of disruption:from digitisation,to austerity,to Covid,to scarcity of supply.However,no change we have examined has be

6、en more ubiquitous,more promising or more fraught with risk than the meteoric rise of artificial intelligence.We first examined the customer impact of AI in last years annual review:Say hello to your new AI colleague.At the time,the field was dominated by meandering lists of use cases and emerging s