Explore the data 

Designed to provide a simple and consistent means of measuring, tracking and benchmarking customer experience across brands, sectors and/or markets, the KPMG Customer Experience Barometer is based on KPMG’s proprietary customer experience model which incorporates 30 different attributes across seven categories. Each attribute is measured for both importance and performance in order to establish where performance gaps may exist between the two.

Applying the results to your organization

While this report does not name individual brands, the data for each of the 160 organizations included in this report are available upon request by company officials. KPMG professionals are also available to conduct an assessment of customer experience using the firm’s proprietary Customer Experience model. Benchmarking data is available across a range of sectors and markets.

To explore these findings in more detail, or to find out more about applying the findings of this report within your organization, we encourage you to contact your local KPMG member firm or any of the contacts listed at the end of this report.



% scoring performance 9 or 10 out of 10
To compare, please select chart type, countries or sectors with attributes and click 'Apply selection.'
Graph type: Industry Country
Banks General insurance Life insurance Utilities E-retailers
Australia China Germany UK US
Accessibilty Brand value and reputation Ease of doing business
Executional excellence Personalized offering Staff engagement
Value for money    
Clear all Apply selection


About the research

The research was conducted in November 2013 and brings together responses from 5,000 consumers split evenly across five major markets: Australia, China, Germany, the UK, and the US. Approximately 160 leading brands in the banking, general insurance, life insurance, utilities and e-retail sectors were selected for the survey which also measured other customer indicators linked to economic value such as customer advocacy, customer loyalty, the likelihood of a customer to purchase again and the treatment of customer complaints. The sample for each market is nationally representative of age, gender and region.

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