In 2024, the UAE achieved strong, diversified growth, driven by the robust performance of the non-oil sector, rising trade, and low inflation, positioning it for continued resilience. In today’s digital economy, the UAE stands at a pivotal moment in redefining customer experience. The convergence of powerful artificial intelligence (AI) technologies with the region’s deep-rooted cultural commitment to service excellence is shaping a new paradigm — one that is not only tech-driven but, more importantly, human-led.
As organizations across the Emirates continue to accelerate their digital transformation journeys, they are learning that true excellence lies in balancing innovation with empathy, speed with trust, and intelligence with intuition.
We are witnessing the rise of visionary leaders who are embracing AI not as a standalone tool, but as a force multiplier, enabling hyper-personalized, predictive, and seamless experiences.
Six pillars of customer experience excellence
Drawing on more than 15 years of primary research, the KPMG Six Pillars of Customer Experience Excellence (CEE) have been identified as the foundational elements for delivering worldclass customer experiences.
Integrity
Being trustworthy and engendering trust.
Resolution
Turning a poor experience into a great one.
Expectations
Managing, meeting and exceeding customer expectations.
Time and effort
Minimising customer effort and creating frictionless processes.
Personalisation
Using individualised attention to drive an emotional connection.
Empathy
Achieving an understanding of the customer's circumstances.
In the AI era, CX leadership belongs to those who build with trust, scale with purpose, and never lose sight of the human behind the screen.
The future of AI in customer experience lies not just in intelligence, but in its ability to connect with people emotionally.
Top brands: performance insights
Among the top 10 organizations, four of them—Emirates, Etihad, IKEA, and ADCB—have consistently ranked in the top tier since last year, with Emirates maintaining its No. 1 position. This underscores how leading organizations not only prioritize customer experience excellence but also focus on continuous improvement and consistency as core strategies. Moreover, among the top 10, Emarat Plus displayed a notable shift in rankings, surging 29 spots to secure sixth place. New entrants to the index include Debenhams, making its debut straight to the eighth position.
What makes Emirates consistently rank the No.1 brand in the KPMG UAE Customer Experience Excellence Report?
In this exclusive interview, Sir Tim Clark, President of Emirates Airline, sits down with KPMG’s Gonçalo Traquina to discuss the mindset, strategy, and culture behind consistently delivering world-class customer experiences. From navigating change to staying true to core values, this candid conversation offers valuable insights for leaders across industries.
Spotlight on the leading brands
Emirates
Overall CEE Score - 8.81
Change since last year – “+0.40”
NPS – 68
Etihad Airways
Overall CEE Score - 8.60
Change since last year – “+0.28”
NPS – 56
IKEA
Overall CEE Score - 8.35
Change since last year – “+0.04”
NPS – 49
Spotlight on top movers
Emirates Islamic Bank
↑ 42 positions
Overall CEE Score - 8.16
Change since last year – “+0.54”
NPS – 49
Careem
↑ 32 positions
Overall CEE Score - 7.98
Change since last year – “+0.44”
NPS – 35
Daman
↑ 24 positions
Overall CEE Score - 8.09
Change since last year – “+0.40”
NPS – 45
Read the full report
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