Customer Service

Top performing companies are tapping empathy, AI, personalization

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December 5, 2024

The top performing companies are those using personalization, AI and leveraging values-based empathy to not only meet customer needs but demonstrate a deep commitment to the well being and values of customers.

That's a top finding from the KMPG US Customer Experience Excellence report.

The survey polled 10,000 U.S. customers across 316 brands and revealed the top three performing companies are USAA, HEB and Patagonia, according to a press release.

"In a world where interactions are predominantly mediated digitally, customers are now looking for emotional bonds and concrete indications that the companies they interact with genuinely value them as individuals," Jeff Mango, U.S. customer experience and engagement leader, KPMG LLP, said in the release. "Empathy has emerged as a crucial distinguishing factor, indicating that a business not only focuses on transactions but also prioritizes meaningful, human-centered experiences."

The data also revealed that the landscape of customer experience in the U.S. has undergone a profound transformation, driven by automation and AI, shifting consumer expectations and evolving business strategies. Brands that have recognized the power of emotional intelligence and deep customer understanding in fostering loyalty, as well as seamlessly blended AI with genuine human connection, have flourished, according to the report.

"Current AI systems are becoming more adept at mimicking human emotions and behaviors, which is crucial for applications like customer service," Mango said in the release. "As AI continues to advance, its ability to simulate emotions will improve, rapidly transforming and advancing human-machine interactions."

In the survey, consumers also outlined concerns interacting with a company through AI, with the top three being: unable to interact with a human (57%), security of personal data (51%), and responses being incorrect (44%).

The top 10 U.S. brands are:

1. USAA (returns to the number one position this year — held the number one spot for an additional six times).
2. H-E-B.
3. Patagonia.
4. Publix.
5. Fidelity.
6. Costco Wholesale.
7. Hallmark.
8. L.L Bean.
9. Navy Federal Credit Union.
10. Sherwin-Williams.