- Customer Experience Excellence (CEE)
- KPMG's global CX benchmark based on 80,000+ interviews. The most comprehensive ranking of customer experiences.
The CEE Report: The World's Largest CX Benchmark
Methodology
KPMG's CEE study is based on:
- 80,594 interviews with consumers
- 2,684 brands evaluated
- 16 countries represented
- 12 sectors analysed
Each interview assesses a specific brand's performance across the six pillars, producing an overall CEE score.
Sector Scores 2025-2026
| Sector | CEE Score |
|---|---|
| Healthcare | 7.90 |
| Non-Grocery Retail | 7.65 |
| Grocery Retail | 7.54 |
| Banking | 7.52 |
| Insurance | 7.48 |
| Restaurants/Fast Food | 7.46 |
| Travel & Hotels | 7.42 |
| Automotive | 7.37 |
| Telecommunications | 7.28 |
| Logistics | 7.07 |
| Utilities | 7.02 |
| Public Sector | 6.68 |
The Six Pillars as Drivers
The CEE score is not evenly distributed across the pillars. Personalization (20.3%) and Integrity (18.2%) are the strongest drivers of loyalty, while Integrity (19.0%) is the strongest driver of NPS.
Practical Application
CEE data can be used to:
- Benchmark your company's CX performance against the sector
- Identify which pillars have the greatest potential for improvement
- Prioritise CX investments based on what drives the most value
- Document ROI of CX efforts to leadership
In particular, the most important insight from CEE is not your overall score. It is the gap between your strongest and weakest pillars. That is where the low-hanging fruit sits.
Frequently Asked Questions
An overall assessment of a brand's customer experience based on the Six Pillars. The practical value is that you can see precisely which dimensions drive loyalty in your sector. Additionally, it also shows where your greatest improvement potential lies.
In the 2025-2026 report, Healthcare scores highest (7.90), followed by Non-Grocery Retail (7.65), Grocery Retail (7.54), and Banking (7.52). Public Sector scores lowest (6.68).
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