Brands bet on AI as UK customer satisfaction levels slide in 2023

Brands bet on AI as UK customer satisfaction levels slide in 2023

The UK’s biggest brands are turning to Artificial Intelligence (AI) to develop better customer and colleague experiences, according to KPMG’s latest Customer Experience Excellence Report.

The global study, which asked over 13,000 UK consumers for their views on 376 brands in this year’s report, ranks brands based on how well they score across six areas.

A new AI adoption index looks at which businesses are implementing the latest technology effectively, safely and ethically.

Tim Knight, UK Head of Customer and Operations at KPMG UK, said: “In the last year, UK customers have suffered, as businesses have cut costs, often implementing older technology to inconsistently automate their service. While these brands may deliver lower costs this year, it’s likely they will lose customer spend over time.

“The latest Artificial Intelligence platforms are helping early adopters in the UK to address this, delivering both improved service and enhanced business performance. These brands are using AI to empower colleagues to achieve more, or to directly deliver empathetic and personalised customer experiences.

“By looking at over 2500 brands worldwide, including 376 in the UK, we’ve been able to see what the best early adopters of AI are doing, as well as the pitfalls. Perhaps most important is how they are starting to re-wire their whole businesses to unlock the advantages of AI, treating it more like the advent of the Internet or the steam engine, rather than a new form of computing.”

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