New research by KPMG has identified Mecca, Specsavers and ING as Australia's top brands for customer experience. The KPMG Customer Experience Excellence Report 2024, based on responses from 2500 Australian consumers, revealed that non-grocery retailers make up seven of the top ten brands in the list.

According to the report, 35% of consumers are willing to pay a premium for better customer service. Integrity and trust have become the leading drivers of customer recommendations for the first time in years. ING, Bendigo Bank and RACV are the only non-retailers in the top ten.

Artificial Intelligence (AI) is increasingly shaping customer interactions with brands, with different concerns emerging among older and younger Australians. While 85% of Australians are impacted by cost-of-living pressures, younger demographics are concerned about AI displacing human jobs, whereas older consumers find AI interactions impersonal and have concerns about the security of personal data.

"Retailers are leading the pack in terms of driving innovation and customer experience. They are focused on delivering value to customers in many ways, including lower prices, superior service, great experiences, exclusive access and more. That said, excellence in customer experience is not limited to any single industry � the top 30 performing brands span 15 different subsectors," said Carmen Bekker, Lead Partner, KPMG Customer.

Bekker further noted the generational divides in attitudes and concerns, stating, "Brands in Australia are facing inherently more demanding consumer expectations. Last year, we saw that low-cost, minimal contact interactions were notably diminishing consumer perceptions of brands. This year our research has found higher levels of empathy in customer perceptions, suggesting that Australian businesses are making concerted efforts to improve their customer interactions."

The top three brands for 2024 were Mecca, Specsavers and ING. Mecca, Bendigo Bank, Bunnings, Chemist Warehouse and Specsavers have consistently maintained a top 10 placement since 2021. IKEA, Kmart and RACV have appeared in the top 10 for the first time since 2020.

Bekker also highlighted the role of AI in shaping customer interactions, "By demonstrating integrity and trustworthiness when implementing new technology, and infusing AI with human-like qualities, organisations can not only enhance user satisfaction, but also strengthening the bond between customers and AI systems."