The findings are from KPMG's "2018 U.S. Customer Experience Excellence Analysis" of more than 7,500 U.S. consumers and 250 brands across 10 business sectors:

Financial services (including insurance).
Grocery.
Non-grocery retail.
Restaurants & fast-food.
Entertainment & leisure.
Travel and hotels.
Logistics.
Utilities.
Telecommunications.
Public sector.

Top consumer brands for customer experience

The KPMG study also ranked the top consumer "champion" brands in terms of customer experience delivered. Among the top 100 companies consumers ranked highest on customer experience delivery in 2018, are seven insurers:

USAA (#2).
Geico (#65).
Nationwide (#75).
Allstate (#83).
Prudential (#87).
AAA (#90).
Metlife (#96).

The study found that personalization is critical to the successful delivery of a customer experience, and a pillar of loyalty and advocacy. Customers want to be:

Known.
Understood.
Made to feel important and unique.

KPMG noted that personalization requires deep knowledge of the customer and his or her circumstances, and that "poor personalization is like no personalization at all."

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Personalization is critical to a successful customer experience, KPMG finds

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