Each year, in its “Customer Experience Excellence” study, the audit and consulting firm KPMG provides an overview of the top-performing brands in terms of customer experience in France. The seventh edition highlights the structural shift in consumer expectations, particularly regarding the gap between perceived value and actual value.
This study surveyed 7,061 consumers, evaluating 240 brands across 11 sectors.
According to KPMG, “in addition to perceived value—which is a combination of operational efficiency, seamless customer journeys, and performance—trust is now measured by brands’ ability to offer their customers value that they immediately recognize as sustainable and credible, and to demonstrate this through their business operations.”
Four key takeaways
Value is becoming the new benchmark for customer experience
The 2025 edition of this study confirms a paradigm shift in how consumers evaluate their experiences. Consumers no longer focus on a single touchpoint, but rather on the overall perceived value across the entire customer journey. They now base their decisions on a multidimensional value that combines fair pricing, usability, impact, and emotional appeal.
“The brands that will succeed are those capable of aligning economic performance, technological excellence, and societal value,” notes KPMG.
For companies, the challenge now lies in striking a balance between the value perceived by customers and the value actually delivered and measured, in order to prioritize and optimize the experiences and journeys they offer.
Three sectors dominate the rankings
The CEE (Customer Experience Excellence) score measures the overall quality of the customer …
