1、Delivering customer value through AI-driven experiencesCustomer Experience Excellence Report 2024-2025KPMG in Singapore2Customer Experience Excellence Report 2024-2025OverviewSix pillars in 2024Implications for brandsResults&case studiesHow KPMG can helpSurvey methodologyIn the excitement around new

2、 technology,the human factor can sometimes be neglected.Today,calibrating how best to balance a human touch with innovations like generative AI(Gen AI)is a challenge for business leaders around the world,but it is particularly important to Singapore,where a robust services sector and steady consumer

3、 spending have underpinned recent growth.Building on these strengths means serving customers in new and better ways,if Singapore is to overcome inflationary pressures and headwinds from an unsettled global economy.The KPMG Global CEE Report 2024-2025 offers insights into how Singapore customers can

4、be better served.It analyses consumers experience on the basis of Six Pillars:Personalisation,Time&Effort,Expectation,Integrity,Resolution,and Empathy.This report highlights that the first pillar,Personalisation,remains foundational to customer experience.In Singapore,though,we have also seen a grow

5、ing emphasis on the importance of Integrity and Empathy,as customers increasingly value brands that offer transparency and authentic emotional connections.This desire for Integrity helps to explain customer sentiment towards AI,which is generally cautious.Conversations around Gen AI and its potentia

6、l to transform customer experience have shifted from exploration to execution.Businesses are moving beyond AI simply as a means to summarise data or automate repetitive tasks.They are now embedding it into core processes enhanced decision-making,predicting customer needs,and delivering personalised