Glossary · Customer Satisfaction
Customer Experience Excellence (CEE)
KPMG's global benchmark study and framework that measures and ranks customer experiences across brands, sectors, and countries
The CEE Report: The World's Largest CX Benchmark
Methodology
KPMG's CEE study is based on:
- 80,594 interviews with consumers
- 2,684 brands evaluated
- 16 countries represented
- 12 sectors analysed
Each interview assesses a specific brand's performance across the six pillars, producing an overall CEE score.
Sector Scores 2025-2026
| Sector | CEE Score |
|---|---|
| Healthcare | 7.90 |
| Non-Grocery Retail | 7.65 |
| Grocery Retail | 7.54 |
| Banking | 7.52 |
| Insurance | 7.48 |
| Restaurants/Fast Food | 7.46 |
| Travel & Hotels | 7.42 |
| Automotive | 7.37 |
| Telecommunications | 7.28 |
| Logistics | 7.07 |
| Utilities | 7.02 |
| Public Sector | 6.68 |
The Six Pillars as Drivers
The CEE score is not evenly distributed across the pillars. Personalization (20.3%) and Integrity (18.2%) are the strongest drivers of loyalty, while Integrity (19.0%) is the strongest driver of NPS.
Practical Application
CEE data can be used to:
- Benchmark your company's CX performance against the sector
- Identify which pillars have the greatest potential for improvement
- Prioritize CX investments based on what drives the most value in your sector
- Document ROI of CX efforts to leadership
Frequently Asked Questions
A CEE score is an overall assessment of a brand's customer experience based on KPMG's Six Pillars: Integrity, Personalization, Expectations, Time & Effort, Resolution, and Empathy. The score is used to rank and benchmark brands across sectors and countries.
In the 2025-2026 report, Healthcare scores highest (7.90), followed by Non-Grocery Retail (7.65), Grocery Retail (7.54), Banking (7.52), and Insurance (7.48). Public Sector scores lowest (6.68).
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