Customer experience excellence in this digital world

The Philippines is accelerating its digital transformation, with artificial intelligence at the forefront.

- MARY GRACE CHUNG

AI brings both challenges and opportunities in enhancing customer experience (CX). While AI-driven personalization enables more tailored, efficient and seamless customer interactions, it also raises concerns about labor market disruptions, ethical implications and data privacy regulations. KPMG’s Customer Experience Excellence 2024 Report explores how leading organizations combine AI with human ingenuity to power CEE.

Evolving customer expectations and the role of AI in customer experience.

Insights from the CEE 2024 Report reveal shifting consumer expectations in the Philippines. Surveying over 10,200 Filipino customers across 61 brands in eight industries, the report underscores the growing importance of empathy, responsiveness and ethical business practices.

The study evaluates customer experiences across brands and geographies, using KPMG’s Six Pillars of Customer Experience Excellence: (1) Personalization, (2) Time and effort, (3) Expectations, (4) Integrity, (5) Resolution and (6) Empathy. This year, Integrity and Personalization emerged as key factors influencing Filipino consumer confidence. These pillars highlight the growing need for brands to balance AI-driven efficiency with ethical business practices and meaningful customer connections.

Key customer preferences

Filipino consumers value brands that integrate advanced technologies while maintaining ethical, empathetic and customer-focused practices. KPMG’s CEE 2024 report identifies several crucial themes businesses must consider:

• Empathy and compassion – Customers favor brands that demonstrate genuine care, especially in challenging times. One respondent noted, “Brands that have compassion and concern for their customers embody empathy and compassion,” emphasizing the role of emotional connections in fostering loyalty.