The top 10 brands in Australia with the best 'customer experience'
Australians may be still battling a cost of living crisis but shoppers are still happy to fork out cash on premium brands if the buying experience is top-notch.
Global organisation KPMG found 35 per cent of customers are willing to pay more for a "better customer experience".
KPMG ranked the top Aussie brands in 2024 for customer experience and non-grocery retailers topped the list.
Seven of the top 10 brands were popular retailers while two banks and an insurance company made the list in KPMG's Customer Experience Excellence Australia Report.
Read on to see all the brands.
10. Kmart
Budget retailer Kmart snuck into the top 10 after it didn't make the list in 2023.
This year, Kmart – which has 325 stores across Australia and New Zealand – made KPMG's list for the first time since 2020.
"When it comes to customer advocacy, integrity and trust have emerged as the top driver of consumers recommending their preferred brands, overtaking personalisation for the first time since 2020," lead partner at KPMG Customer Carmen Bekker said.
9. Ikea
Swedish furniture giant Ikea came in at number nine for customer experience in Australia.
Ikea also made the top 10 for the first time in four years.
"Brands in Australia are facing inherently more demanding consumer expectations," Bekker said in the report.
"Last year, we saw that low-cost, minimal contact interactions were notably diminishing consumer perceptions of brands.
"This year our research has found higher levels of empathy in customer perceptions, suggesting that Australian businesses are making concerted efforts to improve their customer interactions."
8. RACV
The Royal Automobile Club of Victoria (RACV) was the only insurance firm to make it onto the list.
RACV was number eight on the top 10 list released by KPMG.
RACV is both a motoring club and business which offers insurance, roadside assistance and finance on vehicles for cusomers in Victoria.
7. Apple
Global tech brand Apple is beloved in Australia and it made it to number seven on the list.
Apple moved up this year after placing ninth in 2023.
The list is devised by KPMG asking consumers about their individual experiences with brands, such as interactions with staff in stores or buying products online.
6. Bendigo Bank
Bendigo Bank, which services 2.5 million Aussies, is one of two banks which made it to the top 10 list.
Bendigo Bank merge with Adelaide Bank in 2007 and trades together as Bendigo.
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