Global Customer Experience Insights: Who Values Customer Experience the Most?

In an increasingly competitive global market, businesses are realising that customer experience (CX) is no longer a “nice to have” — it’s a business essential.

Whether you're a sole trader or a multinational corporation, how you make your customers feel directly impacts retention, loyalty, and long-term success.

But how does Global Customer Experience (CX) vary? Which countries are leading the charge — and what can your business learn from them?

🌍 Customer Experience Around the World

United States: Experience as a Competitive Edge

In the U.S., CX is a strategic differentiator. Companies invest heavily in AI, self-service technology, and personalised support to meet high customer expectations. American consumers value speed, convenience, and consistency — and are willing to switch providers for a better experience.

China: Satisfaction Soars

China currently reports the highest average customer satisfaction globally (85%), outpacing the worldwide average by nine points. With a tech-savvy population and strong e-commerce culture, Chinese companies excel at fast, seamless digital experiences and personalisation.

Japan: High Standards, Modest Ratings

Despite renowned service standards, Japanese consumers give some of the lowest customer satisfaction ratings — only 56% award 4 or 5 stars after an experience. This reflects exceptionally high expectations and a culture that rarely overpraises, even when service is good.

Brazil: CX Influences Buying Decisions

In Brazil, a staggering 89% of customers say CX influences their purchasing choices. Companies are increasingly focused on improving service quality, especially in the wake of rising competition and digital transformation.

Customer Experience in Europe: Who Leads?

Europe presents a rich and varied CX landscape. While some countries have fully embraced customer-centric cultures, others are still evolving.

United Kingdom: A CX Powerhouse

The UK is widely regarded as a European leader in customer experience. Businesses prioritise trust, personalisation, and service consistency. Awards and accreditations (like the IIC Award and Company That Cares) are popular and respected indicators of excellence.

Netherlands: Honest and Efficient

Dutch consumers value clarity and straightforward service. Companies that deliver efficient, no-fuss support thrive. Self-service and digital journeys are well-developed, helping businesses meet customer needs quickly and transparently.

Germany: Precision and Reliability

German customers expect service that is thorough, timely, and accurate. Businesses invest in strong post-sale support and reliability. While CX is traditionally more functional than emotional, this is shifting as B2B and tech sectors embrace more human-centred approaches.

France: Emotion and Brand Experience

In France, consumers are drawn to emotionally engaging, high-touch service, particularly in luxury and hospitality. As CX maturity grows, companies are focusing on personal connection and service empathy to build brand loyalty.

Spain: Warmth and Relationships

Spanish customers appreciate personal interaction and trust-based relationships. While digital transformation is progressing, many still prefer human support and localised service — making relationship-building a key CX asset.

Sweden (and Nordics): Ethical, Efficient, Digital

The Nordics (Sweden, Norway, Denmark) set high standards in digital CX and ethical business conduct. Customers expect fast, respectful service and judge brands on sustainability and fairness, not just ease or price.

Stand Out by Becoming A Company That Cares

Wherever you are in the world, one thing is clear: consumers are choosing brands that genuinely care about them.

That's why at Investor in Customers (IIC), we help businesses not only understand how they’re performing but also gain recognition for delivering excellence.

Our Insight360 Gold, Silver and Bronze and Company That Cares Award are powerful signals to your customers and teams that:

• You put people first.

• You strive to understand and meet customer needs.

• You are committed to continuous improvement.

  
  

Whether you're in the UK, Europe, or beyond — becoming a Company That Cares sets you apart in your industry and your region.

🚀 Ready to Compete Globally With Remarkable CX?

Let’s talk about how we can help you benchmark, improve, and be recognised for your customer experience.

From small businesses to global players, we support all sectors to become customer-led organisations that thrive.

0800 024 8895

enquiry@investorincustomers.com

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