In Australian financial services, challenger banks outperform established players despite smaller footprints. In the UK, digital grocers are growing the fastest, delivering the most uniquely effortless experiences.
In German fashion retail, online disruptors win against traditional retailers doing the basics well. The common thread lies in experiences that are both Meaningful and Different, which build brand equity to drive commercial growth. Satisfaction alone simply does not achieve this.
Customer satisfaction scores are rising across industries. Yet market share continues to shift dramatically between competitors.
Most brands measure customer experience through satisfaction metrics alone. They optimise for NPS, track CSAT, and celebrate incremental improvements. But these measures capture only half the picture. They tell you whether customers are satisfied; they don’t tell you whether your experience is building brand equity.
Kantar’s ExperienceEvaluator solution tested this hypothesis across five markets: financial services in Australia, fashion retail in Germany, grocery retail in the UK, banking in Malaysia, and quick-service restaurants in the United States. The findings were consistent: brands delivering good experiences often struggle to grow, while those creating Meaningfully Different Experiences capture disproportionate value.
In German fashion retail, online disruptors win against traditional retailers doing the basics well. The common thread lies in experiences that are both Meaningful and Different, which build brand equity to drive commercial growth. Satisfaction alone simply does not achieve this.
The Growth Puzzle
When satisfaction rises, but market share does not.Customer satisfaction scores are rising across industries. Yet market share continues to shift dramatically between competitors.
Most brands measure customer experience through satisfaction metrics alone. They optimise for NPS, track CSAT, and celebrate incremental improvements. But these measures capture only half the picture. They tell you whether customers are satisfied; they don’t tell you whether your experience is building brand equity.
Kantar’s ExperienceEvaluator solution tested this hypothesis across five markets: financial services in Australia, fashion retail in Germany, grocery retail in the UK, banking in Malaysia, and quick-service restaurants in the United States. The findings were consistent: brands delivering good experiences often struggle to grow, while those creating Meaningfully Different Experiences capture disproportionate value.
Download the complete report to unlock the full insights and the Five Principles for Action required for experience-led growth.
Special thanks and appreciation to the ExperienceEvaluator country study’s authors and global support:
MengKai Teh - Senior Consultant, Customer Experience, Malaysia
Petra Dittrich - Managing Director, Customer Experience, Germany
Maree Taylor - National Head of Customer Experience, Australia
Peter Aitken - Head of Customer Strategy and Insights, UK
Ben Lawder - Head of Customer Experience, North America
Mike Campbell - Vice President Client Services, North America
Nithi Kumar - Global Head of Experience Solutions
Kathleen O’Donnell - Principal, Global Solution Marketing
