Editor’s Note
Chanel has achieved a historic milestone by becoming the first luxury house to top KPMG France’s Customer Experience Excellence ranking. The brand’s focus on emotional connection, innovation, and sustainability has set a new benchmark in the industry.
Chanel has topped the 2024 Customer Experience Excellence (CEE) ranking established by the audit and consulting firm KPMG France. This is a first for a luxury House.
With a customer experience described as such, Chanel ranks first in the CEE ranking, which rewards the best practices in customer experience in France. This is the third year the Parisian House has appeared in the Top 10 of this ranking, which is based on feedback from 7,026 customers and prospects of the 238 brands studied across 11 business sectors.
With a CEE score of 7.97, Chanel stands out particularly on three pillars: integrity, which encompasses trust and loyalty to the brand promise; the ability to capture and respond to expectations; and personalization. Notably, the brand achieved a +0.56 point improvement this year in its perception regarding CSR (Corporate Social Responsibility), thanks to its sustainability efforts. This includes the development of the “N° 1 de CHANEL” line, which features refillable and zero-plastic products.
Chanel is not the only luxury brand present in the French CEE Top 10. With a jump of nine places compared to 2023, Dior now holds the fifth position, driven by high scores in integrity and personalization, as well as in “time and effort,” which refers to the fluidity of the customer journey.
The Top 10 of the 2024 ranking: Chanel (1), Okaïdi/Obaïbi (2), Nespresso (3), Krys (4), Dior (5), Puy du Fou (6), Nocibé (7), Optic 2000 (8), Parc Asterix (9), Futuroscope (10).
It should be noted that no luxury brand appears in the Top 10 specific to young consumers (18-34 years old).
This is indicated by the study’s authors, noting that these younger audiences favor accessible brands and products associated with playful and fluid experiences.
The full KPMG France Customer Experience Excellence 2024 report is accessible here.
