Tactful AI has been featured in the 2025/26 KPMG UK Customer Experience Excellence (CEE) Report as a case study by the University of Cambridge, highlighting its collaboration with ELARABY Group.
About the KPMG Report
The KPMG Customer Experience Excellence Report represents its 16th annual iteration, collecting feedback from over 13,000 UK consumers generating 132,000+ evaluations across 441 organizations.
The report evaluates companies against six experience pillars: Integrity, Resolution, Expectations, Time & Effort, Personalisation, and Empathy.
2025 Report Key Findings
Overall Performance
- UK customer experience scores increased by 1.7% year-over-year
- Top performers: Richer Sounds, Nationwide, and First Direct
- Fastest improving sectors: Travel, hotels, entertainment (Virgin Active +15%, KLM +13%, Air France +12%)
Most Influential CX Drivers
- Personalisation: 20.1%
- Integrity: 18.4%
- Time & Effort: 17.1%
Additional Insights
- Empathy improved 2.3% but remains lowest-rated pillar
- 51% of consumers willing to pay more for socially responsible companies
- Consumers unable to reach humans dropped from 24% to 21%
Theme: "The Shift to Agentic Customer Experience"
Tactful AI x ELARABY Results
The case study demonstrated measurable improvements:
- First Contact Resolution: 53% to 92% (peaked at 97%)
- First Response Time: Reduced 22% (36.5 minutes to ~10 minutes)
- Customer Satisfaction: Increased 22% to ~80%
- Digital Conversion Rate: Grew 15%
- Operational Efficiency: Saved approximately 3 FTE monthly across 30,000+ interactions
About Tactful AI
The platform unifies customer communication channels (social media, WhatsApp, email, chat) into one workspace with automation and AI capabilities, emphasizing agent empowerment rather than replacement.