CX Roundtable May 2026

CX Imperatives in 2026

Customer experience (CX) has solidified as a primary driver of business performance in Australia. KPMG's latest Customer Experience Excellence report shows a national CX score climbing to 7.30 out of 10, up 1.67 points year-on-year, propelled by gains in empathy, resolution, and meeting expectations. Retail dominates the top performers, with nine of the ten leading brands hailing from the sector, reflecting how omnichannel integration and personalised loyalty programmes translate into measurable satisfaction. The broader context stems from converging forces. Economic pressures have made consumers more selective, prioritising trust and control in interactions. Global and regional reports highlight a 'trust deficit' in the digital age, where promises of AI-enhanced service often outpace delivery. In the Asia-Pacific, including Australia, loyalty hangs in the balance as customers demand alignment between brand claims and reality. Stakes are tangible. Poor CX drives churn, inflating customer acquisition costs in a competitive landscape. With AI adoption accelerating, expectations have shifted: 74% of consumers now anticipate round-the-clock service, and memory-rich AI emerges as essential for contextual personalisation. Yet surveys reveal only a minority of customers provide direct feedback, forcing companies to rely on behavioural signals amid survey fatigue. Non-obvious tensions include the trade-off between automation efficiency and human touch. While AI handles routine queries, mishandled escalations erode trust faster than before. Brands risk over-investing in tech without addressing foundational reliability, leading to fragmented journeys. Conversely, those mastering relevance—delivering timely, permission-based engagement—gain an edge in retention and advocacy. Australia's market mirrors global patterns but with local intensity: retail leadership sets benchmarks, yet sectors like finance and telecom lag, amplifying competitive pressure.