A good start for deploying customer experience as a strategy for building your brand, is knowing where your brand stands in terms of CX. To that end we now provide for the first time in Belgium a Customer Experience Benchmark based on an approach which is already 20 years a reference in France.
A Belgian Benchmark for Customer Experience
Spotlight in the 2025 edition
The 2025 Spotlight on Customer Experience marks a significant evolution in our Belgian benchmark. This year, we broaden our scope with new brands and categories, and introduce ‘Experience Power’—a pioneering KPI that captures the brand-building impact of customer experiences.
Our research shows that brands grow by being meaningfully different, and the best performers translate their unique promises into tangible, emotionally resonant experiences. With this edition, we help brands move beyond fixing problems to unlocking the full potential of customer experience as a driver of growth and differentiation.
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We need to better understand how customer experience drives long term growth. Our benchmark results again reveal significant differences in CX delivery across categories and brands. |
Investing in Customer Experience (CX) is not just about retaining customers; it’s a powerful strategy for brand building.Kantar evidence shows that even more can be gained when deploying CX as a strategy for brand building. The results from our Customer Experience Benchmark were unveiled at a live event hosted by Kantar and UBA.
Here are some key insights:
- Customer experience drives brand growth more than advertising.
- Emotional connection sets brands apart—operational excellence alone isn’t enough.
- ‘Experience Power’ measures how CX boosts brand meaningfulness and difference.
Belgian Customer Experience Benchmark: For the second time in Belgium, a Customer Experience Benchmark is available, based on a methodology that has been a reference in France for 20 years. Customers of more then 64 brands evaluated their experiences on three pillars: Execution, Connection, and Emotion.
Key Drivers of CX:
- Ease of obtaining information
- Proactivity
- Surprise
Category and Brand Insights: The benchmark shows clear differences in CX delivery (Experience Pillars score) between categories, and also between brands. For some categories we see big differences in between the brands included (e.g., Argenta doing very well overall). In other categories we see little differences between the brands included. Also remarkable, I that physical stores (shopping hybrid) as a group do not outperform web stores as a group. One would expect a physical store would or should add to the experience. An opportunity missed?
Meaningful Difference: Our results show that to deliver Meaningfully Difference through experiences one must already perform well on the Experience Pillars Execution, Connection and Emotion. Argenta excels by “Being there for its customers,” IKEA by “Inspiring customers,” and Yves Rocher by treating each customer like royalty.
To build your brand through customer experience, understand what your customers need and what will make a meaningful difference for them. Stay true to your brand’s values and deliver exceptional experiences consistently.
New Measurement Tools: Kantar’s new CX measurement tools reflect this learning, moving beyond traditional metrics to include emotional resonance with customers.
Click on the download button at the top to get more details on the content. Don't hesitate to contact our experts to help your brand be more Meaningfully Different through experiences.