Propelled to first and fifth place among French companies, Chanel and Dior have made great progress in the latest ranking of customer experience excellence compiled by KPMG. The two luxury houses have distinguished themselves through their empathy with their customers and their efforts in the area of ethics.
For the luxury sector, the customer experience is now as important as the product…
It is therefore no surprise that two major companies in the sector, Chanel and Dior, took first and fifth place in the sixth annual Customer Experience Excellence (CEE) study, conducted by the firm KPMG.
They thus share the ranking of the ten French companies praised for their customer experience, with five mass market brands – Okaïdi-Obaïbi (2nd), Nespresso (3rd), Krys (4th), Nocibé (7th) and Optic 2000 (8th) – and three amusement parks – Puy Du Fou (6th), Parc Astérix (9th) and Futuroscope (10th).
7,000 French consumers
Every year, KPMG’s EEC study takes stock of developments in best practices in customer experience around the world. In 2024, consumers from 23 countries took part in the study, including more than 7,000 consumers in France, representative of the population, who were able to evaluate brands with which they had interacted in the previous six months.
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Featured photos from left to right: Chanel shoe boutique recently opened in Zurich © Chanel – Silhouette from the Dior Fall-Winter 2025-26 ready-to-wear fashion show © Dior
