The Customer Experience Excellence Centre


To create brilliant experiences, we work hard to understand what ‘brilliant’ means to customers around the world. The Customer Experience Excellence Centre is dedicated to this goal.

We focus on understanding the external and internal characteristics of the organisations that excel. Our work is grounded in an evolving four year programme of research. We do this independently and globally, allowing our clients to learn without bias from the world’s best brands.

The Excellence Centre publishes updates throughout the year, allowing Nunwood consultants to integrate a real definition of best practice into every one of our engagements – whether strategic consultancy or customer experience measurement.

The Knowledge base: Click for the Top 20 performers in each market

2014 UK Excellence Centre results logoOver 7,500 customers surveyed

Evaluating over 250 brands

The Six Pillar™ Benchmark scores

2014 UK Top 20

2013 UK results

Over 7,500 consumers took part

‘Integrity’ was a key theme in 2013

loyalty and advocacy are crucial

UK Top 20 brands

2013 Australian Results

 Opinions from 5000+ Australians

FS brands in abundance

Brands need to balance propositions

Aus Top 20 brands

2012 USA results

Survey of over 7,000 Americans

Creating ‘Personalised’ CX’s

Masters of CX design

USA Top 20 brands

Understanding the Six Pillars of Customer Experience Excellence.

The Six Pillars of customer experience excellence

The drivers of commercial value

Our partners draw on the Six Pillars to isolate gaps in customer experience delivery and provide best-in-class thinking on how these weaknesses can be overcome.

We welcome participation and interest from customer experience professionals from around the world. Please register to access:

  • New Excellence Centre reports pre-launch
  • Full rankings and white paper analysis
  • Face-to-face presentations tailored for your business (for featured brands only)
  • Opportunities to attend webinars (for all CEM practitioners)
  • Invitations to forthcoming events
Click to register

The Six Pillars by relevance:













Relative performance in driving loyalty and advocacy


The Six Pillars explained:

These six pillars have been validated in all verticals and across the USA, United Kingdom and Australia. Their impact on customer behaviour, such as loyalty and advocacy, has been modelled and confirmed.


Using individualised attention to drive an emotional connection

Personalisation involves demonstrating that you understand the customer’s specific needs and circumstances and will adapt the experience accordingly. Use of name, individualised attention, knowledge of preferences and past interactions all add up to an experience that feels personal. It makes the customer feel important and valued and begins to build an emotional connection.



Being trustworthy and engendering trust

Trust is an outcome of consistent organisational behaviour that demonstrates trustworthiness. There are trust building events where organisations have the need to publicly react to a difficult situation, and trust building moments where individual actions by staff add up to create trust in the organisation as a whole. Behavioural economics teaches us that we trust people we like. The ability to build rapport is therefore critical in creating trust.

Time & Effort


Minimising customer effort and creating frictionless processes

Customers are time poor and increasingly are looking for instant gratification. Removing unnecessary obstacles, impediments and bureaucracy to enable the customer to achieve their objectives quickly and easily have been shown to increase loyalty. Many companies are discovering how to use time as a source of competitive advantage.



Managing, meeting and exceeding customer expectations

Customers have needs and they also have expectations about how these needs will be delivered. Customer satisfaction is the difference between expectation and actual delivery. Understanding, delivering and, if possible,- exceeding expectations is a key skill of great organisations. Some organisations are able to make statements of clear intent that set expectations (e.g. “never knowingly undersold”), others set the expectation accurately (“delivery in 48 hours”). And then delight the customer when they exceed it.



Turning a poor experience into a great one

Customer recovery is highly important. Even with the best processes and procedures things will go wrong. Great companies have a process that not only puts the customer back in the position they should have been in as rapidly as possible, but they also make the customer feel really good about the experience. A sincere apology and acting with urgency are two crucial elements of successful resolution.



Achieving an understanding of the customer’s circumstances to drive deep rapport

Empathy is the art of letting the customer know that you can genuinely understand what it is like to be in their shoes. Empathy creating behaviours are key to establishing a strong relationship and involve the telling of personal stories that reflect back to the customer how you felt when in similar circumstances. Then going the extra step because you understand how they feel.

6PS: The Six Pillar System®

The customer experience excellence centre explores global best practice: it is a constantly updated source of practical knowledge that we apply every day to our clients’ challenges.

The Six Pillar System® (6PS®) is how we integrate best practice into daily life. It shows precisely what our clients need to do to deliver brilliant experiences and creates a direct analytical link between our work and relevant, detailed best practice from around the world.

Click to learn more

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