Many of the world’s top car makers continue to undervalue customer experience, according to KPMG’s newly released 25th Global Automotive Executive Survey. Just 16% of executives identified customer satisfaction as critical to long-term profitability, with most still focused on productivity as their main driver of performance. Even so, many executives are outwardly confident they are meeting customer needs, with nearly 60% of those surveyed saying they are ahead of their customer satisfaction targets. According to its latest Global Customer Experience Excellence report, KPMG further found that brands that lead on customer experience are those that prioritise personalisation and integrity - two areas where the sector often lags behind its own self-perception. In our research, the leading companies rank customer satisfaction as five times more vital to business success than their peers.