Customer satisfaction in the UK has improved for the first time in three years, according to new research published this week by KPMG Nunwood.
The researchers asked 10,000 consumers about UK brands, revealing substantial progress in the quality of experience that companies provide.
Notably, First Direct bank topped the table of all UK brands, having previously also held the top position in 2014. Lush dropped to third place, while John Lewis climbed to second place. The success of First Direct reflects various other research into customer loyalty and customer satisfaction (see blog article dated 24.08.16).
Overall, the grocery sector led the way in terms of customer experience, despite facing a challenging trading environment. In the ‘battle of the supermarkets’ M&S Food performed best, ranking seventh in the overall table, followed by Waitrose in 12th position and Ocado in 13th position.
Adrian Clamp, UK Head of Customer Advisory at KPMG said: “In a world of rapidly changing customer behaviour and rising expectations, our research tells us that many UK companies need to sharpen their customer strategies and learn how to put customer experience at the heart of their business.”
“In order to differentiate from the competition, and leave a positive impression on consumers, companies can no longer rely on tried and tested methods. Winners in the race for customer loyalty are those that have learned how to harness customer insight data and technologies to deliver positive memorable experiences every time.”
2016 UK Top 10
1. First Direct
2. John Lewis
6. Richer Sounds
7. M&S Food
= 9. Nationwide Building Society
= 9. Apple Store
KPMG Nunwood, London, September 2016