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
3.
Lush
4.
Emirates
5.
Amazon
6.
Richer Sounds
7.
M&S Food
8.
Giffgaff
=
9. Nationwide Building Society
=
9. Apple Store
REFERENCE
KPMG Nunwood, London, September 2016