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Customer experience top 100 shows financials in the lead

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Indeed, the best risers on the rankings came from firms like Aviva, American Express and Prudential, who moved up the list by 81, 123 and 163 places respectively.

Karen Walker, customer service director of First Direct, first on the list, attributes this success to how the company is organised to make do on their promises to customers. “The kind of message that we push about customers’ satisfaction and the reasons to bank and believe in us are the same,” she said. “While we are comparable on price to others, it’s not all about value for money, it’s about service.”

Standard Life, now joint 67th compared to last year’s 176th, set up customer labs to obtain customer feedback. Simply listening to the customer’s needs has shot them up the list!

“We get a comprehensive and robust picture of customers’ experience when they deal with Standard Life,” said Jo Mayes, head of customer experience. “Fundamental to that is a programme that we have to take action on that feedback and drive improvements in the business.”

But why have supermarkets failed in the customer department? The report supermarkers have put too much focus on price. 

Retailers Wairose, M&S and Aldi are the only three to move up the charts this year; Asda fell eight places, while Tesco shot down the charts to number 60.
This shows that price isn’t the only motivation for customers to shop.

Nunwood director David Conway explains that “from the consumer perspective,” they expect both value and service. “You go to Waitrose and you get excellent staff, a good range and increasingly competitive pricing. At Sainsbury’s, Tesco and Asda, the perception is that they have lost ground both in the marketplace and from a customer experience perspective.”

These are the top ten:

  1. First Direct
  2. John Lewis
  3. QVC
  4. Lush
  5. Amazon.com
  6. AO.com
  7. Waitrose
  8. Nationwide
  9. Specsavers
  10. M&S

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