High street retailer Lush is providing the best customer experience in the UK according to new research. The ‘Customer Experience Excellence Centre’ analysis from customer specialist KPMG Nunwood found that Lush came out on top amongst 10,000 consumers. It was ranked in fourth place in the same analysis last year. Online bank First Direct, which topped the list in 2014, slipped slightly to second with department store John Lewis being nudged down from second to third. Hi-fi and TV specialist Richer Sounds made a huge leap from 22nd place last year to fourth in this year’s list. American Express was another huge climber shooting up from 49th in 2014 to 8th this time around. Shopping channel QVC was fifth, with online giant Amazon in sixth, Skipton Building Society in seventh, online grocer Ocado in ninth place and online appliances group AO in tenth. KPMG said that groups such as Richer Sounds and American Express had made such a huge improvement in their scores as they saw “customer experience as the new marketing ensuring it permeates everything the business does”.
Overall however it slammed British businesses for making limited progress in improving customer experiences. It said the “Class of 2015 could do better” with no overall improvement in 2014’s average score. It said this reflected poorly on UK companies chances of being able to compete with international rivals. Compared with their international counterparts on the global stage KPMG said UK brands were being outperformed with average scores five per cent lower than the US. “The majority of organisations are struggling to shine despite increasing levels of investment and focus,” KPMG said. “In certain sectors such as telecoms, logistics and grocery retail performance has declined rather than improved.” It added that much maligned utility companies and non-food retail brands had made the biggest improvements over the last 12 months.
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