Waitrose and Marks & Spencer score well in customer loyalty league

Thursday, 02 July 2009

Waitrose and Marks & Spencer have scored highly in a survey on customer service.

An Institute of Customer Service survey reveals "world-beating customer service is thriving in the UK" and giving confidence to companies to look beyond the recession.

More than 46% of consumers think Britain is best for how well they are treated, surging ahead of the US on 25.5%.

Germany is a long way behind in third on 7.9% and other major European tourist destinations - France, Spain, Italy and Greece - all scored poorly.

Despite difficult trading conditions, almost 40 organisations or professions achieved a customer satisfaction score of 80% or above - the benchmark for world class customer satisfaction.

The study of 25,000 people revealed John Lewis is the best individual organisation and the first to top 90% in the ratings.

Other top performers include the Fire and Ambulance Services, Waitrose, Marks & Spencer, Mazda and the RAC.

Jo Causon, the Institute's chief executive, said: "This is an exceptional result for those 37 organisations from a wide variety of sectors, which achieved above 80%t - the benchmark for world-class customer satisfaction."

Overall, the UK achieved an average rating of 74% in the institute's UK Customer Satisfaction Index (UKCSI), up from 72% in the previous study six months ago.

Causon said: "The results show organisations are trying really hard to keep consumers satisfied, but we realise from the wide range of scores across the sectors that there is no room for complacency."

It is those companies that take customer service seriously that are reaping the rewards and will continue to do so beyond the current economic gloom, says the institute.

The UKCSI allows consumers to rate service across 13 public, private and third sectors - covering professionalism, quality and efficiency, ease of doing business, problem solving and timeliness.

Causon said: "Striving to offer world-class customer service gives your business the best chance of getting out of the recession sooner - and stronger.

"Putting customers at the heart of your business improves employee performance, which increases corporate performance and makes organisations more competitive.

"We know individuals and businesses have less money to spend and are more careful where they spend it.

"Research shows that taking customer service seriously can produce 24% more profit. Even a 5% jump in customer loyalty can boost profits by between 25 and 85%."

Top 10 success stories:

• John Lewis (90.9)

• Fire Service (89.8)

• Waitrose (87.1)

• M&S - food (87.0)

• Ambulance Service (86.4)

• Mazda (86.2)

• RAC (86)

• M&S - non-food (84.5)

• P&O Ferries (83.9)

• Center Parcs (83.8)

Source: Institute of Customer Service

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