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In today’s marketplace, dominated by uncertainty and complexity, one thing is certain: unless customers feel they are being understood, engaged and well treated, any positive image an organisation has created is not going to last long.
While Brand Awareness and Brand Image are important measurements of brand strength, offering the ‘promise’ of an invisible ‘contract’, what really counts towards the true customer experience is the brand’s ability to deliver on its promise.
Customer Experience League
Customer experience has become an essential area for brands to monitor, especially when a negative experience can spread around social media at astonishing speed. A recent study produced a league table of UK and international brands rated on customer experience. 170 well-known brands across nine industry types were given ratings by some 5,500 consumers. Respondents were asked to consider their dealings with these companies, how they felt about their experiences and then rate these experiences across three categories:
• The degree to which the experience met their particular needs
• The ease with which these needs were met • The degree to which the experience met or exceeded their expectations
Finally, they were asked to explain the reasons why they gave the particular rating.
Top 30 customer experience brands
1 Amazon 2 first direct 3 Waitrose 4 Marks & Spencer (food) 5 John Lewis 6 Virgin Atlantic 7 Marks & Spencer (non-food) 8 Nando’s 9 Asda 10 TGI Friday’s 11 J D Wetherspoon 12
Play.com 13 Emirates 14 Café Rouge 15 Morrisons 16 Domino’s Pizza 17 Sainsbury’s 18 Wilkinson 19 Waterstone’s 20 Pizza Express 21 Frankie & Benny’s 22 Smile 23 Las Iguanas 24 Boots 25 RAC 26 Tesco Mobile 27 Zizzi 28 Tesco 29 Thomson 30 First Choice
iQ INSIGHT | 05
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