Amazon tops UK service charts

10 October 2011

LONDON: Amazon, John Lewis and Virgin Atlantic are the brands which UK consumers believe provide the strongest levels of customer service, according to a new survey.

Nunwood, the consultancy, asked 7,300 adults to rate firms they had done business with in the previous six months, covering areas like meeting their needs and expectations, and how easy the purchase process was.

Amazon, the ecommerce giant, retained the top spot it held in the same study last year, posting 8.29 points out of a possible ten, ahead of John Lewis, the department store chain, in second on 7.83 points.

"There is a really strong emotional connection to Amazon, which for an online retailer is quite extraordinary," David Conway, Nunwood's strategy director, told Marketing Week.

"The people surveyed say they love it because of the breadth of the product, the recommendations and the fact the brand delivers goods on time or early."

Virgin Atlantic, the air carrier, took third on 7.78 points, beating fourth-placed Emirates, operating in the same sector, with 7.72 points.

Marks & Spencer's high-street apparel stores occupied fifth after receiving 7.64 points, and the company's Simply Food branches also generated 7.62 points.

Millie's Cookies claimed joint sixth, logging 7.62 points, having benefited from running "mystery" shopper tests with real customers 13 times per year, Justine Noades, the firm's marketing director, said.

"There is a lot to make sure we get right, first in terms of the store environment, the point-of-sale marketing and the product range," she added. "We are looking to innovate in the next six months and also want to up our digital and social media presence, developing our website further."

Meanwhile, Hilton, the hotels group, scored 7.59 points, and was followed by Krispy Kreme, the doughnut brand, which registered 7.57 points and closed out the top ten.

"We try to make the Krispy Kreme experience more than just the doughnut," said Judith Denby, Krispy Kreme's CMO. "Krispy Kreme does not staff the concessions, but we control as much of the sales process as we can."

"We control what we sell and how it looks and it is presented to the customer as closely as possible [to our own outlets] when it is not in our store."

Data sourced from Marketing Week; additional content by Warc staff