Yorkshire Times
Voice of the North
6:05 PM 10th September 2019

Northern Brands Make Up Tenth Of Uk’s Top 100 For Customer Experience

Businesses headquartered in the North account for one in ten of the UK’s top 100 best performing brands for customer experience, according to the latest analysis from KPMG Nunwood.

In the report, Power to the People, KPMG Nunwood reveals that British brands are slowly but steadily improving their customer experience, with retail and financial services continuing to lead the way.

Ranking the UK’s top 100 brands based on their customers’ satisfaction levels, the report names Leeds-headquartered financial services business first direct as the UK’s top performing brand for a second consecutive year.

Yorkshire businesses in the top 100 include Skipton Building Society (29, Skipton), Green Flag (36, Leeds) and Asda (100, Leeds).

Across the brands surveyed, Leeds-based Green Flag was the second highest climber, with the roadside recovery business improving its ranking by 95 places after significant investment in its customer app.

The national picture

Now in its tenth year, the Customer Experience Excellence (CEE) analysis reveals the second year of improved performance, with the overall CEE score1 of UK businesses increasing from 7.13 in 2018, to 7.21 this year. This follows a record low of 7.08 in 2017, when brands very visibly struggled to keep pace with what customers expected of them.

KPMG Nunwood’s survey of over 13,000 consumers calculates a weighted average score for each brand based on six key pillars relating to customer experience.

Looking at this year’s results in more detail, first direct, Monzo, Lush, John Lewis Finance and Richer Sounds secured the top five spots in the ranking. Meanwhile, Mothercare, Green Flag, Yo! Sushi, Pizza Express and Prudential were this year’s biggest upward movers.

Non-grocery retail, grocery retail and financial services have been the sectors to consistently perform best, however this year’s analysis saw utilities and the public sector note the biggest improvements, with a 3% and 4% increase in their CEE scores respectively.

Commenting on the overall findings, Tim Knight, Partner at KPMG Nunwood, said: “This year, we see an increasing number of brands getting real returns from their hard work to improve their customers’ experiences, after many false starts and a record low in 2017. However, keeping pace with rising customer expectations continues to be extremely tough.

“It’s bodes well to see household names from across the UK represented, including the North, as cross-category leaders continue to set new levels of performance, raising the bar for everyone, regardless of sector or region. This year’s research shows that it’s those brands with the most motivated employees that are best reacting to change, whilst also generating the best returns for shareholders.”