cover story
“One theme which unites the brands in the top 10 is the way in which they put their
employees first. Staff members appear enthusiastic about the brands they represent,
and they are invariably proud to work for them. This is most apparent with first direct,
whose staff offer a remarkably consistent experience; one customer even stated that
they felt as if they were talking to the same person every time”
first by name and first by nature
RANK 14
The top 10 brands have ably demonstrated their dedication to
continual improvement, and it is therefore unsurprising to see first
direct at pole position in the customer experience excellence
rankings. Indeed, many financial services brands have seen a marked
improvement in 2014, and first direct is no exception, with a
customer base that comprises of "fans" rather than everyday clients.
It also boasts a dedicated team of knowledgeable staff members,
who are committed to resolving issues within a short timeframe.
Meanwhile retailer John Lewis has landed in second place, showing
particular aptitude in resolving customer concerns and turning
negative experiences into positive ones (the brand refers to this
process as ‘heroic recovery’). John Lewis has also been praised for
the product knowledge displayed by its enthusiastic team members.
In third place is the online television-based retailer QVC, which
displayed particular strengths in customer empathy, offering
information and advice to its viewers and followers in a placid, downto-earth manner, more akin to a chatty family member than a
hardened salesperson. A full list of the top 10 brands can be found in
the graphic below:
BRAND
CEE 14
RANK 13
1
8.42
▲
3
2
8.33
▼
1
3
8.30
▼
2
4
8.22
▲
7
5
8.17
▼
4
6
8.04
NEW
-
7
8.00
▲
10
8
7.95
▲
26
9
87.90
▲
12
10
7.89
▼
6
Nationwide make top 10 for first time
Nationwide is particularly worthy of note, attaining a top 10 position
for the first time. It is riding the crest of a success wave for financial
services brands, and there is a growing sense that customers are
regaining their trust in the banking sector, with higher Integrity scores
being noted across the board. Moreover, much of Nationwide's
success can be traced back to its successful On Your Side
advertising campaign