Customer experience in UK flat

Consumers generally felt their experiences with British brands were ‘average’ overall although a few businesses bucked that trend including challenger banks first direct and Metro Bank, and cosmetic retailer Lush.

These three companies took the top places in KPMG Nunwood’s Customer Experience Excellence (CEE) ranking as part of its Ignite growth: Connecting insight to action report.

2018 UK Top10 brands by CEE score:

Now in its ninth year, the latest CEE report showed the UK’s overall CEE score only moved from 7.08 to 7.13 and was below the previous 5-year average of 7.22.

A closer look at KPMG Nunwood’s Six Pillars of Customer Experience³ revealed that unlike last year, consumers did feel that brands were getting marginally better at meeting expectations and building better relationships with them. However, there was little movement in terms of personalisation, perceptions of brand integrity, or minimising a customer’s effort with easy interactions.

David Conway, director at KPMG Nunwood, said: “Many British brands have focused intensely on customer experience, but the majority of their efforts have yet to be recognised. Of the brands that are bucking the overall trend in this year’s analysis, one key commonality stands out: these businesses are customer insight driven.”