Posted: 8th December 2010

Acting on customer insight for the ultimate customer experience

Research Magazine published an interesting article in this month’s issue about ‘ How customer insight drives customer experience’. The article lists the top ten UK brands for customer experience, taken from market research company Nunwood’s top 100 league table.

The three brands that interested us most were firstly First Direct, who constantly talk to their customers about how they can improve, and measure performance as a way to making business improvements. According to Natalie Cowen from First Direct, “It’s about creating an effortless and enjoyable process – which are ideas that don’t always go with banking.”

Marks & Spencer very clearly listen to customer feedback, addressing concerns and displaying in store progress they are making with issues identified as customer concerns, for example their commitment to reducing packaging as part of their Plan A Commitments.

Topping the league for customer experience is Amazon. Amazon’s use of customer insight to improve the customer experience with its ‘recommendation engine’ is truly exemplary, and they do not disappoint in any of the other customer touch points either, making great use of customer reviews, all with the aim of improving the customer experience.

It will be interesting to see which new customer experience champions will emerge in 2011.

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