Acting on customer insight for the ultimate customer experience
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
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.