Marks & Spencer has ranked as the top retail brands for customer experience in this year’s ‘Customer Experience Report’ from service design consultancy, Engine.
In last year’s report, the top spot was occupied by Amazon, which also ranked as the top brand for customer experience across all sectors in the same report.
Top 10 retail brands for customer experience in 2019:
- Marks & Spencer
- Tesco
- Amazon
- Asda
- John Lewis
- Next
- Primark
- Sainsbury’s
- Waitrose
- Morrisons
As a sector, retail retained third place for providing the best customer experience, behind foodservice and restaurants and hotels and hospitality, which jointly came in at 1st place. The retail sector has consistently ranked in 3rd place in the report since it was first commissioned in 2014.
Joe Heapy, co-founder and Director of Engine, commented: “One of the big shocks of this year’s report was Amazon’s fall from top place across all sectors and brands, into third place for retail brands. What we’re witnessing is a shift in trust. Our report this year revealed that the most trusted brands are those that have both an online and a physical high-street presence, as cited by over 36% of respondents versus 14% who say they trust online only brands”.
He added: “Traditional omni-channels brands are reclaiming ground on previously digitally-orientated retailers. Now we’re seeing Amazon invest in physical touch-points, and all retailers are investing heavily into deep integration across all customer channels – both digital and physical. The most successful brands are those that are easiest to deal with across the whole of the customer journey, from point of sale through to dealing with customer returns and cancellations”.
