Nunwood Debuts Customer Experience League

UK-based Nunwood has launched a league table of national and international brands rated on customer experience. Online retail giant Amazon tops the overall list, based on feedback from 5,500 consumers.

Respondents gave over 100,000 company ratings covering 170 well-known brands. Questions covered the extent to which brands met or exceeded expectations, how much they were able to achieve their objectives - whether buying or using a product or service - and how pleasurable the experience was.

A variety of sectors are covered, with supermarkets rated highest, followed by eating out, retail, travel, telecoms and finance; and power and utility companies at the bottom of the heap. Leaders in each sector were: Waitrose for supermarkets; Virgin Atlantic among travel companies; Tesco Mobile among telecoms companies; Amazon for retail; Nandos amongst restaurant chains; and First Direct for finance.

David Conway, Strategy Director at Nunwood and responsible in 1999 for the launch of a previous customer satisfaction leader, Smile bank, comments: 'Today's world is less about ploughing cash into advertising and more about delivering an experience which fits in with your customers' ideals... Clearly, unless customers feel they are being understood, engaged and well treated, a company's image is worthless. That is even more the case today, when online purchase and social network exchanges, mean that loyalties can be won and lost infinitely more quickly.'

The firm has offices in Leeds, London, New York, Amsterdam, Sydney and Auckland. The full table is at www.nunwood.com/top100 .