Aldi named top supermarket for customer service

21st Aug 2017

Aldi has been named as the top-performing supermarket in the Retail (Food) sector in the UK for customer satisfaction.

Overall, customer satisfaction in the sector is at its highest point in four years, scoring 81.5 out of 100. It is the sector with the most right first time experiences and the highest scores for addressing complaints.

It is also the second highest scoring sector. Its Customer Satisfaction Index score (CSI) of 81.5 is 3.3 points higher than the UK all-sector average and 0.5 points higher than a year ago.

Customer satisfaction is much higher among customers who used an organisation regularly (on most days, a CSI of 84.8) than for those who had recently used an organisation only once (76.1).

Aldi was the top scoring supermarket, with a CSI rating of 84.3, followed by Waitrose (84.1) and M&S (84.0).

And while the sector is performing well above the UK average, The Institute of Customer Service believes that further improvements can be made with the development of engaged, competent and emotionally intelligent staff.

It said: “The Institute’s research into customer priorities shows that employees’ attitudes and competence are among the most important attributes of the customer experience.

“This is especially crucial in the Retail (Food) sector because of the high proportion of “in person” customer interactions. Investing in employees’ knowledge, emotional intelligence and problem solving skills is therefore central to improving customer service. 

“Achieving consistency of performance requires an organisation’s commitment to employee engagement, training and development not as ad hoc initiatives but as proactive, authentic, ongoing strategies.”

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