18th Jul 2018
The most recent UK Customer Satisfaction Index (UKCSI), published on 5 July, has revealed Iceland as the highest scoring supermarket for the first time.
ALDI and Waitrose have topped the sector table in recent years, but the highly competitive marketplace has seen ALDI’s score fall by 1.7 points since 2017.
Iceland has climbed 37 places in the rankings since last year’s index, seeing off Aldi and Waitrose to lead the way on trust and customer care.
M&S food and Lidl made up the rest of the top 10 food retail rankings. The UK’s four biggest supermarket chains (Morrison’s, Sainsbury’s, ASDA and Tesco) all made up the lower end of the top 10.
Iceland’s customers have a high trust in the brand, giving it a score of 8.4 out of 10 for transparency, compared to the ‘big four’ scores of 7.8 or 7.9. Waitrose and Iceland topped the charts in terms of ‘caring for customers’ with a score of 8.3, while ASDA and Tesco scored 7.8.
Jo Causon, CEO of The Institute of Customer Service, said: “In a highly competitive sector, organisations need to maintain a constant focus on understanding their customer’s needs, high standards of employee helpfulness and competence, quality and range of products and competitive pricing.”
Iceland’s introduction of Vegan ice cream, affordable luxury ranges, and a pledge to eliminate plastic from its own brand products by 2023, has clearly resonated with its customers.
Their vegan products outselling non-vegan equivalents goes to show the importance of considering the customers needs.
Causon pointed out the correlations between customer satisfaction and revenue growth, stating that, “Maintaining this consistency will be key to building trust and sustainable success for Iceland and other brands in the sector.”