Iceland supermarket came out on top of one of Britain’s largest retail customer satisfaction surveys.
The UK Customer Satisfaction Index asks 10,000 consumers to rate their experiences with retailers, from complaints handling to ease of shopping, in various sectors.
In the supermarket segment Iceland topped the charts on several indicators, including quality of advice, being kept informed, ease of doing business, and ability to interact with the organization.
It was also the only supermarket to break into the overall top ten, coming in tenth place, with Amazon ranked number one.
In January, Waitrose topped the consumer satisfaction polls, while Aldi won the best UK supermarket award from Which? magazine, and Grocer of the Year from The Grocer in June.
Aldi and Lidl received the joint highest rankings on price price satisfaction, while Sainsbury’s topped satisfaction for how complaints are dealt with, with Asda coming in last. Food retailers as a whole had less complaints than the overall retail sector.
Morrisons came out on top of the “customer effort” score, a ranking on how easy it is for shoppers to get what they want, with Asda finishing last.
Despite being above the retail sector average, overall satisfaction in food retail was down marginally this year, by 0.1 point to 81.2 percentage points.
The report also revealed that nearly 70 per cent of shoppers use two or three different supermarket brands per month.
The full ranking of customer satisfaction finished:
- Iceland
- Waitrose
- Aldi
- M&S
- Lidl
- Sainsbury’s
- Tesco
- Asda
- Morrisons
- Co-op food
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