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Iceland comes top in ICS supermarket satisfaction survey

Iceland has been named as the best supermarket in the UK for customer satisfaction.


Iceland comes top in ICS supermarket satisfaction survey

Iceland has been named as the best supermarket in the UK for customer satisfaction.

The UK Customer Satisfaction Index published by The Institute of Customer Service has revealed that although Waitrose and Aldi have both topped the index in previous years, they have lost ground and come in second and third place respectively this year.  

Meanwhile, Iceland has climbed 37 places in the rankings since last year.

The UK’s big four supermarket chains make up the bottom end of the top ten. The report reveals that Morrisons, Sainsbury's, Asda and Tesco are losing out compared to competitors in areas such as trust, transparency and reputation.

Iceland’s customers were shown to highly trust the brand, scoring it 8.4 out of 10 for transparency. The frozen food retailer, along with Waitrose, also lead the way for ‘caring for customers’ with a score of 8.3, whilst Asda and Tesco scored 7.8.

Jo Causon, chief executive of The Institute of Customer Service, said: “Maintaining consistency will be key to building trust and sustainable success for Iceland and other brands in the sector.

“In a highly competitive sector, organisations need to maintain a constant focus on understanding their customers’ needs, high standards of employee helpfulness and competence, quality and range of products and competitive pricing.

“At a time of dynamic change and intense competition, it is worth remembering that over the last three years the supermarkets who have outperformed the sector average for customer satisfaction have achieved the strongest revenue growth.”

The top ten supermarkets in the July 2018 UKCSI are as follows: 

1. Iceland
2. Waitrose
3. Aldi
4. M&S (Food)
5. Lidl
6. Sainsbury's
7. Tesco
8. Asda
9. Morrisons
10. Co-op (Food)

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