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Lakeland in customer experience top ten

Four housewares retailers are in the top ten brands in KPMG’s Customer Experience Excellence ranking for 2020, Lakeland retains its place in the top ten at number seven (down one place from 2019).

John Lewis goes up nine places in the rankings, coming fourth in the list, while shopping channel QVC takes second place (up eight places). Meanwhile M&S Home and Clothing is up ten places from last year, making it number nine.

The top 50 also includes Next (slipping down at 33), online electricals retailer A0 (down at number 36), and Amazon (down at 41).

Referring to the major behavioural shits caused by the coronavirus pandemic, KPMG Nunwood Excellence Centre refers to the ‘New Customer’. This is described as: ‘One who has less to spend, is increasingly digital and displays unfamiliar patterns of demand.’ The centre suggests there are now ‘six key pillars’ to delivering the best customer experience: integrity (and trustworthiness), resolution and innovation; expectations; time and effort; personalisation; and empathy.

The list includes a variety of other businesses, including banks (First Direct claims first place again), hotels and restaurants.


Top: Lakeland’s stores in Lincoln and Newcastle.

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