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Top Performers In The 2nd National CX Report

Posted By CXi, 18 October 2016

Here’s a snapshot of the key findings of the Ireland Customer Experience Report 2016 which has just been launched by Customer Experience Insights (CXi). The report was based on a national survey and aims to raise the level of customer experience (CX) excellence in Ireland. 

The top ten ranked companies for CX in Ireland:

Rank

Brand

Sector

1st

Irish Credit Union

Financial

2nd

Lush

Retail

3rd

An Post

Utilities

4th

Sam McCauley Pharmacies

Retail

5th

Citylink

Travel

6th

Peter Mark

Retail

7th

Boots

Retail

8th

Aldi

Supermarket

9th

M & S Retail

Retail

10th

Penneys

Retail

10th

M & S Simply Food

Supermarket

The local community dynamic and personal relationships are highly valued in Ireland. It helps to explain why the Irish Credit Union, An Post, Sam McCauley and Peter Mark feature among the best performers in the survey. 

This year’s top ten performers include an interesting mix of value and premium brands.  It looks as if Irish people are beginning to loosen the purse strings again, to reward themselves, but in a much more selective fashion than previously and very often with companies who provide a superior experience. 

For example, the biggest mover in the survey was Peter Mark which went up 47 places to number 6.  Customers place great trust in their hairdresser and the company empowers staff to build on that, providing a tailored personal service. Boots and Sam McCauley Pharmacies do something very similar in their sector while a host of new entrants, all of whom actively encourage staff to engage with customers, have all performed well. These include Lush, the highest new entrant at number 2, homestore + more which came in at number 12 and Tiger at 26.

Several value brands were also highly rated by consumers and overall the supermarket sector is the best performing sector.  top performer. Aldi (8) is the leader and Lidl is not far behind at 13. Penneys (10) was viewed as best for loyalty while Dealz (22) was best for value.

While still lagging the UK and the US, Ireland has seen a modest uplift in its overall CX score in 2016 with the top 10 brands in particular seeing improvements.  Last year only 3 brands would have made the UK Top 10, this year the number is 5.

The findings show it is the Expectations pillar which continues to be the most significant gap for Irish businesses and this indicates that companies here are still over-promising and under-delivering. You can download the report here.


ABOUT THE AUTHOR

CXi is a community of likeminded professionals tasked with achieving CX excellence within their organisations. They provide services including consumer research (resulting in the CX Ireland 2016 Report, customised CX de-briefs and CX networking and professional development events.


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