Aldi top for customer satisfaction

Aldi: this year's summer campaign features the Brownlee brothers
Aldi: this year's summer campaign features the Brownlee brothers

Aldi has been named the top supermarket for customer satisfaction, overtaking Marks & Spencer and Waitrose.

The Institute of Customer Service found that Tesco, Asda and Co-op Food are the worst for customer service.

The biannual study explained there is a correlation with market share and customer satisfaction. It found that those retailers with happy customers had a sales growth of 10.7% compared with 1.8% for those with below average satisfaction.

It added: "Customer service is therefore a driving force behind those who reaped the benefits of this sector growth – and those who fell behind."

Amazon was once again voted the top for customer satisfaction for the third consecutive time. The online retailer was followed by First Direct in second place, and John Lewis in third.

Jo Causon, chief executive at The Institute of Customer Service, said: "Business leaders need to reflect on the fact that customer priorities are changing; failure to do so increases the risk that organisations will sleep-walk into a situation where the investment they make in customer service no longer delivers the sort of return that is necessary for long-term business success."

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