Mystery Shoppers

Featured Article April '09

Getting Satisfaction

CFI Group has launched a National Consumer Satisfaction Index (NCSI-UK) for retailers.

The main figure is that, on a 0-100 scale, retailers scored of 74.8 points.

Leading the pack was e-commerce companies with a score of 82.  They were followed by department stores on 76, petrol stations on 75, while supermarkets and electrical retailers came in last, both on 74.

NCSI-UK is based on the University of Michigan’s American Customer Satisfaction Index and gathered data from nearly 6, 000 consumers.

While satisfaction with petrol stations seems largely driven by lower prices at the pump everywhere else had succeeded through a combination of value, service and overall experience.

Sheri Teodoru, CEO of the CFI Group, emphasised that price isn’t the sole determiner of a purchase said that ‘companies that provide the most satisfying experience stand the best chance to thrive.

This was backed up by Patrick Barwise, Emeritus Professor of Management and Marketing at London Business School’s statement that ‘price alone rarely wins the battle for customers.’  He added ‘high quality merchandise and good customer service will differentiate a retailer.

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