Brands are failing to engage with customers, study says

Some of Britain’s biggest brands are failing to engage effectively with the majority of their customers, according to a study.

Boots ranks top for engagement

Over three-quarters (77%) of people believe that companies are not connecting with them, according to a survey by online research company CCB fast.MAP on behalf of direct marketing agency Targetbase Claydon Heeley (TBCH).

Ten companies across different sectors were ranked by how much their customers “loved” them.

Customers of Barclays, Boots, British Gas, BT, Easyjet, Google, Lloyds TSB, MBNA, M&S and the Post Office were ranked according to a number of criteria including whether they “make time to reward”, “relate to me the best” and on their deals and offers.

Boots came top on TBCH’s “Customer Relationship Value” matrix with a rating of 29.6%, scoring relatively positively when customers were asked whether the retailer “made time to reward me”.

Marks & Spencer was second on 28.6%, while Google was third on 28.5%.

Credit card brand MBNA, British Telecom and British Gas were ranked the lowest on 16.9%, 17.9% and 20% respectively.

The survey was conducted in June 2009 and results were based on 1,200 respondents.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here