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.



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