John Lewis tops list of UK’s favourite brands

John Lewis has been named as the top brand for customer experience by UK shoppers, according to a new study by Nunwood, while previous number one Amazon was pushed into fourth after coming under fire for the amount of corporation tax it pays.

John Lewis

John Lewis scored 8.25 out of a possible 10, enough to move it from its position in second last year to top the poll in 2013. QVC came in second, making an entry onto the list for the first time with a score of 8.23.

Click here to read our in-depth feature about the research

First Direct came in third overall and was the top financial services brand with a score of 8.19. Previous favourite Amazon came in in fourth with a score of 8.18 after its brand was dented by not paying UK corporation tax.

Nunwood director David Conway says: “We’ve seen Amazon – which has topped the list for the past three years – drop to fourth place and much of that is to do with the adverse publicity it received [regarding its tax arrangements]. It goes to show that no matter how good you are at managing your day-to-day operations, you also need to manage reputational risk because that plays a big part in people’s mindsets and how they feel about you as a brand.”

Nunwood sampled about 7,500 UK consumers, about their customer service experience in the past six months. Brands were then weighted to create a CEE Metric based on personalisation, time and effort, expectations, integrity, resolution and empathy.

In the travel sector, Virgin Atlantic was the top choice, while M&S won out in the grocery retail sector. Tesco Mobile beat out Giff Gaff and PlusNet in the telecoms sector, with no other telecoms company making it into the top 100.

Nunwood’s Top 10

John Lewis
First Direct
Virgin Atlantic 
M&S Food 



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