KPMG Nunwood

UK Customer Experience Excellence Analysis 2016


Non-Grocery Retail

The retailer Marks and Spencer shares 16th place with and M&S Bank, and is a worthy addition to the UK top 20. It is one of the staples of the British high street, having been trading since 1884, and it has a reputation for high quality products that are consistently delivered. As with many other companies at the top of this year’s CEE, these values are reflected in a strong pillar score for Integrity, with M&S effectively demonstrating that it is an upright brand with its customers’ best interests at heart.

And despite its long history and established reputation, M&S has not been ambivalent about its place in the retail sector, particularly in the aftermath of the recent recession which saw the closure of a number of cherished retailers. The company has continued to be forward-thinking in is approach to CX management, embracing new ideas and technologies to make life easier and more convenient for the pressured shopper.

An example of this can be seen in the form of large tablet computers, which have started to appear on the shop floors of some of its outlets. They resemble oversized smartphones, and they act as a database for the brand’s products, allowing customers to search for items and learn more about them without having to spend the time navigating a large store. Shoppers can also use these devices to pay for items, as some of them come with built-in chip and pin machines, and in addition, the tablets can walk customers through their buying decisions. For instance, when purchasing a duvet, the software asks the customer “how warm” they would like the item to be, and it then tailors its recommendations accordingly.

As such, two of M&S’ strengths are undoubtedly in the pillars of Personalisation and Time and Effort, where the retailer achieves respective scores of 7.99 and 8.37. And yet it does not rely solely on software to make its in-store experiences more efficient. Shoppers often find that there are employees on-hand to help them with any issues, and they are usually well-trained in being able to adapt their approach based on the specific needs of the moment. As one customer commented: “There is always a member of staff ready to help with any problems you have and always make you feel welcome.”

M&S has enjoyed a top 20 position for several years, and it is clear that there has been little wavering in its approach to the customer. Furthermore, it has risen a substantial five places since 2015, so there is every possibility that it could enjoy further success as it heads into the next 12 months.

Company Profile

M&S is one of the UK’s leading retailers, with 1,382 stores worldwide. We are committed to delivering sustainable value for our stakeholders and making every moment special through the high quality, own brand food, clothing and home products we offer in our stores and online, both in the UK and internationally.











Time and Effort