THE BRAND THAT Irish people have the best experience with is the Credit Union.
In a new study into consumer confidence, the financial institution came out on top when customers were quizzed on a number of categories determining consumer satisfaction.
Following them in second and third place respectively were the National Concert Hall and Dublin Zoo.
The research has been carried out by Customer Experience Insights (CEXi), a Dublin-based company that focuses on consumer experience.
Speaking about the results, Inga Ryan, director of CEXi said that the Credit Union had performed well due to its “ethos and culture”.
“Credit unions are deeply embedded in the communities in which they operate. They are member owned organisations which provide a personal financial service to their customers,” she said.
It was also seen that retail and supermarket chains performed well across the study, with 13 of the top 30 places in the list taken up by this sector.
Speaking about the results, Gerard O’Neill of Amárach Research who carried out the study on CEXi’s behalf, the performance of a number of low-cost chains was interesting.
“The strong performance of Aldi, Penneys and Lidl is also interesting. If the survey was focused solely on price this wouldn’t be a surprise but they scored well across several customer experience categories including quality of service and empathy,” he said.
Across the board, utilities performed badly with Irish Water coming out last.
Methodology
CEXi has said that the purpose of the report being to create a measure of customer service that companies can measure themselves against.
A total of 2,700 Irish adults were asked about their experiences of brands. Consumers were asked to provide feedback on 10 to 12 brands each selected from a list of 151.
An average of 260 customers gave feedback on each brand.
What do you think? Does customer service actually matter?
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