Iceland tops customer satisfaction rating for second time

Iceland has been named as the “top supermarket for delivering customer satisfaction” for the second time in a row, according to new figures released by The Institute of Customer Service.

According to the group, the retailer is the highest ranking supermarket scoring 83.2, sitting above the national average of 77.7, which incorporates metrics around quality and range of products, price and helpfulness of staff.

Richard Walker, managing director of Iceland, said: “We’re delighted to have been named as the top supermarket for customer satisfaction for the second year running. The satisfaction of our customers is central to our success and we are constantly building on this through competitive pricing, quality and in-store experience.

“Customer satisfaction is now more important than ever as the market becomes increasingly competitive, but I am proud that we continue to offer our customers the very best experience of any UK supermarket.”

Jo Causon, CEO of The Institute of Customer Service, added: “In today’s complex world, it is vital organisations get the basics rights first: efficiency of service, complaint handling and the actual customer experience.

“On top of this, consumers are placing growing importance on trust, transparency, emotional connection and ethical behaviour. Our research shows there’s a compelling argument for meeting both these types of customer priorities for a profitable business return.”