LloydsPharmacy is the UK’s most customer-centric brand according to independent report
A report out today from global customer agency C Space says that the community pharmacy chain excels in the eyes of customers when it comes to delivering superior customer experience.
The Customer Quotient™ (CQ) study for the UK measures the capacity of a company or brand to build strong relationships with its customers. The CQ framework measures the five key attributes of brand behaviour that consumers really value – such as trust, relevance, empathy – and that have a direct correlation to business performance, including revenue, return on assets (ROA), and likelihood to recommend.
This year’s leading UK brands, as rated by customers, is headed by LloydsPharmacy, and also includes John Lewis, Waitrose and Disney. The report finds that customer understanding is intrinsically linked to growth and profitability, and shows how even beloved brands still have work to do.
The report acknowledges that that with a NHS under increasing pressure, pharmacists are the most accessible healthcare professional around and that the LloydsPharmacy customer focus has developed an increasingly loyal customer base.
Managing director of Celesio UK (which includes LloydsPharmacy), Cormac Tobin, says that intimate relationship building is the key to providing an excellent customer experience: “Putting the customer first is part of our DNA. Everyone in the business is responsible for ensuring our customers have the best possible experience.
“When it comes to healthcare, our customers and patients know that they can trust the expertise of our pharmacy teams. For many people, the interactions that they have with a pharmacist are the most regular health conversations that they have access to. Many of our customers are loyal to us because they have developed a relationship with their local LloydsPharmacy and that’s something we’re extremely proud of.”
The customer feedback credited LloydsPharmacy with not just ‘talking the talk’ but actually ‘walking the walk’ when it comes to focusing on the customer. The report says about LloydsPharmacy: It appears that its core ‘Customer First’ value is not just rhetoric, but is being embedded into the business. Frontline staff are empowered to make decisions which serve customers’ best interests and all staff are encouraged to o spend a day in the life of their customer to better understand the challenges they face (driving empathy, another driver of high CQ).
Charles Trevail, CEO of C Space says “It’s the intangible factors – like openness and empathy – that are responsible for driving consumer buying behaviours, loyalty, and long-term growth.”
Data from C Space’s annual CQ study were collected in May of 2016 from 4,000 UK consumers. The CQ survey is designed to solicit consumers’ largely unaided evaluations of brands, asking them to think of and rate a company that “really got them” (among other criteria) and one that really didn’t.
For full results, scores and executive summary of findings, please see attachments or visit: www.cspace.com/cq.