European brands flop at delivering excellent customer experiences finds Forrester

No company in the UK, France or Germany delivers an excellent customer experience, according to Forrester but three quarters agree they need to address the issue fast.

A survey of 13,451 EU consumers from Forrester, ranking 203 large European brands, found that the majority of brands across all three countries clustered in the OK and poor categories.

In the UK, 87 per cent of the brands were OK or poor, Germany had 84 per cent in this bracket and France 55 per cent. Unlike other markets, not a single brand offered a ‘good’ customer experience.

Leading brands in the UK were Nationwide Building Society, M&S Bank, and American Express. MAIF, Yves Rocher, and Credit Mutuel led in France and ING-DiBA, DKB, and DocMorris took the top of the table in Germany.

Joana van den Brink-Quintanilha , an analyst at Forrester, said: “Financial services firms hold the lead in all three markets. Credit card companies and banks seized the top eight slots in the UK. In Germany, financial services firms pocketed the top two slots, and in France, seven insurers are among the top 13 brands.

"But don’t rest on your laurels financial-services companies… retailers like Marks & Spencer offering financial services are doing so with success.”

Amazon was the highest-scoring digital-only retailer brand in all three markets.

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