Trust + reputation + service = Customer experience

The latest survey of Top 100 UK Brands for customer experience shows what happens when well-known brands get a reputation for trying to dodge corporate taxes.

As shown at right, the top 2013 brand for customer experience is John Lewis. However, Starbucks, which has been criticised for avoiding UK corporate taxes for several years, isn't anywhere to be found on this year's list of 100 brands.

Nunwood, the consultancy behind this survey, notes that customer service in meeting needs is important, but so is trustworthiness and reputation. The companies in this 2013 Top 100 list scored the highest on all those dimensions.

Some companies are new to the top of the list, others have been near or at the top for some time. Take a look at this comparison of the top 10 in 2011 and the top 10 in 2013. John Lewis, Amazon, Virgin Atlantic and M&S (food and brand) have extended their top-10 stays, even though they're not at exactly the same spot in the survey from one year to the other.

2013

1. John Lewis
2. QVC
3. First Direct
4. Amazon
5. Virgin Atlantic
6. Marks & Spencer (food)
7. Lush
8. Ocado
9. Marks & Spencer (brand)
10. Waitrose

2011

1. Amazon
2. John Lewis
3. Virgin Atlantic
4. Emirates airline
5. Marks & Spencer (brand)
6. Marks & Spencer (food)
7. Millie's cookies
8. Gregg's
9. Hilton hotels
10. Krispy Kreme donuts