Iceland named UK’s top supermarket for customer satisfaction for second time running

January 23, 2019

Iceland has been voted one of the best companies in the UK for delivering customer satisfaction, according to new figures released by The Institute of Customer Service.

The retailer is the highest ranking supermarket scoring an impressive 83.2, sitting way above the national average of 77.7, across 30 different customer measures. Iceland led the way on customer experience which incorporates metrics around quality and range of products, price and helpfulness of staff.

Iceland’s triumph follows a successful 2018, with a particular focus on sustainability and product innovation. January saw the announcement of the retailer’s pledge to eliminate single-use plastic across its own-label range by 2023, followed by a commitment in April to remove palm oil as an ingredient from all own-label products – a commitment it has fulfilled. Iceland’s now famous ‘banned’ Christmas advert, Rang-tan, redefined festive advertising and is now the most viewed UK Christmas advert of all time.

Iceland’s sustainability commitments and successes resonated with customers who rewarded the supermarket with an incredible score of 81.7 for its emotional connection and 80.9 for ethics.

The recognition from the UKCSI will come as little surprise as the supermarket continues to deliver quality product ranges and offer its shoppers excellent value. September saw the expansion of Iceland’s vegan range with thirteen products joining the award-winning No Bull Burger.