According to data from the latest Island Global Research Brand Reputation Index, people in the Channel Islands feel a declining sense of customer satisfaction for selected brands in the finance, retail and island services sectors (including utilities, telecoms, Government, media and transport).
The Index measures the reputation of selected organisations in Guernsey and Jersey and monitors which brands resonate most with island residents. The latest data was collected in Spring 2024.
In Guernsey, the Spring 2024 Brand Reputation Index overall Customer Satisfaction Score is 60.4 (out of 100), a decline of 2.3 points compared to a year ago and 4.4 points compared to spring 2022. It is now 9.8 points below its Spring 2020 level when customer satisfaction appeared to peak during Covid.
In Jersey, the overall Customer Satisfaction Score is 55.8 (out of 100), a decline of 8.0 points compared to a year ago and 4.1 points compared to spring 2022, and 10.2 points below its Spring 2020 level.
Of the organisations monitored, the highest rated for customer satisfaction in Guernsey are Skipton International, RH Gaudion and Cherry Godfrey with scores of more than 80 out of 100.
In Jersey, of the organisations monitored, the highest rated organisations for customer satisfaction are Lloyds Bank, Marks & Spencer and Waitrose with scores of more than 75 out of 100.
Lilyanne Guille, Manager Island Global Research commented: “We haven’t collected data to help pinpoint exactly why there is a downward trend with this aspect. Reasons are likely to vary between sectors and organisations within sectors, however in general it is a challenging economic environment, and we expect organisations which have built strong relationships with their customer base to be more resilient.
“Skipton International, RH Gaudion and Cherry Godfrey are identified as examples of good practice in Guernsey, as are Lloyds Bank, Marks & Spencer and Waitrose in Jersey, all with BRI scores of more than 80 out of 100 for customer satisfaction. With this in mind, we would like to encourage organisations in our islands to think about how they can slow the trend by putting customer experience at the forefront of the services they provide.
“Learning from those which perform highly and listening to customer feedback are both important mechanisms for identifying what changes will make positive differences to customers.”
