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John Lewis rated most 'human' retailer ahead of Amazon

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Britain’s biggest department store John Lewis has been voted the UK’s most trusted retailer as it saw off competition from Amazon.

Todays Human Era Index report, which dishes out scores of 1-10 based on whether companies are trustworthy, honest and caring to its customers, quantified thousands of customers’ experiences across 1,000+ brands. The average brand score was 4.2.

John Lewis scored a lofty 8.8 and was praised due to staffs non-pushy sales style and helpful and friendly customer service. “It is about fair pricing, it is about good service when you ring up the helpline, straightforwardness and honesty,” said Andy Street, Managing Director, John Lewis. Sister company Waitrose came top of the grocery table with “small personal connections” improving customers lives.

E-commerce giant Amazon also received a decent score of 5.5 and was praised for its excellent performance and commitment to customers.

Bose lead the way in the consumer electronics market and notched a strong score of 7.8 as its policy of investing back into the business, usually through long-term research, was praised by customers.

Yo! Sushi was voted most trusted restaurant brand, with a score of 8.4 and gained good feedback for its uncomplicated style and open and friendly nature. “For me, the YO! brand is about breaking down boundaries, it’s incredibly democratic and is accessible to everyone,” said Paul Priestman, President of Design Business Association.

Internet Psychologist, Graham Jones commented: “Psychologically, the company is doing the right things to demonstrate that it truly cares about its shoppers, both in bricks and mortar stores and online. It is the attention to detail and seeing each customer as an individual, rather than part of some market group that is setting John Lewis apart from other retailers.”

Published on Monday 27 January by Editorial Assistant

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