KPMG Nunwood

UK Customer Experience Excellence Analysis 2017


2017 UK Non-Grocery Retail

The retailer M&S has risen seven places in this year’s rankings, moving into the UK top 10 with particularly high pillar scores for Empathy and Resolution, compared to the retail industry average.

A staple of the British high street, M&S has been in operation since 1894, when Michael Marks invited his friend Thomas Spencer to become his business partner on a stall in Leeds. The company is now a multi-million pound organisation with outlets all over the world.

M&S’s level of customer experience excellence has been a key factor in their success. The brand is particularly invested in structuring the business around the consumer. Nathan Ansell, head of global customer insight has been instrumental in making sure employees have the right access to customer data to enable employees to work autonomously. This ties in with the vision of the new CEO, Steve Rowe, who intends to make M&S a data driven business with services such as the Sparks loyalty card. Alongside this data-gathering is the M&S Venture Lab, which has been put in place to experiment with new digital initiatives

One of M&S's more interesting ideas can be seen in its Tuesday service, inspired by the company's desire to meet customers' event-based purchasing occasions, such as women returning to work, or planning for a night out. As such, on Tuesdays, a team of personal stylists is on-hand to inspire shoppers with their wardrobes. "We know how difficult it can be to find your style, whether it's due to a lack of confidence, or just a lack of time," the retailer says. "So, we're here to make your shopping trips, your wardrobe, and your daily style as effortless as possible by doing the hard work for you – building hand-selected outfits to suit you." 

M&S, therefore, is a strong example of a brand that is attentive to the needs of its customers, and is constantly looking for new ways to deliver a superior customer experience.

Company Profile

M&S is one of the UK’s leading retailers. We are committed to making every moment special for our customers, through our high quality, own-brand Food, Clothing & Home products we offer in our 1,433 stores worldwide and online.











Time and Effort