Ranking: John Lewis overtakes M&S in customer satisfaction poll
What: John Lewis overtakes M&S in UK Customer Satisfaction Index with a score of 86.7, driven by successful implementation of price-matching strategies and transformation investments, while M&S maintains strong performance despite cyber challenges.
Why it is important: The success of both retailers' different approaches to customer satisfaction - John Lewis through strategic pricing and M&S through operational resilience - provides valuable insights into maintaining customer loyalty amid retail transformation.
The latest UK Customer Satisfaction Index reveals significant shifts in retail performance, with John Lewis achieving a score of 86.7, marking an increase from 85.5 in January and 85 in July last year. This improvement reflects the success of strategic initiatives, particularly the revival of the 'Never Knowingly Undersold' price-match guarantee, which contributed to a six-point gain in net promoter score. Despite steady annual sales of £4.8bn, John Lewis saw 3% growth in the second half, supported by a £600m transformation investment. Meanwhile, M&S demonstrated remarkable resilience, with its food business scoring 85.6 and non-food offerings improving to 85.4, despite significant disruption from a cyber attack. The overall retail sector showed strong performance, with food retailers averaging 80.6 and non-food retailers achieving 81.5, both significantly above cross-sector averages.
IADS Notes: The UK retail sector's customer service transformation has shown significant evolution throughout 2024-2025. According to Retail Gazette in September 2024, John Lewis's revival of the 'Never Knowingly Undersold' pledge marked a turning point, driving a 55% increase in daily website visits and demonstrating the enduring value of price confidence. This was followed by WWD's October 2024 report of an £800 million investment in retail infrastructure, focusing on store modernisation and enhanced customer experience. Drapers revealed in February 2025 that John Lewis had implemented a comprehensive transformation strategy emphasizing enhanced customer service and technological innovation. The Retail Bulletin's analysis in April 2025 highlighted how department stores were demonstrating resilience through strategic investment in experiential retail development. This evolution culminated in Drapers' April 2025 coverage showing how John Lewis successfully balanced heritage with innovation in its retail offerings, setting new standards for customer service excellence in UK retail.
