The Customer Quotient™ (CQ) study for the UK measures the capacity of a company or brand to build strong relationships with its customers. The CQ framework measures the five key attributes of brand behaviour that consumers really value – such as trust, relevance, empathy – and that have a direct correlation to business performance, including revenue, return on assets (ROA), and likelihood to recommend.
This year’s leading UK brands, as rated by customers, is headed by LloydsPharmacy, and also includes John Lewis, Waitrose and Disney. The report finds that customer understanding is intrinsically linked to growth and profitability, and shows how even beloved brands still have work to do.
The report acknowledges that that with a NHS under increasing pressure, pharmacists are the most accessible healthcare professional around and that the LloydsPharmacy customer focus has developed an increasingly loyal customer base.
Managing director of Celesio UK (which includes LloydsPharmacy), Cormac Tobin, says that intimate relationship building is the key to providing an excellent customer experience: “Putting the customer first is part of our DNA. Everyone in the business is responsible for ensuring our customers have the best possible experience.
“When it comes to healthcare, our customers and patients know that they can trust the expertise of our pharmacy teams. For many people, the interactions that they have with a pharmacist are the most regular health conversations that they have access to. Many of our customers are loyal to us because they have developed a relationship with their local LloydsPharmacy and that’s something we’re extremely proud of.”
The customer feedback credited LloydsPharmacy with not just ‘talking the talk’ but actually ‘walking the walk’ when it comes to focusing on the customer. The report says about LloydsPharmacy: It appears that its core ‘Customer First’ value is not just rhetoric, but is being embedded into the business. Frontline staff are empowered to make decisions which serve customers’ best interests and all staff are encouraged to o spend a day in the life of their customer to better understand the challenges they face (driving empathy, another driver of high CQ).
Charles Trevail, CEO of C Space says “It’s the intangible factors – like openness and empathy – that are responsible for driving consumer buying behaviours, loyalty, and long-term growth.”
Data from C Space’s annual CQ study were collected in May of 2016 from 4,000 UK consumers. The CQ survey is designed to solicit consumers’ largely unaided evaluations of brands, asking them to think of and rate a company that “really got them” (among other criteria) and one that really didn’t.
For full results, scores and executive summary of findings, please see attachments or visit: www.cspace.com/cq.
LloydsPharmacy has around 1,800 pharmacies across the UK. These are based predominantly in community and health centre locations and include 277 LloydsPharmacy in Sainsbury’s branches. The company employs over 19,000 staff and dispenses more than 150 million prescription items annually.
LloydsPharmacy is part of the Celesio Group; a leading international pharmaceutical wholesale and retail pharmacy company.
With strong brands and about 37,000 employees, the group is active in 13 European countries (thereof with own operations in ten countries; Celesio manages operations in two countries and participates in a joint venture in one country). Every day, the company serves over 2 million customers – at more than 2,150 pharmacies of its own, at about 300 managed pharmacies and at over 4,500 participants in the brand partnership schemes. With 107 wholesale branches in Europe, Celesio supplies more than 50,000 pharmacies and hospitals every day with up to 130,000 pharmaceutical products.
McKesson Corporation, San Francisco, USA, is the majority shareholder in Celesio AG. The company acquired more than 75 percent of Celesio AG shares in February 2014. McKesson provides solutions that include pharmaceutical and medical-surgical supply management, healthcare information technology, and business and clinical services.
McKesson is a Fortune-500 company and currently ranking #5.
About C Space
C Space is the global customer agency. Through private online communities, co-creation, and innovation programs, C Space builds and strengthens connections between brands and their customers. This allows brands to design better products, create more relevant marketing, improve customer experiences, and drive customer loyalty.
Headquartered in Boston, London, and Shanghai, C Space also has offices in New York, San Francisco, and Mexico City. To learn more about CQ, visit www.cspace.com/cq. C Space is a part of the DAS Group of Companies.
About The DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.