Outback Steakhouse and Panera Bread Top Food Service List; Higher Customer Centricity Index Score Linked to Sales Growth
CINCINNATI--(BUSINESS WIRE)--dunnhumby, the world’s leading customer science company, today released their first Customer Centricity Index (CCI) measuring how well retailers are responding to the needs and wants of their customers - through the eyes of their customers. The dunnhumby Customer Centricity Index™ weighs customers’ perceptions of retailers against seven pillars or primary business areas most critical for achieving long-term customer centricity to help retailers understand where and how they can improve.
dunnhumby’s first CCI report and ranking focuses on the restaurant industry with a deeper look into three primary categories: Casual Dining, Fast Casual and Fast Food. Outback Steakhouse and Panera Bread score at the top of the Food Service Retail ranking overall as well as within their respective categories, Casual Dining and Fast Casual. Chick-Fil-A came in at #7 on the overall Food Service ranking, but ranked the highest within the Fast Food category.
In their analysis, dunnhumby found that companies with higher CCI scores also tended to have higher long-term comparable sales growth over a two-year period. “Restaurants face more operational challenges in becoming customer-centric organizations than other categories of retail as franchise models often make it difficult to consistently deliver the same customer experience across outlets and, ultimately, build long-term loyalty with customers,” says Euan White, Senior Vice President, Consumer Markets, dunnhumbyUSA. “Our research shows that customer centricity is a key indicator of business health and potential for growth. It also shows that food retailers that understand what drives a customer to their brand are leveraging that insight to differentiate themselves from the competition and drive sales.”
“Insight into how well we are meeting the wants and needs of our customers is invaluable for informing our business. dunnhumby’s CCI report provides another tool to help assess our brand health,” said Michael Simon, Executive Vice President & Chief Marketing Officer, Panera Bread. “Delivering for our customers first is something we strive for as a company and it’s rewarding to know how our efforts are being received by our customers.”
In what Forrester Research has coined “The Age of the Customer,” businesses across verticals are embracing the concept of customer centricity by adopting more customer-driven strategies and forgoing traditional business-driven strategies. “Customer centricity has become a catch-all term for talking about customer experience or customer satisfaction and while many businesses describe themselves as customer-centric, understanding what your current customers need and activating on those needs can be a challenge,” continues White. “Retailers need to evaluate their business strategy in terms of what matters most to customers, what we call the ‘Seven Pillars of Customer Centricity’: experience, loyalty, communications, assortment, promotions, price and feedback. By analyzing customers’ perceptions of retailers against these pillars, retailers have a blueprint for customer-centric activation to drive customer loyalty.”
Over 100 food service retailers were rated by their customers via an online survey over a nine-month period and were asked to rate each retailer on over 40 customer-centric attributes based on the “Seven Pillars of Customer Centricity.” Retailer scores are based on a weighted average of those results that link the various factors of customer centricity to loyalty and likelihood to recommend. Respondents were classified as customers of a retailer based on trips occurring at the retailer in the past three months.
To access the full dunnhumby CCI Food Service Report, additional industry insights and the complete list of rankings, please visithttp://www.dunnhumby.com/insight/cci-june2013.
dunnhumby is the world’s leading customer science company. We analyse data and apply insights from more than 400 million customers across the globe to create better customer experiences and build loyalty. Our insights and strategic process help clients create competitive advantage and enjoy sustained growth. dunnhumby employs more than 2,000 employees in offices throughout Europe, Asia and the Americas, and serves a prestigious list of companies including Tesco, Coca-Cola, Macy's, Procter & Gamble, PepsiCo and Shell. For more information, please visit us at www.dunnhumby.com.
Delivering for our customers first is something we strive for as a company and it’s rewarding to know how our efforts are being received by our customers.