Happy Sheffield, grumpy Middlesex – Spreadshirt’s customer satisfaction index

A glance at the cotton statistics: the Spreadshirt Trend Report Nr. 26 / April 2010

London/Leipzig, 29 April 2010: Where is life really worth living? When it comes to so-called livability, UK cities routinely are hard up against Swiss and Canadian competition, especially in terms of safety. But what lists like Mercer’s famous livable cities index routinely don’t reveal is what neighbors you get – and how they are going to behave towards you. A look at Spreadshirt’s customer satisfaction provides insights into different regional mindsets – as well as Spreadshirt’s varied regional service record.

First stop: NPS. The Net Promoter Score indicates how many people will recommend a company and its products to their friends. In recent years, this has come to be the number one index for measuring company appeal and customer satisfaction in online business. For Spreadshirt as a whole that number is currently nearing 50 percent, which easily makes UK customers the happiest around: 18 out of the 24 top-buying British cities clock in with an NPS score well above 50, with Sheffield (78%), Cheshire (77%) and Kent (73%) practically beaming with customer satisfaction. Hertfordshire (45%) and Middlesex (44%) residents are somewhat harder to please/more reluctant to recommend Spreadshirt, though still within easy reach of Spreadshirt average.

Second stop, complaints. When customers complain, they usually have a good reason to do so. At Spreadshirt, customers can return fully personalised items – no questions asked. As a good chef will not disdain to have a look at the left-overs on the plates to improve his service, however, Spreadshirt service managers pro-actively analyze and deal with complaints to improve theirs. Says Elmar Kühn, general manager service: “We can be proud of our low complaint rates only as long as we strive to give our customers every opportunity to reach us. That’s why we encourage the use of Twitter, along with other channels. Every issue down to how a dog shirt fits will go on record and be worked on till it is solved.” Happily, UK complaint rates again bespeak above-average satisfaction: Sheffield residents only return 2.1 percent of Spreadshirt deliveries, with Glasgow second (2.2 %) and Southhampton third (2.3%). Even top complainers from Leeds (4.1%), Kent (3.4%) and Aberdeen (3.3%) make comparatively little use of Spreadshirt’s return policy.

Hardly amazing then, that overall satisfaction, measured by subtracting factored complaints from NPS, again proves British customers to be among the most content residents of the known Spreadiverse: Sheffield and Cheshire again lead the pack, with an overall satisfaction index of 74 and 71 respectively, while Edinburgh (38%), Hertfordshire (41%) and Middlesex (45%) residents give Spreadshirt service people something to think about – and improve on.

Frigid, grumpy Britons? Think again! If customer satisfaction is anything to go by, those looking for happy and easy to please neighbors should consider moving to the UK.

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