Brand analysis
After an impressive +3 point rise in Overall Effort Score last wave, Sainsbury’s Bank’s score has remained flat wave on wave – though flat at the highest score it has ever recorded.
Looking at the pillars, Knowledge & Expertise and Valuing the Customer are both up by +1, while Speed of Resolving Problems remains flat, too.
Its score in Style of Communication is in free fall however, dropping for three consecutive waves. Politeness of customer service agents and breadth of languages available must be a focus for Sainsbury’s if it wishes to climb further up the ranks.
In May, Natwest began taking on millions of Sainsbury’s Bank customers in a transfer that will be completed by the end of the year. How well the brand communicates any changes to customers will decide its performance in the Customer Effort Index in the two remaining waves of 2025.
