Brand analysis

John Lewis is still on the march. The brand has added +3 to its Overall Effort Score to take third position outright.

Last quarter it shared the spot with Amazon, but this is no longer the case. There is now two Overall Effort Score points separating the two.

Positive stories are found in all four pillars too, with Style of Communication and Valuing the Customer both up by +2 and Knowledge & Expertise and Speed of Resolving Problems up by +1

Last August, John Lewis reduced 1% of its headcount and restructured store hours in a bid to improve customer service. While the decision to cut staff often rings alarm bells in the media, John Lewis' moves appear to have paid off as far as Customer Effort is concerned.

In April this year, the retailer announced it was rolling out its fashion repair service to all John Lewis shops nationwide. This is a great example of a business responding to the evolving needs of its customers and will surely result in a positive boost in our Knowledge & Expertise pillar.