News

How Burger King UK gained customer satisfaction share

September 21, 2012

According to a recent report from the National Customer Satisfaction Index, Burger King has shown the most improvement in customer satisfaction among guests in the United Kingdom market.

Even though McDonald's scores also improved during the measured period, Burger King's jump surpassed the Golden Arches for the first time.

According to the CFI Group, which facilitated the project, there were  a number of factors playing into Burger King's gain. Many of these efforts are being done domestically as well – for example, new, higher-quality menu offerings.

The biggest driver for Burger King UK, according to CFI Group's Alice Fornell, is improved customer service.

"Burger King is doing a lot of things better than they were last year, but the gain in customer satisfaction is largely driven by improved customer service. This year, Burger King rolled-out a nationwide customer feedback program to measure and manage the customer experience in real-time, and their improved customer satisfaction score suggests that it is working," she said.

Read more about customer experience.