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Supermarket chains Publix, Kroger and Safeway earned the highest marks in their categories on Corporate Research International's second quarter 2008 RealPeopleRatings.com poll. The quarterly customer service survey seeks to rate the importance of brand image and customer perception.
Launched in 2005 by the Findlay, Ohio-based Corporate Research International -- a market research firm specializing in mystery shopping and customer satisfaction surveys -- RealPeopleRatings.com sends the quarterly surveys as online opinion polls to its pool of panelists; 1,389 panelists participated in this quarter's survey.
Respondents were asked to rate their perception of each business's customer service on a scale of 1-10, with 10 being the highest rating. If a respondent did not have experience with the business, the panelist did not enter a score for that establishment.
"Companies with consistently high ratings are focused on all customer touch points," said Michael Mallett, CEO of Corporate Research International. "Every interaction customers have with a business impacts overall perception, so an ongoing effort to maintain all areas keeps scores high. Looking at the customer experience from all angles is ultimately what keeps customers coming back."