[onderzoek] Rituals will be the ‘most customer-friendly company in the Netherlands’ in 2021

Customers rate Rituals overall with an 8.2. The second place in the 2021 edition is for with only one tenth less, an 8.1. In third place followed by charity KiKa with a big 8.

Independent audience award based on continuous research
Organizations cannot register or allow customers to vote for the title ‘Customer-Friendly Company in the Netherlands’; every large, national company in the Netherlands automatically participates. The winner is determined on the basis of independent continuous online research among Dutch consumers that has been conducted since 2007 by research agency MarketResponse.

Clear influence of the corona crisis
Gerrit Piksen, MarketResponse: ‘The corona crisis has a clear effect on the results this year. Although consumers see that many companies are really doing their best, most score clearly lower than before the crisis. Especially in recent months, customers have been less forgiving. Where last year the top 18 still scored an average of 8 or higher, this year this is only reserved for the top 5.’

Consumer is the center
Raymond Cloosterman, CEO Rituals: ‘We are extremely proud. The fact that we are the most customer-friendly company in the Netherlands this year is thanks to our professional customer service teams and our experts on the shop floor. Customer satisfaction is very high on our agenda. The consumer is always at the center when it comes to developing a shopping experience. Physically in our shops, but also online in our webshop. And that also applies in the contact with our customer service and via our social media.’

Full result
The full results of the election of the most customer-friendly company can be found at, reports MarketResponse. In addition to the overall ranking, the results per sector can also be consulted via a special portal. Below are the Top 10.
(PvWK, photo above: new flagship store Rituals on the Spui, Amsterdam)


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