Efteling has today been named the most customer-friendly company in the Netherlands in 2023. Last year, the amusement park was third in the largest independent survey of customer-friendliness in the Netherlands and the year before, in corona year 2021, Efteling finished in 70th place. This year, DSW Zorgverzekeraar in 2nd place and Rituals, winner in 2022 and 2021, in 3rd. KiKa took first place as the most customer-friendly charity, closely followed by CliniClowns.

 

The Most Customer-Friendly Company in the Netherlands is an ongoing, independent survey among Dutch consumers that has been conducted since 2007 by market research agency MarketResponse. Organizations cannot sign up themselves or let their customers vote. In this 16th edition in 2023, MarketResponse has collected a total of 89.930 customer reviews from 352 nationally operating companies, divided into ten industries.

'Employees are essential'

“It is incredibly special and valuable to receive such a wonderful recognition,” says Nicole Scheffers, Park & ​​Resorts director at Efteling. She sees the title mainly as the crowning glory of the hard work of all employees. “They work every day to give our guests an enchanting day. Hospitality is crucial for Efteling and we look at the overall picture of product, theme, employee and organization. All aspects must be correct. Our employees really play an essential part in this.”

The winner and the ten industry winners were announced in Utrecht on Thursday 11 May 2023 during the inspiration session 'HX = EX + CX. The formula for the most customer-friendly companies in the Netherlands' by MarketResponse and Platform for Customer-Oriented Business (PvKO). This event was also dedicated to the essential role of employees in customer friendliness.

Scores rise and creep towards each other

The average scores in the Most Customer-Friendly Company in the Netherlands are still going up, notes Gerrit Piksen, Expert Customer Experience at MarketResponse and project manager of the largest independent customer satisfaction survey. “In five years, the bar to get into the top 75 has risen almost half a point. In 2018, an average of 7,25 was enough for a place in the top 75, now it is 7,70. Last year only the top 7 scored an 8 or higher, this year the first 15 score above 8. At the same time, the mutual scores are getting closer to each other.”

The KLANT magazine features the top 75 companies, the top 25 charities and the leaders in the 10 industries, plus interviews with the winners and the backgrounds and developments of the Netherlands' largest, independent research into customer friendliness. The digital magazine CLIENT 2023 can be requested here.

Customer Experience Market Response