OREANDA-NEWS. Standard Life has joined the Top 100 companies for Customer Experience in the UK for the first time, according to the 5th annual analysis of customer experience by Nunwood. This is a major achievement for Standard Life and reflects the insight-driven, customer focused approach being taken by Standard Life to shape its business for the future.

Not only is this the first time that Standard Life has featured in the Top 100, it has entered the league table in 64th place.

Commenting, Stephen Ingledew, Managing Director (Customer and Marketing), said:

"The market in which we operate is changing and so are we. Entering the league of Top 100 Consumer Brands in the UK shows just how much progress Standard Life is making towards being a customer driven retail brand. It also gives us confidence that we can achieve our vision of helping people to save and being their first choice for their life savings. It's fantastic to be recognised in this way and it's down to the hard work of many people across our organisation who are embedding a customer-led culture."

Nunwood's research involves thousands of customers commenting on over 260 brands in the UK and seeks to identify best practice and market leading innovations. The research is founded on six core pillars: Personalisation, Integrity, Time and Effort, Expectations, Resolution and Empathy. The resulting index reflects the performance of brands and the influence these scores will then have on future intentions, such as advocacy and repurchase loyalty.

Jo Mayes, Head of Customer Experience at Standard Life added:

"Over the past year we have used extensive customer and behavioural insight to inform the changes we have made. Nunwood's research assesses six important pillars that we aspire to excel in and our research is informing our approach to all of them. We have developed a set of customer personas which have played a vital part in our journey towards being more customer led this year. Our personas really bring to life who our customers are, their changing needs and their different values and have allowed us to take a more targeted, personalised approach to how we build our relationships with our customers. Our personas are fully embedded in our business at all levels and they mean our customers always have a seat at the Standard Life table."

Last month, Standard Life won the "Best Customer Insight and Feedback ? A Different Perspective" award at the annual UK Customer Experience Awards. The cross-industry award is the first of its kind to be won by Standard Life.