SA’s most trusted brands of 2016

The newly released South African Customer Satisfaction Index (SAcsi) reveals the most trusted and best local brands as voted for by consumers. Find out how your favourite brand performed

If there was any doubt about the longstanding belief that South Africans love their chicken, we have the unequivocal evidence to prove it.

According to the latest SAcsi results, the top five is dominated by restaurant industry players, with Wimpy taking top spot with a satisfaction score of 83,6 out of 100.

Chicken rivals Nando’s and Chicken Licken came in joint second place with a score of 83 each, just inching ahead of KFC, which scored 82,9.

Apple, the only non-fast-food related business to crack the top five, rounded it off with a score of 82,7.

READ MORE: SA supermarket customers less satisfied: survey

SAcsi founder and Consulta CEO Adre Schreuder says the index, which is based on research covering 21 industries and 118 brands and conducted on 51 000 respondents, shows that consumers were slightly more satisfied with the household goods and services they had received in 2015 compared to 2014, with the overall customer satisfaction score reaching 76 out of 100.

Considering the tough economic conditions SA consumers are facing, Schreuder says brands are having to work harder at not only earning consumer trust, but doing enough to ensure that they maintain customer loyalty at a time when consumers are just looking for the best deal.

“Brands that stay close to their customers hedge their best bets against lower-buying intents and earn greater loyalty from customers during a downturn. The best advice for South African companies in these tough economic times is to stay close to your customers and provide exceptional value for money, which is the new battle-ground for differentiation,” he said.

Wimpy, Chicken Licken, Mugg & Bean and MTN were among the most-improved brands, making significant strides in their satisfaction scores from the previous index, while Pick n Pay, Caltex, Checkers and Momentum Health dropped in the index.

READ MORE: SA’s most reputable brands revealed

The most-improved industries included restaurants, wireless Internet service providers and mobile handsets, while the industries that took the biggest knock were supermarkets, life insurance companies and fuel stations.

“Not only will companies with higher customer satisfaction produce higher returns, they will also do so with less volatility, risk exposure and better cash flows. Having satisfied customers just makes managing your business easier,” Schreuder says.