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International Customer Experience Survey - Twinings

With a history dating back to 1706, quality tea has always been at the heart of what Twinings does. So far ten generations of the Twining family have been involved in the business, and they work hard to bring the most exciting new blends to tea lovers around the world.

Mackman Research has worked with Twinings to conduct an international online survey for six consecutive years. The annual survey is centred on Twinings' clients' customer satisfaction and knowledge of customer services. The survey measures the overall satisfaction levels of customers and their experience of dealing with Twinings' International Customer Services. The online survey method is used to survey Twinings' clients in 70 countries worldwide.




  • Twinings manufacture tea and other beverages, including coffee, hot chocolate and malt drinks.
  • They have the oldest brand logo in continuous use in Great Britain.
  • Twinings' expert master blenders taste more than 3,000 cups of tea every week.
  • Mackman Research worked with Twinings to administer their annual customer satisfaction survey in over 70 countries.
  • This included the design, sending, and monitoring of the questionnaire, and the collation, analysis, and presentation of results.
Twinings Tea in a mug


Blending delicious teas since 1706

Twinings is one of the oldest ratepayers in London, having occupied the same premises in the Strand since its establishment. It is primarily associated with the Earl Grey blend, and is a world-renowned brand for the production of teas, coffees, and other beverages. Twinings was even mentioned in one of Jane Austen's letters to her mother.

Mackman Research was supplied with a copy of the Twinings' customer contact database and all customer contacts were emailed and invited to take part in the online survey. The online survey was live over the course of two weeks and a one week extension was agreed, when a low response rate was documented after two weeks. In specific cases, a faxed copy of the questionnaire was used to make certain a response was gathered.

The Results

The comparative data demonstrates levels of satisfaction over a twelve-monthly period and the results are cross tabulated to show differences between product and market. The results of the international customer services satisfaction survey continue to help support and monitor improvement to Twinings' customer services, coinciding with an important time in their business strategy. We provided a PowerPoint presentation version of the results in addition to the standard comprehensive report.

The International Customer Satisfaction Survey conducted by Mackman on behalf of R. Twinings and Company Limited has continually proved to be an invaluable tool for helping Twinings shape the future of the Customer Services we deliver. Mackman Research has worked professionally at all times, enabling clear presentation of the results to identify key trends and areas for growth and improvement of the Customer Services team now and in the future.

Sharlene Moffitt, International Customer Services Manager - Twinings
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